Impact Of Brand Personality Research Articles

Impact of Brand Personality on the Different Stages of Brand Loyalty: Gender Moderation

Impact of Brand Personality on the Different Stages of Brand Loyalty: Gender Moderation

The Impact of Brand Personality on Consumer Decision Making

Businesses have realised how important brand personality is in influencing customer behaviour, therefore they must include it into their brand management strategies. A brand's personality may improve consumer liking and usage, according to prior study. This study reviews and analyses the pertinent studies in light of the potential value of brand personality for marketers, and it then outlines three ways in which brand personality affects customer behaviour: I Brand personality as a vehicle to explain the functional benefits of a brand (ii) Brand personality as a mirror image of the consumer's identity; and (iii) Brand personality as a means of establishing a link between the consumer and the brand. The findings of the examined study show that consumer behaviour depends on how well a brand and a consumer's personality mesh, and that people may also utilise brands to enhance their own personalities.

Uniqlo Fashion Brands: The Role of Brand Love and The Impact of Brand Personality on Consumer Behavior

This study investigates the effect brand personality and brand love on brand loyalty, positive word of mouth, resistance to negative information, willingness to pay more, self-disclosure and active engagmenet in fashion brand uniqlo. Data processing in this research using Structural Equation Model (SEM) and AMOS operated by Statistical Package for Social Sciences (SPSS) versi 18 dan Lisrel 8.7 for windows software. Respondents were taken from customers of fashion brand unuqlo in the city of Surabaya who had bought and use the brand's products.

Crypto consumers' personality traits, and the impact of brand personality on cryptocurrencies' identity

The 2017 cryptocurrency parabolic craze drew significant attention, pushing blockchain projects to differentiate themselves from competitors. Within this scope, the present study employs the personality trait model to theoretically and empirically explore brand personality within the context of digital currencies, investigating its impact on its brand identity through the moderating effect of consumers' personality traits. The analysed data (n=237) were collected from Consensus 2019, which is the world's leading blockchain forum. Results revealed that within the context of cryptocurrencies, brand personality positively relates to brand identification, whereas the five personality traits (openness, agreeableness, conscientiousness, extroversion, and neuroticism) relate differently as moderators. This study is the first to explore brand personality and brand identification within the context of digital currencies. The findings indicate that crypto users link brand personality with brand identification differently depending on certain personality traits.

The Relationship Between Brand Personality and Customer Service Delivery:Perspectives from Public Universities in Kenya

The main aim of this study was to establish the relationship between brand personality and customer service delivery of public universities in Kenya. The variables of this study were anchored on brand personality and SERVQUAL models. Data was collected using positivist and cross-sectional approaches. Data was obtained from respondents using multi-sampling and random sampling techniques. The total population of the study involved 31 public universities comprising a total of 84,931respondents. Random sampling method was used to determine the sample from of 15 public universities that comprised of 61,541 respondents from which the sample size of this study was obtained. The ideal sample size of 398 respondents was determined using Israel scientific formula. Self-developed questionnaire comprising closed and open questions was adopted in collecting data. Items of the questionnaire were measured using a Likert scale. Linear mixed effect models were used to analyse data. The findings revealed that brand personality have a significant positive impact on customer service delivery of public universities in Kenya. The overlapping metrics of brand personality which limited the study were minimized by adoption factor analysis method before conducting linear mixed effect tests. The findings imply that managers of public universities can enhance customer service delivery by adoption of brand personality strategy. Further, the findings shed more light to policy makers, marketing practitioners and scholars on how brand personality can be used to enhance customer service delivery. This study is one of the novel studies that has deviated from the conventional approaches of data analysis. Multi-level approach of data analysis facilitated by mixed effect model tests disobeys the Ordinary Least Square statistical assumptions thus revealing the impact of brand personality within and between students of the universities in relation to service delivery. Keywords: Brand Personality, Customer Service Delivery and Public Universities. DOI: 10.7176/JMCR/75-03 Publication date: January 31 st 2021

