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Abstract
It is very important for marketers to manage brand personalities effectively. As brand personalities affect a consumer-brand relationship and attitude related to the brand positively or negatively. A brand personality can project five attributes: sincere, exciting, strong, sophistication, and cute. In this research, we investigate which brand personalities affect consumer-brand relationships and brand attitudes. According to this research, sincere and cute brand personalities affect consumer-brand relationships (composed of brand trust and brand commitment) and brand attitudes positively. Strong and exciting brand personalities affect consumer-brand relationships and brand attitudes negatively. A sophistication brand personality does not affect consumer-brand relationships and brand attitudes. Considering participation by the virtual brand community, we examine whether or not brand personalities affect consumer-brand relationships and brand attitudes changes. A consumer-brand relationship is affected participation in the brand community, but a brand attitude is not affected by participation in the brand community. When consumers participate in the brand community, brand personalities affect consumer-brand relationships, but brand personalities don't affect brand attitudes. In this study, we suggest that not all brand personalities can effectively promote a consumer-brand relationship and a brand attitude. According to the purpose of a firm or a brand, marketers should manage brand personality strategies selectively. Also, it is important for consumers to participate in brand community activities. Through this study, we suggest each brand personality has different types of influences on consumer-brand relationships and brand attitudes.
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Abstract
It is very important for marketers to manage brand personalities effectively. As brand personalities affect a consumer-brand relationship and attitude related to the brand positively or negatively. A brand personality can project five attributes: sincere, exciting, strong, sophistication, and cute. In this research, we investigate which brand personalities affect consumer-brand relationships and brand attitudes. According to this research, sincere and cute brand personalities affect consumer-brand relationships (composed of brand trust and brand commitment) and brand attitudes positively. Strong and exciting brand personalities affect consumer-brand relationships and brand attitudes negatively. A sophistication brand personality does not affect consumer-brand relationships and brand attitudes. Considering participation by the virtual brand community, we examine whether or not brand personalities affect consumer-brand relationships and brand attitudes changes. A consumer-brand relationship is affected participation in the brand community, but a brand attitude is not affected by participation in the brand community. When consumers participate in the brand community, brand personalities affect consumer-brand relationships, but brand personalities don't affect brand attitudes. In this study, we suggest that not all brand personalities can effectively promote a consumer-brand relationship and a brand attitude. According to the purpose of a firm or a brand, marketers should manage brand personality strategies selectively. Also, it is important for consumers to participate in brand community activities. Through this study, we suggest each brand personality has different types of influences on consumer-brand relationships and brand attitudes.