Search results

1 – 10 of over 9000
To view the access options for this content please click here
Book part
Publication date: 9 December 2016

Soon-Ho Kim, Min-Seong Kim and Dong Hun Lee

Coffee shops are becoming more aware that brand loyalty can be an effective strategy for securing a competitive edge in business. To supplement current understanding of…

Abstract

Coffee shops are becoming more aware that brand loyalty can be an effective strategy for securing a competitive edge in business. To supplement current understanding of the importance of coffee shop branding, this study investigates the role of personality traits and congruity in the formation of brand loyalty. This study finds that personality traits have direct effects on congruity and customer satisfaction, the two defining factors of brand loyalty. Overall, our results suggest that the interaction of personality traits, congruity, and satisfaction is essential to the process of influencing coffee shop customers’ brand loyalty.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78635-615-4

Keywords

To view the access options for this content please click here
Article
Publication date: 26 July 2019

Mozard Mohtar, John M. Rudd and Heiner Evanschitzky

This paper aims to investigate the variations in brand personality trait items to describe both global and local brands in Malaysia.

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 internal and external validity of Malaysia brand personality (MBP) scale. They followed a stringent scale development process that ensures the scale conform to psychometric properties.

Findings

In seven studies, the results show that the 22-item four-factor Malaysian brand personality scale adheres to strong psychometric properties of scale development process. The findings further indicate that there are seven indigenous traits, while most traits emerge from factor analyses originate from studies of Aaker (1997) and colleagues (2001). This confirms universality of some brand personality traits and dimensions.

Research limitations/implications

Within the limits of the study, we did not examine the MBP facet level, and were confined to those respondents in Klang Valley only.

Practical implications

The MBP scale enables marketing managers in Malaysia to focus on brand personality dimensions that their customers can relate to. In other words, marketing communications can be more efficient when managers can identify brand personality traits that enhance customers’ behaviors and profitability.

Originality/value

Malaysia is a multicultural and multiethnic country which is increasingly becoming the focus of international brand expansion. The authors view that the development of the MBP scale is timely and should provide managers further insights into the brand personality structure that is relevant in Malaysia.

Details

Journal of Consumer Marketing, vol. 36 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

To view the access options for this content please click here
Article
Publication date: 2 March 2010

Long‐Yi Lin

The purpose of this study is to explore the relationship of consumer personality trait, brand personality and brand loyalty.

Downloads
28040

Abstract

Purpose

The purpose of this study is to explore the relationship of consumer personality trait, brand personality and brand loyalty.

Design/methodology/approach

The convenience sampling method was used to collect primary data. A total of 400 adult consumers were interviewed who looked round or bought toys and video games in Taipei City Mall, and 387 effective questionnaires were collected; the effective response rate was 96.75 per cent. Regression analysis was adopted to test hypotheses.

Findings

The major findings were: a significantly positive relationship between extroversion personality trait and excitement brand personality; a significantly positive relationship between agreeableness personality trait and excitement brand personality, sincerity brand personality and competence brand personality; competence and sophistication brand personality have a significantly positive influence on affective loyalty; competence, peacefulness and sophistication brand personality have a significantly positive influence on action loyalty; agreeableness and openness personality trait have a significantly positive influence on affective loyalty; agreeableness and openness personality trait have a significantly positive influence on action loyalty.

Research limitations/implications

The restriction on selecting countries and brands, and the restraint of the sampling coverage present limitations. The paper verifies that consumers with different personality traits will have different cognizance towards brand personality, which can also be applied to the toy and video game industries. The paper proves that a distinct brand personality can appeal to more brand loyalty. It shows that agreeableness and openness of personality traits have a positive influence on brand loyalty.

Practical implications

The paper highlights the value of brand personality that benefits a company. It emphasizes the importance of brand loyalty for a company. Consumers who register in agreeableness and openness are the target audience for BANDAI.

Originality/value

The extra value of the paper is to link the theory and practice, and explore the relationship of consumer personality trait, brand personality and brand loyalty.

Details

Journal of Product & Brand Management, vol. 19 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

To view the access options for this content please click here
Article
Publication date: 20 April 2010

Didier Louis and Cindy Lombart

The purpose of this research is to offer a model that incorporates both direct and indirect effects of brand's perceived personality on three major relational consequences…

Downloads
18713

Abstract

Purpose

The purpose of this research is to offer a model that incorporates both direct and indirect effects of brand's perceived personality on three major relational consequences of this construct: trust, attachment, and commitment to the brand. In addition to the links between brand personality and its relational consequences, the interdependence links amongst these consequences are also considered.

Design/methodology/approach

The model proposed in this research was tested by means of structural equations modelling. The data were collected from a convenience sample of 348 young French consumers (aged from 19‐23) questioned about the brand Coca‐Cola, which enjoys strong awareness with that target.

