The impact of brand personality perceptions on purchase intention: role of cultural differences and customer-brand congruence

Successful companies use brand personality strategies for shaping customers’ behaviors, which depend on customers’ cultural differences and their congruence with brand. So, in this research these two variables are considered as moderator and mediator variables, respectively in the relationship between brand personality perceptions and purchase intention. Amongst the dimensions of cultural differences, the study is focused on individualism and uncertainty-avoidance. Also, the impact of those two dimensions on the relationship between brand personality perceptions and purchase intention is investigated. The statistical population of this study is customers from five selected cities in Iran and a random sample of 243 individuals is selected through cluster sampling method. For analyzing the data, the structural equation modeling method with partial least square approach is used. The results show that customer-brand congruence plays the mediator role in relationship between brand personality and purchase intention. Moreover, individualism and uncertainty avoidance positively moderate the relationship between customer-brand congruence and purchase intention.