These will influence to consumer's behaviour and attitude to the brand. In addition, the article mentioned the advantages of brand personality is that consumer can interpret the brand's image in such as way that it is personally more meaningful (Pitta & Katsanis 1995).
Research by Chen & Cheng (2001, pp. 440 defined that "brand personality is what a consumer thinks the product service is or has and what is involved with its purchase or consumption". Brand personality relates to customer's personalities that determined through the values and beliefs they have, and other personality characteristics they develop. This can simply mean that brand personality relies on customer's characteristics, values/beliefs and perceptions that a person may have. Examples of these include dependability, trustworthiness, honesty, reliability, friendliness, caring and fun loving (Chen & Chen, 2001). These characteristics have impacts on creating brand for marketers so the company has to decide what personality trait the brand is to have. This research suggested on the method of creating brand personality. There are various ways of creating brand personality. One way is to match the brand personality as closely as possible to that of the consumers or to a personality that they like. There are three steps of creating brand personality. Firstly, a marketer has to define the target audience and he/she has to find out what are customers' needs and wants. Secondly, the marketer then builds a consumer personal profiles. Lastly, he/she has to create the product personality to match that profile. The research found that the process of creating brand personality is very helpful for most marketers, which it helps to create a company's brand which matches with its consumer's personality (Chen & Cheng, 2001).
Research done by Ghosh, Chakraborty & Ghosh (1995) stated that brand personality is a marketing strategy based on consumer attitudes and preferences.