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How brand personality influences consumer's brand preference


  • Tichindelean Mihai

    (Lucian Blaga University of Sibiu, Sibiu, Romania)

  • Monica-Teodora Beca

    (Lucian Blaga University of Sibiu, Sibiu, Romania)


The purpose of the present paper is to identify if the congruence of the consumers personality with the perceived brand personality increases their brand preferences. To achieve this purpose, the paper was structured in two parts; the first part contains a general literature review of the consumer behaviour theory and its influence factors and a more specific one regarding the consumer's and brand personality concepts. The second part describes the used research methodology for achieving the paper's purpose. The results of the underlying exploratory research confirmed the hypothesis that an overlapping of the consumers' personality and the brand personality they perceive is positively correlated with their brand preferences.

Suggested Citation

  • Tichindelean Mihai & Monica-Teodora Beca, 2015. "How brand personality influences consumer's brand preference," Bulletin of Taras Shevchenko National University of Kyiv. Economics. Вісник Киiвського нацiонального унiверситету iм. Тараса Шевченка. Серiя: Економiка, CyberLeninka;Издательско-полиграфический центр «Киевский университет», issue 6 (171), pages 77-81.
  • Handle: RePEc:scn:013723:15980937

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