Journal of Legal, Ethical and Regulatory Issues (Print ISSN: 1544-0036; Online ISSN: 1544-0044)


The Effect of Brand Personality on Consumer Self-Identity the Moderation Effect of Cultural Orientations among British and Chinese Consumers

Author(s): Samer Hamadneh, Jamal Hassan, Muhammad Alshurideh, Barween Al Kurdi & Ahmad Aburayya

Brands are perceived to possess a personality that consumers choose to self-express and thus create their self-identities. Despite the extensive research that suggests that the self-expression can be a key driver for brand choice and preference, little research has been conducted to understand the role brands play in constructing consumers self-identity. This study attempts to address this gap by examining the relationship between brand personality and consumer self-identity. Further, the study adopts an international perspective by establishing how consumer cultural orientations can moderate such relationship amongst Chinese and British consumers. The study adopts a quantitative research design and uses an online survey to assess the effect of brand personality on consumer identity. In total, 139 participants took part, with 85 from the UK and 54 from China. A number of statistical tests were conducted, including an analysis of variance, t-test, Cronbach’s Alpha and means were computed. The showed that the effect of brand personality was insignificant. However, the results found that the differences between the UK and China were evident. The study offers some managerial advice to brand managers and marketers operating in global markets.

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