Brand personality and purchase intention

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 brands of feel products in another session). In the end, 313 participants completed the questionnaire on the six brands of think products, and 320 completed the questionnaire on the six brands of feel products. Findings – Multiple regression analysis revealed that Hipness/Vivacity, Success, Sincerity and Sophistication brand personality dimensions are significant predictors of purchase intention. In addition, Domesticity/Emotionality and Professionalism also explain purchase intention but with a negative weight. The results are also broken down into product categories. Compared with non-users of the brands, the users rate the brands higher in all the brand personality dimensions. Practical implications – This paper should prove useful to marketing practitioners to understand how Mexican customers perceive their brands and those of their competitors and, therefore, to understand what competitors of these brands can do to increase purchase intention. Originality/value – The results found regarding purchase intention are important, as they can be used to identify those personality brand dimensions that appear to be most important in explaining consumer preferences.

Brand Personality Toward Customer Purchase Intention: The Intermediate Role of Electronic Word-of-Mouth and Brand Equity

“…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.…”

The Effects of Brand Image on Online Perceived Quality, Online Brand Personality and Purchase Intention

“…The characteristics unrelated to the product, which can affect its brand personality, are the style of advertising, its symbol, its time in the market, its country of origin, the image of the company and its president, the endorsement of celebrities, its sponsorship and the imagery of the user. Toldos-Romero et al (2015) claimed that as the behavior of a person affects the perceptions of others regarding his or her personality, also the actions of brands affect their personality. Brand personality is positively related to purchase intention.…”

The Linking of Brand Personality, Trust, Attitude and Purchase Intention of Halal Cosmetic in Indonesia; A Conceptual Paper

“…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.…”