Expanding Brand Personality Congruence to BrandPersonality Fit: The Importance of Customer ValueProposition as a Moderating Fit on Brand Performance

This research demonstrates that brand performance can be enhanced not only through brand personalitycongruence with customer personality, but also through brand personality fit, namely themoderating fit of customer value proposition to brand personality. Through a study covering 125brands, the result demonstrates that the moderating fit between brand personality and the differentlevel of customer value proposition positively affects brand performance. Price-quality relationshipfor attribute-based customer value, self-construal for consequences-based customer value and selfregulatoryfocus as goal-based customer value are used to test this moderating fit relationship. Otherfindings show that this moderating fit is strongest toward the brand cognitive performance. Finally,the result of this study suggests marketers to incorporate the brand personality design into their positioningstatement so that the overall customer value proposition can be developed in a more integratedmanner, leading to higher brand performance.