The Role of Brand Personality in e-Marketing : A Computational Approach

Brand personality refers to the set of human characteristics or traits that can be associated with a brand (Aaker, 1997) and gives consumers something with which they can relate to which effectively increases brand awareness, popularity and brand loyalty. By establishing a brand personality, businesses can form emotional bonds with their consumers. Empirical research on brand-consumer relationships has shown that brand personality enables consumers to express their self, forming and strengthening the relationship between brands and consumers (e.g. Aaker, Fournier, and Brasel 2004).In the present study, in order to delineate and highlight the role and the impact of brand personality in e-marketing, dimensions of personality and parameters of emotional intelligence are being studied. For the data collection, three self- report questionnaires were administered:Brand Personality Appeal [BPA], Eysenck Personality Questionnaire [EPQ] and Emotional Intelligence Questionnaire [TEIQue]. There were being created their electronic versions through Google Forms service and posted through the website “http://www.cicos.gr/iccmi2017/rbpm”. Then the collected data were selected for analysis, with relevant transformations in order to have a suitable form for the implementation of the respective machine learning algorithms included in the software package R. The results of the present study show among others that emotions, personality dimensions can serve as outcome variablesand can be prevalent in the marketing literature covering a wide range of topics, including evidence that emotions and personality traits of the consumers are generated by the use of specific products in specific mostly known brands