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Journal articles on the topic 'Brand personality'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Molinillo, Sebastian, Arnold Japutra, Bang Nguyen, and Cheng-Hao Steve Chen. "Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty." Marketing Intelligence & Planning 35, no. 2 (2017): 166–79. http://dx.doi.org/10.1108/mip-04-2016-0064.

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Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the dat

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Su, Jin, and Xiao Tong. "Brand personality and brand equity: evidence from the sportswear industry." Journal of Product & Brand Management 24, no. 2 (2015): 124–33. http://dx.doi.org/10.1108/jpbm-01-2014-0482.

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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,

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George, Jijo, and Victor Anandkumar. "Dimensions of Product Brand Personality." Vision: The Journal of Business Perspective 22, no. 4 (2018): 377–86. http://dx.doi.org/10.1177/0972262918803496.

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The success of a brand relies on the extent to which it differentiates itself from the myriad of competitors. As brands seek to become distinctive, brand personality is viewed as a viable metaphor for understanding consumers’ perceptions of brands and for crafting a unique identity in their minds. Measurement and management of brand personality becomes significant in this regard. Most of the existing brand personality scales are either designed to measure the brand personality construct in general or to measure particular categories of brands. There is a lack of a scale which measures the pers

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Becheur, Imene, Oula Bayarassou, and Hela Ghrib. "Beyond Brand Personality: Building Consumer–Brand Emotional Relationship." Global Business Review 18, no. 3_suppl (2017): S128—S144. http://dx.doi.org/10.1177/0972150917693160.

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This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and then, if brand love has an impact on affective commitment to the brand. The methodology used is purely quantitative involving a sample of 210 respondents who were asked to indicate their perception about brand love, brand personality and emotional commitment towards seven global brands which enjoy string awareness with the target sample: Coca-Cola, Converse, Hello Kitty, Nina

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Brochado, Ana, Rui Vinhas da Silva, and Peter LaPlaca. "Assessing brand personality associations of top-of-mind wine brands." International Journal of Wine Business Research 27, no. 2 (2015): 125–42. http://dx.doi.org/10.1108/ijwbr-05-2014-0025.

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Purpose – The purpose of this paper is to examine brand knowledge of wines produced in a selected Portuguese viticulture area. More specifically, we intend to understand how consumers organise brands that have the highest awareness in their memory in terms of perceived personality traits. Design/methodology/approach – A survey was developed to assess brand awareness of Portuguese green wine brands and brand personality using Aaker’s brand personality framework. Multiple correspondence analysis was used in this study to present the relative positioning of the top-of-mind green wine brands. Find

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Yao, Qing, Rong Chen, and Xiaobing Xu. "Consistency Between Consumer Personality and Brand Personality Influences Brand Attachment." Social Behavior and Personality: an international journal 43, no. 9 (2015): 1419–27. http://dx.doi.org/10.2224/sbp.2015.43.9.1419.

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We investigated the impact of consistency between consumer personality and brand personality on emotional brand attachment. Participants were 200 undergraduate students at Tsinghua University and we used leading brands in the product category of mobile phone as the survey's stimuli. The results of a structural equation model suggested that consistency in the personality dimensions of sincere, cool, and young had a significant positive impact on the participants' brand attachment compared with consistency in the dimensions of simple, sensitive, reliable, and competent. The results provide stron

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Ferguson, Graham, Kong Cheen Lau, and Ian Phau. "Brand personality as a direct cause of brand extension success: does self-monitoring matter?" Journal of Consumer Marketing 33, no. 5 (2016): 343–53. http://dx.doi.org/10.1108/jcm-04-2014-0954.

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Purpose Focusing on symbolic brands, this paper aims to re-test whether perceived â€∼fit’ between the personality of the parent brand, and the brand extension causes consumers to the feel increased affect towards the brand extension. The contention is that high brand personality fit causes consumers to like the brand extension more because, like the parent brand, consumers can use the brand extension to maintain and project a desirable self-identity. This relationship is obscured because consumers process brand personality fit as part of the overall brand image fit; therefore, the potential me

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Tong, Xiao, and Jin Su. "Exploring the personality of sportswear brands." Sport, Business and Management: An International Journal 4, no. 2 (2014): 178–92. http://dx.doi.org/10.1108/sbm-08-2012-0032.

