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ROBOT-BRAND FIT THE INFLUENCE OF BRAND PERSONALITY ON CONSUMER REACTIONS TO SERVICE ROBOT ADOPTION. [PDF]
Mark Lett, 2022 Can every brand benefit from adopting service robots? To tackle this important question, we examined the interactive effects of brand personality (sincere vs. exciting) and service robot type (high-contact vs.
Choi S, Liu SX, Choi C.
europepmc +2 more sources
The Effect of Brand Personality on Electronic Word-of-Mouth: Mediation of Brand Love and Moderated Mediation of Brand Experience Sharing. [PDF]
Front Psychol, 2022 The knowledge payment industry will rapidly attract many enterprises that provide knowledge services. This study investigates the interrelationship between brand personality, brand love, and electronic word-of-mouth in the context of knowledge payment ...
Liu M, Yan J.
europepmc +2 more sources
Management şi Marketing, 2022 With the advent of innovative marketing, the increasing use of brand personality concepts for the promotion of a brand or product has received scholarly work across the globe.
Attor Cleophas +3 more
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PRIVATE BRAND: BRAND EQUITY MEMEDIASI STRATEGI PRIVATE BRAND DAN BRAND PERSONALITY DENGAN BRAND PREFERENCE [PDF]
E-Jurnal Manajemen, 2017 Produk private brand yang biasa ditemukan pada produk kebutuhan sehari-hari kini telah berkembang ke arah sektor fashion. Konsumen bebas memilih brand manapun yang ingin mereka gunakan, sehingga menimbulkan brand preference konsumen terhadap suatu brand.
Ni Kadek Dwi Suputri Duryana +1 more
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HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE
Вісник Київського національного університету імені Тараса Шевченка. Серія Економіка, 2015 The purpose of the present paper is to identify if the congruence of the consumers personality with the perceived brand per-sonality increases their brand preferences.
M. Țichindelean, M.-T. Beca
doaj +3 more sources
The Influence Costumer Cognitif Factor on Brand Equity Through Brand Personality
Jurnal Manajemen Industri dan Logistik, 2023 The purpose of this study is to analyze the influence of consumer cognitive factors such as brand association, perceived quality of the brand, brand image, and brand reputation on brand equity both directly and indirectly via brand personality. This type
Fery Riyanto +4 more
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Innocence versus Coolness: the influence of brand personality on consumers’ preferences
Journal of Product & Brand Management, 2023 Purpose Building on the theory of brand psychological ownership, this paper aims to explore the mediating role of brand psychological ownership in the relationship between brand personality (innocence/coolness) and consumers’ preferences, as well as ...
Wenting Feng, Yuanping Xu, Lijia Wang
semanticscholar +1 more source
Asian Journal of Islamic Management, 2022 Purpose: The main purpose of this study is to investigate the effect of the brand logo on brand image, with the mediation of brand personality and brand familiarity. Methodology: Questionnaires were distributed online to users of Bank Syariah Indonesia
Anya Safira, Mohammad Anugerah Amiluhur
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Generation Y consumers’ perceived brand personality of South African retail banks [PDF]
Banks and Bank Systems, 2021 Successful management of a retail bank’s brand requires some form of brand image, such as brand personality. Creating a retail bank’s brand personality is effective in establishing attachment between customers and the retail-banking brand they choose to ...
Marko van Deventer +1 more
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Research of brand personality concept in marketing [PDF]
Marketing (Beograd. 1991), 2013 Brand personality is a set of personal traits by which consumers describe brands. Today, the brand personality is a particular and very popular area of research in marketing.
Starčević Slađana
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