Original Empirical Research

Journal of the Academy of Marketing Science

, Volume 39, Issue 3, pp 392-406

First online:

Brand personality appeal: conceptualization and empirical validation

  • Traci H. FrelingAffiliated with217 College of Business Administration, University of Texas-Arlington
  • , Jody L. CrosnoAffiliated with209 College of Business and Economics, West Virginia University
  • , David H. HenardAffiliated withCollege of Management - 7229, North Carolina State University Email author 

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A substantial literature stream indicates there are benefits to having a favorable brand personality, such as enhanced brand attitudes and purchase intentions and higher levels of consumer trust and loyalty. Contemporary advertisements and promotional activities by a host of firms demonstrate a managerial belief in the value of establishing a brand personality that mirrors that of branding scholars. Yet extant research has yet to fully evaluate the perceived appeal of brand personality to consumers. This issue is important to managers because it is precisely this level of appeal that influences target consumers’ purchase decisions and helps to sustain the endurance of a brand’s perceived personality between promotional cycles. This article conceptualizes, develops, and validates measures for assessing a consumer’s perception of brand personality appeal (BPA). Three dimensions of BPA (favorability, originality, clarity) emerge and are empirically demonstrated to directly and positively impact consumer purchase intentions.


Brand personality Scale development Brand management Brand extension Purchase intentions