Exploring the Effect of Personality Congruencies on Brand Identification and Purchase Intentions

Nilesh Arora, Sanjeev Prashar, T. Sai Vijay and Chandan Parsad

Journal of Global Scholars of Marketing Science, 2023, vol. 33, issue 2, 186-209

Abstract: The purpose of this study is to examine how brand reputation and uniqueness impact customer brand identification and purchase intent. Utilizing the survey data of 712 respondents, the research has also discovered the influence of paired personality congruencies – brand-consumer, brand-celebrity and consumer-celebrity on reputation and uniqueness of the brand, brand identification and consumer attitude towards the advertisement and the brand. The results revealed the positive influence of brand-consumer and brand-celebrity personality congruencies on brand reputation. However, brand uniqueness was only impacted by brand-celebrity personality congruence. Significant moderating effect of consumer-celebrity personality congruence was observed. By integrating all the three-personality congruencies in a single framework with consumer-celebrity personality congruency as a moderating variable, the study augurs well to the body of knowledge on celebrity endorsement. Discovering some interesting observations pertaining to the personality congruencies, brand identification and consumer behavioral intentions, the study contributes by extending business and managerial implications.

Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2022.2080093 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:33:y:2023:i:2:p:186-209

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20

DOI: 10.1080/21639159.2022.2080093

Access Statistics for this article

Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park

More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().