This paper explores consumer personality and brand personality as major determinants in experiencing a product like cell phone. The findings suggest that extraversion personality trait influences passionate emotional attachment with the brand, neuroticism influences affectionate emotional attachment, while conscientiousness and openness to experience influence connectional emotional attachment with the brand. The brand personality dimension excitement positively influences consumer affection, connection and passion emotional attachment with the brand. Also, consumer emotional attachment with the brand positively impacts satisfaction and loyalty. Further, it turns out that brand personality positively influences consumer’s loyalty towards the brand. The brands positioned as being sincere, exciting and competent create affectionate, passionate and connectional emotional attachment with the brand.

Various authors (Bosnjak et al., 2007; Mulyanegara et al., 2009; and Sarker et al., 2013) have studied the role of consumer personality in influencing consumer behavior towards the purchase and consumption of products. Further, researchers have also linked consumer personality with one’s experience with the product, service or brand (Desmet and Hekkert, 2007).

Tsao and Chang (2010) have found that interaction between consumer personality and the product leads to product evaluation, which results in satisfaction and loyalty. Further, researchers (Chaudhuri and Holbrook, 2001; Homburg and Giering, 2001; and Barkus, et al., 2009) have analyzed the congruence between consumer personality and brand personality, which leads consumers to buy the brand. Further on, researchers have investigated the interaction between consumer personality and brand personality in building consumer emotional attachment with the brand (Louis and Lombart, 2010; Orth et al., 2010; Seimiene, 2012; and Dikcius et al., 2013). This helps organizations to recognize the relevance of brand personality as a medium to establish consumer-brand relationship (Ahmad and Thyagaraj, 2015).

Brand Management Journal, Consumer Personality, Brand Personality, Emotional Attachment, Scale Measurement Validity, Reliability, Brands and Satisfaction.