Investigating the Relationship between Brand Personality, Consumer Personality, and Consumer Satisfaction: An Empirical Research on Chinese Cell Phone Consumers

Abstract

This study aims to determine the relationships between brand personality, consumer personality, and consumer satisfaction in the cell phone industry in China. This study measured consumers perceived brand personality (competence, traditionalism, excitement, joyfulness, sophistication, and trendiness), their own personality (openness, conscientiousness, extroversion, agreeableness, neuroticism), and consumers satisfaction. Regression analysis was applied to analyze the relationship between brand personality, consumer personality, and consumer satisfaction. Results showed that brand personality competence, traditionalism, excitement were positively influenced by consumer personality conscientiousness, agreeableness, extroversion, and brand personality joyfulness was negatively influenced by consumer personality neuroticism. Also, results showed that consumer personality conscientiousness has positive influence on consumer satisfaction, whereas openness has a negative influence on consumer satisfaction. Further, consumer satisfaction is positively related to brand personality competence, traditionalism, and joyfulness. Implications and limitations were discussed.