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 of Product & Brand Management – Emerald Publishing
Published: Dec 1, 2005
Keywords: Brand image; Experimental design
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
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
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.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera