How Brand Personality affects Products with different Involvement Levels?

Abstract

Brand personality is seen as the set of human characteristics associated with a brand. It carries the symbolic meaning of the brand. Whether it is a low or high involvement product, brand personality will definitely improve the consumer brand preference and purchase intention. This article presents a brief literature review of the concept of brand personality and its relationship to consumer brand preference and purchase intention. The study also emphasised effect of brand personality on high and low involvement products preference and purchase. The paper also talks about how famous endorsers and strong brand argument can improve brand personality of low and high involvement products respectively.