Brand Personality’s Influence on the Purchase Intention: A Mobile Marketing Case

Abstract

This study underlines the value of the brand personality and its influence on consumer's decision making, through relational variables. An empirical study, in which 380 participants have received an SMS ad, confirms that brand personality does actually influence brand trust, brand attachment and brand commitment. The levels of brand sensitivity and involvement have also an impact on the brand personality and on its related variables.

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 importance of this issue is to the extent that today many world famous companies such as Procter & Gamble and Mars are structured through their brands (Baker, Hunt & Scribner, 2002), and exercise their power on purchase decisions and consumers tendency to pay the extra cost by brand (Aaker, 1991). Recently, useful constructs such as brand personality and brand equity entered into the brand literature (Aaker, 1997;Bouhlel, Mzoughi, Hadiji & Ben Slimane, 2011), which considering them in the behavior intentions models in a broad range, could lead to non-price competitive advantage (Bouhlel et al, 2011;Bruwer & Buller, 2005). This would increase the possibility of revealing the main factor and real cause of the purchase intentions leading to the purchase decision.…”

Influência Das Marcas Na Tomada De Decisão Do Consumidor: Um Revisão Teórica

“…Em seu estudo Gowri (2012), identificou que as marcas como heurísticas parecem ter um maior impacto sobre a decisão do que as demais dimensões do brand equity (qualidade percebida e lealdade). Bouhlel et al (2011) identificaram que a personalidade da marca aumenta a confiança e o comprometimento sobre ela, estabelecendo uma relação positiva com a intenção de compra.…”

The Effect of Perceived Business Ethics on Brand Personality Dimensions & Creation of Brand Equity in Developing Countries

“…In this study, perceived business ethical attributes are defi ned as: "attributes that refl ect a person's conscience" (Jean-Ruel, 2008). In addition, Bouhlel et al (2011) believe that brand personality distinguishes the brand from its competitors, and in the results, brand equity will be created and improved, because brand personality is one of the main dimensions of brand equity; in addition, brand personality is able to improve brand trust, brand dependency and consumer-brand relationships. Also, Supphellen and Grønhaug (2003) note that many researchers have paid attention to the concept of brand personality that was introduced by Aaker (1997), because it is an important concept for making distinction as well as long-term development of brand equity.…”