Communicating Brand Personality - The Moderating Role of Human Personality

Abstract

This research investigates the influence of individual personality on perception of brand personality when information is processed from advertisement. An experiment was designed to investigate the role of individual personality and personal relevance in moderating the relationship between advertising and brand personality perceptions. Results reveal that advertising or communication program plays a key role in perception of brand personality. Further analysis with MANCOVA indicates that, individual’s personality dimensions do influence certain brand personality dimensions. This implies that communicating a designated brand personality is influenced by the personality traits of the target audience.

Keywords: Brand personality, personality, personal relevance, marketing communication, advertising