The analysis of Bangkok coffee chain's consumers and the influence of brand personalities on their purchasing decision

Abstract

This research contains 2 parts. The first part explores the relationship between brand personality and consumer personality of the coffee chain's consumers in Bangkok. The second part further, explores the influence of brand personalities on purchasing decision of coffee chains' consumers in Bangkok. Aaker 5 dimensions of brand personality namely sincerity, excitement, competence, sophistication and ruggedness was adopted as a framework for analysis. The results showed that there is a significant correlation between consumer personalities and brand personalities in all dimensions. However, competence brand personality is the only dimension that significantly influenced purchasing intention of coffee chains' consumers in Bangkok. © Medwell Journals, 2014.