Findings

All the nine personality traits of the Coca‐Cola brand studied in this research impact directly on at least one of the three relational consequences under study: trust, attachment, and commitment to the brand. In addition they have an indirect influence (except for the Charming and Ascendant personality traits) on commitment via trust and attachment to the brand.

Research limitations/implications

The model proposed in the research shows the impact of brand personality on three major relational consequences of this construct: trust, attachment, and commitment to the brand. Future research should study the influence of brand personality on other consequences such as satisfaction, loyalty and preference.

Practical implications

The research demonstrates that brand personality affects the type and strength of the relationship that consumers maintain with brands. It is a useful tool for managers to direct or reinforce the lasting relationship they want to develop or maintain between their brands and the consumers they target. Relational paths from brand personality to the variables trust, attachment, and commitment are suggested in this research.

Originality/value

The model proposed in this research refines the overall understanding that researchers and managers have of the direct or indirect impact of each brand personality trait on consumers' relationship with a brand, measured by trust, attachment, and commitment.

Details

Journal of Product & Brand Management, vol. 19 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

To view the access options for this content please click here
Article
Publication date: 1 March 2000

Hye‐Shin Kim

Apparel brands are heavily reliant on emotional appeal and creation of imagery to achieve consumer recognition and interest. This study examines how US female consumers…

Downloads
4342

Abstract

Apparel brands are heavily reliant on emotional appeal and creation of imagery to achieve consumer recognition and interest. This study examines how US female consumers compare and form impressions of competing national apparel brands. More specifically, this study examines consumer perceptions of five brand personality traits for various apparel brands and the relationship between brand personality and brand preference. Findings from this study show that although personality expectations for apparel brands differ, brands with favourable brand attitude have favourable competent ratings. Also, for brands with similar personality patterns, similarities could be found for such characteristics as product lines offered, brand image, retailing format, etc.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 4 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

To view the access options for this content please click here
Article
Publication date: 1 July 2021

Justin F. McManus, Sergio W. Carvalho and Valerie Trifts

This study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers.

Abstract

Purpose

This study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers.

Design/methodology/approach

The authors used a quantitative approach consisting of within-subjects (Study 1) and between-subjects (Study 2) experimental designs. Mediation analyses were tested using OLS regression with the MEMORE and PROCESS macros.

Findings

Findings suggest increases in brand excitement and sincerity to be related to differences in positive affect evoked by favorable and unfavorable brands; decreases in brand sincerity to be related to differences in negative affect between favorable and unfavorable brands (Study 1); brand competence and excitement to be related to the relationship between brand favorability and self-brand connection; and brand competence and excitement to best distinguish favorable brands from unfavorable brands (Study 2).

Originality/value

These results support the importance of brand personality traits that are considered to be universally positive and provide managers with an initial roadmap for which brand personality traits should be prioritized when communicating with consumers.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

Keywords

To view the access options for this content please click here
Article
Publication date: 24 April 2020

Ammar Abdellatif Sammour, Weifeng Chen and John M.T. Balmer

This paper aims to study the corporate heritage brand traits and corporate heritage brand identity by concentrating on developing key dimensions for the corporate heritage…

Abstract

Purpose

This paper aims to study the corporate heritage brand traits and corporate heritage brand identity by concentrating on developing key dimensions for the corporate heritage brand dimensions in the retailing industry in the UK. This study advances the corporate brand heritage theory and introduces the theory of corporate heritage brand identity, which is developed from the case study of John Lewis – one of the most respected and oldest retails in the UK established in 1864.

Design/methodology/approach

This empirical study has adopted a theory-building case study using qualitative data. It uses semi-structured interviews that were organised and managed by John Lewis Heritage Centre in Cookham. A total of 14 participants were involved in this study. We have used Nvivo.11 software to set the main themes and codes for this study framework.

Findings

This study identifies Balmer’s (2013) corporate heritage brand traits that are essential to be considered for the corporate heritage brands in the retailing industry to sustain their innovativeness and competitiveness. The findings of the case study informed the four dimensions of corporate heritage brand identity, which include price, quality, symbol and design. The findings are incorporated into a theoretical framework of corporate heritage brand identity traits.

Practical implications

The discussed traits of this study can help brand senior management to enhance their corporate heritage reputation and sustainability through maintaining these (four) traits over their brand, and inform their brand stakeholders about their brand heritage success.

