Personality Congruence: A Study on Brands. Brand Personality Congruence

      Аннотация: Brand Personality, which is explained as attributes of human personality of a brand, has always been a topic of great interest for researchers and marketing practitioners. Studies in the field highlighted the importance of brand personality, symbolic aspect of brands to reveal the personality of consumers, and also the dimensions associated with it. Although theoretical discussion about personality congruence between brand and its consumers was continuing for a long time, no methodology was formed and empirically estimated the personality congruence. The theoretical model construct of the personality congruence was also not available. The book aims to address these gaps. In this book, the author provided a theoretical construct of Brand Personality and its congruence with consumer personality. The book also provides a methodology to estimate the theoretical construct of personality congruence, empirically and also provides empirical evidence of such measurement across twenty-five brand of five categories. Hope this book will be helpful for developing your understanding about your brand from the perspective of your consumer.

Ключевые слова: brand personality, Consumer's Personality, Personality Congruence