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The Brand Personality: a Key Catalyst of the Consumer-brand Relationship

Author

Listed:
  • Trabelsi, Maryem

    (Assistant Professor, Al Jouf University, Sakakah, SAUDI ARABIA)

Abstract

In our post-modern era, the brand is perceived as more than a simple means of identification of the producer and a tool of differentiation and distinctiveness. From the consumer’s angle, it is seen as a partner in a deep, effective and long-lasting relationship that reflects his personality, values, social status, ideology, and world view to match this new perception, managers should infuse their brands with distinctive traits that match with the current and potential customers’ needs and identification desire. This research goes in this stream of studies that focus on brand personality and its ability to create, develop and maintain a strong consumer-brand tie. The findings showed that Private Labels’ personality is capable enough to generate trust and attachment in the Tunisian context.

Suggested Citation

  • Trabelsi, Maryem, 2019. "The Brand Personality: a Key Catalyst of the Consumer-brand Relationship," American Journal of Trade and Policy, Asian Business Consortium, vol. 6(1), pages 13-22.
    • Handle: RePEc:ris:ajotap:0003
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    More about this item

    Keywords

    brand personality; consumer-brand relationship; brand attachment; brand trust; Private Labels;
    All these keywords.

    JEL classification:

    • D16 - Microeconomics - - Household Behavior - - - Collaborative Consumption

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