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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
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