An empirical analysis of the brand personality effect

An empirical analysis of the brand personality effect Purpose – Seeks to provide empirical support for the “brand personality effect”, that is, the direct influence that brand personality will have on a variety of consumer‐driven outcomes. Design/methodology/approach – Tests a series of hypotheses using experimental research design with 192 subjects. Findings – Support is found for all proposed hypotheses. These findings indicate that brand personality will have a positive influence on product evaluations and that subjects exposed to a brand's personality will have a significantly greater number of brand associations; significantly greater proportion of brand associations; significantly greater unique brand associations; significantly greater proportion of congruent brand associations; and significantly greater proportion of strong brand associations. Practical implications – This paper conceptually establishes brand personality and empirically demonstrates the brand personality effect on consumer‐based outcomes. This finding strengthens the brand personality literature and establishes a baseline study for future empirical research. Originality/value – Brand personality has received levels of research from academics and practitioners alike, but this research presents the first empirical test of the direct effect of brand personality and how it drives consumer behavior. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

An empirical analysis of the brand personality effect

Loading next page...
 
/lp/emerald-publishing/an-empirical-analysis-of-the-brand-personality-effect-wfZSMOIxCH
Publisher
Emerald Publishing
Copyright
Copyright © 2005 Emerald Group Publishing Limited. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420510633350
Publisher site
See Article on Publisher Site

Abstract

Purpose – Seeks to provide empirical support for the “brand personality effect”, that is, the direct influence that brand personality will have on a variety of consumer‐driven outcomes. Design/methodology/approach – Tests a series of hypotheses using experimental research design with 192 subjects. Findings – Support is found for all proposed hypotheses. These findings indicate that brand personality will have a positive influence on product evaluations and that subjects exposed to a brand's personality will have a significantly greater number of brand associations; significantly greater proportion of brand associations; significantly greater unique brand associations; significantly greater proportion of congruent brand associations; and significantly greater proportion of strong brand associations. Practical implications – This paper conceptually establishes brand personality and empirically demonstrates the brand personality effect on consumer‐based outcomes. This finding strengthens the brand personality literature and establishes a baseline study for future empirical research. Originality/value – Brand personality has received levels of research from academics and practitioners alike, but this research presents the first empirical test of the direct effect of brand personality and how it drives consumer behavior.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Dec 1, 2005

Keywords: Brand image; Experimental design

References

  • Services Marketing
    Lovelock, C.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off