This research delves into the intricate relationship between a brand's personality and consumers' sense of identification with the brand. It examines the multifaceted dynamics that underlie this connection, shedding light on how a brand's persona influences consumer behavior, loyalty, and self-expression. Through a comprehensive analysis of brand-consumer interactions, this study unveils the pivotal role that a brand's personality plays in shaping consumer identity and fostering a lasting bond between the two.

Brand Personality, Consumer Identity, Brand-Consumer Relationship

Matzler K, Pichler EA, Füller J, Mooradian TA.Personality, person-brand fit, and brand community: Aninvestigation of individuals, brands, and brandcommunities. Journal of Marketing Management,2011;27:874-890.

Pinson C. The Church of Mac: Exploratory examinationon the loyalty of Apple customers, 2014.

Nia MH. What Product Reviews Text Can Teach Usabout Important Components of Brand Equity in DigitalIndustries, 2015.

Azizi S, Kapak SJ. factors affecting overall brandequity: The case of shahrvand chain store. Managementand Marketing Journal, 2013, 91-103.

Ali H, Osman I, Alwi SF. The effect of brandpersonality and brand identification on customerretention: Examining Islamic banking services in Malaysia / Husniyati Ali, Ismah Osman and Sharifah Faigah Syed Alwi, 2011.

Pham LT, Thang TD, Tho NH, Ward TP. The Influences of Experiential, Cognitive and Marketing Factors on Brand Personality and Brand Equity, 2015.

Chakraborty O. Consumer buying behaviour in the telecom industry an investigation to establish brand loyalty, 2016.

Chung S, Park J. The influence of brand personality and relative brand identification on brand loyalty in the European mobile phone market. Canadian Journal of Administrative Sciences-revue Canadienne Des Sciences De L Administration, 2017;34:47-62.