Exploring the Effect of Personality Congruencies on Brand Identification and Purchase Intentions

ABSTRACT The purpose of this study is to examine how brand reputation and uniqueness impact customer brand identification and purchase intent. Utilizing the survey data of 712 respondents, the research has also discovered the influence of paired personality congruencies – brand-consumer, brand-celebrity and consumer-celebrity on reputation and uniqueness of the brand, brand identification and consumer attitude towards the advertisement and the brand. The results revealed the positive influence of brand-consumer and brand-celebrity personality congruencies on brand reputation. However, brand uniqueness was only impacted by brand-celebrity personality congruence. Significant moderating effect of consumer-celebrity personality congruence was observed. By integrating all the three-personality congruencies in a single framework with consumer-celebrity personality congruency as a moderating variable, the study augurs well to the body of knowledge on celebrity endorsement. Discovering some interesting observations pertaining to the personality congruencies, brand identification and consumer behavioral intentions, the study contributes by extending business and managerial implications.