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Consumers, Identity, and Brand Personality

In: Brands, Branding, and Consumerism

Author

Listed:
  • Vishwas Maheshwari

    (University of Salford)

  • Elizabeth Larner

    (University of Salford)

  • Mirage Islam

    (University of Salford)

  • Hannah Burchell

    (University of Salford)

  • Magdalena Marchowska-Raza

    (University of Salford)

Abstract

Branding creates a distinct identity for products, organizations, people, or places by using unique names, designs, symbols, or features. Research in this area examines how consumers react to various brands and branding efforts in different contexts. Brands play a pivotal role in shaping consumer identity by presenting a clear and unique brand image. This image is conveyed through thoughtful marketing strategies, compelling advertising campaigns, and innovative product design that resonate with the intended audience. Authenticity is crucial for building brand trust, requiring brands to forge meaningful connections with customers. This chapter examines the link between consumer perception, psychological motives, and brand attributes, also considering technology and ethical practices in branding.

Suggested Citation

  • Vishwas Maheshwari & Elizabeth Larner & Mirage Islam & Hannah Burchell & Magdalena Marchowska-Raza, 2025. "Consumers, Identity, and Brand Personality," Springer Books, in: Ayantunji Gbadamosi (ed.), Brands, Branding, and Consumerism, chapter 0, pages 115-147, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-80859-3_3
    DOI: 10.1007/978-3-031-80859-3_3
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