An analytical study of the opinions of a sample of customers of the Al-Sulaimaniyah Dairy and Foodstuff Production Company\ Karbala Branch.
A Thesis Submitted
To the Council of the College of Administration and Economics -University of Karbala as a Partial Fulfillment of the Requirements for the Degree Master of Science in Business Administration
Submitted by:
Rawaa Mohammad Sheemar
Supervised by:
Prof. Dr. Abdul Fattah Jassim Zalaan
This study aimed to measure the impact of brand personality, with its dimensions of sincerity, excitement, efficiency, sophistication, and resilience, on the success of customer identification behavior, with its dimensions of loyalty and intent, among a sample of external customers of Al-Sulaimaniyah Dairy and Food Company. The study’s problem lies in the lack of understanding of the nature of brand personality’s influence on customer identification behavior. The researcher highlighted the importance of this understanding in how brand personality can be employed to enhance customers’ psychological and behavioral connection. Previous studies have focused on clarifying the importance of brand personality within a crucial marketing concept: customer identification behavior. Furthermore, the study’s practical importance lies in finding the best ways to develop customer identification and ensure its success in achieving customer satisfaction and loyalty within the company. To achieve the study’s objective, the focus was on external customers, and a sample of the company’s customers was selected. An electronic questionnaire was used as the data collection tool, and the sample consisted of 182 customers. The study included two main hypotheses, from which five sub-hypotheses were derived. The researcher subjected the collected data to statistical analysis using two software programs. The study utilized SPSS version 25 and Excel, employing several statistical methods, most notably Pearson’s simple correlation coefficient test and )Cronbach’s alpha( to measure reliability, weighted mean, standard deviation, response intensity (CV), and simple regression analysis. Based on these methods, the researcher arrived at several conclusions, the most significant being the influence of brand personality on the success of customer identification behavior among the study’s external customers. The researcher also formulated a set of recommendations, the most important being )Aligning brand personality with the trends and behaviors of the new generation(. Furthermore, the researcher recommended that companies develop a deep understanding of the needs and expectations of new customers and then formulate a brand personality that resonates with these trends to ensure enhanced loyalty and ongoing identification.
