Welcome to MEKEI

The mission of the MEKEI research institute is to use research and education to help transform the countries of the Middle East and North Africa to advanced, knowledge-based societies led by sustainable innovation and social advance.

Evently

Stay Connected & Follow us

Simply enter your keyword and we will help you find what you need.

What are you looking for?

Customers’ personality and brand personality, and its relations to their purchasing intension

Customers’ personality and brand personality, and its relations to their purchasing intension

JUNG-WAN LEE, KAZAKH-BRITISH TECHNICAL UNIVERSITY, REPUBLIC OF KAZAKHSTAN
YOUNG-YEI KIM, SEOUL DIGITAL UNIVERSITY, REPUBLIC OF KOREA
SIMON W. TAI, KIMEP, REPUBLIC OF KAZAKHSTAN

Abstract: The purpose of this study is to explore the degree to which extent the Big-Five personality factors predict the brand personality and consumers’ purchasing intension of it. To achieve the objective of the study, the authors administer the Big-Five scale (Costa and McCrae, 1987) for personality and a modified brand personality scale from Aaker’s (1997) for identifying brand personality. Data for this study are collected through online (web-based) survey in South Korea. The results of this study confirm statistically significant correlations between these variables.
Keywords: Brand personality, Customer personality, Corporate brand, Marketing communications, Consumer behaviour

Outlook 2008_Lee et al-Itemid=.pdf
Outlook 2008_Lee et al-Itemid=.pdf