The big five and brand personality: investigating the impact of consumer personality on preferences towards particular brand personality
Authors: Prof Z Ismail Noor, Department of Social Sciences, Institute of Business Administration, Karachi, Pakistan and IBA student
A.Baloch Contact:
zismail@iba.edu.pk
Abstract
The aim of the study was to establish a relationship between brand personality and consumer personality in the perspective of fashion brands. Since this was the first time brand personality was studied in relation to consumer personality, the results created a vital link between both the factors.
In today’s environment marketing
a product has not only become a challenge for marketers but also an opportunity for companies who want to make brand loyal customers. This challenge has been troubling the marketers as how to best present their product in front of their target customers.
An advanced knowledge in the field of consumer research is of great importance to the marketing academics and practitioners. It can help to uncover new facts about consumer preferences in order to facilitate the marketers to plan and derive appropriate brand strategies to cater to the target market. The understanding that brands also possess characteristics that are unique and can be linked to the Big Five can be used in order to position and advertise the product.
Descriptive statistics was used and
in order to study the relationship between consumer personality and brand personality, regression analysis was performed. It was found that consumers who had
Conscientiousness personality preferred Trusted brand (sigT=0.002 where p<0.01) whereas consumers who had Extrovert personality preferred Sociable brands (sigT=0.004 where p<0.01).
This study has provided useful insights to consumer preference in terms of brand personalities.
The results of the study clearly demonstrate that there exists a significant relationship between the Big Five personality dimensions and brand personality constructs.
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