Companies strive to develop ways of meeting the needs of consumers and establish long-term consumer-brand relationships. The long-term relationship with the consumers is built through branding that makes the product attractive to the consumers (Macinnis, Park & Agarwal, p.36). In the corporate world, ultimately branding is beneficial because it influences consumers buying intentions and the relationships with the product. A product with a brand personality and brand history and heritage that resonates well with the needs of the consumers performs better in the market (Gremke, n.p). Brand personality helps a company develop and maintain relations with consumers. To build long-term consumer-brand relationships a company needs to brand its products with a unique personality. Brand personality creates perceptions about the product to the consumers. This determines the consumer's attitudes towards the products hence affecting consumer purchase intentions. A company should develop a brand personality that aligns with the needs and behaviors of the consumers (Gremke, n.p). A brand personality that reflects the needs of the consumers helps to build a strong bond between the brand and the consumers.
You Are What You Wear: Brand Personality Influences on Consumer Impression Formation
Consumers are attracted to brands having a personality similar to his or her personality and needs. The personality that resembles that of the consumer promotes brand loyalty and trust in brands, and this influences purchase decisions (Gremke, n.p). There is a high possibility of consumers purchasing products that reflect their personality than products that do not reflect their character. Consumers assume that a product with a personality similar to their own also can meet their needs. Brand personality expresses the practical benefits of a brand (Kardes, Cronley & Cline, p. 165). This means that through brand personality features and benefits of a product are communicated. Consumers purchase products that have a high propensity of meeting their needs and products that give them value for their money (Middlebrook, n.p). Brand personality offers all relevant information about a product, and this helps to persuade the customers. Brand personality is a reflective symbol of the self of the consumer and it expresses consumers’ self-identity. The connection of the consumer’s needs with the brand leads to brand loyalty. However, Consumers do not always choose brands that reflect their personalities but sometimes they prefer brands with opposing identities (Middlebrook, n.p).
What Is Brand History?
Brand History and heritage are a help to develop confidence in a product over a period. Brand history reflects the strengths and the benefits of the product to the consumers. Consumers purchase products that meet their needs and also have health value. Products that have past unfavorable history are unattractive to the consumers because consumers tend to purchase products that they can trust and are reliable (Middlebrook, n.p). Brand attitude towards customers and their needs also influence loyalty to the product. A brand that has a history of striving to meet the needs of the consumers is attractive to the customers. This means that brand history and brand heritage that are rated highly by consumers are attractive, and consumers are likely to buy the product.
In a nutshell, brand personality and brand history influence consumer purchase intentions by establishing long-term brand-consumer relationships (Lin & Huang, p. 10). The two factors mentioned above communicate about a given product, and this influences consumer perception about the product. Purchase intentions and decisions are made based on the bond between the product and the consumers. Product personality and history develop the relationship that the customers feel is favorable to them and is in line with their personal beliefs (Lin & Huang, p. 16).
Gremke, D. (2016). A-Brands Personality & Influence on Consumer Behavior. Accessed from http://valientmarketresearch.com/uncategorized/4125/Kardes, F. R., Cronley, M. L., & Cline, T. W. (2011). Consumer behavior. Mason, OH, South-Western, Cengage Learning.
Lin, Y, & Huang, P. (2012). 'Effects of the Big Five Brand Personality Dimensions on Repurchase Intentions: Using Branded Coffee Chains as Examples', Journal Of Foodservice Business Research, 15, 1, pp. 1-18, Academic Search Premier, EBSCOhost, viewed 30 October 2016.
Macinnis, D. J., Park, C. W., & Agarwal, M. (2015). Brand meaning management.
Middlebrook, S.B. (2016). Personality and Related Characteristics that Affect Consumer Buying Behavior. Accessed from https://toughnickel.com/industries/Buyer-Characteristics-and-Consumer-Behavior
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