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Purpose – The purpose of this paper is to identify the personalities that are associated with sportswear brands and tests the applicability of Aaker's brand personality framework in the context of sportswear brands. Design/methodology/approach – This study employed Aaker's brand personality framework to empirically investigate the personality of sportswear brands based on data collected from 420 college students. Findings – Results revealed that consumers perceive seven distinct personality dimensions and 53 personality traits in sportswear brands: Competence, Attractiveness, Sincerity, Innova

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Sikka, Simran, and Jitender Kumar. "The importance of brand personality inthe 21st centenary." Journal of Management and Science 11, no. 3 (2021): 58–60. http://dx.doi.org/10.26524/jms.11.26.

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The “set of human qualities connected with a brand” is referred to as brand personality. Consumers have been shown to infuse brands with human personality qualities, turning them become symbolic brands. Brand personality, from the perspective of the customer, is a method for people to express their personalities and define their lives via tangible goods. From the perspective of a business, brand personality is a way of expressing the benefits of your product in terms of its qualities or status implications.Companies also employ brand personality to set themselves apart from their competitors,

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Sabuj, Md Mehedul Islam. "Measuring Brand Personality of Footwear Brands in Bangladesh: Application of Aaker’s Brand Personality Scale." International Journal of Science and Business 35, no. 1 (2024): 112–31. http://dx.doi.org/10.58970/ijsb.2359.

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As the brand personality serves as a fundamental framework for studies concerning brand equity, brand image, and brand extension, that’s why brand personality is the main focus of this study. The purpose of this study is to measure the users' perceptions of the brand personality (BP) of footwear brands (such as Bata, Apex and Lotto) and to identify the dimensions that exist in the footwear industry in Bangladesh. This study applies Aaker's brand personality scale (BPS) to footwear brands in order to test the extent to which it is applicable to the brands and to investigate the fundamental stru

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Bosnjak, Michael, Valerie Bochmann, and Tanja Hufschmidt. "DIMENSIONS OF BRAND PERSONALITY ATTRIBUTIONS: A PERSON-CENTRIC APROACH IN THE GERMAN CULTURAL CONTEXT." Social Behavior and Personality: an international journal 35, no. 3 (2007): 303–16. http://dx.doi.org/10.2224/sbp.2007.35.3.303.

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Research on the symbolic use of commercial brands has shown that individuals prefer those brands matching their own personality. While the Big Five model of human personality is universal, brand personality attributions are partly culture-specific. Furthermore, research investigating brand-related trait attributions has largely neglected negatively valenced traits. Consequently, the objective of this research was to identify and operationalize indigenous German brand personality attributions from a person-centric perspective. This approach entails an exploration of those positive as well as ne

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Xu, Anbang, Haibin Liu, Liang Gou, et al. "Predicting Perceived Brand Personality with Social Media." Proceedings of the International AAAI Conference on Web and Social Media 10, no. 1 (2021): 436–45. http://dx.doi.org/10.1609/icwsm.v10i1.14733.

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Brand personality has been shown to affect a variety of user behaviors such as individual preferences and social interactions. Despite intensive research efforts in human personality assessment, little is known about brand personality and its relationship with social media. Leveraging the theory in marketing, we analyze how brand personality associates with its contributing factors embodied in social media. Based on the analysis of over 10K survey responses and a large corpus of social media data from 219 brands, we quantify the relative importance of factors driving brand personality. The bra

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Fitri, Aidilla, Mahruzal -, and Farida -. "The Role of Brand Personality on Consumer Behavior and Branding Challenges in Asia." Journal of Management and Accounting Studies 7, no. 02 (2020): 55–60. http://dx.doi.org/10.24200/jmas.vol7iss02pp55-60.

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Nowadays, the concept of brand personality has been considered by researchers due to the increasing competition of institutions and companies in meeting the needs and expectations of consumers. Brand personality is all of the human traits that we attribute to brands and it is the central core in customer buying decision, so consumer personality is one of the factors affecting in formation of brand personality. Brands are considered as intangible assets. Institutions and companies that activate in underdeveloped countries and don't have national brand, face with challenges for branding and they

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Aaker, Jennifer L. "Dimensions of Brand Personality." Journal of Marketing Research 34, no. 3 (1997): 347–56. http://dx.doi.org/10.1177/002224379703400304.

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Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence,

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Shafiee, Reza, Fahimeh Ansari, and Hossein Mahjob. "Physicians’ Brand Personality: Building Brand Personality Scale." Services Marketing Quarterly 43, no. 1 (2021): 48–66. http://dx.doi.org/10.1080/15332969.2021.1989890.

