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Author Mohammadian, Mahdi
Source CiteSeerX
Content type Text
File Format PDF
Subject Domain (in DDC) Computer science, information & general works ♦ Data processing & computer science
Abstract The main focus of this study is evaluation of brand personality dimensions (ruggedness, sophistication, competence, excitement, and Sincerity) and those effects in purchase decision of the citizens are being evaluated. The population of this study is all citizens of Ardabil city. Data has collected from 384 Ardabil city citizens by through simple random sampling. To data gathering we used a questionnaire with study of variables. Questionnaires reliability was 0.79. To analyze the data resulted from collected questionnaires deductive and descriptive statistical methods are used, and to display some statistical data we used column diagram and in deductive level to test the questions of the research we used one simple T test. The analysis has performed with SPSS. Findings show that the perceptions of Cooperation Companies ’ brand personality and its dimensions (competence, excitement and sincerity) have effect in buying decision of Ardabil citizens. But, Cooperation Companies ’ Sophistication & Ruggedness dimensions don’t have any effect in buying decision.
Educational Role Student ♦ Teacher
Age Range above 22 year
Educational Use Research
Education Level UG and PG ♦ Career/Technical Study