Brand personality and brand equity: evidence from the sportswear industry

Su, Jin; Tong, Xiao

doi:10.1108/jpbm-01-2014-0482

Cited by 76 publications

(82 citation statements)

References 51 publications

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“…Despite its relevance, only few researchers investigate the link between brand personality and brand awareness (e.g. Su and Tong, 2015;Valette-Florence et al, 2011). However, related brand personality relationships can be found.…”

Section: Cbr Constructsmentioning

confidence: 99%

Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty

Molinillo

Japutra

Nguyen

et al. 2017

MIP

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Purpose -There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach -This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the data. Findings -The results show that brand personality positively affects the three CBR constructs. Specifically, the focus is shifted to the two major personality dimensions, responsible and active, respectively. The results indicate that an active brand is a stronger predictor of brand awareness compared to a responsible brand. However, a responsible brand is a stronger predictor of brand trust as well as brand loyalty compared to an active brand. Surprisingly, the results display that active brands lower brand trust and brand loyalty. Practical implications -This finding informs brand managers that projecting active brand personality leads to higher awareness. However, projecting more responsible brand leads to greater trust and loyalty. The study highlights that having one personality may not be sufficient to develop an enduring CBR, but a brand personality must "evolve" and progress as the relationship develops over time. Such dynamic brand personality may provide a more long-lasting brand strategy and a greater source of competitive advantage. Originality/value -The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs, and in doing so, the study responds to previous studies' calls to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, the study displays which ones of the two dimensions in the new BPS (i.e. responsible and active) may be better predictors to the three CBR constructs. Keywords Brand loyalty, Brand awareness, Brand personality, Active brand, Brand trust, Responsible brand Paper type Research paper represents the most prominent operationalization of brand personality (Eisend and Stokburger-Sauer, 2013;Matzler et al., 2016;Freling et al., 2011), her model has been the

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Section: Cbr Constructsmentioning

confidence: 99%

Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty

Molinillo

Japutra

Nguyen

et al. 2017

MIP

View full text Add to dashboard Cite

show abstract

“…Brand personality enables companies to create unique and favorable impressions in consumers' mind and then establish and enhance brand equity (Louis & Lombart, 2010;Su & Tong, 2015). Brand personality, especially a distinctive, powerful, favorable, and stable one, is beneficial for both marketers and consumers and can create a bond between them (Sung & Kim, 2010).…”

Section: Brand Personality Consumer Satisfaction and Consumer Brandmentioning

confidence: 99%

Brand Personality, Consumer Satisfaction, and Loyalty: A Perspective from Denim Jeans Brands

Tong

2016

Family & Consum Sci Res J

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This study employed Aaker's brand personality framework to empirically investigate the personality of denim jeans brands and to examine the impact of brand personality on consumer satisfaction and brand loyalty based on data collected from 474 college students. Results revealed that the personality of denim jeans brands can be described in six dimensions with 51 personality traits: attractiveness, practicality, ruggedness, flexibility, friendliness, and honesty. The results indicated that consumers associate particular brand personality dimensions with denim jeans brands. Also, the various dimensions of brand personality have different effects on consumer satisfaction and consumer brand loyalty.

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“…The importance of managing and communicating brand meaning over time cannot be emphasized enough (Keller, 2003(Keller, , 2009Kim et al, 2006;Park et al, 1986;Su and Tong, 2015).…”

Section: Mental Representation Of Brandsmentioning

confidence: 99%

“…Building brand equity should be seen as a long-term investment, developed and nurtured to insulate products from competition and to achieve long-run competitive advantage (Buchanan et al, 1999;Davcik et al, 2015;Keller, 2003;Park et al, 1986;Su and Tong, 2015). When a brand is established in the marketplace through strong and positive consumer perceptions, brand equity can be further reinforced by extending such associations to new products.…”

Section: Theoretical and Managerial Relevancementioning

confidence: 99%

Mental representation of brands: a schema-based approach to consumers’ organization of market knowledge

Halkias

2015

Journal of Product &Amp; Brand Management

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Purpose – This paper aims to review the notion of schemata in consumer behavior, placing particular emphasis on the conceptualization of brand knowledge, and illustrate how schema theory may act as a unifying conceptual framework to study what consumers know about products and brands. Extant research on how consumers conceptualize brands lacks a single, coherent theoretical framework. The literature is fragmented into different approaches that may prevent comparisons across studies and make it difficult to draw conclusive results. Design/methodology/approach – The paper discusses the central tenets of schema theory and then presents the structure of schematic knowledge and the main typology of consumer schemata. It focuses on the brand schema, delineating its internal properties and drawing analogies with other approaches used to describe consumers’ mental representation of brands. Findings – Schema theory can provide a comprehensive framework to analyze how consumers perceive brand information. A cognitive schema specifies the parameters of knowledge content, discriminates between different types of information and indicates how various pieces of information relate to one another. Importantly, the internal structure of schemata remains stable across conceptual domains, allowing to investigate brand-specific knowledge in different contexts and in conjunction with superordinate and subordinate knowledge structures. Originality/value – This is the first systematic review of the notion of schemata in consumer behavior. It thoroughly describes how schema theory from psychology has been applied in marketing research to describe the organization of market knowledge and illustrates how it may function as an analytical tool.

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Brand personality and brand equity: evidence from the sportswear industry

Cited by 76 publications

References 51 publications

Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty

Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty

Brand Personality, Consumer Satisfaction, and Loyalty: A Perspective from Denim Jeans Brands

Mental representation of brands: a schema-based approach to consumers’ organization of market knowledge

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