The significance of brand names has continued to increase over the past few years. Particularly in those branches where consumers show a high level of involvement, brand names place a special role – relationships form with brands at an emotional level. In order to characterize brands, the concept of brand personality was developed based on personality concepts. If there is substantial involvement and an intensive relationship with a brand, it is assumed that there is a certain congruence between the consumer's own personality and the personality characteristics associated with the brand in question. The fit between these two constructs can lead to real identification with the brand and thus, intensify customers' brand loyalty. One object of the present contribution is to conduct an analysis in the snowboard sector to establish the extent to which any congruence between the consumer's own personality and the brand's personality can affect attitudes (e.g. loyalty) and behavioral intentions (e.g. repeat purchase). The snowboard sector was selected because product involvement on the part of snowboarders – mainly young people – can be rated as very high. The empirical investigation in the form of an online survey was conducted in cooperation with a snowboard dealer. A total of 664 snowboarders took part in the survey. Since the target group mainly comprises young people, but particularly in view of the special language features used by the target group, the items used to measure the brand personality were not only translated into German and validated, but also into the language used by snowboarders. Finally, conclusions are drawn for management of brand names based on the findings obtained and these conclusions are then discussed.