The alignment of self and brand personality traits: an exploratory analysis

Maria Karampela, Angela Tregear

Research output: Contribution to conferencePaper

Abstract

In attempting to explain brand preferences, self‐brand congruence theory proposes that consumers are drawn to brands with personalities that align with their own traits. Numerous empirical studies have supported this general premise, however the vast majority are based on simple measures of
congruence which give no insight into which specific traits are most salient to alignment, and in what ways they are correlated. The present study draws from psychological theories of personality structure and interpersonal attraction to develop propositions about the composition of human and brand personalities (HP and BP, respectively) and possible patterns of alignment, which are then
tested via a large‐scale survey at a UK Business School. Respondents rated their own personality traits, and those of their favourite brand, on the same 40 item scale. Factor analysis of the ratings revealed a 5‐factor structure for both HP and BP, although BP ratings exhibited a different composition of traits to factors from the classic human personality model. Canonical correlation analysis was then conducted to examine the patterns of alignment between respondents’ HP and BP ratings. This identified two sets of HP and BP factors which dominated the explanation of alignment in the data. The implications are discussed.

Conference

ConferenceAcademy of Marketing Annual Conference 2014
CountryUnited Kingdom
CityBournemouth
Period7/07/1410/07/14

Fingerprint

Brand personality
Alignment
Personality traits
Factors
Rating
Factor analysis
Congruence
Business schools
Empirical study
Psychological
Brand preference
Canonical correlation analysis
Attraction

Keywords

  • brand preferences
  • brand personality
  • self-brand congruence
  • human personality

Cite this

Karampela, M., & Tregear, A. (2014). The alignment of self and brand personality traits: an exploratory analysis. Paper presented at Academy of Marketing Annual Conference 2014, Bournemouth, United Kingdom.
Karampela, Maria ; Tregear, Angela. / The alignment of self and brand personality traits : an exploratory analysis. Paper presented at Academy of Marketing Annual Conference 2014, Bournemouth, United Kingdom.
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abstract = "In attempting to explain brand preferences, self‐brand congruence theory proposes that consumers are drawn to brands with personalities that align with their own traits. Numerous empirical studies have supported this general premise, however the vast majority are based on simple measures ofcongruence which give no insight into which specific traits are most salient to alignment, and in what ways they are correlated. The present study draws from psychological theories of personality structure and interpersonal attraction to develop propositions about the composition of human and brand personalities (HP and BP, respectively) and possible patterns of alignment, which are thentested via a large‐scale survey at a UK Business School. Respondents rated their own personality traits, and those of their favourite brand, on the same 40 item scale. Factor analysis of the ratings revealed a 5‐factor structure for both HP and BP, although BP ratings exhibited a different composition of traits to factors from the classic human personality model. Canonical correlation analysis was then conducted to examine the patterns of alignment between respondents’ HP and BP ratings. This identified two sets of HP and BP factors which dominated the explanation of alignment in the data. The implications are discussed.",
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Karampela, M & Tregear, A 2014, 'The alignment of self and brand personality traits: an exploratory analysis' Paper presented at Academy of Marketing Annual Conference 2014, Bournemouth, United Kingdom, 7/07/14 - 10/07/14, .

The alignment of self and brand personality traits : an exploratory analysis. / Karampela, Maria; Tregear, Angela.

2014. Paper presented at Academy of Marketing Annual Conference 2014, Bournemouth, United Kingdom.

Research output: Contribution to conferencePaper

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T1 - The alignment of self and brand personality traits

T2 - an exploratory analysis

AU - Karampela, Maria

AU - Tregear, Angela

PY - 2014/7

Y1 - 2014/7

N2 - In attempting to explain brand preferences, self‐brand congruence theory proposes that consumers are drawn to brands with personalities that align with their own traits. Numerous empirical studies have supported this general premise, however the vast majority are based on simple measures ofcongruence which give no insight into which specific traits are most salient to alignment, and in what ways they are correlated. The present study draws from psychological theories of personality structure and interpersonal attraction to develop propositions about the composition of human and brand personalities (HP and BP, respectively) and possible patterns of alignment, which are thentested via a large‐scale survey at a UK Business School. Respondents rated their own personality traits, and those of their favourite brand, on the same 40 item scale. Factor analysis of the ratings revealed a 5‐factor structure for both HP and BP, although BP ratings exhibited a different composition of traits to factors from the classic human personality model. Canonical correlation analysis was then conducted to examine the patterns of alignment between respondents’ HP and BP ratings. This identified two sets of HP and BP factors which dominated the explanation of alignment in the data. The implications are discussed.

AB - In attempting to explain brand preferences, self‐brand congruence theory proposes that consumers are drawn to brands with personalities that align with their own traits. Numerous empirical studies have supported this general premise, however the vast majority are based on simple measures ofcongruence which give no insight into which specific traits are most salient to alignment, and in what ways they are correlated. The present study draws from psychological theories of personality structure and interpersonal attraction to develop propositions about the composition of human and brand personalities (HP and BP, respectively) and possible patterns of alignment, which are thentested via a large‐scale survey at a UK Business School. Respondents rated their own personality traits, and those of their favourite brand, on the same 40 item scale. Factor analysis of the ratings revealed a 5‐factor structure for both HP and BP, although BP ratings exhibited a different composition of traits to factors from the classic human personality model. Canonical correlation analysis was then conducted to examine the patterns of alignment between respondents’ HP and BP ratings. This identified two sets of HP and BP factors which dominated the explanation of alignment in the data. The implications are discussed.

KW - brand preferences

KW - brand personality

KW - self-brand congruence

KW - human personality

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M3 - Paper

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Karampela M, Tregear A. The alignment of self and brand personality traits: an exploratory analysis. 2014. Paper presented at Academy of Marketing Annual Conference 2014, Bournemouth, United Kingdom.