The Impact of Korean Professional Volleyball Teams Brand Personality on City Brand

Purpose: The purpose of this study is to provide fundamental information for professional sports and economy activation of cities, to explore mutual cooperative constructive relationship, and to investigate the Impact of Korean professional volleyball teams brand personality on city brand equity. Research design, data, and methodology: The study collected 500 survey responses and analyzed 478 surveys except for 22 which did not complete all items. For analyzing data, frequency, reliability, exploratory factor analysis, t-test, One-Way ANOVA, correlation, Multiple Regression were computed. Results: First, in difference in brand personality and city brand equity, due to gender, age, region of fan, significant difference were shown statistically in team image by gender, in honesty, interest and obdurability of brand personality by age, and in local community contribution, development possibility and sports facility of team image. Also, all factors show significant difference in region of fan. Second, regarding the impact of brand personality on city brand equity, honesty and capacity were shown to affect every factor of city brand equity, interest affected city image, and obdurability affected city perception. Conclusion: Professional teams need to develop win-win relationship with local community and seek to build positve image towards community fans via distinctive strategies for positioning.

More Proximal, More Willing to Purchase: The Mechanism for Variability in Consumers' Purchase Intention Toward Sincere vs. Exciting Brands.

Sincerity and excitement are core brand personality dimensions, which capture the majority of consumers’ personality perceptions associated with brands. Previous research has demonstrated that consumers are more willing to purchase sincere brands than exciting brands. The present research addresses the mechanism underlying this variability. A total of four studies were conducted. Study 1 adopted survey-based design and manipulated brand personality by two versions of fictitious coffee brands. Results showed that sincere (vs. exciting) brands elicited more proximal psychological distance and in turn led to higher purchase intention. With a similar procedure, a different sample, and a different product (vacuum cup), Study 2 replicated the pattern demonstrated in Study 1. Moreover, the impact of brand personality upon psychological distance was found to be more prominent among consumers with high (vs. low) levels of attachment anxiety. Because psychological distance is proposed and proved to be a critical variable for mediating the variability in purchase intention, we adopted cognitive computerized tasks in Studies 3–4 to test whether stimuli perceived as sincere and exciting will induce different responses relevant to the perceptions of psychological distance. Study 3 adopted a picture-word version of Stroop task to test whether the automatic activation of personality-priming words would carry various perceptions of psychological distance, and results showed that participants classified distance faster when a close (vs. far) spatial distance matched sincere words and when a far (vs. close) spatial distance matched exciting words. Study 4 adopted the interference task to examine whether visual attention would be affected by personality-priming images, and results indicated a stronger cueing effect and an articulated interference effect for sincere (vs. exciting) figures. This research advances the literature of brand personality by probing the important role of psychological distance and further elaborating on the variability of consumer behavior toward sincere and exciting brands.

The impact of brand personality on consumer behavior: the role of brand love

PurposeThe purpose of this paper is to analyze the influences of brand personality on consumer behavior, with a special emphasis on the brand love construct. The aim is to expand upon existing literature in the field of branding, investigating the relationship between brand love and brand personality through experiential approaches to consumer behavior.Design/methodology/approachThe conceptual model and the analysis of related hypotheses were based on a sample of 478 Portuguese clothing brand consumers. The data were collected using an online survey and the data analysis was done using the structural equations modeling.FindingsThe results show that brand personality has a positive and significant impact on brand love, resistance to negative information and self-disclosure and brand love has a positive and significant impact on brand loyalty, word-of-mouth, resistance to negative information, willingness to pay more, self-disclosure and active engagement.Research limitations/implicationsThis study has some methodological limitation affecting its potential contributions. This investigation has a cross-sectional nature and only tested a few variables as consequences of brand personality.Practical implicationsThis investigation provides evidence of the major impacts of both brand personality and brand love, showing how they combine to boost relevant outcomes like brand loyalty, WOW, willingness to pay more, resistance to negative information, self-disclosure or active engagement.Originality/valueThe originality of this research is related to three fundamental aspects: it is the first time the relationship between brand personality and brand love is tested using second-order modeling to capture the combined effects of all dimensions of brand personality; the influence of brand personality is usually related to attitudes (e.g. word-of-mouth, willingness to pay more, etc.) and not with feelings, such as love, the most powerful feeling that can be established between two people or between a person and a brand (in the case of brand love); and the authors tested brand love by linking brand personality and some traditional relational outcomes under the assumption that brand love can strengthen such relationships.

