Examination of brand personality and brand attitude within the apparel product category

Apparel brands are heavily reliant on emotional appeal and creation of imagery to achieve consumer recognition and interest. This study examines how US female consumers compare and form impressions of competing national apparel brands. More specifically, this study examines consumer perceptions of five brand personality traits for various apparel brands and the relationship between brand personality and brand preference. Findings from this study show that although personality expectations for apparel brands differ, brands with favourable brand attitude have favourable competent ratings. Also, for brands with similar personality patterns, similarities could be found for such characteristics as product lines offered, brand image, retailing format, etc.