How brand personality influences consumer's brand preference

Mihai Tichindelean () and Monica-Teodora Beca
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Monica-Teodora Beca: Lucian Blaga University of Sibiu, Sibiu, Romania

Bulletin of Taras Shevchenko National University of Kyiv. Economics. Вісник Киiвського нацiонального унiверситету iм. Тараса Шевченка. Серiя: Економiка, 2015, issue 6 (171), 77-81

Abstract: The purpose of the present paper is to identify if the congruence of the consumers personality with the perceived brand personality increases their brand preferences. To achieve this purpose, the paper was structured in two parts; the first part contains a general literature review of the consumer behaviour theory and its influence factors and a more specific one regarding the consumer's and brand personality concepts. The second part describes the used research methodology for achieving the paper's purpose. The results of the underlying exploratory research confirmed the hypothesis that an overlapping of the consumers' personality and the brand personality they perceive is positively correlated with their brand preferences.

Keywords: индивидуальность бренда; потребительское поведение; теория черт; потребительские личности; індивідуальність бренду; споживча поведінка; теорія рис; споживчі особистості (search for similar items in EconPapers)
Date: 2015
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Journal Article: HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE (2015)
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Persistent link: https://EconPapers.repec.org/RePEc:scn:013723:15980937

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