The Relationship Between Brand Personality And Purchasing Intentions: An Empirical Study On Customers Of Mobile Phones In Saudi Arabia
Abstract
The purpose of this research is to investigate the relationship between brand personality (credibility, excitement, efficiency, sophistication, durability) and purchase intentions. In this research, brand personality considering its role was studied. The sample included 354 customers and data were collected via an online survey and were examined by applying multiple regression through SPSS software. The results showed that there is a significant positive relationship between brand personality and purchasing intentions. Also, there is a significant effect relationship of brand personality on purchasing intentions. Furthermore, it shows that there are significant differences in customers perception of brand personality and purchasing intentions according to demographic characteristics (income, age).
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