The Influence of Brand Personality on Purchase Intention: The Case of Belcholat Premium Chocolate

Abstract

The modern consumers no longer base their purchasing decisions solely on taste or packaging; they also expect brands to embody personalities that resonate with their own identities. This expectation is especially pronounced in the premium food sector, where emotional experiences and intangible values play a pivotal role. Most chocolate brands in Vietnam have yet to fully recognize the strategic importance of brand personality in fostering emotional connections with consumers. This study aims to analyze the impact of brand personality dimensions tested through Aaker’s five-dimensional brand personality framework on consumers’ purchase intentions toward the Belcholat chocolate brand. The research adopts both qualitative and quantitative methodologies, grounded in Aaker’s brand personality model and the self-congruity theory. Findings reveal that all five brand personality traits exert a positive influence on purchase intention, with Sincerity and Competence emerging as the most influential dimensions. This study contributes empirical evidence to the theoretical discourse on brand personality within the premium food industry and offers strategic implications for building high-end chocolate branding in the Vietnamese market.