The Impact Of Brand Personality On Customer Engagement:, Case Study Of L’Oreal

The Impact Of Brand Personality On Customer Engagement:, Case Study Of L’Oreal

The impact of brand personality on the willingness of the audience to buy

The impact of brand personality on the willingness of the audience to buy

What are the Building Blocks of Customer Brand Loyalty in Department Stores? A Multi-Level Mediation Analysis

ABSTRACTBuilding customer brand loyalty through branding strategies to sustain competitiveness in the retail industry has gathered momentum among researchers. The purpose of this study is to examine the role of brand personality and consumer brand identification on customer brand loyalty via the mediating variables of perceived service quality, perceived value, brand trust, brand commitment, and word-of-mouth communication among Malaysian department stores' customers. Using a self-structured questionnaire, 381 usable responses are considered for data analysis by applying a covariance-based structural equation modeling approach. The results of exploratory factor analysis show that sincerity, followed by sophistication and competence, are the most significant dimensions used to predict brand personality in department stores. The outcomes also reveal that brand personality indirectly influences customer brand loyalty via consumer brand identification. Furthermore, perceived service quality, perceived value, brand trust, word-of-mouth communication, and brand commitment mediate the effects of consumer brand identification on brand loyalty. Finally, the proposed competing model implies that the indirect impact of brand personality and consumer brand identification is inevitable in building department stores' brand loyalty.

The Impact of Brand Personality and Students’ Self-Concept on Brand Engagement

<p>The objective of this study is to investigate how brand personality and customers’ ‘self’ affects brand engagement. This has become necessary because the focus of most research into brands has often neglected how brand personality and customers’ ‘self’ can be harnessed to achieve brand engagement. This study used Aaker’s brand personality, Keller’s brand engagement, and Sprott et. al. self-concept measurement scales. The research methodology includes the following steps: adaptation of the measurement scales to suit the research context, assessment of reliability and validity of dimensions, and test of goodness-of-fit of model. In all 252 valid responses out of 302 questionnaires distributed were used for the study. The research found that brand personality and customers’ ‘self-concept’ have positive effect on brand engagement. Sincerity has negative relationship with brand engagement and self-concept whiles hedonism has negative relationship with self-concept only. Competence, sophistication and excitement dimensions have significant effects on customers’ self-concept and brand engagement. Sincerity and hedonism also have negative effects on self-concept and brand engagement. Competence, sophistication and excitement can be used as differentiate strategy by Private Universities to deal with the growing competition in Ghana. The findings suggest that Private Universities can differentiate themselves by developing brand personality that is competent and exciting, whereby they can successfully engaged their customers. The authors’ investigations also suggest that self-concept can be measured by splitting Sprott et al measurement scale into two (self-congruence and value-congruence). In the same way, brand engagement can be measured by splitting Keller’s measurement scale into two (identification and ambassador dimensions) for theoretical insight. In addition, hedonism has been identified as a useful measure of brand personality but not clear with faith-based Private Universities’ brand personality. Private Universities’ differentiation strategy should be based on competence, sophistication and excitement.</p>

Impact of brand personality on satisfaction and loyalty of consumers (case study: luxury brands of watches in the city Isfahan)

