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

摘要

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.