The Impact of Brand Personality on Product Sale through Brand Equity (Case Study: Cosmetic Products Retailers)

Abstract

In recent years, understanding the reasons of brand personality attraction for consumers, the determination of its effect on consumer behavior and brand equity has been an area of interest to researchers of consumer behavior. Certainly , this concept can be important for sellers of product that are on the other side of the purchase & sale equation and the results can be effective in promoting their brands. In order to reach this purpose, this study has analyzed the influence of brand personality on sale product through brand equity concept, from view point of retailer cosmetic product in Iran. The findings of this research imply that brand personality influence on brand equity and product sale and the dimensions of brand equity show a mediator role between brand personality and product sale. Furthermore, the results indicate excitement and sincerity as the two dominant dimensions of L'Oreal's personality and show indirect impact of brand personality on brand equity and sale product dimensions.

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