Relationship between Brand Personality and the Personality of Consumers, and Its Application to Corporate Branding Strategy
Journal of Global Academy of Marketing Science, Vol.18, No.3, pp.27-57. DOI: 10.1080/12297119.2008.9707516
Posted: 27 Dec 2017
Date Written: August 30, 2008
Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities. Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable.The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used.The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of “ruggedness” characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.
Keywords: Brand personality, personality, consumer behavior, corporate brand, marketing communications, branding strategy, marketing strategy
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