A lovable personality: The effect of brand personality on brand love

被引：57

作者：

Roy, Pinaki ^{[1
]}

Khandeparkar, Kapil ^{[2
]}

Motiani, Manoj ^{[3
]}

机构：

[1] Indian Inst Management, Ahmadabad, Gujarat, India

[2] Goa Inst Management, Panaji, Goa, India

[3] Indian Inst Management, Indore, Madhya Pradesh, India

来源：

JOURNAL OF BRAND MANAGEMENT | 2016年 / 23卷 / 05期

关键词：

brand love; brand personality; sincerity; excitement; branding; relationship marketing; CONSUMERS; PRODUCT; ANTECEDENTS; ATTACHMENT; TRUST; CONSEQUENCES; SATISFACTION; DIMENSIONS; RETAILERS; MEDIATION;

D O I：

10.1057/s41262-016-0005-5

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study proposes and empirically tests the impact of two dimensions of brand personality (excitement and sincerity) on brand love and, subsequently, on store brand loyalty and + WOM in the context of online retailers. The data were collected from 500 respondents to test the proposed model using structural equation modeling (SEM). The results demonstrated that the two dimensions of brand personality as well as brand love have a positive impact on store brand loyalty and + WOM. Additionally, 'sincerity' and 'excitement' had a direct effect on store brand loyalty but not on + WOM. However, both the personality dimensions inuenced + WOM through brand love and store brand loyalty.

引用

页码：97 / 113

页数：17

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