The impact of Brand Personality Perceptions on Purchase Intention: Role of Cultural Differences and Customer-Brand Congruence

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan

2 Master of Business Administration, Allameh Tabataba'i University

Abstract

Successful companies use brand personality strategies for shaping customers’ behaviors, which depend on customers’ cultural differences and their congruence with
brand. So, in this research these two variables are considered as moderator and
mediator variables, respectively in the relationship between brand personality perceptions and purchase intention. Amongst the dimensions of cultural differences, the
study is focused on individualism and uncertainty-avoidance. Also, the impact of
those two dimensions on the relationship between brand personality perceptions and
purchase intention is investigated. The statistical population of this study is customers from five selected cities in Iran and a random sample of 243 individuals is selected through cluster sampling method. For analyzing the data, the structural equation
modeling method with partial least square approach is used. The results show that
customer-brand congruence plays the mediator role in relationship between brand
personality and purchase intention. Moreover, individualism and uncertainty avoidance positively moderate the relationship between customer-brand congruence and
purchase intention.

Keywords

References

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Quarterly Journal of Brand Management
Volume 2, Issue 2 - Serial Number 4
December 2015
Pages 45-68

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