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Purpose
– The purpose of this paper is to analyze the effects of brand personality dimensions on purchase intention. Furthermore, the brand personality dimensions are compared to study the differences between users and non-users of 12 brands.


Design/methodology/approach
– An estimated 400 undergraduate students participated. They were given a questionnaire divided into two sessions (six brands of think products in one session and six brands of feel products in another session). In the end, 313 participants completed the questionnaire on the six brands of think products, and 320 completed the questionnaire on the six brands of feel products.


Findings
– Multiple regression analysis revealed that Hipness/Vivacity, Success, Sincerity and Sophistication brand personality dimensions are significant predictors of purchase intention. In addition, Domesticity/Emotionality and Professionalism also explain purchase intention but with a negative weight. The results are also broken down into product categories. Compared with non-users of the brands, the users rate the brands higher in all the brand personality dimensions.


Practical implications
– This paper should prove useful to marketing practitioners to understand how Mexican customers perceive their brands and those of their competitors and, therefore, to understand what competitors of these brands can do to increase purchase intention.


Originality/value
– The results found regarding purchase intention are important, as they can be used to identify those personality brand dimensions that appear to be most important in explaining consumer preferences.