Brand Personality Impact on Online Apparel Purchase: Case study of Savonia UAS students
Javed, Talha (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202603174453
https://urn.fi/URN:NBN:fi:amk-202603174453
Tiivistelmä
The aim of the thesis was to examine how brand personality affects online apparel purchase decisions and how brand personality dimensions like sincerity, excitement, competence, sophistication, and toughness influence consumer behavior in the online shopping space.
Using a quantitative research approach, data was collected through surveys distributed to students at Savonia University of Applied Sciences Kuopio, Finland.
The findings show that while practical incentives such as discounts, free shipping, and exclusive deals play a significant role in encouraging purchases, brand personality traits of trustworthiness, reliability, professionalism, durability and loyalty have a strong impact on consumers’ online apparel purchase decisions.
The respondents showed a clear preference for brands they trust and are familiar with, particularly those that are reliable and consistent, and offer high-quality products. The study revealed that brand loyalty plays a key role in online shopping, with many customers sticking to brands that align with their personal values and lifestyles. Consumers are drawn to brands that feel authentic, trustworthy, and socially responsible and emphasize sustainability. Additionally, brands that convey excitement and a sense of adventure are more likely to capture consumers' attention and build emotional connections, leading to repeat purchases.
The research also highlighted some gaps in existing literature, particularly the need to explore in more detail how different dimensions of brand personality influence consumer behavior across diverse cultural and digital settings. The findings of the thesis suggest that future research should delve deeper into the traits of brand personality to help brands better understand their customers and improve their strategies for building loyalty and engagement. By focusing on various brand personality traits, apparel brands can create a stronger online presence that not only attracts customers but keeps them coming back in the long term.
Using a quantitative research approach, data was collected through surveys distributed to students at Savonia University of Applied Sciences Kuopio, Finland.
The findings show that while practical incentives such as discounts, free shipping, and exclusive deals play a significant role in encouraging purchases, brand personality traits of trustworthiness, reliability, professionalism, durability and loyalty have a strong impact on consumers’ online apparel purchase decisions.
The respondents showed a clear preference for brands they trust and are familiar with, particularly those that are reliable and consistent, and offer high-quality products. The study revealed that brand loyalty plays a key role in online shopping, with many customers sticking to brands that align with their personal values and lifestyles. Consumers are drawn to brands that feel authentic, trustworthy, and socially responsible and emphasize sustainability. Additionally, brands that convey excitement and a sense of adventure are more likely to capture consumers' attention and build emotional connections, leading to repeat purchases.
The research also highlighted some gaps in existing literature, particularly the need to explore in more detail how different dimensions of brand personality influence consumer behavior across diverse cultural and digital settings. The findings of the thesis suggest that future research should delve deeper into the traits of brand personality to help brands better understand their customers and improve their strategies for building loyalty and engagement. By focusing on various brand personality traits, apparel brands can create a stronger online presence that not only attracts customers but keeps them coming back in the long term.