Leiden University Student Repository

Vasile, Ana-Maria (2021)

Can brands be perceived as moral or competent? The relation between brand personality, self-congruence and purchase intentions.

Bachelor thesis | Psychologie (BSc)

Consumers can perceive brands in the way they perceive others. There has not been substantial research about attributing human personality traits, such as competence and morality, to brands. In this study, we analyze competence and morality as dimensions of brand personality in order to predict purchase intention. Moreover, consumers also tend to find similarities between their personalities and a brand's personality. This concept of self congruence is used to moderate the relationships between competence, morality and purchase intention. The results of the online questionnaire showed that both morality and competence increase purchase intention, but self-congruence did not moderate these relationships. These findings suggest interesting implications for academic research and practical implications for the marketing and public relations field.

morality

competence

purchase intention

actual self-congruence

Author

Vasile, Ana-Maria

Faculty

Faculty of Social & Behavioural Sciences

Supervisors

Wirtz, C.

ECTS Credits

15

Language

en