The Relationship between Brand Personality and Consumers’ Personality among Students

Abstract

There are numerous cases in which when a particular brand launches a new product, customers or consumers would start to queue days before the launch of the product. Examples of such products are Apple IPhones and Samsung Galaxy among others. This phenomenon is a familiar occurrence in several countries such as New York, Japan and Singapore. Relating to brand personality, it was found to be significantly related to consumers’ personality. Compared to other studies, this study focuses on finding the relationship and effect of brand personality on consumer personality in order to identify the reasons as to why people were attracted to a particular product. The aim of this study was to investigate the correlation between brand personality and consumers’ personality among the undergraduate students in the Faculty of Management at Universiti Teknologi Malaysia. A descriptive-correlation research was conducted using questionnaires such as Aaker’s Brand Personality and big five personality. Based on random sampling, 242 questionnaires were collected from students in Faculty of Management, Universiti Teknologi Malaysia. The data was analyzed using Data Descriptive Statistics, Pearson Correlation, and Multiple Regression. The results indicated that the dimension of brand personality and dimension of consumers’ personality were highly correlated, in which both had high significance. Moreover, the multiple regression showed that brand personality could affect consumers’ personality. The results of this study can prove the relation between brand personality and consumers’ personality. It showed that through the brands that consumers used, the personality of the consumers could be predicted according to the knowledge about brand personality.

DOI: 10.5901/mjss.2015.v6n5p175