The purpose of this research is to review the impact of various dimensions of brand personality which includes: honesty, qualification, being exciting, perfection, and strength on customer's satisfaction and its impact on customer's loyalty. The statistical population of this research includes customers who have used luxury brands of watches in the city Isfahan. For selecting the sample of this research, a number of 150 questionnaires were distributed and ultimately, 135 questionnaires were analyzed. The validity of the questionnaire was confirmed by the industry experts. Also, the validity of its content was confirmed by the KMO test. The reliability of this questionnaire is 0.922 for the variable customer loyalty, 0.934 for customer satisfaction. For the change of brand personality, we reviewed its indexes and the reliability of the index brand honesty is 0.762, 0.767 for being exciting, 0.745 for brand qualification, 0.770 for brand perfection and 0.898 for brand strength. The hypotheses were reviewed by using the first-order and second-order factor analysis, path analysis method and by using the LISREL 8.54 and SPSS 18. The results indicate that the independent variables which include dimensions of brand personality (honesty, qualification, being exciting, perfection and strength) have a positive and significant impact on the dependent variables including customer loyalty and customer satisfaction. Also, the rate of impact of each of the variables on one another is calculated. Keywords: Brand; Brand Personality; Satisfaction; Customer's Loyalty

Impact of brand personality, perceived quality and perceived value on brand love; moderating role of emotional stability

Emotional decision-making is the revamped fascia of consumer decision-making. Recognition of this verity has evinced the utmost need of research on emotional constructs. This paper aims to address this gap by purpose: developing a causal model incorporating brand love, perceived value, perceived quality and brand personality moderated by consumer personality to investigate the relationship. Data were collected using a survey method and usable questionnaires were completed by 258 young consumers. Results revealed that perceived quality and brand personality has a significant impact on brand love, insignificantly moderated by consumer personality. Results provide practitioners a base for their targeting and positioning strategies to capitalise their interest in this era of sentiments. To the best of the author's knowledge, this is the first study in developing countries to investigate the impact of perceived quality and perceived value on brand love; to investigate the moderating impact of consumer personality; to study the sophistication dimension of brand personality in relation to brand love; and one of fewer studies to empirically investigate the concept of brand love in a developing country because the extant brand love research seems to be often explored in developed countries.

Impact of brand personality, perceived quality and perceived value on brand love; moderating role of emotional stability

Emotional decision-making is the revamped fascia of consumer decision-making. Recognition of this verity has evinced the utmost need of research on emotional constructs. This paper aims to address this gap by purpose: developing a causal model incorporating brand love, perceived value, perceived quality and brand personality moderated by consumer personality to investigate the relationship. Data were collected using a survey method and usable questionnaires were completed by 258 young consumers. Results revealed that perceived quality and brand personality has a significant impact on brand love, insignificantly moderated by consumer personality. Results provide practitioners a base for their targeting and positioning strategies to capitalise their interest in this era of sentiments. To the best of the author's knowledge, this is the first study in developing countries to investigate the impact of perceived quality and perceived value on brand love; to investigate the moderating impact of consumer personality; to study the sophistication dimension of brand personality in relation to brand love; and one of fewer studies to empirically investigate the concept of brand love in a developing country because the extant brand love research seems to be often explored in developed countries.

Impact of Brand Personality, Identification and Attitude of Beauty Shops on Brand Loyalty

Impact of Brand Personality, Identification and Attitude of Beauty Shops on Brand Loyalty

Impact of Brand Personality on Brand Equity: The Role of Brand Trust, Brand Attachment, and Brand Commitment

Research suggests a close interrelationship between brand personality and brand equity. Companies have recognized the importance of brand personality in the development of brand equity. Therefore, a brand management strategy based on interrelationship between brand personality and brand equity is the need of the hour. The purpose of this study was to understand the influence of brand personality on brand equity through relational variables: brand trust, brand attachment, and brand commitment and to offer a model depicting the relationship among these variables. The data were collected from a survey of 220 respondents. Structural equation modeling was used to test the proposed model. The results of the study confirm the indirect influence of brand personality on brand equity via brand trust, brand attachment, and brand commitment. The findings yield implications for brand managers, which will help them in devising branding strategies.

