Identifying Component Themes of the Consumer Products` Brand Personality in Contemporary Iranian Market (A Qualitative Approach)

Subject Areas : Business Strategy

Mahmood Mohammadian ¹ , Aliakbar Afjeh ² , Maghsoud Amiri ³ , Mehrzad Kari ⁴

1 - Department of Business Management, Allameh Tabatabaei University, Tehran, Iran
2 - Department of Business Management, Allameh Tabatabaei University, Tehran, Iran
3 - Department of Business Management, Allameh Tabatabaei University, Tehran, Iran
4 - Department of Business Management, Allameh Tabatabaei University, Tehran, Iran

Received: 2019-01-16 Accepted : 2020-01-09 Published : 2019-10-01

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