Comparing the personality of three well-known sporting brands in Iran

Article English OPEN
Mohmood Mohammadian; Hamidreza Asgari Dehabadi;
(2012)
  • Publisher: Growing Science
  • Journal: Management Science Letters (issn: 1923-9335, eissn: 1923-9343)
  • Subject: Brand Personality | Sincerity | Excitement | Sophisticated | Competence | Ruggedness | Business records management | HF5735-5746

A significant amount of literature specifies that there are benefits for having a favorable brand personality, such as purchase intentions and enhanced brand attitudes and higher degrees of consumer trust and loyalty. Brand differentiation is one of most important issue... View more
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