Personality Congruence Effect in Marketing Communication

Download or read book Personality Congruence Effect in Marketing Communication written by Zhefan Chen and published by . This book was released on 2015 with total page 53 pages. Available in PDF, EPUB and Kindle. Book excerpt: The research examines whether the congruence of various forms of personality – consumer personality, brand personality and media personality – will increase consumers’ positive attitude towards a brand in the context of marketing communications (e.g., advertisement). The article uses the SEM approach to introduce an overall model, which reveals and explains the mechanism of how various types of personality can form a synergy and therefore determine consumers’ attitudes towards a brand. The results have clear economic significance and suggest that brand managers should view brand personality in a more comprehensive way and increase the congruence of various types of personality in brands’ advertisement campaigns.