Today, when there is intense competition, the same quality products for consumers is needed to distinguish between brands. Brands, the consumer the impression they left on them are defined on the interaction and relationships. Therefore, companies are making a great effort to build strong brands. Moreover, the real value of the brand are owned by a company and has the power to represent all the values of the company stated. Brands like people, have personalities. Personality of the brand created by people. When buying brands by consumers determines the decision to purchase the brand personality. The main aim of this study is to determine the factors effecting the brand personality of universities by undergraduates. Factor analysis is used for definition of the brand personality’s perceived size. In order to specify the reliability of tests firstly security analysis is done and then basic factors generating the brand personality is made out. Four factors (perfection, excitement, traditionalism and androgenic) are achieved with the factor analysis method. Afterwards, relationships and differences between these factors and demographic features are investigated. It is determined that, there is a negative relationship between level of undergraduates and the brand personality but there is a positive relationship between satisfaction of undergraduates and the brand personality.
Brand, Brand personality, Brand loyalty, Purchasing, Factor Analysis