I Am What Is Mine. Brand Personality, Consumer Personality, and Brand-Consumer Relationships

In today’s visually-driven marketplace, where social media and personal branding dictate consumer preferences, companies must strategically position themselves to align with evolving identity trends. This study provides managerial insights into the role of brand personality in shaping brand-consumer relationships, focusing on the impact of personality on trust, attachment, commitment, and customer satisfaction. This research employed a rigorous quantitative approach, including reliability analysis of measurement instruments, confirmatory factor analysis, and analysis of variance (ANOVA). Hypotheses were tested using structural equation modeling (SEM) through path analysis, and the robustness of the estimates was assessed using the bootstrap procedure. The findings reveal the strategic importance of brand personality traits, demonstrating their influence across brand-consumer relationship dimensions. Furthermore, the study highlights the managerial implications of brand personality, offering a comparative assessment of personality profiles associated with global brands such as Zara, H&M, McDonald’s, and KFC. These insights enable brand managers to refine positioning strategies, optimize consumer engagement, and foster long-term brand equity.