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The Analysis of Bangkok Coffee Chain’s Consumers and the Influence of Brand Personalities on their Purchasing Decision

Author

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  • Nuntana Udomkit
  • Panuvat Mathews

Abstract

This research analyzes the demographic data of a Bangkok coffee chain’s consumers and investigates the relationship between their personality and the chain’s brand personality. It further examines the influence of brand personalities on the purchasing decision of consumers. Aaker’s (1997) five dimensions of brand personality, namely, sincerity, excitement, competence, sophistication and ruggedness, are adopted as a framework for analysis. The research finds a significant correlation between consumer personalities and brand personalities in all dimensions. However, ‘competence’ is the only dimension that significantly influenced the purchasing decision of coffee chains’ consumers in Bangkok.

Suggested Citation

  • Nuntana Udomkit & Panuvat Mathews, 2015. "The Analysis of Bangkok Coffee Chain’s Consumers and the Influence of Brand Personalities on their Purchasing Decision," Global Business Review, International Management Institute, vol. 16(3), pages 415-424, June.
    • Handle: RePEc:sae:globus:v:16:y:2015:i:3:p:415-424
    DOI: 10.1177/0972150915569929
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    References listed on IDEAS

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    4. Vanitha Swaminathan & Karen M. Stilley & Rohini Ahluwalia, 2009. "When Brand Personality Matters: The Moderating Role of Attachment Styles," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 985-1002, April.
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