The purpose of this article is to investigate the role of brand personality as an effective tool to create positive perceived values and brand trust. The authors propose to establish a relationship between brand personality, perceived value and brand trust. The results present support for our inference that Lux as a brand enjoys positively perceived personality characteristics, which can be leveraged for developing a higher trust index. The questionnaire was developed by using measurement scales used by previous researchers. The instrument was evaluated for reliability and validity. The data was collected through a self-administered questionnaire. The results of statistical analysis show that trust in a brand is important when customers choose personal care products and that perceived value is significantly enhanced when customers have positive connotations of brand personality. To recapitulate, we concentrated on the relationship between brand and product in terms of personality dimensions and intended to investigate whether brand personality affects the consumers’ perceived value and acceptance of the brand as a trustworthy brand.
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