Brand Personality and its Impact on Brand Feelings:A Study Among Young Television Viewers

The purpose of this study was to investigate the brand personality’s effect on brand feelings. The study measured brand personalities of three Sri Lankan television channels and investigated their impact on the viewers’ brand feelings. A survey method was used for the study and the sample consisted of 166 young television viewers. The results proved that factors such as self-respect and sincerity associated with brand personalities of TV Channels were of greater importance to women than men. On the other hand, it was found that respondents in the secondary education level have more intense brand feelings than those having tertiary education. Further, the study revealed that sincere, and/or exciting brands exert a significant positive impact on the viewers’ feelings of warmth, excitement, security and social approval. Further, it was recognized that brands with “competent” and/or “sophisticated” personalities generate feelings of self respect, social approval, and security.