The personality has been a concept studied from different theories and exposes how an individual behaves , thinks and perceives the environment in which it is immersed. This set of thoughts, perceptions and behavior, remain more or less stable over time and in different circumstances, in this case, specifically, buying behavior which refers to the preferences and consumer decision-making according to personality and other variables that consuming certain products and / or services. In the context of marketing, has also been applied to construct brand personality, which has generated personification and assigning human characteristics to the consumer's perceived as a person is identified and consequently consume and generate a important and preferential space in your mind. However, the notion of personality emerged to explain and understand human beings, their thoughts, perceptions and behavior as mentioned previously, therefore, to apply this concept to something intangible like a brand amending the construct initial application and at some point may become invalid if you try to attach the concept of brand personality with an explanatory model of personality as the Big Five. Finally we conclude that regardless of its usefulness in marketing, this concept arises focused on humans and therefore can not be applied to humanize something intangible as a brand which is born from and imaginary perceptions of who creates and who consumes
