This research demonstrates that brand performance can be enhanced not only through brand personality
congruence with customer personality, but also through brand personality fit, namely the
moderating fit of customer value proposition to brand personality. Through a study covering 125
brands, the result demonstrates that the moderating fit between brand personality and the different
level of customer value proposition positively affects brand performance. Price-quality relationship
for attribute-based customer value, self-construal for consequences-based customer value and selfregulatory
focus as goal-based customer value are used to test this moderating fit relationship. Other
findings show that this moderating fit is strongest toward the brand cognitive performance. Finally,
the result of this study suggests marketers to incorporate the brand personality design into their positioning
statement so that the overall customer value proposition can be developed in a more integrated
manner, leading to higher brand performance.
