| Some consumers prefer global brands while others favor store brands. Their purchase behaviors are likely to be influenced by their own personality and brand personality. In today's marketplace, companies are faced with the challenge of attracting consumers' attention, and altering consumers' brand attitude and purchase intention towards their brands. However, little research has focused on the relationship between brand personality and consumer traits across the two group consumers. This study examines the differences in perceived brand characteristics, brand attitude and purchase intention between customers preferring global brands and those preferring store brands. A two-phrase analysis of different shampoo brands has been conducted. A brand categorization model has been utilized to classify the shampoo brands into different set and analyze brand personality, brand attitude and purchase intention for each set. The results show that, compared with consumers preferring store brands, those preferring global brands have more positive attitudes and higher purchase intentions toward the brands in the consideration set because they perceive those brands have stronger brand personality. In contrast, consumers preferring store brands perceive that the brands in the hold set or reject set have more favorable brand personalities. This study has provided new insights on how to apply the brand categorization model to predict the relations among brand personality, consumer personality and purchase behaviors. |
