Communicating Brand Personality - The Moderating Role of Human Personality

25 Pages Posted: 7 May 2009

See all articles by Srividya Raghavan

Srividya Raghavan

The Icfai Institute for Management Teachers

M. S. Balaji

The Icfai Institute for Management Teachers

Date Written: May 7, 2009

Abstract

This research investigates the influence of individual personality on perception of brand personality when information is processed from advertisement. An experiment was designed to investigate the role of individual personality and personal relevance in moderating the relationship between advertising and brand personality perceptions. Results reveal that advertising or communication program plays a key role in perception of brand personality. Further analysis with MANCOVA indicates that, individual’s personality dimensions do influence certain brand personality dimensions. This implies that communicating a designated brand personality is influenced by the personality traits of the target audience.

Keywords: Brand personality, personality, personal relevance, marketing communication, advertising

Suggested Citation

Raghavan, Srividya and Balaji, M. S., Communicating Brand Personality - The Moderating Role of Human Personality (May 7, 2009). Available at SSRN: https://ssrn.com/abstract=1400490 or http://dx.doi.org/10.2139/ssrn.1400490

Srividya Raghavan

The Icfai Institute for Management Teachers ( email )

Hyderabad
Hyderabad, 500 034
India

M. S. Balaji (Contact Author)

The Icfai Institute for Management Teachers ( email )

Hyderabad
Hyderabad, 500 034
India

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