The Impact of Mobile Phone Brand Personality on Brand Equity Among Albanian Consumers

Consumers buy the product or brand because of the meaning they have in the social context. Furthermore, the choice of a product or brand by the consumer is a cause of social behavior rather than a result. Consumers’ feelings about themselves are often reflected in the brands they choose. One way to build a relationship between the brand and the consumer is by creating a brand personality that is as attractive as possible. This means combining human characteristics with the brand in order to make the brand as attractive to the consumer as possible. This is because personality is a set of traits such as kindness, neighborliness and responsibility, which make a person special and distinct. Numerous studies have focused on how the personality of a brand enables a consumer to express themselves, their ideal self or specific dimensions of themselves by using a brand. The telecommunications industry has been facing significant changes in regulation, technology, and customer demand. Mobile phones, as the industry’s biggest revenue generators and the most used communication tools of the twenty-first century, have revolutionized the mode of communication and have made people attached to their phones. One of the reasons for this could be the fact that mobile phones are an all in one tool, including the integration of a digital camera, music and video players, a calendar, a calculator, a game console. The purpose of this paper is to study the relationship that exists between brand personality dimensions and brand equity for the mobile phone brands. The results of indicators for each mobile phone brand, such as the dimensions of sincerity, competence, excitement, sophistication and ruggedness will determine the impact on brand equity. In the present research paper, the mobile phone market in Albania is represented by four important brands such as iPhone (Apple), Xiaomi, Huawei, Samsung Galaxy. There were analysed 344 samples. Following research, it resulted that the dimensions of sincerity, competence and sophistication have the greatest impact on brand equity of mobile phones and the dimension of excitement and ruggedness have the least impact.