WOW Brands and WoW Personalities

The academic definition of the brand personality is the chosen character that best communicates the brand proposition to the target audience. It is not the personality of the target audience, it is the personality that is most likely to draw their attention, interest them, and encourage them to take action and buy the brand.

It is intriguing to see when asking people about their WOW brands that they are more and more likely to purchase a brand if its personality is similar to their own. They even use brands to construct, maintain, and enhance their self-identities.

My videos support that consumer and brand personality are strongly and positively related.

Pushing the argument further do we as consumer shape/influence the personalities of the WOW brands? Or is it actually the other way around?? WOW Brands shaping the WOW consumer personalities????