Influence of Brand Personality on Consumer's Attractiveness and Attitude towards the Brand: An Empirical Analysis

Abstract

In the modern competitive world of business, Brand Personality has been seen to play a significant role in depicting a consumer’s behaviour towards the brand. A Brand’s Personality is formed by giving it distinguishing human like characteristics which in turn help the brand to connect with the consumers at a personal level. However, not many studies have been found on the subject, particularly in India. The aim of this study was to investigate the relationship of Brand Personality with Consumer’s Attractiveness and Attitude towards the brand. The brand selected for this particular study is Amul, which is exercising the brand personification strategy of using a mascot to attain the desired brand personality from so many years. An empirical analysis was conducted after collecting data from 150 respondents from Chandigarh, Panchkula and Mohali. The findings suggested that Brand Personality has a significant impact on both consumer’s attractiveness and attitude towards the brand. However, the Personality attributes were found to have a stronger impact on consumer’s attitude as compared to their attractiveness towards the brand. It was concluded that a brand’s human like personality plays a very important role in helping the brand to connect with the consumers in an emotional way which affects the overall image that the brand holds in their mind. In the end, the paper also discusses key managerial implications of the study conducted.