THE INFLUENCE OF BRAND PERSONALITY ON CONSUMER PURCHASE INTENT

Abstract [English]

Brand personality plays a pivotal role in shaping consumer perceptions and influencing their purchase intent. It refers to the human-like traits attributed to a brand, which helps differentiate it from competitors and creates emotional connections with consumers. The influence of brand personality on consumer purchase intent is a complex interplay of factors including consumer emotions, brand perception, and personal values. This paper examines the ways in which brand personality impacts consumer behavior, particularly focusing on its role in purchase intent. The study explores Jennifer Aaker’s five dimensions of brand personality: sincerity, excitement, competence, sophistication, and ruggedness, and how these dimensions resonate with different consumer segments. By aligning brand personality with consumers' personal values and lifestyles, brands can foster strong emotional bonds that enhance consumer loyalty and encourage repeat purchases. Emotional connections are crucial in building trust, with consumers often choosing brands they feel are aligned with their own self-image and social aspirations.
The paper also discusses the importance of differentiation in a crowded marketplace, where a brand’s personality can set it apart and make it more appealing to consumers. Successful brands, such as Apple and Harley-Davidson, have demonstrated how a strong, consistent brand personality can lead to increased purchase intent by creating an aspirational identity that resonates with their target audiences. In conclusion, brand personality significantly influences consumer purchase intent by shaping brand perceptions, evoking emotional responses, and fostering loyalty. For marketers, understanding and leveraging brand personality is essential to developing a compelling brand identity that not only captures attention but also drives consumer behavior. This research highlights the importance of aligning a brand’s personality with the desires and expectations of its consumers to enhance purchase intent and long-term success.