The Impact of Brand Personality on Consumer Decision Making

Abstract

Businesses have realised how important brand personality is in influencing customer behaviour, therefore they must include it into their brand management strategies. A brand's personality may improve consumer liking and usage, according to prior study. This study reviews and analyses the pertinent studies in light of the potential value of brand personality for marketers, and it then outlines three ways in which brand personality affects customer behaviour: I Brand personality as a vehicle to explain the functional benefits of a brand (ii) Brand personality as a mirror image of the consumer's identity; and (iii) Brand personality as a means of establishing a link between the consumer and the brand. The findings of the examined study show that consumer behaviour depends on how well a brand and a consumer's personality mesh, and that people may also utilise brands to enhance their own personalities.