Abstract
Purpose – The relationship between brand personality and consumer personality has become a researched issue in recent years. It is viewed that marketers start the dialogue with consumers through personality route by building brand personality in line with consumers’ own personality traits. Moreover, in the midst of stiff competition, role of corporate personality, as a component of corporate identity, has been considered instrumental behind the success of the organization. As a result, there might be a possibility that other than his/her own personality traits, a consumer’s brand preference may be influenced by both brand personality and corporate personality of the said brand marketer. So, the predictive roles of individual personality, brand personality, and corporate personality on consumer-brand preference formation need to be empirically investigated so that the same may be addressed strategically. However, as per knowledge of the researcher, no empirical study has been made to investigate the predic...
Published Version
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