Consumers, Identity, and Brand Personality

Vishwas Maheshwari (), Elizabeth Larner (), Mirage Islam (), Hannah Burchell () and Magdalena Marchowska-Raza ()
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Vishwas Maheshwari: University of Salford
Elizabeth Larner: University of Salford
Mirage Islam: University of Salford
Hannah Burchell: University of Salford
Magdalena Marchowska-Raza: University of Salford

Chapter Chapter 3 in Brands, Branding, and Consumerism, 2025, pp 115-147 from Springer

Abstract: Abstract Branding creates a distinct identity for products, organizations, people, or places by using unique names, designs, symbols, or features. Research in this area examines how consumers react to various brands and branding efforts in different contexts. Brands play a pivotal role in shaping consumer identity by presenting a clear and unique brand image. This image is conveyed through thoughtful marketing strategies, compelling advertising campaigns, and innovative product design that resonate with the intended audience. Authenticity is crucial for building brand trust, requiring brands to forge meaningful connections with customers. This chapter examines the link between consumer perception, psychological motives, and brand attributes, also considering technology and ethical practices in branding.

Keywords: Brand personality; Consumer psychology; Brand identity; Consumer experience; Brand loyalty; Band differentiation; Motivation; Digital landscape (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-80859-3_3

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