The effect of brand personality and consumer preference on intention to buy : a study of the perfume market

Abstract

Marketers try to build a personality for their product, also known as Brand Personality. This research analyses whether consumers within the perfume industry are aware of Brand Personality, and tests its consequence with regards to consumer preference (H1). The literature also maintains that people tend to buy products which have a personality similar to theirs, in order to portray an image of themselves. Here it is further analysed whether this congruity affects consumer preference positively (H2). Empirical data was collected from 120 respondents, using a questionnaire which included Aaker's (1997) framework of Brand Personality and Govers' and Schoormans' (2005) scale of Product - Personality Congruence and Consumer Preference. Most of the variables were reliable, while some traits were removed in order to have discriminant validity. Findings confirmed that a perfume with a brand personality increases consumer preference. On the other hand, similarity between the perfume personality and the consumer does not affect preference. Consumers with different profiles prefer different types of perfumes. For instance, males prefer theirs to be rugged while females go for sophistication. It is helpful for marketers to know their consumers well, in order to communicate an effective personality for their product, because after all, brand personality is a perception and not a physical entity.