This study explores the concept of online brand personality, creation of online brand personality, and the role of personal difference in terms of advertising effectiveness -memory and attitude. The primary research question is whether individual's matching personality to online brand creates different responses toward online brand in terms of advertising effectiveness, such as memory, attitude and behavior. The results found that: first, website structure is an important factor on subjects' attitude toward the website; second, individual's personality is an important moderator on the effects of website structure; and third, individual's personality and brand personality have a significant interaction effect on attitude and behavioral intention.
KEYWORDSOnline brand, brand personality, personality difference, online brand structure Companies are trying to build or create a brand personality because good brand personality increases consumer preference, consumer loyalty, and, eventually, sales (Aaker, 1997). Brand personality is said to be one of the core dimensions of brand equity (Aaker, 1997). As Belk (1988) has described, brand personality is about how consumers attach a human personality to the brand itself rather than what brand does to consumers. Despite this considerable interest in brand personality, there is relatively little research on this topic in consumer behavior literature. Although a number of studies