2015
DOI: 10.1108/ebr-03-2013-0046
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Abstract: Purpose – The purpose of this paper is to analyze the effects of brand personality dimensions on purchase intention. Furthermore, the brand personality dimensions are compared to study the differences between users and non-users of 12 brands. Design/methodology/approach – An estimated 400 undergraduate students participated. They were given a questionnaire divided into two sessions (six brands of think products in one session and six bra… Show more

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Cited by 38 publications
(16 citation statements)
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References 24 publications
(24 reference statements)
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“…In this regard, according to the results of first hypothesis testing, Mellat Bank brand personality has a positive effect on the customers' purchase intentions; it means that positive brand personality of product leads to the increase of customers purchase intention. These results are in accordance with the results of the other studies in this field (Bouhlel et al, 2011;Akin, 2011;Toldos-Romero & Orozco-Gómez, 2015). According to the results of Figure 1, of the effective dimensions of brand personality on Mellat bank customers' purchase intention, competence and sincerity have the highest factor loading.…”
Section: Methodssupporting
confidence: 81%
“…In this regard, according to the results of first hypothesis testing, Mellat Bank brand personality has a positive effect on the customers' purchase intentions; it means that positive brand personality of product leads to the increase of customers purchase intention. These results are in accordance with the results of the other studies in this field (Bouhlel et al, 2011;Akin, 2011;Toldos-Romero & Orozco-Gómez, 2015). According to the results of Figure 1, of the effective dimensions of brand personality on Mellat bank customers' purchase intention, competence and sincerity have the highest factor loading.…”
Section: Methodssupporting
confidence: 81%
“…It was based on a new data sample (Byrne, 2010). Consistent with brand personality studies (Aaker, 1997;Toldos-Romero & Orozco-Gómez, 2015;Leonard & Katsanis, 2013), a representative sample of 604 respondents, each of whom evaluated two brands, made a new sample from 1208 cases. Such a number of cases is good for the anticipated effect size (0.1), statistical power level (0.8), probability level (0.05) and having a number of latent variables (3) and a number of observed variables (13) (Wolf et al, 2013;MacCallum et al, 1996).…”
Section: Scale Refinement: Exploratory Factor Analysismentioning
confidence: 99%
“…It is important to understand consumer purchase intention and how it affects consumer decision making and understand the factors affecting purchase intention.10 Previous study describes the relationships between brand personality, brand trust and purchase intention. [11][12] The present study will provide a framework on the determinants of purchase intention in Indonesian halal cosmetic industry for policy makers and halal cosmetic manufacturers.…”
Section: Background Of the Studymentioning
confidence: 99%