Strengthening Consumer Brand Relationship Through Brand Personality

Abstract

Purpose: The present paper aims at investigating the relationship between perceived Brand personality and consumer brand relationship. The study relied on the premise that brand is a partner in a dyadic relationship with consumer and brand personality plays an important role in the establishment of ties with the consumer.

The research tests hypothesis concerning the relationship between the perceived personality of the test brand and strength of consumer brand association. The research is based upon survey conducted with participants. The brand personality scale developed by J Aaker (2004) is used. The reliability and validity of scale is tested in Indian market. Hypotheses were tested using ANOVA, Principal component analysis and correlation.

Research Implication: The results will suggest how perceived attractiveness interacts with other brand perceptions and can enhance brand association with consumer.