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Brand personality plays an important role in creating, developing and maintaining strong brands. The studies done in marketing and consumer behaviour field prove, that consumers prefer to choose brands that better suit their self-perception or even allow to express the ideal self. Previous researches also revealed that there is congruence between dimensions of human personality and brand personality. However, the question if consumer personality has impact on evaluation of brand personality still remains unanswered. Therefore, the aim of this paper was to find out, whether consumers with particular dimensions of personality traits are inclined to attribute the same dimensions to personality of brands. The study was done in Lithuania, researching brand personalities of cars. Research results revealed variety of matches between dimensions of human personality and brand personality, but showed that only in one case consumers were attributing the dimensions of their personality to brand: if respondents scored high on extraversion dimension they were inclined to attribute the same dimension to brand personality and perceived the brand as exciting. The type of the article: Research report.

In the recent decade, individuals have become more environmentally concerned, while companies realized that consumers' needs and desires are changing. This, in turn, has created new environmentally oriented practices, like ecological labeling, to satisfy consumer demands. Though eco-labels were created with a purpose to ease consumers to make their buying choices, a certain degree of confusion has emerged among the customers concerning the precise meaning of ecolabels. In Lithuania "Ekologinis žemės ūkis" ("Ecological Farming") eco-label has been issued in 2009. However, it is still new to consumers in addition to generally low level of ecological labeling practice awareness. With regard to the issue of consumer confusion and the distrust of ecocertification, the purpose of the research was to investigate perceptions of Lithuanian consumers of eco-labels and in particular Lithuanian ecological label "Ekologinis žemės ūkis." Although, the findings revealed that introduction of eco-label "Ekologinis žemės ūkis" was positively perceived, suggesting that it might make more people to consider their health and environment more seriously, the study participants recognized both positive and negative aspects of the label. However, consumers reported not feeling totally "safe" while choosing eco-labeled products and distrust producers and ecological labels because of their claims.

In Lithuania as in other post-soviet and emerging countries, the practice of using celebrities in advertising is relatively new, but the trend has been growing over the past two decades. The study performed in Lithuanian mineral water category analyses relation between purchase intention of the advertised brand and such independent variables as sports celebrity, brand personality, celebrity similarity to the consumer and consumer attitude towards the celebrity. This paper proves that congruence between the celebrity and brand personality positively impacts purchase intention of the advertised brand. Brand personality turns to have the most impact on purchase intention. The study also revealed that the more consumers find themselves similar to the celebrity, the more they are willing to purchase the brand. However, consumer attitude towards the celebrity appears to be not as important as it was expected.