Relationship between Consumer Personality and Brand Personality as Self-Concept: From the Case of Korean Automobile Brands
Academy of Marketing Studies Journal, Vol.13, No.1, pp. 25-44, 2009
20 Pages Posted: 20 Dec 2017
Date Written: August 30, 2009
This study examines relationships between consumer personality and brand personality as the self-concept of consumers and explores applications to branding strategies in consumer markets. Examples of the Korean automobile brands illustrate the key role of brands' personality as differentiators. This argues the case for managing these across the spectrum of marketing communications devoted to brand images. Quantitative research is applied with data collected from automobile consumers in South Korea. The data is analyzed using factor analysis, structural equation modeling method and ANOVA. A conceptual framework was developed to explain the effect of brand identification on brand purchasing. The important variables of this framework included the work-hard, positive and adventure constructs of consumer personality, and the upscale and honest constructs of brand personality. The empirical results indicate there are positive relationships between consumer personality and brand personality as the self-concept. These relationships had a statistically significant effect on consumers' identification with a brand.
Keywords: Brand Personality, Brand Image, Brand Management, Self-Concept, Personality, Consumer Behavior, Marketing Communications, Branding Strategy
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