Understanding the Influence of Brand Personality on Consumer Behavior - Volume 3, No. 1, March, 2015 - Journal of Advanced Management Science (JOAMS)

1. How to submit my research paper? What’s the process for publication of my paper?
The journal receives submitted manuscripts via email only. Please submit your research paper in .doc or .pdf format to the submission email: joams@ejournal.net.

2.Can I submit an abstract?
The journal publishes full research papers. So only full paper submission should be considered for possible publication...[Read More]

Understanding the Influence of Brand Personality on Consumer Behavior

Anees Ahmad and K. S. Thyagaraj
Department of Management Studies, Indian School of Mines, Dhanbad, India
Abstract—Companies have recognized the relevance of brand personality in shaping consumer behavior and thus necessarily incorporate it in their brand management strategies. Previous research has suggested that brand personality increases consumer preference and usage. Given the potential utility of brand personality for marketers, this paper reviews and analyses the relevant research and thereby identifies three modes of action of brand personality on consumer behavior: (i) Brand personality as a vehicle to express functional benefits of a brand (ii) Brand personality as a reflective symbol of the self of the consumer, and (iii) Brand Personality as a medium to establish consumer-brand relationship. The results of the reviewed research indicate that consumer behavior is a function of brand-consumer personality congruence and consumers can also use brands to extend their own personality.

Index Terms—brand personality, self-concept, consumer behavior

Cite: Anees Ahmad and K. S. Thyagaraj, "Understanding the Influence of Brand Personality on Consumer Behavior," Journal of Advanced Management Science, Vol. 3, No. 1, pp. 38-43, March 2015. doi: 10.12720/joams.3.1.38-43
Copyright © 2013-2016 Journal of Advanced Management Science, All Rights Reserved