HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE
The purpose of the present paper is to identify if the congruence of the consumers personality with the perceived brand per-sonality increases their brand preferences. To achieve this purpose, the paper was structured in two parts; the first part contains a general literature review of the consumer...
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| Format: | Article |
| Language: | deu |
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Taras Shevchenko National University of Kyiv
2015-06-01
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| Series: | Вісник Київського національного університету імені Тараса Шевченка. Серія Економіка |
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| Online Access: | http://bulletin-econom.univ.kiev.ua/wp-content/plugins/download-attachments/includes/download.php?id=1244 |
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| author | M. Țichindelean M.-T. Beca |
| author_facet | M. Țichindelean M.-T. Beca |
| author_sort | M. Țichindelean |
| collection | DOAJ |
| description | The purpose of the present paper is to identify if the congruence of the consumers personality with the perceived brand per-sonality increases their brand preferences. To achieve this purpose, the paper was structured in two parts; the first part contains a general literature review of the consumer behaviour theory and its influence factors and a more specific one regarding the consumer’s and brand personality concepts. The second part describes the used research methodology for achieving the paper’s purpose. The results of the underlying exploratory research confirmed the hypothesis that an overlapping of the consumers’ personality and the brand personality they perceive is positively correlated with their brand preferences. |
| format | Article |
| id | doaj-art-a3caaae4c27c428fb7f2558b951100af |
| institution | Kabale University |
| issn | 1728-2667 2079-908X |
| language | deu |
| publishDate | 2015-06-01 |
| publisher | Taras Shevchenko National University of Kyiv |
| record_format | Article |
| series | Вісник Київського національного університету імені Тараса Шевченка. Серія Економіка |
| spelling | doaj-art-a3caaae4c27c428fb7f2558b951100af2025-08-20T03:52:02ZdeuTaras Shevchenko National University of KyivВісник Київського національного університету імені Тараса Шевченка. Серія Економіка1728-26672079-908X2015-06-016171778110.17721/1728-2667.2015/171-6/14HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCEM. Țichindelean0M.-T. Beca1 Lucian Blaga University of Sibiu, Sibiu, Romania Lucian Blaga University of Sibiu, Sibiu, Romania The purpose of the present paper is to identify if the congruence of the consumers personality with the perceived brand per-sonality increases their brand preferences. To achieve this purpose, the paper was structured in two parts; the first part contains a general literature review of the consumer behaviour theory and its influence factors and a more specific one regarding the consumer’s and brand personality concepts. The second part describes the used research methodology for achieving the paper’s purpose. The results of the underlying exploratory research confirmed the hypothesis that an overlapping of the consumers’ personality and the brand personality they perceive is positively correlated with their brand preferences.http://bulletin-econom.univ.kiev.ua/wp-content/plugins/download-attachments/includes/download.php?id=1244Brand PersonalityConsumer BehaviorTrait TheoryConsumer Personality |
| spellingShingle | M. Țichindelean M.-T. Beca HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE Вісник Київського національного університету імені Тараса Шевченка. Серія Економіка Brand Personality Consumer Behavior Trait Theory Consumer Personality |
| title | HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE |
| title_full | HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE |
| title_fullStr | HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE |
| title_full_unstemmed | HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE |
| title_short | HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE |
| title_sort | how brand personality influences consumer s brand preference |
| topic | Brand Personality Consumer Behavior Trait Theory Consumer Personality |
| url | http://bulletin-econom.univ.kiev.ua/wp-content/plugins/download-attachments/includes/download.php?id=1244 |
| work_keys_str_mv | AT mtichindelean howbrandpersonalityinfluencesconsumersbrandpreference AT mtbeca howbrandpersonalityinfluencesconsumersbrandpreference |