Brand and Human Personality Congruence: Does Culture Matter?

The paper explores whether culture influences human and brand personality congruence. It evaluates differences between preference levels of consumers from Norway and Turkey with respect to brand personality dimensions across human personality proxy types. The study finds that consumers with same personality types have statistically significant different brand personality preferences across cultures. Linking these findings with Hofstede's cultural dimensions, the paper concludes with a list of propositions for future larger scale studies. Finally, conclusions are outlined, contributions and limitations acknowledged, and suggestions for further research are provided.