Abstract
This study investigates the moderating effects of the brand concept on the relationship between brand personality and perceived quality. Analysis of the data collected from a sample of respondents using a questionnaire with six products and six brands as stimuli revealed that, among the five brand personality dimensions studied, excitement and sophistication were the most strongly associated with perceived quality. The dimensions of excitement and sophistication were also found to be positively related to perceived quality when the brands have symbolic and experiential brand concepts, respectively. In addition to the traditional use of price signals, guarantees and brand name, brand personality is an important cue that marketers can use to signal the brand's perceived quality to the consumer. As a result, brand personality must be consistent and congruent with the brand's positioning and brand image.
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