The influence of brand personality on brand love, perceived quality and purchase intention: a study of e-retailing sites

PurposeThis study aims to understand how brand personality affects purchase intention through brand love and perceived quality in e-commerce.Design/methodology/approachThree hundred forty-eight users of e-commerce sites in New Delhi, India, were surveyed for the study. The data set was examined using confirmatory factor analysis, and the research hypotheses were assessed using structural equation modeling.FindingsTwo important conclusions emerged from the study. First, brand love and perceived quality have been considerably and favorably influenced by all six dimensions of brand personality of e-commerce brands. Second, the purchase intention toward the e-commerce sites is significantly and positively impacted by brand love and perceived quality.Practical implicationsThis study by exploring various dimensions of brand personality, will assist e-commerce executives in increasing purchase intention toward the e-retailing sites.Originality/valueThis research is supposed to be the foremost to look at how brand personality, through brand love and perceived quality affects purchase intention toward e-commerce websites. The attachment theory is used in this study as a theoretical foundation for linking e-commerce brand personality to customers' purchase intentions via brand love and perceived quality.