Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the Big Five dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. Consequently, an...

This paper reports results from a two-month longitudinal field experiment examining influences on relationships that formed between consumers and an on-line photography brand. Brand personality systematically impacted relationship strength patterns, whereby brands with sincere versus exciting...