Phenomenological Enquiry in the Role of Brand Personifications to Stimulate Brand Relationship of Shopping Centers & Malls

The aim of this study is to identify the role of brand Personification on stimulating the visitors' relationship with the brand of shopping Centers and malls.

The present qualitative study aims to identify the variables used to answer research questions based on the experiences and behaviors of people's daily lives, consider shopping centers & malls as a phenomenon and considering the lived experience of people with this phenomenon, the research support paradigm is phenomenology. The informants were selected from the professional clients of these centers with the snowball method. Data were collected using 16 semi-structured & in-depth interviews until data saturation was achieved. Qualitative data analysis was performed using content analysis at three levels, including open coding, sub-concepts extraction, and finally the acquisition of main concepts (Themes) with the help of MAXQDE software. Finding &

The results indicate that in the case of living personification, the use of celebrities and in the case of non-living personification the use of cartoon characters and among the five dimensions of brand personality, completeness and excitement was related to establish visitors' relationship with brand of shopping centers and malls. Research limitations: Lack of scientific background in the field of brand personification, especially in the field of location such as shopping centers & malls is one of the most important limitations of this research.