Abstract
As market competition becomes more and more fierce, brand building and customer retention are important ways for modern enterprises to find competitive advantages. Some brand problems arise inevitably in the development of modern enterprises. How to survive in a crisis, retain the original customers, which have been the primary businesses for enterprises to find ways to solve. The aim of the present study is to explore the mechanism between brand personalities and brand forgiveness. The explanations for this study is based on the framework of the Theory of Similarity. Combined with the theory, the study explains the influence of brand personality on brand forgiveness from the path of brand trust. And in the context of emotional brand attachment, this mechanism is more obvious. Keywords: Brand personality, Brand trust, Brand forgiveness, Emotional brand attachment DOI : 10.7176/EJBM/11-20-02 Publication date :July 31 st 2019
Highlights
With the rapid development of era, product update cycle shortens greatly, which contributes to the intensifying competition, and the active media in the era of the existing circumstances is quite rich
Combined with the theory, we can verify the important factor of brand personality on brand forgiveness, and brand personality could contribute to consumer brand trust, which means enterprises in the brand publicity, start from the brand personality, combined with the market positioning, choose the target group, to form a resonance with the target group of brand personality
The brand trust play a role as the path that can lead brand personality to brand forgiveness
Summary
With the rapid development of era, product update cycle shortens greatly, which contributes to the intensifying competition, and the active media in the era of the existing circumstances is quite rich. Aasker use the psychology of ‘big five model theory’ directly researches on brand personality, and found that brand personality system includes five dimensions under the background of American culture, concluding into five dimensions of pure, simulation, ability, refinement, and strong He defined brand personality as the collection of personification characteristics given by consumers to brands. Brand personality is defined in this study as: the temperament and characteristics endowed by the brand in the construction are the personalized characteristics and relatively stable psychological perception given by consumers when they perceive the brand. It is the personality characteristic shaped by marketers, and the subjective attribute of consumers' psychological perception state
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