The objective of this study is to propose how to utilize the brand personality concept after examining whether the customer can distinguish the brand personalities of two rival brands in the mobile telecommunication industry.
This study was performed to examine 3 major hypotheses: 1) the effect of personality similarity between consumer and brand on the brand attitude, 2) customers’ perceived difference in the brand personalities of rival brands, 3) the effect of brand ownership on the brand attitude.
The results of this study could be summarized as follows: 1) there is no significant difference in the brand personalities of rival brands, 2) there are personality similarity factors which can be moderated by brand ownership in relationship with brand attitude. 3) both personality similarity and brand ownership have a positive effect on brand attitude independently.
The cellular phone price is no longer a major reason to choose a service provider. The functional benefits of the product also don’t make any difference. Customers are becoming more attracted by the symbolic benefits from a brand. Customer Relationship Management is suffering from the customer defections.
To address or help solve these problems, in conclusion, brand personality should be used for brand differentiation.
