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HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE

M. Țichindelean
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M. Țichindelean: Lucian Blaga University of Sibiu, Sibiu, Romania

Authors registered in the RePEc Author Service: Mihai Tichindelean ()

Вестник Киевского национального университета имени Тараса Шевченко. Экономика., 2015, vol. 30, issue 171, 77-82

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: Brand Personality; Consumer Behavior; Trait Theory; Consumer Personality. (search for similar items in EconPapers)
Date: 2015
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