ABSTRACT
This study explores how brand personality influences consumer purchase decisions. It investigates the relationship between human-like brand traits—such as sincerity, excitement, competence, sophistication, and ruggedness—and consumer perception and buying behavior. A sample of 100 respondents was surveyed using a structured questionnaire. The findings demonstrate that brand personality significantly impacts brand choice, with consumers showing strong preferences for brands that align with their identities. Traits like sincerity and competence were highly rated. The study also found that social media plays a vital role in shaping personality perception. These insights help marketers design better branding strategies by aligning communication styles with the target audience's self-image, thus increasing trust, emotional attachment, and purchase intent.
