Are we a good match? The (in)congruence of brand personality and perceived brand sustainability
Type
conference paper
Date Issued
2025-07-03
Author(s)
Abstract
Brands are important in transitioning consumer habits and, consequently, making our society a more sustainable one. Sustainability has become an important consideration when consumers and other stakeholders award their votes (e.g., through consumption and employment) to brands. However, brands may experience difficulties when implementing new features, such as sustainability, into their brand image. Brand incongruence can emerge when new information deviates from consumers' expectations. How sustainability may lead to such incongruence is the focus of this study, which investigates the potential (in)congruence of sustainability for brands based on the concept of brand personality. The results of the quantitative survey (n=11,110) illustrate that all five brand personalities (sincerity, excitement, competence, sophistication, and ruggedness) have the potential to embed sustainability into their brand image. The findings of this study lay the groundwork for further research on the critical issue of sustainability and branding and may encourage brand leaders to embed sustainability into brand strategies without fear of brand incongruence.
Language
English (United States)
Event Title
17th Annual ARCS Research Conference
Event Location
HEC Paris
Event Date
2-4. June 025
Contact Email Address
zsuzsa.borsa@unisg.ch