A survey on relationship among consumer personal characteristics, brand personality and brand love

Abstract

Consumer's personality traits, as one of the most important aspects of human psychological tendency, may influence people towards different brands. Therefore, the owners of most well-known brands also try to learn more about people's personal characteristics to gain more market shares. The purpose of this paper is to find out more about consumer personality, which creates motivation in consumer's mind and to learn more about the effect of this image on consumer's interest on purchasing products. The population of this survey includes all people in city of Tehran, Iran who own one of Apple's products. The results of the survey have indicated that neuroticism, extroversion, openness, compatibility, loyalty and brand love, as the main characteristics of brand personality, maintained positive impacts on brand love.