Investigating the Impact of Brand responsibility and personality activity on the orientation of exploration and orientation with the mediating role of responsibility and individual identity activity with self -modest role

Seifi Bakhsh, Jasim; Fani, Majid

Investigating the Impact of Brand responsibility and personality activity on the orientation of exploration and orientation with the mediating role of responsibility and individual identity activity with self -modest role

Document Type : Excerpt from master's thesis

Authors

jasim seifi bakhsh ¹

majid fani ²

¹ Master's Degree, Business Management, Islamic Azad University of babol, ,babol,, Iran

² Supervisor, Management Department, Islamic Azad University, babol, Iran

Abstract

This study examines the impact of the responsibility and understanding of the brand's perceived personality on the orientation of exploration and orientation of discovery with the mediating role of responsibility and individual identity activity with its own modest brand. In the present study, the questionnaire has been used in line with the statistical requirements of the SPSS.V24 statistical software and the PLS.V3 structural equation software used in the form of a linear and multiple regression. The statistical population of the research is Tehran's perfume staff, with a number of 1,200 people. The results of the research showed that the responsibility variables of the brand's perceived personality are to orientation with the mediating role of individual identity (0.582) personality activity Brand perceived of exploration orientation with a mediated role (0.534) Brand's perceived personality responsibility on individual identity responsibility with adjustable role (0.432) brand personality activity on individual identity activity (0.519 ) The responsibility of the characteristic personality of the brand on the responsibility of the individual identity (0.702) the perceived personality activity of the brand on the activity of individual identity (0.574) the individual identity responsibility on the orientation of the exploitation (0.829) Exploration (0.931) has a significant impact on Tehran's perfume staff

Keywords

Brand Self

Brand Personality (Dimension of Responsibility)

Individual Identity (Dimension of Responsibility)

Individual Identity (Dimension of Operation)

Operation

Exploration or Orientation Discovery

Understanding Brand Personality (Dimension of Activity)