| dc.description.abstract | Nowadays, with the dominance of big players in the beauty industry, particularly the cosmeceutical product market, it is of high concern for the marketers to create a long-term relationship with consumers instead of merely to make a single sale. Ideally, the concentration of such association underlies a necessary inextricable bond between the consumers and the brand, which can be obtained by harmonizing the brand personality with consumers’ self-concept.
Therefore, the aim of the present research is to examine the connection of brand personality and brand engagement through the mediation of consumers’ self-concept. A sample of 261 respondents, who are young consumers of cosmeceutical brands living in Ho Chi Minh City was recruited for the study. The collected data were analyzed using SPSS 23.0, with statistical analysis techniques: Reliability test, Exploratory factor analysis, Pearson’s Correlation testing along with Regression analysis by Hayes’s PROCESS to test the mediation relationships among variables. Due to the analysis results, this study argues that in order to enhance the brand-consumer relationship, more attention should be devoted to the congruence between the brand personality and the self-concept of their consumers. The results also indicate the positively significant relationship between predictor and outcome variable via the mediation effect of the mediator. Indeed, the result of this study ensures the assertion of such relationship due to a scarce in experiential studies about the relationship of brand personality and brand engagement.
Additionally, the research also draws some recommendations on branding strategies that marketer should consider to appeal for consumers’ engagement. Furthermore, results from this study also contribute valuable insights and give direction for further researches.
Keywords: brand personality, consumers’ self-concept, brand engagement, young consumers | en_US |
