Previous studies have urged that diverse brand personality has a significant part in the accomplishment of a brand and shoppers with various personalities incline toward brands that coordinate their personality and most likely buy those brands. In addition, after buyers know about company’s brand personality, users may build up a relationship with the brand, which will further impact on brand loyalty and purchase intention. However, most of studies were conducted in western countries.
The goal of this study is therefore to bridge this gap and deepen the relationship between customer personality, brand personality, brand loyalty and purchase intention in emerging countries. A cross-sectional study with an online survey will be utilized to gather the information. The study population will consist of consumers of two cosmetic brands in Thailand, aged 18 – 54. SPSS will be used to analyze the data.
The results of this study confirms that consumer personality traits have significant influences on brand personality, brand loyalty and purchase intention. Brand personality traits have positive effects on brand loyalty and purchase intention. As well as, a significantly positive relationship between brand loyalty and purchase intention.

Table of Contents
Abstract ......................................................................................................................................................... 6
CHAPTER I. INTRODUCTION ............................................................................................................ 1
1.1 Background ................................................................................................................................... 1
1.2 Research Gaps ............................................................................................................................... 2
1.3 Research Purposes ........................................................................................................................ 4
CHAPTER II. LITERATURE REVIEW ................................................................................................. 5
2.1 Consumer Personality ................................................................................................................... 5
2.2 Brand Personality .......................................................................................................................... 7
2.3 Brand Loyalty ............................................................................................................................. 12
2.4 Purchase intention ....................................................................................................................... 16
2.5 Relationship of Consumer Personality and Brand Personality ................................................... 17
2.6 Relationship of Consumer Personality and Brand Loyalty ......................................................... 20
2.7 Relationship of Brand Personality and Brand Loyalty ............................................................... 21
2.8 Relationship of Consumer Personality and Purchase Intention .................................................. 23
2.9 Relationship of Brand Personality and Purchase Intention ......................................................... 24
2.10 Relationship of Brand Loyalty and Purchase Intention .............................................................. 25
METHODOLOGY ..................................................................................................................................... 27
3.1 Conceptual Framework ............................................................................................................... 27
3.2 Hypotheses .................................................................................................................................. 28
3.3 Participants and Setting ............................................................................................................... 30 3.4 Research Brands .......................................................................................................................... 31
3.5 Instruments .................................................................................................................................. 32
3.6 Procedures ................................................................................................................................... 34
3.7 Data Analysis .............................................................................................................................. 35
RESULTS ................................................................................................................................................... 37
4.1 Survey ......................................................................................................................................... 37
4.2 Descriptive Statistics ................................................................................................................... 38
4.2.1 Sample ....................................................................................................................................... 38
4.2.2 Constructs ................................................................................................................................. 39
4.3 Validity and Reliability Analysis ................................................................................................ 42
4.3.1 Validity analysis ....................................................................................................................... 42
4.3.2 Reliability Analysis .................................................................................................................. 45
4.4 Correlation analysis .................................................................................................................... 47
4.5 Regression analysis ..................................................................................................................... 49
CHAPTER III. Conclusions ................................................................................................................. 59
5.1 Conclusion .................................................................................................................................. 59
5.1.1 Examination of Research Hypotheses .................................................................................... 59
5.1.2 Examination of the Different between Two Brands .............................................................. 64
5.2 Implications ................................................................................................................................. 66
5.3 Limitations .................................................................................................................................. 67
REFERENCES ........................................................................................................................................... 69
APPENDIX A. Time Frame ....................................................................................................................... 79
APPENDIX B. Instruments ........................................................................................................................ 80

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