Evaluating the relationship between consumer personality traits and brand personality

The quality or character of an individual or a group that distinguishes the character, action, attitude or personality of two is called as personality trait .Brand personality is a set of human character that are attributed to brand name . A brand personality is something to which a consumer can relate. This personality is a qualitative value-add that brand gains . The purpose of his study is to evaluate and understand the relationship between consumer personality traits and brand personality with reference with Big five personality trait model and five core dimensions of brand personality by Aaker . The results shows positive relationship between consumer personality traits and brand personality dimensions.