Welcome to the InfoSci Platform
Finding Congruence Between Sensation Seeking, Brand Personality and Purchase Intention: An Empirical Study

Finding Congruence Between Sensation Seeking, Brand Personality and Purchase Intention: An Empirical Study

Reshma Farhat, Bilal Mustafa Khan, Ahmad Faraz Khan
Copyright: © 2012 |Volume: 3 |Issue: 1 |Pages: 15
ISSN: 1948-5018|EISSN: 1948-5026|EISBN13: 9781466612297|DOI: 10.4018/jgc.2012010106
Cite Article Cite Article

MLA

Farhat, Reshma, et al. "Finding Congruence Between Sensation Seeking, Brand Personality and Purchase Intention: An Empirical Study." IJGC vol.3, no.1 2012: pp.72-86. http://doi.org/10.4018/jgc.2012010106

APA

Farhat, R., Khan, B. M., & Khan, A. F. (2012). Finding Congruence Between Sensation Seeking, Brand Personality and Purchase Intention: An Empirical Study. International Journal of Green Computing (IJGC), 3(1), 72-86. http://doi.org/10.4018/jgc.2012010106

Chicago

Farhat, Reshma, Bilal Mustafa Khan, and Ahmad Faraz Khan. "Finding Congruence Between Sensation Seeking, Brand Personality and Purchase Intention: An Empirical Study," International Journal of Green Computing (IJGC) 3, no.1: 72-86. http://doi.org/10.4018/jgc.2012010106

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

Human needs give way to the engagement of consumers in different activities which provide avenues for self-expression or to experience the anticipated emotional benefits that differentiate them from others. One such category of consumers is termed as Sensation Seekers. This research study explores the phenomenon of congruence and examines the correlation between sensation, brand personality and purchase intention. The key focus of the study is the brand personality of the automobile brands in India and with the use of multistage methodology, the purchase intentions of sensation seeking is being explored. Data was analyzed statistically and the study concludes that there is no marked difference in the purchase intentions of High and Low Sensation Seeking.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.