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

Cristela Maia Bairrada (Faculty of Economics and Centre for Business and Economics Research, University of Coimbra, Coimbra, Portugal) (Higher Institute for Accountancy and Administration, Aveiro University, Aveiro, Portugal)
Arnaldo Coelho (Faculty of Economics and Centre for Business and Economics Research, University of Coimbra, Coimbra, Portugal)
Viktoriya Lizanets (Higher Institute for Accountancy and Administration, Aveiro University, Aveiro, Portugal)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 7 September 2018

Issue publication date: 28 February 2019

12264

Abstract

Purpose

The 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/approach

The 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.

Findings

The 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/implications

This 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 implications

This 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/value

The 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.

Keywords

Citation

Bairrada, C.M., Coelho, A. and Lizanets, V. (2019), "The impact of brand personality on consumer behavior: the role of brand love", Journal of Fashion Marketing and Management, Vol. 23 No. 1, pp. 30-47. https://doi.org/10.1108/JFMM-07-2018-0091

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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