The Human Aspects of Brands: A Survey in Mobile Market of Iran Dehabadi Hamidreza Asgaria, Shokri Shahab Talaieb, Abdolhamid Mahdic, Abdian Sabad aPh.D Student, Management, Payame Noor University, Tehran, Iran bM.A, Administration Management & Researcher, Hekmat Institution, Iran cPh.D Student, Management, Allameh Tabatabaie University, Tehran, Iran dM.A Student, Tourism Management, Allameh Tabatabaie University, Tehran, Iran Online published on 24 October, 2013. Abstract Brand managers have been faced with the human aspects of brands and increasing the brand value in customers' mind. Every brand has human traits that enable it to penetrate in mind of customers and declares it's differentiation from others. This study analyzes the personality of Samsung, Sony and Nokia brands which are the most popular brands in mobile market of Iran. This analyze done using Aaker's brand personality model. First, data are gathered using a questionnaire designed based on above-mentioned model. Second, the goodness of fit of model is analyzed using factor analyses method and then, the K-S and Friedman tests are done to analyze the collected data. Results showed that in terms of "sophistication" and "competence" the Nokia takes on the highest rank. In terms of "ruggedness" and "excitement" the Sony is higher than others and in light of "Sincerity" the Samsung is higher than two other brands. Top Keywords Brand personality, Sincerity, Excitement, Sophistication, Competence, Ruggedness. Top |