Abstract
The current study aims to investigate the effect of brand personality and brand experience on the prestige of brands in the smart phone industry from the point of view of the Iraqi consumer, as a sample of customers chose the smartphone brand (IPhone). Based on the theoretical review of the study, the effect of brand personality and brand experience as major factors affecting brand prestige in the smart phone industry. The study's main problem was represented by a main question: "Can the brand's personality and the brand's experience relate to the perceived prestige of the brand from the customer's point of view? Based on the theoretical relationships between the conceptual structure, a model was proposed and then tested based on the data collected from (716) customers of the Smart phones. Through the applied aspect, it became clear that one of the most important conclusions reached by the current study is that the prestigious personality of the brand, its credibility, and its ability to communicate with customers on an ongoing basis positively affects the image of this brand and increases its psychological and mental health. social situation.