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Toldos-Romero, María de la Paz, and Ma Margarita Orozco-Gómez. "Brand personality and purchase intention." European Business Review 27, no. 5 (2015): 462–76. http://dx.doi.org/10.1108/ebr-03-2013-0046.

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Purpose – The purpose of this paper is to analyze the effects of brand personality dimensions on purchase intention. Furthermore, the brand personality dimensions are compared to study the differences between users and non-users of 12 brands. Design/methodology/approach – An estimated 400 undergraduate students participated. They were given a questionnaire divided into two sessions (six brands of think products in one session and six brands of feel products in another session). In the end, 313 participants completed the questionnaire on the six brands of think products, and 320 completed the q

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Qamar-un-Nisa and Mehr-un-Nisa. "Impact of Brand Anthropomorphism on Brand Loyalty through Brand Personality." Human Nature Journal of Social Sciences 4, no. 2 (2023): 716–33. https://doi.org/10.71016/hnjss/tzxtwf40.

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Study Objective: Brand anthropomorphism is a relatively new strategy which helps to build strong relationships between consumers and the brand Loyalty. This study aims to find out the impact of brand anthropomorphism on its dimensions (human body lineaments, human facial physiognomy, and self-brand congruity) and brand loyalty through the mediation of brand personality by collecting responses from the customers of fast food brands in the Lahore city of Pakistan. Methodology: The sample size of the study is comprised of 351 consumers of fast food brands in the Lahore city, including McDonalds,

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MÃœLLER, RE-AN. "Perceived Brand Personality of Symbolic Brands." Journal of Economics and Behavioral Studies 6, no. 7 (2014): 532–41. http://dx.doi.org/10.22610/jebs.v6i7.514.

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Brand personality can be defined as a set of human characteristics associated with a brand (Aaker, 1997).This study reports on the perceived brand personality of symbolic brands as seen by Generation Y students from one higher education institution campus located in South Africa. The respondents were asked to write down the first brand that came to mind for eight symbolic product categories. The top two brands in each category were used in a self-administered questionnaire. A second group of respondents were then asked to write down personality traits they associate with each of the identified

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Zivanovic, Marko, Sofija Cerovic, and Jovana Bjekic. "A six-factor model of brand personality and its predictive validity." Psihologija 50, no. 2 (2017): 141–55. http://dx.doi.org/10.2298/psi161031002z.

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The study examines applicability and usefulness of HEXACO-based model in the description of brand personality. Following contemporary theoretical developments in human personality research, Study 1 explored the latent personality structure of 120 brands using descriptors of six personality traits as defined in HEXACO model: Honesty-Humility, Emotionality, Extraversion, Agreeableness, Conscientiousness, and Openness. The results of exploratory factor analyses have supported HEXACO personality six-factor structure to a large extent. In Study 2 we addressed the question of predictive validity of

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Dr, Anita Kshetri, and Bidyanand Jha Dr. "Applicability of Brand Personality Scale in the Indian Context." International Journal of Trend in Scientific Research and Development 2, no. 3 (2018): 1306–13. https://doi.org/10.31142/ijtsrd11324.

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In today's competitive market, brands have to strive to create a distinct differentiation for the competitive edge and survival. As the functional differentiation tends to lose the novelty for the consumers, marketers resort to symbolic differences. Brand personality addresses the symbolic function and symbolic benefit of the brand. Jennifer Aaker in her seminal research work constructed the brand personality scale which has been widely adopted for measuring brand personality. Although the scale developed by Aaker 1997 is most widely adapted scale in the brand personality research, the cri

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Rutter, Richard, John Nadeau, Ulf Aagerup, and Fiona Lettice. "The Olympic Games and associative sponsorship." Internet Research 30, no. 1 (2019): 85–107. http://dx.doi.org/10.1108/intr-07-2018-0324.

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Purpose The purpose of this paper is to explore the brand relationships between a mega-sports event, the Olympic Games, and its branded main sponsors, using the lens of brand personality. Design/methodology/approach The study uses the internet-based website communications of the sponsor and event brands to assess congruence in brand personality identity exhibited in the communications of sponsors and how these relate to the event brand itself. A lexical analysis of the website text identifies and graphically represents the dominant brand personality traits of the brands relative to each other.

