Brand Ethical Personality Model in Iran's Consumer Products Market

Introduction: What is referred to as a trade name is something far more than a name. Some psychological research on ethics suggests that information about specific ethical characteristics of brands can be considered as the ethical "character" of the brand. The present study tries to draw the model of ethical personality of the brand in Iran's consumer products market. Material and Methods: The current study was developmental-applied research and was conducted using a mixed method (qualitative-quantitative). In the qualitative part, the statistical population included all experts in management and marketing sciences, ۲۹ of whom were selected by purposeful sampling. The tool was semi-structured interviews and the results were extracted with content analysis method and NVivo software. In the quantitative part, the statistical population included all the consumers of the selected brands of the national festival of the top popular Iranian brands in the second half of ۲۰۱۶ in Tehran. From this society, a sample of ۱۶۷۰ people was selected by stratified sampling method with proportional allocation. The questionnaire tool was researcher-made and the data were analyzed by performing exploratory factor analysis and then confirmatory factor analysis. Results: The findings of this study included ۷۴ ethical indicators in the qualitative part, and in the quantitative part of the research, among the ۷۴ personality traits identified for the brands of consumer products in the Iranian market, only ۲۲ ethical indicators have a sufficient factor load and the necessary sufficiency to explain. They had a confirmed model that was categorized into ۵ personality factors. Conclusion: The factors and indicators that make up the brand's ethical personality model include five factors; ۱) Pleasurable (dignified, distinguished, hardworking, always helpful, powerful and strong, skilled, attractive, creative); ۲) Qualified businessman (efficient, worthy and worthy, competitive); ۳) Efficient (friend of the little ones, old friend, funny); ۴) Intimacy agent (inefficient, uncommitted, duplicitous, unkind); ۵) Narcissistic agent (forceful, tyrannical, mischievous, narcissistic).

کلیدواژه ها:

Ethical personality ، Brand ، Consumer goods