Southern lifestyle brands claim to market to "the classic Southerner", and through clothing, attempt to communicate the life experiences and emotions collectively held by native southerners. Southern lifestyle brands represent southern culture and lifestyle, so we believe these brands should possess a unique brand personality. The purpose of the current study is to identify brand personality dimensions of southern lifestyle brands and further to empirically investigate the impact of brand personality on key dependent variables in consumer behavior. The specific objectives of this research are: 1) Identify the brand personality construct of southern lifestyle brands; 2) Empirically investigate the impact of brand personality on perceived quality, brand attitude, and purchase intention; and 3) Investigate the relationships among perceived quality, brand attitude, and purchase intention.