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

See all articles by Jung Wan Lee

Jung Wan Lee

Boston University - Department of Administrative Sciences

Date Written: August 30, 2009

Abstract

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

Suggested Citation

Lee, Jung Wan, Relationship between Consumer Personality and Brand Personality as Self-Concept: From the Case of Korean Automobile Brands (August 30, 2009). Academy of Marketing Studies Journal, Vol.13, No.1, pp. 25-44, 2009. Available at SSRN: https://ssrn.com/abstract=3089151

Jung Wan Lee (Contact Author)

Boston University - Department of Administrative Sciences ( email )

808 Commonwealth Avenue
Boston, MA 02215
United States
617 358 5627 (Phone)
617 353 6840 (Fax)

HOME PAGE: http://www.bu.edu/met

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