BRAND AND HUMAN PERSONALITY CONGRUENCE: DOES CULTURE MATTER?


TUNCA B., SHNEOR R., ERYİĞİT C.

4th Annual EuroMed Conference of the EuroMed-Academy-of-Business, Elounda, Greece, 20 - 21 October 2011, pp.2238-2240 identifier

  • Publication Type: Conference Paper / Full Text
  • City: Elounda
  • Country: Greece
  • Page Numbers: pp.2238-2240

Abstract

The paper explores whether culture influences human and brand personality congruence. It evaluates differences between preference levels of consumers from Norway and Turkey with respect to brand personality dimensions across human personality proxy types. The study finds that consumers with same personality types have statistically significant different brand personality preferences across cultures. Linking these findings with Hofstede's cultural dimensions, the paper concludes with a list of propositions for future larger scale studies. Finally, conclusions are outlined, contributions and limitations acknowledged, and suggestions for further research are provided.