Consumer Engagement and Brand Personality in the Irish Cosmetics Industry with a Focus on Bperfect Cosmetics

Abstract

This study investigated the impact of brand personality on consumer engagement and loyalty within the Irish cosmetics industry, focusing on BPerfect Cosmetics. Drawing from Benali Amina’s (2019) quantitative study on the Algerian market, this research applied Aaker’s Brand Personality Framework to examine how brand traits—sincerity, excitement, competence, sophistication, and ruggedness—influenced consumer behaviour in Dublin. A structured survey was used to collect data from 100 respondents, and the data were analysed to explore the relationships between brand personality, consumer engagement, and loyalty.

The findings revealed that sophistication and competence were key drivers of consumer loyalty, while excitement significantly enhanced consumer engagement. Additionally, digital marketing played a crucial role in reinforcing these brand traits, further influencing consumer perceptions and behaviours. By aligning their strategies with specific personality traits, brands like BPerfect were able to foster deeper consumer relationships and long-term loyalty in a competitive market.

This study provided valuable insights for domestic brands in the Irish cosmetics sector, offering a framework to enhance brand strategies by leveraging these traits. The research contributed to a better understanding of how brand personality can be strategically utilized to improve consumer engagement and loyalty.