The aim of this study is to explore the impact of Brand Personality Congruity on brand preference (BPC-BP) among luxury fashion young male consumers in the UK. Research objectives: To examine the relationship between Brand personality dimensions sincerity, excitement and competence, ruggedness, sophistication and brand preference. To examine the relationship of congruity between Brand personality and the consumers self-concept pertaining brand preference. To examine the relationship between brand personality dimensions and young male luxury fashion consumers Literature review – brand preference brand personality brand personality congruity (including self-concept) luxury fashion brands Young males as luxury fashion consumers brand preference and brand personality congruity application pf brand personality on young male luxury fashion preference Methodology – (Include Aakers personality scale 1997)
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