Abstract:

The present paper comes as a natural continuing of a previous research on consumer brand preference under the influence of personality. The present paper adds to the study the dimension of culture and evaluates how the two different cultural compositions of the Romanian and Turkish respondents influence the way they evaluate and prefer different brands. The first part of the paper contains a literature review on personality, brand personality and culture, while the second part presents a primary research, the results confirming the hypothesis that the two groups will value follow culture structures and that the preference of brands will differ based on the cultural background.