Authors : Vrushti Sheth

Volume/Issue : Volume 11 - 2026, Issue 5 - May

Google Scholar : https://tinyurl.com/yc2nr2rf

Scribd : https://tinyurl.com/3e45axmu

DOI : https://doi.org/10.38124/ijisrt/26May1202

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : This study examines brand personality and self-congruity as determinants of consumer choice in the Indian fastmoving consumer goods sector, with reference to four brands , Paperboat, Yakult, Epigamia, and Super You. Adopting a mixed methods design, the study employs netnographic observation and content analysis of consumer-generated digital discourse collected from Instagram and YouTube. Approximately 120 data units were analysed using thematic coding mapped against Aaker's (1997) five-dimensional Brand Personality Scale, supplemented by sentiment classification. Findings indicate that each brand occupies a distinct personality space , Sincerity for Paperboat, Competence for Yakult, Sophistication and Excitement for Epigamia, and Excitement and Competence for Super You , and that patterns of selfcongruity, as theorised by Sirgy (1982), are visible in the language, sentiment, and emotional intensity of consumer online discourse. Paperboat, with its coherent Sincerity-based positioning, generated the most uniformly positive and relationshiporiented consumer response, while brands projecting health credibility or aspirational identity attracted engaged but more polarised discourse. The study contributes to branding literature by demonstrating the applicability of netnographic methods to self-congruity research in the Indian digital consumer context, and offers practical implications for brand managers seeking to align brand personality with target consumer self-concepts.

Keywords : Brand Personality, Self-Congruity, Consumer Choice, Netnography, Indian FMCG, Online Consumer Behaviour, Aaker's Brand Personality Scale, Digital Brand Perception, Mixed Methods.

References :

1. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356. https://doi.org/10.1177/002224379703400304
2. Aaker, J. L. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Research, 36(1), 45–57. https://doi.org/10.1177/002224379903600104
3. Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
4. British Psychological Society. (2021). Ethics guidelines for internet-mediated research. https://www.bps.org.uk/guideline/ethics-guidelines-internet-mediated-research
5. Bryman, A. (2016). Social research methods (5th ed.). Oxford University Press.
6. Creswell, J. W., & Plano Clark, V. L. (2011). Designing and conducting mixed methods research (2nd ed.). SAGE Publications.
7. Deloitte. (2022). Indian consumer survey 2022: The value equation. Deloitte Touche Tohmatsu India. https://www2.deloitte.com/in/en/pages/consumer-business/articles/indian-consumer-survey.html
8. Ekinci, Y., & Riley, M. (2003). An investigation of self-concept and its role in consumer behaviour. Journal of Travel and Tourism Marketing, 14(3–4), 59–80. https://doi.org/10.1300/J073v14n03_04
9. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. https://doi.org/10.1086/209515
10. Freling, T. H., & Forbes, L. P. (2005). An empirical analysis of the brand personality effect. Journal of Product and Brand Management, 14(7), 404–413. https://doi.org/10.1108/10610420510633350
11. Geurin-Eagleman, A. N., & Burch, L. M. (2016). Communicating via photographs: A gendered analysis of Olympic athletes' visual self-presentation on Instagram. Sport Management Review, 19(2), 133–145. https://doi.org/10.1016/j.smr.2015.03.002
12. India Brand Equity Foundation. (2023). FMCG industry in India. https://www.ibef.org/industry/fmcg.aspx
13. Kim, C. K., Han, D., & Park, S. B. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43(4), 195–206. https://doi.org/10.1111/1468-5884.00177
14. Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61–72. https://doi.org/10.1509/jmkr.39.1.61.18935
15. Kozinets, R. V. (2010). Netnography: Doing ethnographic research online. SAGE Publications.
16. Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955–964. https://doi.org/10.1016/j.jbusres.2006.06.019
17. Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75(4), 35–52. https://doi.org/10.1509/jmkg.75.4.35
18. Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182–192. https://doi.org/10.1108/JCM-11-2014-1221
19. Pitt, L., Berthon, P., Watson, R., & Zinkhan, G. (2011). The internet and the birth of real consumer power. Business Horizons, 45(4), 7–14. https://doi.org/10.1016/S0007-6813(02)00220-3
20. Plummer, J. T. (1985). How personality makes a difference. Journal of Advertising Research, 24(6), 27–31.
21. Rao, S., & Sharma, R. (2019). Consumer behaviour in Indian FMCG sector: Emerging trends and patterns. Journal of Business and Management, 21(4), 45–53. [Note: Replace with verified source before final submission]
22. Sirgy, M. J. (1982). Self-concept in consumer behaviour: A critical review. Journal of Consumer Research, 9(3), 287–300. https://doi.org/10.1086/208924
23. Statista. (2024). Social media usage in India , statistics and facts. https://www.statista.com/topics/5148/social-media-usage-in-india/