Brand-consumer Congruence Personality and Brand Quality Relationships: a Case Study of Consumers Using Telecom Services in Pakistan

Brand personality is the way a brand speaks and behaves. It means assigning human personality traits to a brand to achieve the competitive advantage. When the brand image is expressed in terms of human traits, it is called brand personality. If your brand has no personality and no warmth, the consumer will treat it, likewise: no loyalty, high-price sensitivity and no inclination towards your brand. In practice, the personification of brands has been frequent since celebrities endorsed brands. The use of a celebrity and of his or her personality help, marketers position their brands in consumer mind, and can even stimulate consumers who would identify themselves with these celebrities. This study is conducted in order to measure the impact of brand and consumer's personality similarity on development of brand quality relationships. Advantages and disadvantages of personality tests were also identified. Data was gathered by using a survey questionnaire. Weighted means were computed to analyze the answers of the participants. Multiple regression and associational statistical techniques are applied on the data to conceive results.