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Application of Brand Personality Scale in automobile industry: the Study of SAMAND’S Brand Personality Dimensions
2010 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This research has empirically measured the SAMAND’s (IranKhodro’s manufactured car brand) brand personality in Iran, by using the five- dimension Brand Personality Scale developed by Aaker (1997) as a framework. So according to this framework which was originally conducted in 42 items (42 personality attributes)clustered in five personality dimensions and had been tested in different countries and industries, we prepared a questionnaire translated in Persian, and used the back translation method. With deep interviews among 12 Iranian experts about the 42 items scale and also a pilot study the original questionnaire changed to a 38 items scale and the survey had been run within five big branches of IranKhodro randomly chosen in the five parts of the Tehran. The reliability and validity test of the questionnaire had been resulted in omitting one more item from the list. Then the student T-Test showed respondent’s ideas about the personality of SAMAND and they believed SAMANAD’s Personality Dimensions are: Sincerity, Competence and Ruggedness. They were not agreeing about the ‘Sophistication’ dimension that showed SAMAND is not a sophisticated brand. And the personality dimension “excitement” was not clear for this brand. The confirmatory factor analysis of the measurement model and the structural model provided evidence that the ‘ruggedness’ dimension proposed by Aaker(1997) was not reliable, nor was it valid. And the relationship with the main construct ‘Brand Personality’ was weak. So to achieve good measurement framework, the other four dimensions had to be refined up to the point that there was no problem with combining them to form one higher construct namely ‘Brand Personality’. Then the five dimension model describing 38 attributes changed to a four dimension scale consisted of 24 items. Finally there were hypothesis about demographic specifications of respondent’s having effect on their opinion about SAMAND’s Personality. And the results showed that different respondents have significant differences in their ideas about five personality dimensions of SAMAND.

Place, publisher, year, edition, pages
2010.
Keyword [en]
Social Behaviour Law, Brand, Brand Personality, big five model
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
Identifiers
URN: urn:nbn:se:ltu:diva-53048ISRN: LTU-PB-EX--10/006--SELocal ID: a1f6af54-290f-4d04-9364-aab37eda038dOAI: oai:DiVA.org:ltu-53048DiVA: diva2:1026421
Subject / course
Student thesis, at least 30 credits
Educational program
Electronic Commerce, master's level
Examiners
Note
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
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  • nn-NB
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  • Other locale
More languages
Output format
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