Because brand equity helps to formulate a business strategy and leads to the profitability of organizations in the long run, therefore, recognizing the impact of brand personality on value creation from a customer perspective is very important. The purpose of this study is to investigate the role of brand personality on brand value creation in Iran Insurance Company. The statistical population of the study includes 384 subscribers of Iran Insurance Company in Tehran. The data collection tool in this research is a questionnaire that has the desired reliability and validity. To test the research hypotheses, the partial least squares method was used with the help of Smart PLS software version two. Findings showed that brand responsibility, brand simplicity and brand dynamics had a positive and measurable effect on brand value. In this regard, the results showed that the effect of variables of brand boldness and brand excitement on brand value creation had no significant effect.
- حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران میشود.
- پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانههای چاپی و دیجیتال را به کاربر نمیدهد.