Research Problem: Most of the previous studies carried out to evaluate brand preferences did not cater to particular brand personality and its association with consumer personality. Theories suggested that there existed a relationship between consumer personality and brand personality but no empirical evidence was there to support this idea. It became therefore necessary to assess whether this idea had any reality or not.
Brand personality consisted of a lot of factors such as brand name, packaging, logo as well as pricing which should be investigated separately.
Research Hypothesis: Hypothesis 1a: There is a significant
relationship between consumers who have a high score on Extroversion and Sociable Brand. Hypothesis 1b: There is a significant
etc. Through these segments it is easier to identify the target markets and then marketers target the particular product to those consumers who will give the highest return to the firm.
The choice of brand will therefore rely on consumer personality. This becomes a key aspect for marketers to attract potential customers through their marketing concepts. Now the problem arises as to how to position the brand in order to get attention of the target audience.
This positioning actually creates a brand personality which in return focuses on consumer personality in order to achieve the firm’s goals and objectives.
relationship between consumers who have a high score on Conscientiousness and Trusted Brand. Hypothesis 1c: There is a significant
relationship between consumers who have a high score on Openness to Experience and Exciting Brand. Hypothesis 1d: There is a significant
relationship between consumers who have a high score on Agreeableness and Sincere Brand. Hypothesis 1e: There is a significant
relationship between consumers who have a high score on Neuroticism and Trusted Brand. Hypothesis 2: There are significant
differences between males and females in respect of the personality-brand personality relationship.
January 2012 | Management Today 53
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