Torres, António MarinhoSchaaf, Tabea Maria2024-09-112023-06-272023-05-30http://hdl.handle.net/10362/171549A strong brand personality may drive brand performance. In the German Mass Skincare Market where consumers face numerous brand options with similar functional benefits, it is crucial that managers understand their brand personality and actively manage it to gain a point of differentiation. In the context of Gen Z, sincerity, the distinctiveness of a brand dimension and absence of negative associations contribute to strong brand personality. This work finds three personas in the German skincare market that differ in their perception of the skincare brands. Brands should target the persona with the strongest perception of the brand’s personality.engBrand personalityBrand performanceSkincare brandsGen zCEMS MIMmaster thesis203516524