Tasting brands: Associations between brand personality and tastes

Abstract

We test how and why food taste and brand personality interactively influence consumer evaluations. Although food branding is a substantial and large market, studies on food taste and brand personality have only been conducted separately. Across four studies (including one real-brand study), the present study aimed to reveal the association between brand personality and tastes and how congruency between these two may influence brand evaluations. Sincerity as a brand personality trait is reliably associated with sweet tastes, regardless of culture, measures of brand personality, and experimental designs. Process evidence suggests that the relationship between sincerity and sweet foods increases perceived congruence, which leads to positive brand attitudes. Moreover, brand sincerity is positively associated with sweet food sales. These findings reveal a novel link between food taste and brand personality and provide practical implications for food branding.