This research analyzes the demographic data of a Bangkok coffee chain’s consumers and investigates the relationship between their personality and the chain’s brand personality. It further examines the influence of brand personalities on the purchasing decision of consumers. Aaker’s (1997) five dimensions of brand personality, namely, sincerity, excitement, competence, sophistication and ruggedness, are adopted as a framework for analysis. The research finds a significant correlation between consumer personalities and brand personalities in all dimensions. However, ‘competence’ is the only dimension that significantly influenced the purchasing decision of coffee chains’ consumers in Bangkok.
AakerD.A. (1996). Building strong brand. New York: Free Press.
2.
AakerJ.L. (1997). Dimension of brand personality. Journal of Marketing Research, 34(3), 347–356.
3.
AakerJ.L. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Research, 36(1), 45–57.
4.
AroraR.StonerC. (2009). A mixed method approach to understanding brand personality. Journal of Product & Brand Management, 18(4), 272–283.
5.
Bangkok Post (2014, January6). Café Culture in Asian Countries. Retrieved 1 February 2014, from http://www.bangkokpost.com/business/news/388172/cafe-culture-in-asian-countries
6.
ChittangkuraP. (2002). Brand personality perception of click radio co., Ltd.’s radio stations. Thesis, Master of Arts in Public Relations. Bangkok: Chulalongkorn University.
7.
CronbachL.J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334.
8.
DasG.GuinK.DattaB. (2013). Impact of store personality antecedents on store personality dimensions: An empirical study of department retail brands. Global Business Review, 4(3), 471–486.
9.
Euromonitor (2014, January). Cafés/bars in Thailand. Retrieved February 2014 from http://www.euromonitor.com/cafes-bars-in-thailand/report
10.
FrelingT.ForbesL. (2005). An empirical analysis of the brand personality effect. Journal of Product & Brand Management, 14(7), 404–413.
11.
GoversP.SchoormansJ.P.L. (2005). Product personality and its influence on consumer preference. Journal of Consumer Marketing, 22(4), 189–197.
12.
KimC.HanD.ParkS. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43(4), 195–206.
13.
LeudjeenP. (2001). Consumer personality, brand personality, and purchasing intent. Thesis, Master of Arts in Public Relations. Bangkok: Chulalongkorn University.
14.
LinL.Y. (2010). The relationship of the consumer personality trait, brand personality and brand loyalty: An empirical study of toys and video games buyers. Journal of Product and Brand Management, 19(1), 4–17.
15.
Marketeer (2013, June). Trendy coffee: The third places so hot. Retrieved 1 February 2014 from http://www.marketeer.co.th/feature_detail_new.php?news_feature_id=572#UvoISWJi7To
16.
NunnallyJ. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill.
17.
ReichheldF.F.SasserW.E. (1990). Zero defections: quality comes to services. Harvard Business Review, 68(5), 105–111.
18.
ReichheldF.F.TealT. (1996).The loyalty effect. Boston, MA: Harvard Business Press.
19.
SirgyM.J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287–300.
20.
SirgyM.J. (1985). Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13(3), 195–206.
21.
SirgyM. J.GrewalD.MangleburgT. F.ParkJ.ChonK.ClaiborneC.B.JoharJ.S.BerkmanH. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science, 25(3), 229–241.
22.
SwaminathanV.StilleyK.M.AhluwaliaR. (2009). When brand personality matters: The moderating role of attachment styles. Journal of Consumer Research, 35(6), 985–1002.
23.
ViraniA. (2013). Consumer personality trait, brand persona and brand loyalty: A pragmatic study of Colgate toothpaste buyer. International Journal of Humanities and Management Sciences, 1(2), 155–158.
24.
WeeT. (2004). Extending human personality to brands: The stability factor. Journal of Brand Management, 11(4), 317–330.
25.
WongparnichK. (2000). Consumer’s perception on brand personality of foreign-licensed women magazines. Thesis, Master of Arts in Public Relations. Bangkok: Chulalongkorn University.
26.
WysongS.MunchJ.KleiserS. (2004). Proceedings from AMA ’04: American Marketing Association Conference Proceedings. This brand’s for you: An exploratory look at how individual variables can influence brand personality perceptions, 15, 239–246. Boston: AMA.
27.
ZhangM. (2007). Impact of brand personality on PALI, a comparative research between two different brands. International Management Review, 3(3), 36–47.
