HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE
Journal Title: Вісник Київського національного університету імені Тараса Шевченка. Економіка. - Year 2015, Vol 6, Issue 171
Abstract
The purpose of the present paper is to identify if the congruence of the consumers personality with the perceived brand personality increases their brand preferences. To achieve this purpose, the paper was structured in two parts; the first part contains a general literature review of the consumer behaviour theory and its influence factors and a more specific one regarding the consumer's and brand personality concepts. The second part describes the used research methodology for achieving the paper's purpose. The results of the underlying exploratory research confirmed the hypothesis that an overlapping of the consumers' personality and the brand personality they perceive is positively correlated with their brand preferences.
Authors and Affiliations
Mihai Țichindelean, Monica-Teodora Beca
Keywords
Related Articles
- EP ID EP244153
- DOI 10.17721/1728-2667.2015/171-6/14
- Views 47
- Downloads 0
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