A new study from the University of Texas at Austin has found a way to measure the appeal of a brand's personality. The study, which was published in the journal Psychology & Marketing, found that consumers are more likely to be attracted to brands that have a personality that is similar to their own.

The researchers developed a scale that measures five dimensions of brand personality:

* Sincerity: The degree to which a brand is perceived as honest, genuine, and trustworthy.

* Excitement: The degree to which a brand is perceived as being innovative, daring, and exciting.

* Competence: The degree to which a brand is perceived as being reliable, efficient, and capable.

* Sophistication: The degree to which a brand is perceived as being refined, luxurious, and elegant.

* Ruggedness: The degree to which a brand is perceived as being tough, durable, and outdoorsy.

The researchers then surveyed over 1,000 consumers and asked them to rate the brand personalities of a variety of brands. The results showed that consumers were more likely to be attracted to brands that had a personality that was similar to their own.

For example, consumers who were high in sincerity were more likely to be attracted to brands that were also perceived as being sincere. Consumers who were high in excitement were more likely to be attracted to brands that were also perceived as being exciting.

The researchers also found that the appeal of a brand's personality was influenced by the product category. For example, consumers were more likely to be attracted to a brand of clothing that was perceived as being sophisticated than a brand of food that was perceived as being sophisticated.

The study's findings have implications for marketers. Marketers can use the scale developed by the researchers to measure the appeal of their brand's personality. They can then use this information to develop marketing campaigns that are tailored to the personality of their target market.

For example, a marketer who is targeting consumers who are high in sincerity might want to emphasize the brand's honesty, trustworthiness, and genuineness. A marketer who is targeting consumers who are high in excitement might want to emphasize the brand's innovation, daring, and excitement.

By tailoring their marketing campaigns to the personality of their target market, marketers can increase the likelihood that their brands will be successful.