Brand personality is an attractive and appealing concept in the marketing of today. Consumers perceive the brand on … are woven around the issues concerning brand strength, brand identity and cognitive relationship between the consumer … personality attributes and brand perceptions. Human personality traits that affect the brand performance are critically examined …

Consumers recognize brands by building favorable attitude towards them and through the purchase decision process. Brand … preference is understood as a measure of brand loyalty in which a consumer exercises his decision to choose a particular brand in … presence of competing brands. This study aims at discussing the cognitive factors that determine brand preference among …