Title: Influence of advertising led brand personality consumer congruity on consumer's choice: evidence from Indian apparel market

Authors: Bilal Mustafa Khan; Reshma Farhat

Addresses: Department of Business Administration, Faculty of Management Studies and Research, Aligarh Muslim University, Aligarh Pin-202002, U.P., India. ' Department of Business Administration, Faculty of Management Studies and Research, Aligarh Muslim University, Aligarh Pin-202002, U.P., India

Abstract: This paper aims to analyse the influence of advertising led brand personality congruity on consumer's response in formulation of favourable attitude towards the apparel brands and the congruity effect on the purchase intention of consumers. It attempts at integrating the concepts of congruity, attitude towards the advertisement, attitude towards the brand and the purchase intention. Stimuli of seven fashion apparel brands with different expected personalities were evaluated by the respondents on brand personality scale of Aaker (1997). This paper presents viable propositions as managerial implications for building the brand personality. The study fills the gap in the literature about the congruence between brand and human images, and demonstrates how advertising led self-image congruity dimensions impact brand preference and purchase intention among consumers.

Keywords: brand personality; self-congruence; purchase intention; adverts; advertising; branding; consumer attitudes; consumer behaviour; consumer response; apparel brands; clothing industry; garment industry; apparel industry; human images; brand preference.

DOI: 10.1504/IJENM.2012.047619

International Journal of Enterprise Network Management, 2012 Vol.5 No.2, pp.176 - 196

Available online: 05 Jul 2012 *

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