Demystifying the Role of Perceived Brand Personality as a Mediator in the Connection Between Personality Antecedents and Self-Brand Connection

Abstract

Brands play an important role in creating perceptions about products which in turn impact the buying behaviour of consumers. This study will aid in the creation of effective branding strategies that can raise customer engagement and loyalty by offering a more thorough knowledge of the function of perceived brand personality in the association between personality antecedents and self-brand connection. This study adopted descriptive research design. Data was collected from 166 respondents and Hayes PROCESS was used to find the mediator role of perceived brand personality in the relationship between personality antecedents, and self-brand connection. The study established that perceived brand personality has a mediator role in the association between personality antecedents and self-brand connection.