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Kiran, Ammara, Nida Zaheer, Khansa Masood, and Muhammad Rizwan. "Impact of Brand Activism on Brand Personality and Brand Loyalty." Sustainable Business and Society in Emerging Economies 6, no. 1 (2024): 43–56. http://dx.doi.org/10.26710/sbsee.v6i1.2914.

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Objective: This study sets out to deeply explore the way different aspects influence brand loyalty. We're particularly interested in understanding how customers perceive different brands when brands are doing some activities regarding social welfare, and how this participation of brands leads to loyalty. Methodology: We conducted a survey from 251 people using an online questionnaire. The results show that people like to use those brands that actively participate in socio-political activities. This thing increases the trust of customers for a brand as they think it is a good brand and enhances

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Kim, Pielah, Hua Chang, Rajiv Vaidyanathan, and Leslie Stoel. "Artist-brand alliances to target new consumers: can visual artists recruit new consumers to a brand?" Journal of Product & Brand Management 27, no. 3 (2018): 308–19. http://dx.doi.org/10.1108/jpbm-02-2017-1412.

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Purpose Increasing industry interest in visual artists and commercial brand collaborations has heightened the need for research on exactly how visual art can add meaning to brands in ways that enhance brand value to existing consumers and potentially reach new consumers. Consumers are known to select brands on the basis of how well these brands reflect their own personalities. The purpose of this research is to understand whether brand alliances with artists exhibiting distinct personalities can make brands more attractive to consumers whose personalities do not currently match the brand. Desi

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Camiciottoli, Belinda Crawford. "The Nuances of Brand Personality: A Corpus-assisted Linguistic Analysis of Web-based Communications of Fashion Brands." HERMES - Journal of Language and Communication in Business, no. 57 (June 11, 2018): 141. http://dx.doi.org/10.7146/hjlcb.v0i57.106197.

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The ability to establish a particular brand personality (i.e. a set of human personality traits that consumers associate with a brand) is a key component of fashion brand management and communication. A given fashion brand may use language that communicates different personality traits (e.g. glamourous, exciting, youthful, exotic) as a way to define its own personality and distinguish itself from other fashion brands. Based on a corpus consisting of company-produced texts collected from the websites and Facebook pages of over 100 fashion brands, this study aimed to determine which traits of br

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Hassey, Roseann Viscomi. "How brand personality and failure-type shape consumer forgiveness." Journal of Product & Brand Management 28, no. 2 (2019): 300–315. http://dx.doi.org/10.1108/jpbm-09-2017-1563.

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PurposeThis paper aims to explore the impact of an overlooked variable, brand personality, as a basis for brand forgiveness and recovery following brand failures.Design/methodology/approachData were collected via three on-line surveys using Amazon Mechanical Turk, including a total of 475 respondents (125, 113 and 237) and using a 2 × 2 between-subjects factorial design.FindingsResults show that a brand’s dominant personality (warm vs competent) elicits different expectations regarding brand performance, and that surprisingly, consumers more readily forgive, rather than censure, brand failures

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Leonaviciute, Agne, Beata Seinauskiene, Jurate Mascinskiene, and Laima Jeseviciute-Ufartiene. "Brands as Humans: How Brand Virtuousness Relates to Brand Authenticity and Brand Attachment." Economics and Culture 21, no. 2 (2024): 150–61. https://doi.org/10.2478/jec-2024-0025.

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Abstract Research aim . Authenticity has become an essential quality for brands, with 86% of consumers preferring brands that are perceived to be authentic (Stackla, 2021). As a result, the drivers of brand authenticity are gaining momentum as an important research object. The role of brand virtuousness and its connection to brand authenticity and brand attachment has received limited attention from the consumer perspective. Meanwhile, the relationship between virtuousness and authenticity has been thoroughly investigated in other fields, such as personality research. Based on personality lite

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Abdur Rehman Baig and Narmeen Ali Shah. "<b>Responsible Brands vs Active Brands? An Examination Of Brand Personality</b><b>On Brand Awareness, Brand Trust &</b><b> </b><b>Brand Loyalty</b>." Journal of Management & Social Science 2, no. 2 (2025): 308–32. https://doi.org/10.63075/7myhdq45.

