The impacts of brand personality and congruity on purchase intention : Evidence from the Chinese mainland's automobile market

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review

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Original languageEnglish
Pages (from-to)199-215
Journal / PublicationJournal of Global Marketing
Issue number3
Publication statusPublished - Jul 2009


This study focuses on comparison of the importance of product-brand personality and importance of company-brand personality characteristics as well as on investigation of product-/company-brand congruity and self-image congruence on purchase intention, within the context of Chinese Mainland's automobile industry. Results reveal that product-brand personality is more significant in affecting purchase intention than company-brand personality. Furthermore, it is found that congruity between product-brand personality and company-brand personality acts as a moderating variable between product-/company-brand personality and purchase intention. Of equal importance, it is found that self-image congruence with product-/company-brand personality positively affects purchase intention, at a statistically significant level, and plays a moderating role between product-/company-brand personality and purchase intention. Implications for research, as well as for business practices, are discussed.

Research Area(s)

  • China, Company-brand personality, Product-brand personality, Self-image congruence