The importance of this topic is to explore a new practical approach of creating customer personas. A quantitative research methodology based on brand personality theory was adopted.The topic explains the theoretical foundation and specific steps of the personas generation. According to market segmentation theory, the personas creation is based on geography, demography, and consumer psychology. The study creatively uses brand personality theory as the theoretical foundation for personas. This article also introduces the generation process, collection process, and result presentation of the brand personality questionnaire. Finally, this study selected five participants with distinct brand personalities as the customer personas and drew cards to introduce their backgrounds. In further, the study will continue to explore the differential effects of brand personality preferences in terms of customer experience dimensions on first-store.
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In-Text Citation: (Xi & Idris, 2022)
To Cite this Article: Xi, C., and Idris, M. Z. (2022). A Practical Approach to Creating Brand Personality-based Personas. International Journal of Academic Research in Business and Social Sciences. 12(7), 397– 406.
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