Application Of Brand Resonance Model Assessing The Relationship Between Brand Resonance Dimensions And Extraversion Consumer Personality Trait

Abstract

The battle for market share that enhance the credibility and reputation of a firms rests upon its branding strategies knotted in their brand resonance that helps them in gaining momentum with revolutionary changes in consumer behavior. Brand resonance is trending in marketing domain that serve as a supreme phenomenon for identification of consumer level of attachment with brands. The rationale of the research it to identify the connection between theory and practice by analyzing the relationship between extraversion consumer personality traits and brand resonance dimensions with main aim to understand the deep emotional and psychological bonding relationship between four dimensions of brand resonance.  The quantitative data via structured close ended questionnaire was collected and tested via SPSS for analyzing the results of female targeted group of customers. Measurement of dependency of variables was judged with the application of multiple regression analysis. Results of the study proved that there is significant positive relationship between brand resonance dimensions and personality traits extraversion. Extravert female consumers consider luxurious clothing brands as product that goes in congruity with their personality traits. The link between personality traits and brand resonance measurement scales helps brand manager to come up with customized offerings for their actively engaged customers who feel sense of community and affiliation with the use of specific brands. Brand manager can develop, manage and sustain their brands according to where their brands stand at the level of resonance model. Knowing the positions of consumers in terms of their loyalty status managers can develop strategic moves