Brand personality and brand equity: evidence from the sportswear industry

Purpose – This paper aims to explore the personalities of sportswear brands and their relationship to brand equity using Aaker’s methodology in the context of sportswear brands. Design/methodology/approach – This paper used Aaker’s brand personality framework to empirically investigate the personality of sportswear brands and the impact of brand personality on brand equity based on data collected from 420 college students. Findings – Results revealed that the personality of sportswear brands can be described in seven dimensions and 53 personality traits: competence, attractiveness, sincerity, innovation, activity, excitement and ruggedness. The study identified that four dimensions among all the seven personality dimensions, namely, competence, attractiveness, Sincerity and innovation, are the positive and significant contributing factors to the creation and enhancement of sportswear brand equity. Originality/value – This study makes an important contribution to the understanding of brand personality and brand equity in the context of sportswear brands. It confirmed that consumers do associate particular brand personality dimensions with sportswear brands, and certain dimensions of brand personality have a direct impact on brand equity. The study showed that not all brand personality dimensions have the same influence in increasing the value of a sportswear brand from a consumer perspective, some dimensions being more efficient than others. The findings provide insights as to what dimensions of brand personality would deliver the best result in today’s competitive sportswear market.

Impact of brand personality and consumer ethnocentrism in China's sportswear market

Purpose – This study aims to investigate the effect of brand personality and consumer ethnocentrism on perceived quality and purchase intentions in China's sportswear market. Design/methodology/approach – In order to examine and compare the effect of brand personality and consumer ethnocentrism on the evaluation of product quality and purchase intention toward domestic and foreign brands, COB (the country with which the brand or firm is associated) and COM (the country in which final production takes place) cues were used in this study. Chinese college students represented the sample of 385 respondents. Structural equation modeling was used to investigate the causal relationships among brand personality, consumer ethnocentrism, perceived quality, and purchase intention. Findings – Results revealed that brand personality has a significant effect on Chinese consumers' product quality perceptions and purchase intentions toward both domestic and foreign brands. Furthermore, it is found that Chinese consumers' ethnocentric tendencies have no significant impact on their intentions to buy either domestic or foreign sportswear brands. However, ethnocentric Chinese consumers do positively evaluate the quality of domestic brands when domestic brands are also made domestically and negatively evaluate the quality of foreign brands when foreign brands are also manufactured non-domestically. Originality/value – The study contributes theoretically and empirically to research on the effects of brand image and consumer ethnocentrism in emerging markets. The findings from this study will help domestic and international marketers have a better understanding of the role of brand personality and consumer ethnocentric tendencies in influencing young Chinese consumers' product evaluation and purchase intentions. In addition, few studies have simultaneously examined the effects of brand image and consumer ethnocentrism (moderated by COO) on consumers' product evaluations and purchase intentions, which provided new research and managerial implications.

The impact of brand personality on consumer responses to persuasion attempts

Brand personality is a strategic tool for brand differentiation and creation of consumer–brand relationships. This article examines whether brand personality also influences consumer responses to persuasion attempts. An experimental study investigates the effects of flattery on consumers’ attitudinal and emotional responses to two brand personalities: a sincere and an exciting brand. Results demonstrate that brand personality matters when consumers interpret and react to persuasion attempts: flattery from a sincere brand decreased brand attitude and increased disappointment, yet these effects did not occur for the exciting brand. These findings can be explained by disconfirmation of expectations: consumers do not expect sincere brands to attempt to manipulate them. Flattery from exciting brands, on the other hand, is in line with relationship expectations and does therefore not entail negative consequences for the brand. This research suggests that managers should consider brand personality when designing brand communications and managing customer interactions.