The theoretical framework of the relationship between brand personality and the consumer behavior

Abstract

This study aims to identify the theoretical framework related to brand personality, & highlight its importance to the institution and the consumer alike, and demonstrate its ability to influence some components of consumer behavior. Where the research found that consumer often buys the brands that are congruence with their self-concept. It also enables them to have personal relationships with the brand, also Brand personality is a factor that influences consumer choice and preference so it can consider as an element that generates value for the consumer and the institution, and a strong brand personality provides to consumer emotionally fulfilling, the growing desire to stay loyal to the brand.