<p>In the current competitive business environment, all companies look for strategies and tools to stabilize in this competition and bring about their growth and enhancement. Organizations have to align themselves as fast as possible with such permanent changes in order to maintain their survival. Brand Personality is one of the helpful tools that organizations employ to retain their current customers, attract new ones, and achieve competitive advantage. Brand personality is also a potential marketing strategy to increase customers’ loyalty towards a brand. Many customers choose products with a brand that is suitable to their personality. This is true about mobile phone customers, as well. The purpose of this study is to explore the relationship between Brand Personality and Customer Loyalty. To this end, variables such as sincerity, excitement, competence, sophistication, and ruggedness were tested as dimensions of brand personality and formed of the research hypotheses. The statistical population included all customers of Samsung Mobile Phone and a random sampling method was used. The required data related to theoretical principles were collected using a historical study such as books and academic journals and the data required to analyze and test the hypotheses were collected through a researcher self-made questionnaire. The obtained results revealed that there is a significant relationship among brand personality dimensions and customer loyalty.</p>
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.