ADINDU, Chidinma Peace
Department of Marketing, College of Management Sciences, Michael Okpara University of Agriculture, Umudike, Abia State
eberechidinma18@gmail.com
ANIUGA, Chukwuma
Department of Marketing, College of Management Sciences, Michael Okpara University of Agriculture, Umudike, Abia State
solochuma@yahoo.com
ABSTRACT
This study examined the influence of brand personality on purchase decision of buyers of
Smartphones. Two key dimensions of brand personality (brand sincerity and brand excitement)
were used in the study. The study collected primary data from 400 users of smartphone using a
questionnaire. Simple regression was used as a method of data analysis. The study found that
that brand personality has positive and significant effect on purchase decision, through brand
sincerity and brand excitement. The study concluded that brand personality affects purchase
decision of buyers of Smartphone in Umuahia, Abia state, Nigeria; and recommends that
Smartphone sellers of Smartphones, especially, brand managers and marketing managers that
aspire to attract more purchase from buyers of Smartphones in Umuahia, Abia State, should
incorporate brand personality traits like brand sincerity and brand excitement, as these have been
observed to ignite buyers interest in product