Originality/value

This is one of the few attempts to develop a research framework of corporate heritage brand identity. This framework suggests four dimensions of corporate heritage brand identity traits including brand price, quality, design and symbol. This is one of the first attempts to study corporate heritage branding management traits in the retailing industry sector.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

To view the access options for this content please click here
Article
Publication date: 2 June 2020

Weisha Wang, Cheng-Hao Steve Chen, Bang Nguyen and Paurav Shukla

With rising globalization, Western and Eastern brands are increasingly collaborating and co-branding. Drawing on the theory of dialectical self that captures the degree of…

Abstract

Purpose

With rising globalization, Western and Eastern brands are increasingly collaborating and co-branding. Drawing on the theory of dialectical self that captures the degree of cognitive tendency to tolerate conflicts, inconsistencies and ambiguities in self-concept, this paper investigates the effect of consumer dialectical self on co-branding that encompasses Western and East Asian cultural brand personality traits.

Design/methodology/approach

Two studies were conducted using Chinese participants to examine the effects of the dialectical self on co-brand evaluation under single-and dual-personality conditions and to explore the mediating role of ideal social self-congruence and the moderating role of product type (high vs low conspicuous).

Findings

The findings suggest that counterintuitive to the received wisdom, the dialectical self negatively influences one's attitude towards a co-brand in the dual-personality condition only. Further, ideal social self-congruence mediates the relationship between the dialectical self and dual-personality co-brand evaluation in the high conspicuous product condition only.

Practical implications

Important implications are offered to international marketing managers for managing the dialectical self that lead to positive co-brand evaluations. Moreover, managers should highlight ideal social self-congruence for co-branding success for particular product types.

Originality/value

This paper examines co-branding from a novel perspective of consumer dialectical self and shows the pivotal role it plays when brands carry varying cultural traits engage in co-branding. By identifying the role of the dialectical self and the important mediator and moderator, the paper fulfils an important gap in co-branding literature and offers key implications.

Details

International Marketing Review, vol. 37 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

To view the access options for this content please click here
Article
Publication date: 28 October 2013

Erica Leonard and Lea Prevel Katsanis

– The aim of this paper is to describe the development and validation of a two-dimensional scale measuring prescription drug brand personality as identified by consumers.

Downloads
2470

Abstract

Purpose

The aim of this paper is to describe the development and validation of a two-dimensional scale measuring prescription drug brand personality as identified by consumers.

Design/methodology/approach

A total of 483 US respondents rated a subset of 15 well-known prescription medications on 22 different personality traits. A total of 2,245 individual brand evaluations were generated and subsequently analyzed using exploratory factor analysis.

Findings

The findings revealed that consumers are in fact able to attribute human personality traits to prescription drugs. A stable and generalizable two-dimensional (competence and innovativeness) scale was established: the Prescription Brand Personality Scale (PBPS).

Research limitations/implications

The “stacked” data structure required to aggregate data across subjects discounts the variation between brands and subjects. The brands included in the study are relatively few compared to consumer brands.

Practical implications

This research has important implications for the expansion of pharmaceutical branding strategies and demonstrates the potential of using brand personality as an effective positioning and differentiation tool.

Originality/value

This is the first study to investigate the existence of prescription drug brand personalities as perceived by consumers as well as the development of the PBPS, specifically for prescription drug brands. The findings have important implications for the development of innovative marketing strategies, and this study lays the groundwork for further investigation into the antecedents and consequences of prescription drug brand personality.

Details

Journal of Consumer Marketing, vol. 30 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

To view the access options for this content please click here
Article
Publication date: 10 April 2017

Young Gin Choi, Chihyung “Michael” Ok and Sunghyup Sean Hyun

This study aims to investigate the effects of coffeehouse brand experiences and brand personality traits on brand prestige, and the effects of brand prestige on brand

Downloads
4767

Abstract

Purpose

This study aims to investigate the effects of coffeehouse brand experiences and brand personality traits on brand prestige, and the effects of brand prestige on brand relationship quality and loyalty in the coffeehouse industry.

Design/methodology/approach

Validated measurements were identified from a literature review. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses from 309 coffeehouse customers using confirmatory factor analysis and a structural equation modeling, accordingly.

Findings

Brand experiences and brand personality traits had direct effects on brand prestige, which in turn influenced brand relationship quality and attitudinal loyalty. Brand relationship quality directly and indirectly influenced attitudinal and behavioral brand loyalty.

Research limitations/implications

The data were collected from coffeehouse customers in the USA; therefore, the results may not be generalizable to other regions or types of service industries. The results have important theoretical and practical implications for gaining a competitive advantage through brand experiences, brand personality traits and prestige.

Practical implications

To enhance the coffeehouse brand prestige, it is critical to enhance patrons’ experiential interactions by using sensory appealing equipment/tools, developing sentimental slogans, active/behavioral mascots and intellectual advertising. Furthermore, it is necessary for it to build and enhance its own brand personality characterized by sincerity, excitement, competence, sophistication and ruggedness.

Originality/value

This study is the first to empirically test the relationships between brand experiences, brand personality traits and prestige in the coffeehouse industry.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 4
Type: Research Article
ISSN: 0959-6119

Keywords

1 – 10 of over 9000