Abstract

This study investigated the value of brand personality among undergraduate users of smartphones The descriptive survey method was adopted using structured questionnaire to collect data from 200 undergraduates of Babcock University Nigeria Aaker 1997 brand personality model was modified and used as basis to find out the brand personality ascribed to smartphone brands Of the three most used smartphone brands among the undergraduates Samsung is perceived to have an exciting rugged and sophisticated brand personality Apple have an exciting competent and sophisticated personality while Blackberry a personality of ruggedness and competence The principle of self-congruity theory was upheld as the undergraduates self-personality closely matched the brand-personality of their smartphones brands A moderate level of brand community building was established among the undergraduates