Brand Personality and Emotional Attitudes: The Case of Mobile Telephone Operators

Klabi, Fethi; Debabi, Mohsen

doi:10.1080/08911762.2011.592460

Cited by 15 publications

(10 citation statements)

References 34 publications

(44 reference statements)

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…This present study, unlike previous research works on brand personality which was conducted in different context such the telecommunication industry (Klabi and Debabi, 2011), retailing (Das, 2014a, b), and automobile industry (Ha and Janda, 2014), combined both brand personality as well as functional congruity to test how consumers build loyalty towards automobile brands. Both aforesaid constructs play a pivotal role in building brand loyalty in the car industry, and most importantly in developing different loyalty stages.…”

Section: Theoretical Contributionsmentioning

confidence: 99%

The chain of effects from brand personality and functional congruity to stages of brand loyalty

Nikhashemi

Naser

2018

APJML

View full text Add to dashboard Cite

Purpose The purpose of this paper is to identify the impacts of brand personality and functional congruity on various components of brand loyalty (i.e. cognitive, affective, and conative) by examining the moderating role of gender. Design/methodology/approach The proposed model is examined by considering car as a product brand stimulus. Using a self-structured questionnaire, 263 usable responses are considered for data analysis by applying the structural equation modelling method. Findings The findings indicate that all hypotheses on the relationships between brand personality, functional congruity, and stages of brand loyalty are supported except for the relationship between brand personality and conative loyalty, whereby brand personality indirectly have impacts on conative brand loyalty via functional congruity. The outcome of the multi-group analysis shows that the impact of brand personality and functional congruity on cognitive, affective, and conative brand loyalty varies across gender groups. Practical implications The results indicate that if marketing managers are willing to create cognitive, affective as well as conative brand loyalty among consumers, they ought to tally their consumers’ purchasing and evaluation criteria with the functional and symbolic attributes. If the target consumers were motivated to purchase the product based on the symbolic attributes (as preferred by females in the present study), more attention should be focussed on communicating and delivering the symbolic attributes during their marketing campaign; on the other hand, if the consumers were inclined to buy product based on the utilitarian functions (as preferred by males in the current study), more emphasis should be placed on the functional values and attributes. Originality/value This study is the first to utilise self-congruity and the elaboration likelihood model to explain the influence of brand personality and functional congruity on each component of brand loyalty within the automobile industry’s context. This study on the moderating role of gender shows that the effect of brand personality and functional congruity is different across gender groups. The findings can help marketers to design an effective brand positioning and marketing strategies in order to stay competitive.

show abstract

Section: Theoretical Contributionsmentioning

confidence: 99%

The chain of effects from brand personality and functional congruity to stages of brand loyalty

Nikhashemi

Naser

2018

APJML

View full text Add to dashboard Cite

show abstract

“…It has been admitted by scholars and practitioners that BP can be used as a strategy for product differentiation as it results in brand preference, greater emotional bound to brand and loyalty (Klabi & Debabi, 2011). Besides, previous studies have also identified that BP is a good predictor of perceived product quality (Ramaseshan & Tsao, 2007), brand associations (Freling & Forbes, 2005a), brand trust (Klabi & Debabi, 2011), brand commitment (Eisend & Stokburger-Sauer, 2013) and purchase intention (Ha & Janda, 2014). Therefore, on this basis, we can assume that if BP can influence consumers to develop brand preference, trust, positive product quality evaluation, purchase intention as well as loyalty and commitment, it would make sense to consider that there would be a negative relationship between BP and consumer switching behaviour.…”

Section: Brand Personalitymentioning

confidence: 99%

Does Brand Personality and Perceived Product Quality Play a Major Role in Mobile Phone Consumers’ Switching Behaviour?

Nikhashemi

Naser

Tarofder

2017

Global Business Review

View full text Add to dashboard Cite

This study’s main objective is to explore the antecedents of consumer switching behaviour in the context of mobile industry. At the same time, this study gives a closer focus on the roles that brand personality (BP) and perceived product quality play in customer satisfaction (CS), consumer brand identification and switching behaviour. Using a self-structured questionnaire, 381 usable responses were recorded for data analysis. Exploratory factor analysis (EFA), confirmatory factor analysis and structural equation modelling were employed to analyze the data. The EFA outcome reveals that excitement, competence and sophistication are the most significant qualities predicting BP in the mobile industry’s context. The result demonstrates that BP, indirectly through consumer brand identification and customer satisfaction, has a negative effect on consumer’s switching behaviour intention. Perceived product quality has a direct and indirect relationship with switching behaviour intention. Finally, it is revealed that BP has high impact on perceived product quality’s evaluation as well.

show abstract

“…The population for this study was consumers of the Nigerian telecommunication industry resident in Lagos State, which is a melting pot of all the Nigerian cultures due to its designation as Nigeria's economic focal point (About Lagos, n.d.). Klabi and Debabi (2011) as well as Čáslavová and Petráčková (2011) supported this category of subjects. In line with Aaker's (1997) use of non-probabilistic volunteer sampling 700 volunteers who were all students of the University of Lagos Distance Learning Institute completed copies of the questionnaire.…”

Section: Population and Samplingmentioning

confidence: 71%

An Assessment of Consumer Perception of the Brand Personality of Globacom, Nigeria

Ajeyalemi

Dixon-Ogbechie

2020

Internext

View full text Add to dashboard Cite

Double Blind Review System Scientific Editor Ilan AvrichirObjective: (i) to adapt Aaker's (1997) scale to measure brand personality in the Nigerian telecommunications market using the methodology identified by Avis (2012) to be the most stable in literature; (ii) to identify the traits that could be used in marketing communication in the telecommunications industry; (iii) to reveal the brand personality factors of the telecommunications industry. Method: The study used a mixed design and survey method to sample 700 consumers of the Nigerian telecommunications industry. Data was collected using a questionnaire and analyzed using inferential statistics. Main Results: Aaker's (1997) scale was adapted to measure the brand personality in the Nigerian telecommunications industry and it measured six factors, namely, Sincere, Rugged, Sophistication, Competence, Innovative and Excitement.. Relevance/originality: The study provides local empirical evidence of the brand personality factors of the Nigerian telecommunication industry. The scale will be relevant in measuring the brand personality of other brands within the industry. Theoretical/Methodological contributions: The study supported the use of Aaker's (1997) methodology in developing brand personality scales. The findings were consistent with terminology that could be used to describe brands in the industry. Social Contributions/For management: Managers of Nigerian telecommunication industry brands can make use of the traits identified in marketing communication in order to better present their brands.

show abstract

Brand Personality and Emotional Attitudes: The Case of Mobile Telephone Operators

Cited by 15 publications

References 34 publications

The chain of effects from brand personality and functional congruity to stages of brand loyalty

The chain of effects from brand personality and functional congruity to stages of brand loyalty

Does Brand Personality and Perceived Product Quality Play a Major Role in Mobile Phone Consumers’ Switching Behaviour?

An Assessment of Consumer Perception of the Brand Personality of Globacom, Nigeria

Contact Info

Product

Resources

About