“…The characteristics unrelated to the product, which can affect its brand personality, are the style of advertising, its symbol, its time in the market, its country of origin, the image of the company and its president, the endorsement of celebrities, its sponsorship and the imagery of the user. Toldos-Romero et al (2015) claimed that as the behavior of a person affects the perceptions of others regarding his or her personality, also the actions of brands affect their personality. Brand personality is positively related to purchase intention.…”