The impact of brand personality on buying decision of the consumers in fashion industry- “A case study of Marks & Spencer”

Running head: MARKETING RESEARCH ESSENTIALS
Marketing research essentials
Name of the student
Name of the university
Author note

1MARKETING RESEARCH ESSENTIALS
Table of Contents
Introduction................................................................................................................................2
Literature Review.......................................................................................................................2
Management Problem................................................................................................................3
Research problem.......................................................................................................................3
Research objectives....................................................................................................................4
Research question.......................................................................................................................4
Research hypothesis...................................................................................................................4
Research method........................................................................................................................4
References..................................................................................................................................6

2MARKETING RESEARCH ESSENTIALS
Title: The impact of brand personality on buying decision of the consumers in fashion
industry- “A case study of Marks & Spencer “
Introduction
This research has proposed to examine the impact of brand personality on the
purchasing behaviour of the consumers. Brand management is a key factor for attaining the
attention of the existing and potential consumers where emotional brand attachment plays an
important part. The fashion industry has been chosen as the industry for evaluation as there is
significant increase in competition among different fashion brands. Marks & Spencer has
been proposed to be chosen as the case for analysis. The research will aim to develop
awareness among the management in Marks & Spencer so that they can develop effective
strategies to address the needs of the consumers.
Literature Review
As stated by Badgaiyan, Dixit and Verma (2017), brand personality serves as a
symbolic function in contrast to product related functions which serve utilitarian function for
all the consumers. On the other hand, Rezaei et al. (2016) states that brand association
explaining the relationship between emotional connection and symbolic consumption which
is the consumers develop with the brand is known as brand personality. Consumers tend to
develop affinities with different brands based on their own personality. According to Matzler
et al. (2016), the human characteristics of a brand developed from the anthropomorphizing of
a brand is known as brand personality. Researchers in the past have been able to identify the
importance of brand personality where consumers have purchased a brand product to express
their own self to others. Toldos-Romero and Orozco-Gómez (2015) states that image of the
brand, quality of the brand, attitude towards the brand, commitment, affect and persuasion are
considered as the impact of effective brand personality. Various researchers have empirically