1. Brand Personality & Consumers
By Brittney Condello /

2. What is Brand Personality?
“People choose their brands the same way they choose their friends in addition to the skills and physical characteristics; they simply like them as people” (Venkateswaran 2011)
Anon 2014, ‘Brand Personality’, Simply Zesty, viewed 5 August 2014, <

3. Dimensions of Brand Personality
Sincerity
Honest Down To Earth Genuine
Excitement
Trendy Spirited Daring
Competence
Intelligent Hard Working Reliable
Sophistication
Glamorous Charming Presentation
Ruggedness
Tough Strong Masculine

4. Mercedes Benz
Mercedes Benz, World Car Fans, viewed 5 August 2014 <

5. What Forms Brand Personality
Product Categories
Brand Symbols
Packaging
Brand Logos, Fanatic, viewed 4 December 2014, <
Workout Gear, Harper Fashion, viewed 4 December 2014, <
Sponsorships
Celebrity Endorsements
Creative Product Pacakging, Blogspot, viewed 5 August 2014, <
Beyonce Pepsi Endorsement, Static 6, viewed 4 December 2014, <
Sponsorships, Ishimodo, viewed 4 December 2014, <

6. Brand Personality Appeal
Mercedes Marketing, The World of M Bam G, Ads of the World, viewed 4 December 2014, <

7. The Link Between Personality and Brand Relationships
6 Dimensions of brand relationship quality:
Love and Passion
Self-Connection
Commitment
Interdependence
Intimacy
Brand Partner Quality

8. Consumers Lifestyles Demographic Psychographics
Demographics, Milfordct, viewed 5 December, <
Pyschographics, Scoop It, veiwed 4 December 2014,<
Lifestyles, Telegraph, viewed 4 December, <

9. Self Concept & The Self Congruency Theory
Weight Watchers Campaign, Madame Noire, viewed 4 December 2014, <
Mirrror, Coloribus, viewes 5 December 2014, <

10. Bibliography
Ananthi, N 2011, A Study on Brand Personality Dimensions and Brand Loyalty towards Raymond Brand, viewed 5 December 2014, <
Babin, B. and Harris, E. (2013). CB5. Mason, Ohio: South-Western.
Chernev, A., Hamilton, R. and Gal, D. (2011). Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding. Journal of Marketing, 75(3), pp
Freling, T., Crosno, J. and Henard, D. (2010). Brand personality appeal: conceptualization and empirical validation. Journal of the Academy of Marketing Science, 39(3), pp
Grohmann, B. (2009). Gender Dimensions of Brand Personality. Journal of Marketing Research, 46(1), pp
Park, J. and John, D. (2010). Got to Get You into My Life: Do Brand Personalities Rub Off on Consumers?. Journal of Consumer Research, 37(4), pp
Wu, S. and Chan, H. (2011). Perceived service quality and self-concept influences on consumer attitude and purchase process: A comparison between physical and internet channels. Total Quality Management & Business Excellence, 22(1), pp