Title: Discovering the brand personality of Bonia

Authors: Hasliza Hassan; Abu Bakar Sade; Hui Xin Low

Addresses: Faculty of Management, Multimedia University, Persiaran Multimedia, 63100 Cyberjaya, Selangor, Malaysia ' Faculty of Business and Information Science, UCSI University, Jalan Menara Gading, UCSI Heights, Taman Connaught, Cheras, 56000 Kuala Lumpur, Malaysia ' Faculty of Business and Information Science, UCSI University, Jalan Menara Gading, UCSI Heights, Taman Connaught, Cheras, 56000 Kuala Lumpur, Malaysia

Abstract: Bonia is a well-known luxury fashion brand for leatherwear, footwear, apparel and accessories. This research focuses on the familiarity and the likelihood of Malaysians to purchase the product and the perception of the brand personality of Bonia by adapting the personality dimensions theory as the main pillar for measurement. The primary data for this research were collected through an online survey. According to the findings, the majority of Malaysians are familiar with the brand and are likely to purchase its products. The analysis of the findings for brand personality shows that Bonia is perceived as a competent, sincere and sophisticated brand. There were relatively few respondents who perceived that Bonia was an exciting and rugged brand. Bonia should be marketed to customers who are competent, sincere and sophisticated to match the personality of the product's brand with individual consumers. Neither excitement nor ruggedness represents the personality of Bonia.

Keywords: brand; brand personality; consumer; fashion; fashion band; fashion market; fashion product; luxury brand; luxury fashion; Malaysia.

DOI: 10.1504/IJBFMI.2019.099018

International Journal of Business Forecasting and Marketing Intelligence, 2019 Vol.5 No.1, pp.86 - 102

Received: 21 Jan 2018
Accepted: 07 Aug 2018
Published online: 12 Apr 2019 *

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