Brand personality and its impact on brand trust and brand commitment: an empirical study of luxury fashion brands

Tong, Xiao; Su, Jin; Xu, Yingjiao

doi:10.1080/17543266.2017.1378732

Cited by 42 publications

(41 citation statements)

References 61 publications

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“…In Malyasia, Mohtar et al (2013) found 12 brand personality dimensions in their study. Tong, Su and Xu (2018) revealed six distinct personality dimensions in U.S. luxury fashion brands. Baek, Kim and Martin (2010) found three dimensions in the media industry.…”

Section: Discussionmentioning

confidence: 99%

“…In Malaysia, Mohtar et al (2013) found 12 brand personality dimensions in their study. Tong, Su and Xu (2018) revealed that American consumers perceived six distinct personality dimensions and 37 personality traits in luxury fashion brands. In researching television news, Chan-Olmsted and Cha (2008) found three dimensions, contrary to a study on news media by Kim, Tae and Martin (2010) who found five brand personality dimensions.…”

Section: Brand Personality Dimensionsmentioning

confidence: 99%

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Measurement, validity, and dimensionality of Jennifer Aaker’s brand personality scale for a mobile telephone brand in a developing country

Kiriri¹

2019

JBRMR

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Branding and brand personality have become major areas of interest for marketing strategists and academicians. This has, in turn, led to an interest in determining ways to judge brands' own personality and the implications for these in the market. In 1997, Jennifer Aaker developed a brand personality scale which identified five key brand dimensions. Her study was conducted in the U.S., and since then researchers have assessed the reliability, validity, and dimensionality of her scale in different parts of the world. There has however been a paucity of studies in Africa, including Kenya, that focus on validating Aaker's brand personality scale. This study was centered on assessing the reliability, validity, and dimensionality of the brand personality scale in Kenya, a developing country. In doing so, data was gathered from customers of Safaricom, a mobile phone service provider. The sample for this study was drawn from both undergraduate and graduate students at the United States International University-Africa. The data collection instrument was an adaptation of Aaker's brand personality scale, with 42 items. Altogether, 211 completed questionnaires were used in the final analysis. Cronbach's Alpha values of each construct confirmed that good reliability exists with the data. Principle component analysis was employed to determine the important factors of brand personality. As opposed to the 42 items in the Aaker scale, only 22 were found to satisfy requirements, and 20 items were therefore discarded. Seven dimensions were identified through the CFA, as opposed to the five by Aaker. A structural equation model was developed showing the relationships between the seven dimensions and brand personality, and all the seven were significant. Safaricom brand personality was identified as excitement by consumers after the regression path coefficient.

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Section: Discussionmentioning

confidence: 99%

Section: Brand Personality Dimensionsmentioning

confidence: 99%

Measurement, validity, and dimensionality of Jennifer Aaker’s brand personality scale for a mobile telephone brand in a developing country

Kiriri¹

2019

JBRMR

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“…La variable de personalidad de marca es un aspecto que tiene relación con otras variables diferentes. Este aspecto es importante para la generación de confianza en la marca así como para creación de un compromiso entre el usuario y dicha marca (Tong, Su, & Xu, 2017). Además, la personalidad ha sido relacionada con la congruencia del usuario con la marca.…”

Section: Discussionunclassified

La personalidad de marca para la mejora de la lealtad en servicios deportivos: el rol de la congruencia

Alguacil¹,

Parra-Camacho²,

Mundina³

2019

sportk

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Esta investigación pretende comprobar si la personalidad de marca tiene una influencia en el aumento de los niveles de congruencia o identificación que tiene el usuario con la marca, y si es así, en qué medida lo hace. Del mismo modo, pretende conocer si dicha congruencia es un elemento determinante para conseguir la lealtad de los usuarios de servicios deportivos. Para ello, se ha utilizado un instrumento de medida formado a partir de la bibliografía existente, analizando tanto la fiabilidad y validez del instrumento como las relaciones entre las variables propuestas con el programa de ecuaciones estructurales smartPLS. Los resultados indican que las dimensiones de sinceridad, competencia y sofisticada de la personalidad de marca influyen significativamente en la mejora de la congruencia y explican hasta un 55% de su varianza, así como la congruencia, por sí sola, es capaz de explicar hasta un 52% de la varianza de la lealtad. This research aims to test whether and to what extent brand personality has an influence on the user's increased levels of consistency or identification with the brand. Likewise, it seeks to know whether such congruence is a determining element for achieving the loyalty of users of sports services. To this end, a measuring instrument based on existing literature has been used to analyse both the reliability and validity of the instrument and the relationships between the variables proposed with the smartPLS structural equation programme. The results indicate that the sincerity, competence and sophistication dimensions of brand personality significantly influence the improvement of congruence and explain up to 55% of its variance, as well as congruence alone is capable of explaining up to 52% of the variance of loyalty.

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“…The brand is considered honorable when it respects its promises and puts the consumer's long-term interests foremost. In summary, brand credibility results from a rational and cognitive process based on the assessment of brand performance and reputation, whereas integrity is an affective and social trust outcome built on consumer perception of brand orientation and intentions towards the consumer (Tong, Su, & Xu, 2017).…”

Section: Brand Trustmentioning

confidence: 99%

Antecedents and consequences of brand passion among young smartphone consumers: evidence of Iran

Ghorbanzadeh

Saeednia

Rahehagh

2020

Cogent Business & Management

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As emotional consumer-brand relationships have a high impact on consumer behavior, brand managers tend to create passionate brands, e.g. by using emotional advertising messages. Although the role of emotions is frequently discussed in marketing literature, the causalities of brand passion are rudimentarily analyzed in empirical research. The aim of this study is investigating the antecedents (affective brand experience, brand prestige, brand identification and, brand trust) and consequences (positive word of mouth and willingness to pay price premium) passion to Smartphone brands among young consumers. The research model was tested using data convenient sampling collected from students of Azad University in Tehran City. The numbers of valid observations were 384. Structure equation modeling using Lisrel 8.80 software was used to verify and validate the research model. The results revealed that affective brand experience, brand identification, and brand trust (as important antecedents) has a positive and significant Davood Ghorbanzadeh ABOUT THE AUTHORS

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Brand personality and its impact on brand trust and brand commitment: an empirical study of luxury fashion brands

Cited by 42 publications

References 61 publications

Measurement, validity, and dimensionality of Jennifer Aaker’s brand personality scale for a mobile telephone brand in a developing country

Measurement, validity, and dimensionality of Jennifer Aaker’s brand personality scale for a mobile telephone brand in a developing country

La personalidad de marca para la mejora de la lealtad en servicios deportivos: el rol de la congruencia

Antecedents and consequences of brand passion among young smartphone consumers: evidence of Iran

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