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How Brand Personality Influences Consumer'S Brand Preference

Listed author(s):
  • M. Țichindelean

    (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.

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Article provided by Socionet & Киевский национальный университет имени Тараса Шевченко in its journal Вестник Киевского национального университета имени Тараса Шевченко. Экономика.

Volume (Year): 30 (2015)
Issue (Month): 171 ()
Pages: 77-82

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Handle: RePEc:scn:pnoeeq:171a13
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