Investigating brand personality perceptions and preferences : the influence of values

Karampela, Maria and Tregear, Angela (2013) Investigating brand personality perceptions and preferences : the influence of values. In: Academy of Marketing Annual Conference 2013, 2013-07-08 - 2013-07-11.

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Abstract

It is well-established that consumers invest brands with human personality characteristics, but although the literature has extensively examined how consumers' perceptions of brand personality are structured, it has failed to explain why the structure of these perceptions differs across different cultural settings. The observed differences in the structure of consumers' perceptions of brand personalities have been attributed to cultural differences but this assumption has not been empirically tested. Previous research has also failed to understand which brand personalities consumers prefer and why. Drawing from self-congruence theory, researchers in marketing propose that consumers are drawn to brands with personalities that reflect their own traits. In psychology, numerous studies indicate a relationship between individuals’ values and their personality traits. Hence, consumer values may logically correlate with brand personality preferences. This paper reviews the marketing and psychology literatures relating to personality and values, then presents and explains the conceptual framework and hypotheses driving the study. The paper concludes with a brief outline of the planned empirical research.