Developing the Concept of Brand Love Based on Customer Personal Characteristics (Case Study: l ekneH Company)

The present study aims to investigate the role of customers personality factors in theirs tendency towardsbrands. The investigated customer personality characteristics in this study are neuroticism, extraversion,openness, compatibility, and conscientiousness. The research is a descriptive survey. Maslach and Jacksonquestionnaire was used to collect information regarding personality factors and Adin and Yonal questionnairewas used to collect information for brand love. The Cronbach's alpha coefficient was ۸۴ and ۷۸, respectively.Content validity was used to test the validity and perspectives of academic experts have also been used. At thispoint the questionnaire with a large convergence between the views of the experts was approved. The societyincludes customers of Henkel Company in the Tehran province. Due to the unlimited statistical society, ۳۸۶people were selected as research sample. To analyze the data, Spearman correlation coefficient and multipleregression methods were used, four out of ۵ hypotheses were proved indicating the personality factors as thepredictive variables responsible for the changes in customer brand love.

Keywords:

Personality Factors , Brand Love , Multiple Regression