The effect of brand and consumer personality congruence on brand trust and attachment and the moderating role of sports product mental involvement

Kalateh Sifary, Masoumeh; Shahsavar, Saeid; Namdar Tajari, Somayeh; Dosti, Morteza

doi:10.48301/jmes.2025.492827.1085

The effect of brand and consumer personality congruence on brand trust and attachment and the moderating role of sports product mental involvement

Document Type : Original Article

Authors

Masoumeh Kalateh Sifary ¹

saeid shahsavar ²

somayeh Namdar Tajari ²

morteza dosti ²

¹ Faculty of Physical Education and Sport Sciences, University of Mazandaran, Babolsar, Iran.

² Faculty of Sport Sciences, University of Mazandaran, Babolsar, Iran

10.48301/jmes.2025.492827.1085

Abstract

Background and Objective: Today, the concept of brand personality has become an important and widely used academic study topic in the field of sports management. In the field of sports marketing, most studies emphasize the effect of the congruence of brand and consumer personality traits on social connections formed based on trust and attachment to the brand. In this study, the researcher seeks to determine the level of trust and attachment to a sports brand that is formed based on the congruence of consumer personality and sports brand in prestige sports goods with high mental involvement compared to consumer sports goods with low mental involvement.
Method: This research is descriptive-survey and applied. The statistical population of this study consists of two groups of owners and users of motocross motorcycles active in motocross tracks in Tehran and also buyers of Adidas sports shoes from sports shoe stores in Tehran. Based on the Morgan table, the sample of this study is 384 people. Data collection was carried out using standard questionnaires: Ballaster brand trust (2004), Thomson brand emotional attachment (2005), Ambroise brand personality (2005), and Macquarie and Monson product involvement (1992).
Findings: The results indicated that brand and consumer personality congruence had a positive and significant effect on brand trust and brand attachment, and its role was more effective in products with high mental involvement than in products with low mental involvement.

Keywords

personality

brand

attachment

trust

product