How Much “Us” Do Our Brand Choices Reflect?

Baltas Group

In today's intensely competitive environment, the ability of brands to survive and achieve sustainable success is not limited to offering quality products or services; it also requires them to gain consumers' emotional attachment to the brand. At this point, the concept of brand loyalty plays a critical role. Research shows that individuals' loyalty to brands depends not only on the product, but also on their personality traits and expectations.

One of the remarkable examples in this field is a study that deals with the relationship between consumer personality and brand in a multidimensional way (Deniz and Erciş, 2010). According to the study, consumers' personality traits directly shape the benefits they expect from brands and the level of loyalty they feel towards brands. In this study conducted with university students, data were collected on two different product groups: cell phones and sneakers. Thus, both rational (functionality and utility-oriented) and hedonic (pleasure and aesthetic-oriented) consumer expectations were analyzed comparatively.

The results of the study are quite significant. The personality traits of “cautiousness” and “agreeableness”, which are prominent among mobile phone users, indicate that these individuals are more careful, cautious and socially adaptable in their decision-making processes. Consumers with these traits prioritize tangible, rational benefits such as quality, functionality and affordability over emotional approaches in their product preferences. Therefore, when these expectations are met, users are satisfied not only functionally but also psychologically, and this satisfaction transforms into trust, positive emotions and ultimately strong brand loyalty.

On the other hand, it is seen that personality traits such as “extraversion” and “openness” come to the fore in sneaker consumers. Extraverted individuals enjoy social interaction, like to be visible and are eager to express themselves. Similarly, individuals who are open to innovation do not hesitate to go off the beaten track and are interested in new experiences and unusual designs. When these two personality traits come together, it becomes clear that consumers do not only seek physical comfort in products; they also attach great importance to hedonic elements such as style, aesthetic appearance and personal expression. Therefore, when the expectations for the product to reflect the individual's identity, create a difference and offer a remarkable style are met, not only a temporary satisfaction but also a deeper and more meaningful emotional bond is formed between the consumer and the brand. Over time, this bond transforms into a sense of habit and belonging and becomes a strong brand loyalty.

These findings show that brands should focus not only on product design and features, but also on the personality structures and expectation levels of their target audience. Personality-based consumer classification can make both communication strategies and product positioning more effective for brands. Considering the consumer not only as a customer but also as an individual who is open to establishing an emotional bond plays a critical role in increasing the permanence of the relationship established with the brand. As a result, personalized marketing is no longer a choice, it is a necessity. Brands that truly know their consumers and develop strategies accordingly are the winners not only in sales but also in long-term loyalty. For more comprehensive information on the relationship between sales and brand loyalty, you can review our “Sales and Management” issue of Kaynak Magazine at the link https://kaynakbaltas.com/dergiler/satis-ve-yonetimi/#flipbook-df_5780/1/

Source:

1. Deniz, A., & Erciş, A. (2010). A study on determining the relationships among personality traits, hedonic and rational utility, brand emotion and brand loyalty. Atatürk University Journal of Economics and Administrative Sciences, 24(2), 141–160.