The effect of consumers' personality traits and brand personality perception on purchase intention: A research

The purpose of this study is to determine whether consumers' personality traits have an impact on their perceptions of brand personality, and subsequently to examine the influence of consumers' personality traits and brand personality perceptions on their purchase intentions. In line with the aim of the research, the Five-Factor Personality Inventory, brand personality, and purchase intention scales were used. Data was collected using convenience sampling technique and online survey method. The sample of the research consists of consumers residing in the provinces of Antalya, Burdur, and Isparta. In the analysis of the data, descriptive statistics, normality, reliability, validity, and the relationships between variables were examined. The effects between consumers' personality traits, brand personality perception, and purchase intention were analyzed through regression analysis. SPSS 22 and AMOS 21 programs were used for a comprehensive analysis in the study. As a result of the analyses, it was determined that consumers' personality traits of extroversion, agreeableness, responsibility and openness to innovations have significant effects on brand personality dimensions of competence, excitement, traditionalism and androgyny. It was also observed that consumers' personality trait of agreeableness has a significant effect on their purchase intention. Additionally, it was determined that the competence and traditionalism dimensions of brand personality perception also have a significant impact on purchase intention.