The New Brand Personality Model in IRAN

This study aims at building the fundamentals of a specific Brand Scale in Iran which is capable of fulfilling the Iranian customers’ needs and requirements. In this study, we have obtained a new scale relating to brand personalities in Iran. First, all common items were gathered. Secondly, in order to evaluate the accuracy and creditability of the items used in CVR, we utilized their content validity. At the third step, it was distinguished that in what way any of the cases evaluated together were convertible and we used all cases which will be away from Exploratory Factor Analysis (EFA). Results are explained in this text in details. Fourth step included the analysis of the Confirmatory Factor to measure whether the items of this variable are true or false. And finally, the fifth step was performed with the new native Scale Model and Brand Personality in Iran in order to accept to refuse the hypothesis based on the results from Exploratory Factor Analysis (EFA). Moreover, the Confirmatory Factor Analysis (CFA) is described in details in this paper. Research findings have revealed that from among the five main Brand Personality elements introduced by Aaker (Sincerity, Sophistication, Excitement, Competence and Ruggedness), three elements exist in Iranian market. But two additional elements have been added (Reliability and Validity). Therefore, five main Brand Personality elements are as follows: 1) Competence, 2) Reliance, 3) Sincerity, 4) Sophistication and 5) Fluency.