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The influence of personality congruence on brand attitude in online consumer-brand relationships

Boudrenghien, Luca
(2023)

Files

BOUDRENGHIEN_01431800_2023.pdf
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BOUDRENGHIEN_01431800_2023_APPENDIX1.pdf
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Details

Supervisors
Pleyers, Gordy
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
This master thesis aims to contribute to the understanding of consumer-brand relationships and provide insights for the development of adapted phrasing styles in the context of adaptive websites. To do so, this research investigates the impact of personality congruence, through self-connection and emotional attachment, on brand attitude. In particular, it used phrasing styles as the source of extraversion type congruence between consumers and brands. The study employs a quantitative approach, using an online questionnaire to collect data, followed by statistical analysis using SPSS. Results indicate that personality congruence induces significantly higher level of self-connection and emotional attachment. Plus, the findings demonstrate that these cognitive and emotional bonds significantly impact consumers' brand attitudes in an online context. Therefore, this thesis reinforces the similarity-attraction theory and extends the congruence theory literature to personalized phrasing in adaptive websites. This master’s thesis also provided some interesting insights, such as the role of consumer extraversion type in moderating the effect of personality congruence on self-connection and emotional attachment, or the dominance of emotional attachment over self-connection in the formation of attitude towards brands online. The study recommends marketers to implement tailored phrasings on their website to resonate with different consumer profiles simultaneously, enhancing self-connection, emotional attachment, and ultimately brand attitude.