Results 261 to 270 of about 58,112 (301)

A lovable personality: The effect of brand personality on brand love

Journal of Brand Management, 2016
This study proposes and empirically tests the impact of two dimensions of brand personality (excitement and sincerity) on brand love and, subsequently, on store brand loyalty and +WOM in the context of online retailers. The data were collected from 500 respondents to test the proposed model using structural equation modeling (SEM).
Roy, Pinaki, Khandeparkar, Kapil, Motiani, M.   +2 more
openaire   +1 more source

Brand Personality and the Utilitarian Brand

2015
More than 30 studies have explored the effects of brand personality on attitudes towards a brand. However, no studies have explored the influence of brand personality on evaluations of utilitarian brand benefits. Based on an analysis of thirty-seven brands, many of them utilitarian in nature, Aaker (1997) identified the brand personality dimensions ...
Adrian Peretz, Magne Supphellen
openaire   +1 more source

Do brand personality scales really measure brand personality?

Journal of Brand Management, 2003
Since 1997, literature and research on the concept of brand personality have been flourishing, and specific scales have gone into widespread use in academic circles, unchallenged on their validity. Brand personality is certainly a key facet of a brand identity.
Kapferer, Jean-Noël, Azoulay, Audrey
openaire   +2 more sources

Express Brand Personality As Personal Branding

European Proceedings of Social and Behavioural Sciences, 2021
openaire   +1 more source

Authentic Personal Branding

Journal of the American College of Radiology, 2017
Vivek, Kalia, Amy K, Patel, Andrew K, Moriarity, Cheri L, Canon   +3 more
openaire   +2 more sources

THE EFFECT OF CONSUMER PERSONALITY IN BRAND PREFERENCE ON BRAND PERSONALITY PERCEPTION

2021
Objective: To determine whether consumer personality has an effect on brand personality perception in the brand preferences of students studying at Inonu University. In addition, it was tried to determine whether brand personality and consumer personality perception differ depending on demographic characteristics.
ARSLAN, Kübra, ÇATI, Kahraman, SEVER, Sami   +2 more
openaire   +1 more source

Personal brand equity: Scale development and validation

Personnel Psychology, 2021
Sergey Gorbatov, Svetlana N Khapova, Janneke K Oostrom   +2 more
exaly  

Personal Brands and Branding

2021
openaire   +1 more source

A Brand as a Person

2017
This chapter explains the process of assigning human personality traits, such as gender, to brands via anthropomorphism and animism. Throughout time, humankind has tried to explain inanimate phenomena through human characteristics, using such phrasings as the majestic mountain, the spirited engine, or the sensitive fragrance. However, such practices go
openaire   +1 more source

How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity

Journal of Retailing and Consumer Services, 2020
Jian Mou, Yenchun Jim Wu
exaly