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This research explores the role of brand personality traits, namely responsible and active personalities, in consumer-brand relationships with a focus on brand awareness, brand trust, and brand loyalty. This research uses Aaker's (1997) Brand Personality Scale and tests the effects of responsible brands (as stable, down-to-earth, and reliable) and active brands (as dynamic, innovative, and energetic) on consumer attitudes and behaviors. A quantitative research approach was used, involving a seven-point Likert scale survey among 200 respondents from Pakistan's retail sector. Partial Least Squar

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Shoaib, Aruba, Dr Afroz Sial, and Dr Syed Talib Hussain. "Analysing Customer Loyalty Trends in Niche Apparel Brands in Context of Pakistan." Bulletin of Multidisciplinary Studies 1, no. 3 (2024): 114–24. http://dx.doi.org/10.48112/bms.v1i3.912.

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Brand loyalty is regarded as crucial to maintaining the competitive advantage of companies. Several factors such as brand experiences, brand trust, brand prestige, and brand personality have been proposed as the antecedents of brand loyalty. However, their effect varies with the context. This quantitative research attempts to investigate the impact of brand expectations, brand trust, brand prestige, and brand personality on attitudinal and behavioural dimensions of brand loyalty in the context of Pakistan's bridal market especially focusing on HSY and Nomi Ansari bridal brands. The researcher

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Azoulay, Audrey, and Jean-Noël Kapferer. "Do brand personality scales really measure brand personality?" Journal of Brand Management 11, no. 2 (2003): 143–55. http://dx.doi.org/10.1057/palgrave.bm.2540162.

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Asghar, Hina, Ayaz Ahmad, Maria Ahmad, and Wisal Ahmad. "The Power of Personality Congruence in Crafting Brand Love and Loyalty: An Investigation of Retail Fashion Brands in Pakistan." Business & Economic Review 16, no. 1 (2024): 97–122. http://dx.doi.org/10.22547/ber/16.1.5.

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This study evaluates the impact of brand personality dimensions i.e., sincerity, excitement, competence, sophistication, and ruggedness on brand love and subsequently assesses the mediating role of brand love in transmitting the absorbed effect to brand loyalty for the fashion clothing retail brands in Pakistan. Empirical data were gathered through a self-administered questionnaire from 350 randomly selected consumers within the age group of 18-42 years, who comprise a major portion of the retail fashion clothing retail brands’ market. The proposed conceptual model was assessed through Structu

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Thomas, Bejoy John, and P. C. Sekar. "Measurement and Validity of Jennifer Aaker's Brand Personality Scale for Colgate Brand." Vikalpa: The Journal for Decision Makers 33, no. 3 (2008): 49–62. http://dx.doi.org/10.1177/0256090920080304.

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Brand differentiation is now becoming an important tactic for combating competition in the hostile marketplace. A viable solution for establishing the distinctiveness of a brand is through brand personality. Attaching personalities to brands contributes to a differentiating brand identity, which can make brands more desirable to the consumer. Jennifer Aaker developed a specialized brand personality scale, the five dimensions of the scale being sincerity, excitement, competence, sophistication, and ruggedness. This study focused on measuring the brand personality of Colgate brand and exploring

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Ajeyalemi, Oladipupo Folorunsho, and Bolajoko Nkemdilim Dixon-Ogbechie. "A Review of the Use of Aaker’s Methodology within the Brand Personality Construct: A Review of Extant Literature." TIJAB (The International Journal of Applied Business) 4, no. 1 (2020): 35. http://dx.doi.org/10.20473/tijab.v4.i1.2020.35-51.

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Anthropomorphism is the belief that brands can possess human characteristics, which raises a tendency to assign human traits to inanimate objects. It is on this premise that Brand Personality takes its roots. Several studies in the measurement and influence of Brand Personality abound leading to increasing arguments on the most appropriate methods to be used to measure Brand Personality. However, Aaker’s methodology stands out prominently in the Brand Personality domain. This study attempts to review the Brand Personality literature to identify the extent that this methodology has been used. T

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Sabuj, Md Mehedul Islam. "Impact of Brand Personality on the Different Stages of Brand Loyalty: Gender Moderation." International Journal of Science and Business 40, no. 1 (2024): 140–60. http://dx.doi.org/10.58970/ijsb.2449.

