A Study Of Influence Of The Consumer Self-Concept And Brand Personality On Consumer Brand Preference

The brand personality plays an increasingly important role in the study of consumer behavior because of its importance for shaping the brand preferences of consumers. Many studies indicates that consumers are willing to choose those brand personality congruent with self-concept, therefore coming into being the theory of the congruence of consumer self-concept and brand personality. Owing to brand personality is the core componentt of the brand image, the congruence of consumer self-concept and brand personality plays the same important role with the congruence of consumer self-concept and brand image. Once a brand possesses brand personality, it enble consumers easily think of those brand charactera as well human being. Through the use of brand strategy, enterprises create the consumer groups with a high degree of brand loyalty. Overall, the reasurch on the brand personality were few, particularly empirical research.The paper puts forward theoretical model to explore the influence of the congruence of consumer self-concept and brand personality on consumer brand preference, based on the inadequacy of the theory in our country.According to self-concept, brand personality and brand preference theory, the model proves the reasurch hypothesis,furthermore,comparing the effect degree between the congruence of actual self-concept and social self-concept of brand personality on the brand preferences. Through reviewing the literature,paper uses the brand personality scale and self-concept scale in the China cultural background, then got a total of 198 valid samples in Hunan , and made data analysis.In this paper, on the basis of the empirical research in the field of cigarette brand, we found that the congruence of consumer self-concept and brand personality has positive effect on consumer brand preference significantly and the congruence of consumer social self-concept has more effect on consumer brand preference than the congruence of consumer actual self-concept and brand personality. Our findings can make some contribution to brand personality research in China and have a certain theoretical value and practical significance.