Cognitive Consequences of Digital Brand Personality Perception

ABSTRACT: Understanding how customers assign humanlike qualities and personality traits to a brand is becoming increasingly crucial for marketing researchers and practitioners in the digital age since brand personality has a big impact on consumers' brand awareness and brand association. This research project aims to examine the influence of digital brand personality perception on brand association and brand awareness in Pakistan's telecommunications industry, as well as to analyze the cognitive effects of this perception. A well-known theory of self-congruity was used to analyze the phenomenon and clarify the correlations between the variables. A total of 1536 clients of Pakistan's telecom industry were given a questionnaire, which was used to gather data. IBM AMOS analyzed the data to measure the relationship between the variables. According to the study, all the variables under investigation appear to have a strong and positive link. In addition to adding to the corpus of research, this study will help professional managers and marketers develop branding strategies that consider the concept of brand personality. KEYWORDS: digital brand personality perception, brand awareness, brand association