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This study aims to investigate the correlation between brand personality and various phases of brand loyalty within the particular setting of footwear brands in Bangladesh. This study also explores the moderating role of gender in the relationship of brand personality and brand loyalty. This study utilises Aaker's brand personality scale and Oliver's multi-stage brand loyalty model, which includes cognitive, affective, and conative aspects of brand loyalty. A total of 430 data has been collected using a structured questionnaire survey. Structured equation modeling (SEM) technique has been appl

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Iberahim, Muhammad Izral, Muhammad Saiful Islam Ismail, and Muhamad Hasif Yahaya. "ISLAMIC BRAND PERSONALITY: CRITICAL REVIEW IN PREVIOUS STUDIES FROM ISLAMIC PERSPECTIVE." Advanced International Journal of Business, Entrepreneurship and SMEs 7, no. 23 (2025): 113–24. https://doi.org/10.35631/aijbes.723010.

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Brand personality is defined as the “set of human personality traits that are both applicable to and relevant for brands”. It is aimed at understanding the scientific contributions made by brand personality research and identifying its predominant traits as well as human characteristics. Islamic marketing scholars caught the attention by creating the characteristics of Islamic brand personality model which representing the Muslim consumers world widely in cosmetics, personal care, bakery, clothing Islamic and financial institutions. However, the proposition dimensions of Islamic brand personal

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Aagerup, Ulf, Svante Andersson, and Gabriel Baffour Awuah. "Building a warm and competent B2B brand personality." European Journal of Marketing 56, no. 13 (2022): 167–93. http://dx.doi.org/10.1108/ejm-06-2019-0528.

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Purpose This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and via their interactions with customers. Design/methodology/approach A multiple case study, which spans 10 years, investigates via interviews, observations, workshops and document analysis how two fast-growing B2B companies selling industrial equipment to manufacturers build brand personality. Findings The studied companies concentrate on different brand personality dimensions depending on the activities in which they engage. By focusing on brand competence in

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Lee, Hyung-Seok, and Chang-Hoan Cho. "The Matching Effect of Brand and Sporting Event Personality: Sponsorship Implications." Journal of Sport Management 23, no. 1 (2009): 41–64. http://dx.doi.org/10.1123/jsm.23.1.41.

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By investigating the personality congruence between brands and sporting events, this study explores which brands and sporting events fit together best. The results of our survey, which included 373 student-subjects, showed that the pairing of “sincerity” brands and “diligence” sporting events yielded the best brand-event personality fit and sponsorship effectiveness. Through structural-relationship testing, this study confirmed that the personality congruence between a sponsoring brand and a sporting event was the most significant attitude predictor toward the sponsoring brand.

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Arora, Nilesh, Sanjeev Prashar, Sai Vijay Tata, and Chandan Parsad. "Measuring personality congruency effects on consumer brand intentions in celebrity-endorsed brands." Journal of Consumer Marketing 38, no. 3 (2021): 251–61. http://dx.doi.org/10.1108/jcm-02-2020-3634.

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Purpose Brand managers frequently use well-known celebrities to position their brands and capture consumers’ attention to improve the brand’s market share. The attachment of a celebrity with a brand creates a human image for a brand and helps in personifying its image. The consumer perceives the brand as an individual and relates his personality, as well as the personality of the celebrity with that of the brand. It becomes pertinent for marketers to understand how brand-celebrity personality congruence and brand-consumer personality congruence affect the brand reputation, uniqueness and purch

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Yi, Qian Lu, Chuan Huat Ong, Jin Zhang, and Xiao Yong Lu. "Influence of Chinese Brand Personality on Brand Loyalty Dimensions: An Insight into China’s Tea Beverage Brands." Malaysian Journal of Consumer and Family Economics 34, no. 1 (2025): 424–53. https://doi.org/10.60016/majcafe.v34.14.

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The heightened competition in China’s beverage industry challenges businesses to maintain market relevance. Industry reports highlight the need for effective brand differentiation, achieved through a distinctive brand personality. While previous research has addressed the link between brand personality and brand loyalty, there is limited insight into how various dimensions of brand loyalty relate to Chinese brand personality structures. This paper addresses two key issues: (1) how dimensions of Chinese brand personality are developed and managed in the beverage industry and (2) the relationshi

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Yang, Su Jin, and Yuri Lee. "Mid- to low-end fashion brand personality affects consumers' perceived quality, commitment, and loyalty." Social Behavior and Personality: an international journal 47, no. 7 (2019): 1–14. http://dx.doi.org/10.2224/sbp.7680.

