Study of hidden layers of consumer behavior: Interaction Enneagram and brand emotional dimensions

Purpose- Consumers are living in a symbolic environment and by creating linkages between symbols and self, express themselves .Therefore seek to acquisition brands which somehow represents their real or ideal character . This research aimed to investigate concepts of Enneagram, Individual romanticism, excitement, brand associations, self-expressive associated with each other and finally associated with brand love. Design/methodology/approach-In this study, a mix approach and taxonomy development plan is used. This research which is done in ( 2016,2017) and in two samples contain 50 and 137 subjects, in the first phase with qualitative approach, an intensity sample who have deep attachment to a brand were selected and in-depth interviews were conducted with them. In the second phase the questionnaire questions were answered on the basis of quantitative studies. In this phase, questionnaires were tested in a larger sample and with structural equation modeling techniques and PLS software. Findings- Results revealed that all the nine personality of the enneagram significant impact on self-expressive, individual romanticism and brand associations.
But except helper and individualist personality none of the other characters Enneagram, had no significant effect on the individual romanticism. The dimension of the brand personality excitement and individual romanticism had no effect on brand associations and self- expressive. Originality/value-This research has a mix approach and by doing in-depth interviews has tried to discover hidden layer of consumer behavior and entering brand associations, demonstrate better perspective of emotional relationships.