Brand personality perception of consumers in the use of absurd advertising: An application

The acceleration of globalization has shaped the competitive environment. Competition conditions, which are getting harder day by day, have forced brands to develop various long-term strategies. One of these strategies is to develop long-term relationships with consumers and accordingly to develop brand personality. Brand personality is developed using brand communication tools. Advertising is one of these tools. By using advertisements, brands both inform and persuade the target audience. From this point of view, brands can build their brand personalities on the target audience through advertising. In recent years, brands have adopted absurd advertising strategies in order to influence the target audience. In this research, the differences created by the absurd advertising usage strategies of the brands in terms of the demographic characteristics of the consumers were investigated. According to the research findings, it was concluded that absurd advertising strategies cause differences in the perception of brand personality.