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To gain insight into fashion brands that are newly entered in the market of a country with emerging economies, we compared Chinese versus Korean consumers' perception of Western (European) versus Eastern (Korean) mid- to low-end brands. We identified sincerity, competence, and excitement as brand personality dimensions, and used brand commitment and perceived quality as mediating variables, with the brand personality dimensions as independent variables, to predict affective loyalty. Results showed that competence and sincerity significantly predicted affective loyalty toward both Western and E

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Hongjie, Chen. "RESEARCH ON MARKETING STRATEGIES OF BEAUTY BRANDS IN THE NEW MEDIA ERA: A CASE STUDY OF BEAUTY BRAND F." EUrASEANs: journal on global socio-economic dynamics, no. 4(47) (July 30, 2024): 447–61. http://dx.doi.org/10.35678/2539-5645.4(47).2024.447-461.

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This paper uses Beauty Brand F as the research object and aims to explore the marketing strategies of beauty brands in the new media era, focusing on the impact of brand experience and brand personality on consumers' purchase intentions. By collecting 435 questionnaires and analyzing the data, the thesis verifies the significant role of brand experience and personality in purchasing decisions. In both aspects, the research found that Beauty Brand F positively influences consumers' purchase intentions, with brand personality acting as a mediator between brand experience and purchase intentions.

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Kim, Tom Joonhwan, Youjae Yi, and Jongan Choi. "The boomerang effect of brand personality congruency in a product-harm crisis." Australian Journal of Management 45, no. 4 (2019): 645–61. http://dx.doi.org/10.1177/0312896219895059.

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This research examines how personality congruency between brands and consumers affect consumers’ attribution and brand evaluation in a product-harm crisis. Results show that the negative influence of a product-harm crisis on brand evaluation is stronger for consumers with high personality congruency than for consumers with low personality congruency. Consumers with high personality congruency feel more disappointment, which leads to attribution toward internal factors of the company, blame toward the brand, and consequently lower purchase intentions. This research suggests that brand personali

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Cui, Ying. "Transference of brand personality in brand name translation: A case study on the Chinese-English translation of men’s clothing brands." Semiotica 2019, no. 230 (2019): 475–93. http://dx.doi.org/10.1515/sem-2017-0120.

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Abstract Brand names are endowed with personalities that appeal to consumers, and such personalities are often adjusted in translation. This research aims to explore the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands, which embody consumers’ values and self-perceptions as well as social cultural meanings, in the hope of revealing male consumers’ psychological characteristics and providing a reference for translators. This investigation studies the brand personality frameworks for English and Chinese consumers, analyzes a corpus of 477 C

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Muhammad, Saif Rizwan Jeewa, Masood Hassan Dr., Arif Arsal, Davi Khushboo, and Jawad Rabia. "The Impact of Brand Extension on Brand Personality a Case Study of Nestle Pakistan." International Journal of Management Sciences and Business Research 11, no. 7 (2022): 104–12. https://doi.org/10.5281/zenodo.7154136.

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<em>This research study is to test the impact of Brand Extension on Brand Personality of the brand Nestle, Pakistan. Brand extension is usually done for the well reputed brands, who serve as an umbrella for success of other brands and their products. The variables related to brand extension taken into consideration for this study include the competitive strategy, quality, perceived fit, innovation, and brand loyalty. Data for this study was gathered using primary sources. The instrument used for gathering primary data was the close-ended questionnaire, which was self-administered from a sample

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Chiu, Kevin Kuan-Shun, Ru-Jen Lin, Maxwell K. Hsu, and Shih-Chih Chen. "SYMBOLIC AND FUNCTIONAL BRAND EFFECTS FOR MARKET SEGMENTATION." Australian Journal of Business and Management Research 01, no. 06 (2012): 75–86. http://dx.doi.org/10.52283/nswrca.ajbmr.20110106a08.

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This study investigates the interrelationships among brand personality, brand preference, customer perceived value, and golfers’ performance in the context of Taiwan’s golf clubs market. The theoretical and statistical relationships among these constructs are developed and verified. Using survey data from 345 out of 1,000 randomly selected golfers, this study employs ANOVA, Factor Analysis, and Discriminant Analysis to examine the research hypotheses. The findings reveal that (1) notable brand personality factors including Reliability, Fashion, Masculine, Excitement, Wholesome, Leadership, Sen

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Fithrah Ali, Dini Salmiyah, Asep Suryana, Kunto Adi Wibowo, and Raden Funny Mustikasari Elita. "Customer Loyalty in Halal Fashion Brand: The Role of Social Information Processing and Brand Personality." Jurnal Komunikasi: Malaysian Journal of Communication 41, no. 2 (2025): 63–80. https://doi.org/10.17576/jkmjc-2025-4102-05.

