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IMPACT OF BRAND PERSONALITY ON BRAND FEELINGS: AN EMPIRICAL STUDY

Abstract

The purpose of this study is to present empirical evidence of brand personality’s effect on brand feelings. The study measured the brand personalities of three Sri Lankan television channels, and investigated the impact those personalities exert on the brand feelings that viewers have towards these brands. Survey method was used as the main research method for the study and the sample consisted of 166 television viewers in the age from 17 to 25. The study results showed that sincere, and/or exciting brands exert a significant positive impact on the viewers’ feelings of warmth, excitement, security and social approval. Further, it was recognized that the brands with “competent” and/or “sophisticated” personality will generate the feelings of self respect, social approval, and security. The study recommends the brand management practitioners should carefully construct a brand along the dimensions of personality, so that the brand generates expected feelings among the consumers.

Keywords: Brands, Brand Personality, Brand Feelings

For full paper: fmscresearch@sjp.ac.lk


Author Biography

C.V Rathnayake

Faculty of Management & Finance,
University of Ruhuna, Sri Lanka.

H.S.C. Perera

Faculty of Management & Finance,
University of Ruhuna

S.A. Buddhika

Faculty of Management & Finance,
University of Ruhuna