摘要：Over the past two decades, the attention of many researchers in the field of consumer behavior has been drawn to how individuals choose brands in order to describe their ideal personality. Brand personality is considered as the core variable in customer decision making. In many markets, brand creates a special identity for products and links them to specific groups of the community. Therefore, the customer is ready to pay a different price for it and organizations will be able to guarantee their profitability and survival in today's competitive world by identifying loyal customers and building a solid and sustainable relationship with them. Today, recognizing and anticipating customer needs for an enterprise is essential for gaining competitive advantage and market segmentation. Since the customer is a key factor in strengthening the agility of the organization and orienting all goals, strategies and resources around customer acquisition and maintenance, are as a strategic challenge in the marketplace. According to Park et al. (1986), many brands offer a mixture of symbolic, functional and experiential benefits. Functional needs are defined as those that motivate the search for products that solve consumption related problems (e.g. solve a current problem, resolve conflict, restructure a frustrating situation). A brand with a functional concept is defined as one designed to solve externally generated consumption needs. Symbolic needs are defined as desires for products that fulfill internally generated needs for self-enhancement, role position, group membership, or ego identification. A brand with a symbolic concept is one designed to associate the individual with a desired group, role, or self-image. Experiential needs are defined as desires for products that provide sensory pleasure, variety, and/or cognitive stimulation. A brand with an experiential concept is designed to fulfill these internally generated needs for stimulation and/or variety.
