Effects of brand personality dimensions on consumers' perceived self image congruity and functional congruity with hotel brands
Abstract Brand personality plays a key role in consumer brand psychology, but researchers and practitioners lack an adequate understanding of the efficacy of individual brand personality dimensions. Drawing on the theory of self congruity and an analysis of eight U.S. hotel brands, this study revealed the varying roles that brand personality plays in driving brand choice: in particular, consumers tend to express their self images through the brand personality dimensions known as Excitement and Sincerity, while relying on Sincerity and Competence to evaluate how consistent a hotel's functions are with their own preferences. The study also indicates that business travelers are more likely than leisure travelers to value functional congruity, while self image congruity is more important to leisure than business travelers. The paper offers hotel practitioners a better understanding of the personality dimensions they should position or strengthen for their hotel brands to deliver to customers based on each dimension's utility.