department of a firm and consumers which will be based on promoting positive brand image by integration of different features and characteristics of brand and consumer personality.


As results show that Extroversion (personality trait) has a relationship with sociable brand, this illustrates that brands targeted to extroverts should be positioned in a way that communicates this personality. Vibrant colours, lively gestures, enjoyment, excitement are the traits that should be visible in the brand personality. Personality dimension of Neuroticism and Conscientiousness has a relationship with trusted brands showing that people possessing such traits seek secure brands to satisfy their need. Such brands should be positioned insisting on the reliability, quality and consistency of the brand making the brand trustworthy.


The research also concludes that in


order for the brand to be successful it is necessary for the brand to have a distinct brand personality. Consumers will try to associate the brand personality with their own therefore consumers possessing diverse personality traits have different attitudes towards brand personality.


When developing a brand personality managers should have direct as well as indirect sources of brand personality at their disposal to make the desired brand personality. It is very important that the signal values and symbolic clues are coherent to show that that the consumers trust the brand and perceive the brand personality as authentic reliable and true to its own nature.


56 Management Today | January 2012


Future Research: Future research can be taken out to include other variables which can further help us to understand the preference of brands such as socio- economic factors, marketing tactics, emotional versus cognitive based dimensions, cultural differences, buying behaviour, pricing strategies, brand name amongst others. This will give further insights to marketing managers as to what determines brand preference and so they can make the decisions accordingly.


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