Potential of Brand Personality: Attachment Styles as Moderator
Abstract
The purpose of this paper is to investigate the effect of consumer’s attachment styles as a
moderator in the impact of brand personality on its brand attachment. This research investigated
the preferred brand personality of anxious and avoidant attachment consumer, their likelihood to
be attached to that brand and how they respond to any changes in brand personality. A total of
300 students were surveyed. Their attachment style and their response towards sincere and
exciting personality and its brand attachment were assessed. Empirical study shows that anxious
attachment style consumer preferred sincere brand personality, tends to be attached with it and
did not respond to any changes in brand personality. Avoidant attachment style people on the
other hand have a stronger relationship with the exciting brand personality, are not likely to be
attached to it and will respond to changes in brand personality. This study implies that marketers
should get to know their targeted market’s attachment style prior coming out with the suitable
brand personality.