Dimensions and Components of the Brand Personality Enhancement Model with a Cultural Approach (Case Study: Bank Saderat Iran)

Abstract

One of the key strategies that most companies and organizations rely on to increase sales and services in today's highly competitive world is branding. Branding enables a company to achieve its goals and objectives in practice. The first step to successful branding is creating an appropriate and accurate brand personality in the minds of customers, ultimately leading to the desired outcome—customer willingness to purchase. The fundamental pillar of successful branding is proper brand personality development. The concept of brand personality is used to shape customers’ perceptions of the brand. Brand personality is a specific trait perceived by the consumer and is defined as a unique and credible term that seeks to give meaning to brand identity in the market. Enhancing brand personality can strengthen the relationship between consumers and the brand. Therefore, this study aims to examine the dimensions and components of the brand personality enhancement model with a cultural approach in Bank Saderat Iran. The research methodology is qualitative and of the thematic analysis type. The statistical population consists of existing documents available in reputable databases and websites within the time frame of 2010 to 2024, which were selected through purposive sampling. Data collection was conducted through an exploratory inductive approach using note-taking techniques. The analysis of coded data revealed that the brand personality enhancement model with a cultural approach consists of six dimensions, 21 components, and 266 indicators.