Identyfying the Important Factores on Branding of SAIPA Company

The purpose of this study is to provide a model of the consequences of brand personality with the combined approach of meta-analysis and interpretive structural modeling. The present research is practical in terms of purpose, descriptive in terms of usage and quantitative in terms of data type. In the present study, first, the consequences of brand personality from 40 articles published in scientific journals and master's theses in the period of 2011 to 2019 are identified and extracted by meta-analysis method. In the next step, using the interpretive structural modeling technique and based on the opinions of 12 experts of SAIPA Automotive Company, the mentioned consequences are ranked and relations among them are modeled. Based on the meta-analysis findings, among the consequences of brand personality, brand impact, customer satisfaction, communication quality, brand development, perceived value, brand loyalty, customer lifetime value and brand equity had the highest effect size. Based on the results of interpretive structural modeling, the consequences of brand personality were at six levels, so that the brand impact variable has the most impact and the customer life value variable has the most influence.