Conceptualising brand personality: A review and research propositions

Abstract

Brands are perceived to possess a personality that consumers use as an avenue for self-expression or to experience the emotional benefits by which the brand differentiates itself from others. Despite developments made in this area, the focus has been solely on the role of brand attributes and their utilitarian functions in influencing consumer attitudes. Very little progress has been made to show how brands are used for self-expressive purposes. This review thus discusses how consumers have a part to play in influencing how brand personality is perceived. This is based on the fact that as consumers build trusting relationships with their preferred brand, they will reinforce positive attitudes towards the brand. To build the theoretical framework, issues pertaining to brand personality dimensions, such as self-concept, self-congruity between brands and their consumers and self-expression using brands, will be reviewed. Further, the paper examines the impact of cultural dimensions of individualism and collectivism on self-congruity. This provides a base for examining the fact that the cultural orientation of consumers may have an implication towards the proposed influence of the consumer's self on the personality of the brand. Finally, the review examines the effects of consumer demographic profiles on the consumer's self-congruity with brand personality. The review will generate and develop relevant research propositions. This will be justified by the conceptual and managerial implications that would radiate from the proposed study.