Brand Personality, Consumer Congruity and Advertising: Influence on the Apparel Brands

Ms. Reshma Farhat; Dr. Bilal Mustafa Khan

doi:https://doi.org/10.51976/gla.prastuti.v1i1.111204

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Brand Personality, Consumer Congruity and Advertising: Influence on the Apparel Brands

Reshma Farhat, Bilal Mustafa Khan

https://doi.org/10.51976/gla.prastuti.v1i1.111204

Published Online: July 05, 2012

Author Details ( * ) denotes Corresponding author

1. * Reshma Farhat, Department of Business Administration, Aligarh Muslim University, Aligarh, Uttar Pradesh, India

2. Bilal Mustafa Khan,

Purpose: This paper aims to analyse the mechanism of brand personality on advertising response in apparel brands and the congruity affect on the purchase intention of consumers. It attempts at integrating the four concepts of BPC, attitude towards the ad, attitude towards the brand and the purchase intention and in the process present viable propositions as managerial implications for building the brand personality.

Design/methodology/approach: Based on the existing literature and as part of our analysis, the paper examines the influence of brand personality on advertising response in fashion clothing branding context. Stimuli of 7 fashion apparel brands with different expected personalities were evaluated by young students (21-26 years old) in terms of Brand Personality Scale of Aaker (1997). The implications of self-congruence are discussed.

Findings: This paper comprehensively examines the self-concept and the analysis the relationship between the three related parameters is being carried out, i.e., attitude towards the brands, attitude towards the ad and the purchase intention and to see how the brand personality congruence is affected by all three of these factors. The analysis of the study should help in understanding the antecedents and consequences of brand personality processing.

Research Implications: Caution is advised in extrapolating the results beyond the issues investigated in the study.

Practical Implications: The implications raise awareness that brand personality and consumer congruity need to be examined independently or at least both included in the planning process to determine their importance in a brand’s overall identity. Central to developing and maintaining a long- term brand image strategy is an understanding of the dyadic relationships forged between consumers and brands.

Originality/value: Most of the research on the subject of personality has been designed around Aaker’s five dimensions of personality. The self- concept literature in consumer behaviour can be perceived as multi-dimensional perception of one’s self. The study fills the gap in the literature about the congruence between brand and human images, and demonstrates how self-image congruity dimensions impacts brand preference among consumers. The findings This paper uses qualitative research methodology, specifically a grounded theory framework, to discover the personality of products, and to compare these outcomes with Aaker’s five dimensional scale.

Keywords

Brand Personality, self-congruence, advertising, purchase intention

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