Consistency between consumer personality and brand personality influences brand attachment

Qing Yao1, Rong Chen2, Xiaobing Xu2
1Department of Business Administration, Dongling School of Economics and Management, University of Science and Technology Beijing, People’s Republic of China
2Department of Marketing, School of Economics and Management, Tsinghua University, People’s Republic of China
Cite this article:  Yao, Q., Chen, R., & Xu, X. (2015). Consistency between consumer personality and brand personality influences brand attachment. Social Behavior and Personality: An international journal, 43(9), 1419-1428.

Volume 43 Issue 9 | e4737 | Published: October 2015 | DOI: https://doi.org/10.2224/sbp.2015.43.9.1419

Abstract
Full Text
References
Tables and Figures
Acknowledgements
Author Contact

We investigated the impact of consistency between consumer personality and brand personality on emotional brand attachment. Participants were 200 undergraduate students at Tsinghua University and we used leading brands in the product category of mobile phone as the survey’s stimuli. The results of a structural equation model suggested that consistency in the personality dimensions of sincere, cool, and young had a significant positive impact on the participants’ brand attachment compared with consistency in the dimensions of simple, sensitive, reliable, and competent. The results provide strong support for the hypothesis that people feel emotionally attached to brands that match their personality or reflect who they believe they are. We also discuss important theoretical and practical implications of these findings.

Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.