Exploring the Nexus of Consumer Personality, Brand Personality, and Purchase Intentions: A Cross-sectional Analysis of Punjab's Shopping Mall Customers

Abstract

This cross-sectional research probes the nexus of Consumer Personality, Brand Personality, and Purchase Intentions among diverse shoppers in Punjab's malls. Employing a self-administered questionnaire and robust sampling, 450 participants were engaged to reflect the demographic spectrum. Leveraging structural equation modeling with Smart PLS-SEM, the study unveils Consumer Personality's positive impact on Brand Personality. Notably, Brand Personality mediates the path to Purchase Intentions. The findings contribute insights into cognitive mechanisms governing purchase decisions, fostering theoretical enrichment. This research provides a compass for marketers seeking resonance in today's evolving consumer landscape.