Effects of brand personality dimensions on consumers’ perceived self-image congruity and functional congruity with hotel brands
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DOI: 10.1016/j.ijhm.2017.06.006
Abstract: Abstract Brand personality plays a key role in consumer brand psychology, but researchers and practitioners lack an adequate understanding of the efficacy of individual brand personality dimensions. Drawing on the theory of self-congruity and an… read more here.
Keywords: brand personality; congruity; brand; personality dimensions ... See more keywords
Building nightclub brand personality via guest selection
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DOI: 10.1016/j.ijhm.2019.102336
Abstract: Abstract This paper identifies that guest selection at exclusive nightclubs is a brand building process, and that the guests’ primary value to the clubs therefore is the image they bestow on the brand. The paper… read more here.
Keywords: building; guest selection; brand personality; brand ... See more keywords
Responsible and active brand personality: On the relationships with brand experience and key relationship constructs
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DOI: 10.1016/j.jbusres.2017.08.027
Abstract: Abstract Brand personality is a key concept in marketing that can be used to create competitive differentiation. Two of the most relevant dimensions of brand personality for academics and practitioners are responsible and active. However,… read more here.
Keywords: responsible active; brand personality; relationship; brand ... See more keywords
Using brand alliances with artists to expand retail brand personality
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DOI: 10.1016/j.jbusres.2017.10.020
Abstract: Abstract Fashion retailers are increasingly entering into brand alliances with visual artists, but the conditions under which such alliances are most effective are not clear. Drawing on brand personality and implicit personality theory, we used… read more here.
Keywords: brand personality; brand alliances; retail brand; brand ... See more keywords
If brands are people, then people are impulsive—assessing the connection between brand personality and impulsive buying behaviour
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DOI: 10.1057/s41262-017-0060-6
Abstract: Given the importance of branding on one hand, and pervasive nature of impulsive buying on the other, efforts were made to explore the possible impact of brand personalities on impulsive buying behaviour. For this, two… read more here.
Keywords: brand; impulsive buying; buying behaviour; brand personality ... See more keywords
Political Brands: Can Parties Be Distinguished by Their Online Brand Personality?
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DOI: 10.1080/15377857.2015.1022631
Abstract: This paper investigates whether five English political parties are differentiating themselves based on the brand personality they are communicating through their websites. The relative brand positions of five English political parties are analyzed using Aaker's… read more here.
Keywords: brand personality; brand personalities; party; brand ... See more keywords
Delicious promoter of the restaurant business: measuring impact of supply chain, brand personality and CSR on brand equity development
Sign Up to like & getrecommendations! Published in 2023 at "Asia Pacific Journal of Marketing and Logistics"
DOI: 10.1108/apjml-01-2023-0065
Abstract: PurposeThe purpose of this study was to discuss the importance of customer-based brand equity (CBBE) and identify the critical attributes of how to develop CBBE during the most difficult time of the COVID-19 pandemic.Design/methodology/approachThis study… read more here.
Keywords: brand; brand equity; brand personality; csr ... See more keywords
Should spokes-characters be dynamic? The interaction effects of spokes-character dynamism and brand personality on consumers’ evaluation
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DOI: 10.1108/ejm-10-2018-0718
Abstract: Purpose The purpose of this paper is to examine the interaction effects of spokes-character dynamism (high vs low) and brand personality (sincere vs competent) on consumers’ evaluation and the mediating role of processing fluency. Design/methodology/approach… read more here.
Keywords: spokes character; brand personality; character dynamism; brand ... See more keywords
The antecedents and consequences of brand personality: a systematic review
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DOI: 10.1108/emjb-12-2020-0136
Abstract: PurposeThe topic of brand personality (BP) has received extensive research attention in the last 2 decades, with a particular focus on examining its antecedents and consequences. This study, therefore, systematically reviews and synthesizes extant research on… read more here.
Keywords: antecedents consequences; systematic review; research; brand personality ... See more keywords
Clarifying the brand personality construct in Malaysia
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DOI: 10.1108/jcm-03-2018-2617
Abstract: Purpose This paper aims to investigate the variations in brand personality trait items to describe both global and local brands in Malaysia. Design/methodology/approach The authors adopted both factor analytic and experimental methods to investigate the… read more here.
Keywords: mbp scale; brand personality; brand; malaysia ... See more keywords
Overview of brand personality research with bibliometric indicators
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DOI: 10.1108/k-02-2018-0051
Abstract: PurposeThe purpose of this paper is to present a global view of the research that has been conducted regarding brand personality by using the Core Collection of the Web of Science (WoS) as a reference.… read more here.
Keywords: bibliometric indicators; brand personality; research; analysis ... See more keywords