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This study aims to analyse customer loyalty towards halal fashion brands through the social information processing (SIP) theory and halal brand personality. An online survey was used to collect data among a total of 447 respondents. The hypothesis was tested empirically using a variance-based structural equation model. This study proves that SIP is a "process" from information capture to information use experienced by social media users which then influences halal brand personality and customer loyalty. This is supported by the significant results of hypothesis testing between information capt

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Andita, Mirza Putri, Sulastri Sulastri, and Zakaria Wahab. "Peran kepercayaan merek sebagai variabel mediasi pada hubungan kepribadian merek halal dan loyalitas merek." Jurnal Manajemen Maranatha 21, no. 1 (2021): 45–54. http://dx.doi.org/10.28932/jmm.v21i1.4066.

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Customer loyalty is currently becoming one of the crucial things for the company to survive in competitive markets. Globalization causes imported cosmetic products from global brands can enter other countries’ markets easily. Nowadays imported cosmetic brands from other countries such as USA, South Korea, and Japan come and take a huge of Indonesia’s skincare market share. This change becomes threat for local cosmetics brands in Indonesia such as Wardah. This study was conducted to analyzes whether halal brand personality affects brand loyalty. This study also analyzes whether brand trust can

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Nedelkoska, Dushica. "DOES COLOR PLAY A SIGNIFICANT ROLE IN THE WAY CUSTOMERS PERCEIVE THE BRAND’S PERSONALITY IN THE CONFECTIONERY?" Southeast European Review of Business and Economics 4, no. 1 (2023): 58–79. http://dx.doi.org/10.20544/serbe.07.01.23.p04.

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Brands, as humans, may be different when it comes to their personality. Among the several traits building brand personality, brand color is one of the most critical ones and is one of the most controversial and discussed aspects of marketing. We cannot denied that a color, depending on visual impression, can be transformed into a spectrum of feelings, which, in turn, allow consumers to form a perception of a brand. Simultaneously, a logo is seen as a business card of a brand, representing its core and values. Combining the two vital components, color and logo, the paper aims to investigate whe

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Widyaningrum, Firda Amalia, and Lusi Suwandari. "From Human-like Brands to Positive Consumer Attitudes: Applying Self-Congruence Theory to Brand Anthropomorphism and Personality." Fokus Bisnis Media Pengkajian Manajemen dan Akuntansi 24, no. 1 (2025): 55–73. https://doi.org/10.32639/2r3syb55.

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This study examines how brand anthropomorphism influences consumers’ positive attitudes toward brands, directly and through the mediating role of brand personality, based on the self-congruence theory. Using a quantitative survey method, data were collected from 231 respondents familiar with brands employing anthropomorphic strategies, such as Wizz Mie, Roti’O, Hokben, and Starbucks. Respondents had purchased from the brands more than three times and followed their social media accounts. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal

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Axhami, Mirdaim, and Loreta Axhami. "Cultural Influence on Brand Personality Preferences: Individualists Prefer Sophisticated and Competent Brands while Collectivists Prefer Sincere Brands." WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS 20 (November 3, 2023): 2476–86. http://dx.doi.org/10.37394/23207.2023.20.212.

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In this research, we examine the extent to which culture influences brand personality preference, based on specific personality dimensions. This research focuses on two main group-level cultures: individualists and collectivists. We introduce and examine the variations in preferences of Sincere, Competent, and Sophisticated brand personalities and how cultural orientations influence brand personality preference. Based on previous literature, we suggest that consumers in collectivistic countries show a higher preference for brands with Sincere personalities. Moreover, we suggest that consumers

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Sun, Minjae, and Joonseok Kim. "Sustainability and Brand Equity: The Moderating Role of Brand Color and Brand Gender." Sustainability 15, no. 11 (2023): 8908. http://dx.doi.org/10.3390/su15118908.

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Green color priming has been introduced as a cue for consumer perceptions of sustainability. Nevertheless, the color green is not necessarily effective in every brand’s sustainability strategy. This study aims to understand the impact of a brand’s color and gender in an investigation of the relationship between sustainability and brand equity, including perceived quality. This study examined Interbrand’s Best Global Brands, conducted an international online survey of more than 400 participants, and demonstrated the relationship between brand color, brand gender, and sustainability using the pr

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