The Role Brand Personality Plays in Purchase Decisions

Abstract

This research paper investigates the role of Brand Personality in Purchase Decisions in the Indian context. The study explores the perceptions of brand personality traits, their impact on purchase intentions, and the mediating role of emotional responses. A sample of 500 respondents from various age groups in India participated in the study. The research findings reveal five main brand personality traits perceived by consumers: sincerity, excitement, competence, sophistication, and ruggedness. Among these, sincerity, excitement, and competence demonstrate a significant positive correlation with purchase intentions, indicating their influential role in shaping consumer behaviour. The study further identifies emotional responses, particularly joy and trust, as mediators in the brand personality-purchase intention relationship. Moreover, age is found to moderate the impact of brand personality on purchase decisions, suggesting differences in perceptions among different age groups. These findings have significant theoretical implications for the understanding of brand personality and consumer behaviour in the Indian market. Marketers can leverage the insights to tailor branding strategies, evoke positive emotional connections, and enhance purchase intentions among diverse consumer segments.