Fitting a structural model of smartphone brand consumer preference through product appearance components with the mediation of brand personality

With the increase in competition in the smartphone industry, understanding what factors influence the perception of smartphone buyers and affect their selection and purchase process has become an important issue for manufacturers and academics. This study examines the effect of the three appearance components of color, design and packaging on smartphone consumer preference and brand personality, as well as evaluating the effect of brand personality on smartphone consumer preference. This study is descriptive in terms of practical purpose and information gathering. The statistical population of the research includes smartphone users in Iran, and the statistical sample of 404 people was made available by sampling method and the questionnaires were completed. The desired questionnaire is prepared by studying the theoretical foundations and using a standard questionnaire. Data were analyzed using SPSS and LESREL software. The results showed that the appearance components of the product (color, design, packaging) have a positive and significant effect on consumer preference for smartphones and brand personality. Also, the positive and significant effect of brand personality on consumer preference for smartphones was confirmed. The results of this study provide several theoretical and practical implications for marketing management, consumer behavior, and the smartphone industry.