THE IMPACT OF SELF-CONCEPT AND BRAND PERSONALITY ON BRAND CHOICE – EXPLORING THE HANDBAG MARKET IN JEDDAH

Abstract

Brands represent value to consumers in a multi-dimensional manner. Those products with non-functional attributes could influence the consumer’s decision to purchase. Brand personality is not set to any particular Personality theory and does not relate to any particular personality inventory. Brand personality is created by how marketers and advertisers intend to project it. Self-concept is also linked with brand and consumer personality characteristics. This study explores the extent to which congruence between self-concept and brand personality influences brand evaluation and purchase inclination. Questionnaire and interview approaches are used to gather the survey results among the ladies in Jeddah. The findings suggest that there is a link between consumer’s personality, brand personality and consumer’s self-concept.