Investigating brand personality perceptions and preferences: the influence of values

Maria Karampela, Angela Tregear

Research output: Contribution to conferencePaper

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.

Conference

ConferenceAcademy of Marketing Annual Conference 2013
CountryUnited Kingdom
CityCardiff
Period8/07/1311/07/13

Fingerprint

Brand personality
Consumer perceptions
Psychology
Marketing
Congruence
Cultural differences
Correlates
Empirical research
Consumer value
Present value
Individual values
Conceptual framework
Personality traits
Personality characteristics

Keywords

  • brand personality
  • brand preferences
  • consumer behaviour

Cite this

Karampela, M., & Tregear, A. (2013). Investigating brand personality perceptions and preferences: the influence of values. 0314. Paper presented at Academy of Marketing Annual Conference 2013, Cardiff, United Kingdom.
Karampela, Maria ; Tregear, Angela. / Investigating brand personality perceptions and preferences : the influence of values. Paper presented at Academy of Marketing Annual Conference 2013, Cardiff, United Kingdom.
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Karampela, M & Tregear, A 2013, 'Investigating brand personality perceptions and preferences: the influence of values' Paper presented at Academy of Marketing Annual Conference 2013, Cardiff, United Kingdom, 8/07/13 - 11/07/13, pp. 0314.

Investigating brand personality perceptions and preferences : the influence of values. / Karampela, Maria; Tregear, Angela.

2013. 0314 Paper presented at Academy of Marketing Annual Conference 2013, Cardiff, United Kingdom.

Research output: Contribution to conferencePaper

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AU - Tregear, Angela

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Karampela M, Tregear A. Investigating brand personality perceptions and preferences: the influence of values. 2013. Paper presented at Academy of Marketing Annual Conference 2013, Cardiff, United Kingdom.