Influence of Perceived Brand Personality on Brand Purchase Intention:Role of Biological Sex, Gender Role and Brand Attitude

In the era of cutthroat competition, where all verticals of an organization depend upon the interest of consumer, brand has the power to wither all competitions. Like human personality, brands can be perceived to have personality attributes associated with it. For successful brand management, it is important to know how different brand personalities of a product are related to buyers’ brand purchase intention. Accordingly, this study examines the role of perceived brand personality on brand purchase intention through the mediating effects of buyers’ brand attitude. Furthermore, it explores the association of biological sex and gender roles with perceived brand personality of the consumers. Two studies were conducted to explore the conceptualization.