Customers’ personality and brand personality, and its relations to their purchasing intension

JUNG-WAN LEE, KAZAKH-BRITISH TECHNICAL UNIVERSITY, REPUBLIC OF KAZAKHSTAN
YOUNG-YEI KIM, SEOUL DIGITAL UNIVERSITY, REPUBLIC OF KOREA
SIMON W. TAI, KIMEP, REPUBLIC OF KAZAKHSTAN
Abstract: The purpose of this study is to explore the degree to which extent the Big-Five personality factors predict the brand personality and consumers’ purchasing intension of it. To achieve the objective of the study, the authors administer the Big-Five scale (Costa and McCrae, 1987) for personality and a modified brand personality scale from Aaker’s (1997) for identifying brand personality. Data for this study are collected through online (web-based) survey in South Korea. The results of this study confirm statistically significant correlations between these variables.
Keywords: Brand personality, Customer personality, Corporate brand, Marketing communications, Consumer behaviour