The Role That Brand Personality Plays in Digital Purchasing Decisions
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Date
2025
Journal Title
Journal ISSN
Volume Title
Publisher
Springer Science and Business Media Deutschland GmbH
Abstract
This paper goes into the role of branding in today’s consumer behaviour and how it’s essential for product differentiation and decision making for consumers to choose. In today’s society branding is a valuable asset, it’s a multi-faceted process. The study highlights the importance of “brand personality” in consumer interaction. Using examples like Cartier and Rolex the research shows how consumers align themselves with brands that have a distinct and compelling personality. Recent research also shows that online consumers are preferring brands with a captivating and resonant brand personality that influences their buying behaviour. This article breaks down the impact of brand personality on consumer decision making especially in the fast paced and ever changing digital landscape, a must read for marketers and businesses wanting to navigate and leverage this shift in consumer behaviour. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.
Description
Keywords
Brand, Brand Perception, Consumer Behavior, Decision-Making, Digital Platforms, E-Commerce, Marketing Strategy, Online Shopping
Turkish CoHE Thesis Center URL
WoS Q
N/A
Scopus Q
Q3
Source
Studies in Big Data
Volume
164
Issue
Start Page
549
End Page
561