Perceived brand personality and consumer's attitude toward the brand : the relationship within the Maltese context

Abstract

The following study investigates the consumer's perception of brand personality and how this perception relates to his/her attitude. The brand Calvin Klein is taken as a reference brand. Research on the subject shows that brand personality is an important tool for marketers and it can help the brand to differentiate itself from the competition. Important variables of this framework such as the five dimensions of brand personality and attitude toward the brand are also explored. A self-administered questionnaire was distributed to a hundred and twenty males and females Maltese and international students attending the University of Malta. The results obtained indicate that there is a positive relationship between the perceived brand personality of Calvin Klein and the consumer's attitude toward the same brand. The theoretical and marketing implications of the study are presented together with the limitations of the research and suggestions for future research.