THE ROLE OF THE CONSUMER'S PERSONALITY IN CREATING THE BRAND'S PERSONALITY

Abstract

In modern business conditions, people are constantly engaged in building their identity, so the symbolic characteristics of products are often the primary reasons for their purchase. Brand personality is generally understood as a characteristic of a brand. Accordingly, just like people, all brands have a certain degree of personality. In some cases they are very emotional and lively, in other cases they are underestimated or barely noticeable. Since the brand personality is an intangible category, marketing experts strive to understand the needs of consumers and how the brand personality affects their preferences and loyalty. Starting from the existing theoretical views, the aim of the author is to investigate the relationship between the personality of the consumer and the personality of the brand in the mobile phone market in the Republic of Serbia. The intention is to look at the relationship between personality characteristics and individual dimensions of the brand personality based on the obtained empirical data, based on which the connection between these variables will be identified, and then guidelines for further business in the mobile phone market.