The effects of consumer and brand personality on mobile services purchase

Abstract

The advent of telecommunication technology saw a growth of mobile service providers, particularly in the Malaysian market. Each service provider tends to offer competitive packages in their quest to attract customers. Nevertheless, the purchase of mobile services indirectly is influenced by the customers and brand personality. Hence, brand personality management is a critical part of a company's marketing program in today's global market. Despite the importance of brand personality in academia and practice, very limited empirical research has examined the determinant roles of brand personality on actual consumer brand purchase, particularly mobile services. Given its great potential usability for marketers and brand managers, this study conceptualises and examines the impact of consumer personality on brand personality and its subsequent effect on the Malaysian consumers brand purchase, focusing specifically on mobile services purchase. The empirical evidence from the study suggests that the consumer personality's dimensions have significant relationship with the mobile services brand personality. However, the results of this study indicate no differentiation of impact for mobile services brand personality on the actual mobile services purchase.