| The world today is considered a consumer driven world in which a consumer can search, research, customize, and purchase anything. Branding is a company's most often used defense to a consumer environment where choice exceeds a person's capacity for browsing and knowing. Consumers' ability to relate to brands, associate with brands, and consumer brands is critical in the world of consumer products. Understanding the relationship between consumption and brand is essential in order to build a profitable and successful consumer product. This paper will explore one facet of the connection between consumers and brands based on a consumer company identification theory, which argues that individuals consume products and brands as a reflection of themselves and their persona. This comparison study of personality types and brand involvement exhibited a significant correlation between personality types as defined by Myers Briggs Type Inventory and owners of Harley-Davidson and Buell motorcycles. For example, ENFP, ENTP, and ISTP showed significantly more occurrence within the Harley-Davidson motorcycle ownership, ENFP, ENTP, and INTP showed significantly more incidence within the Buell motorcycle. A correlation of ownership and personality type illustrates the connection between brand and personality in this study. Through a process of consumption, consumers develop a story about themselves. Tapping into and connecting with consumers personalities can lead to strong brand loyalty and recommendations are made related to considering personality as a potential key element when marketing consumable products. Future research in this area is recommended. |
