Brand Personality and Brand Engagement

Abstract

Many brand theorists argue that a brand’s personality plays an important role in generating consumer engagement with the brand. Although anecdotal evidence and logical arguments support this assertion, researchers have published few empirical studies to verify it. The present study used data from a survey of 132 U.S. college students to show that, indeed, personality dimensions perceived to be characteristic of the North Face brand of clothing do seem to increase engagement with this brand. The consumers viewed North Face as characterized by several positive dimensions, but the most crucial appeared to be that it is not ordinary and that it is a responsible brand. These results not only support the claimed importance of brand personality, but also imply that North Face managers could stress these characteristics of their brand in their promotions to enhance its appeal to engaged and profitable consumers.

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