Identifying Component Themes of Consumer Products’ Brand Personality in Contemporary Iranian Market (A Qualitative Approach)

Nowadays, marketing professionals are increasingly awareof the importance of brands in the success of organizations, as itcan be an asset with utmost importance for a lasting competitiveadvantage. Indeed, what is called a brand is something far morethan a name. The brand and its affiliates pave the way for humancommunication. Brand personification is done in this respect.Although BP can be defined separately from human personality, itis not entirely independent of it. Therefore, in this study, theindicators of the component themes of consumer BP present inIran’s market are clearly demonstrated. The present study, whichfalls into the category of developmental research in terms of objective, is carried out qualitatively. As a developmental research,this study uses a sample of 29 students of management whom wereselected by non-probability sampling (purposive and judgemental).The main research tool was an open-ended questionnaire,completed and collected by semi-structured interviews.The findingsconsist of 74 indicators that were extracted and compiled from theliterature review, theoretical foundations, research background(such as Aaker, 1997 and Geuns et al. 2008) and semi-structuredinterviews using NVivo software, which could be divided into eightpositive and negative dimensions. Furthermore, some of the 74indicators or personality traits identified for Iranian consumerbrands include beautiful, personable, hardworking, always friendly,strong and capable, skilled, attractive, creative, efficient,competent, competitive, friendly to little ones, old friend, funny,dysfunctional, uncommitted, insincere, unfriendly (unkind), bully,tyrant, naughty, narcissistic that actually constitutes thepersonality themes of consumer brands in Iran’s commoditymarket.