Brand Relationships: A Personality-Based Approach

Nobre, Helena; Becker, Kip; Brito, Carlos

doi:10.4236/jssm.2010.32026

Cited by 18 publications

(9 citation statements)

References 24 publications

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“…However, Steinman and Wolfram (2012) showed that unethical behavior was unaffected on consumer attitudes toward the brand while in this study the opposite side was proved and showed that the impact of unethical behavior had a strong relationship with the brand equity. Nevertheless, the results of our survey are consistent with other results such as Oliver (2010), Lin (2010), Mohd Yasin et al (2005 and Nobre (2008).…”

Section: Discussionsupporting

confidence: 83%

The effect of unethical behavior on brand equity

Baei¹,

Rahmani²

2015

10.5267/j.msl

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This study explains the components of ethical behavior and their impacts on life insurance companies in province of Mazandaran, Iran. There were 367 insurance representatives and the study selects a sample of 187 ones based on Cochran formula and 2 questionnaires were distributed among them. The first questionnaire, unethical behavior, includes 8 items including Bribery, Cheating, Deception, Interact with colleagues, Act as social behavior, Uncommitted to firm and Irresponsibility. In addition, the questionnaire of brand equity contains three components of Awareness, Perceived quality and Loyalty. Using structural equation modeling, the study has determined that the effects of cheating and deception on unethical behaviors were not confirmed but the effects of other factors, bribery, interact with colleagues, act as social behavior, uncommitted to firm and irresponsibility on unethical behavior were confirmed. In addition, three components of Awareness, Perceived quality and Loyalty had positive relationship with brand equity.Growing Science Ltd. All rights reserved. 5

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Section: Discussionsupporting

confidence: 83%

The effect of unethical behavior on brand equity

Baei¹,

Rahmani²

2015

10.5267/j.msl

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“…Altman and Taylor's (1973) Interpersonal-Relationship theory suggested that relationships develop as a result of gradual development of mutual understanding and similarities between the individual and their partners in the relationship, and that some aspects of personality have an influence on the interpersonal process. Nobre, Becker and Brito [18] therefore suggest a plausible link between brand personality and the relationship that the customer establishes with the brand. Prior to Nobre et al [18], Sirgy [19] and Fournier [9] noted the influence of personality toward brand usage, trust and loyalty.…”

Section: Literature and Hypothesismentioning

confidence: 99%

“…Nobre, Becker and Brito [18] therefore suggest a plausible link between brand personality and the relationship that the customer establishes with the brand. Prior to Nobre et al [18], Sirgy [19] and Fournier [9] noted the influence of personality toward brand usage, trust and loyalty. Louis and Lombard's [6] study in the context of toys and video games found that brand personality has a direct and indirect effect on trust, attachment and commitment.…”

Section: Literature and Hypothesismentioning

confidence: 99%

Humanizing websites: Website personality for E-services

Chew

Khan

2015

2015 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM)

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Unlike physical services, e-services lack human interaction, which calls for them to be designed in a more human-like way. From the conventional marketing perspective, the concept of brand personality is used to explain the human characteristics associated with a brand. Regrettably, existing brand personality dimensions are context-specific and are often developed using physical products and services. This study advances the field of humanizing websites by identifying the set of website characteristics appropriate for e-services, specifically in terms of online banking services. Drawing from the interpersonal-relationship theory, this study further examines the relationship between website personality and how the customer relates to the website in terms of trust, commitment and satisfaction towards their online banking website services. In order to complete this investigation, 397 accounts of usable data have been gathered from online banking customers. A two-steps analysis using PCA and PLS-SEM resulted in the identification of three website personality dimensions that are unique to online banking services, with a varying degree of effect on customer trust, commitment and satisfaction.

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“…As indicated by Nobre et al (2010), a strong connection between brand personality and CBR has been established. Brand personality, whereby non-physical human characteristics are attributed to the brand, are used to…”

Section: Brand Personalitymentioning

confidence: 99%

Mature consumers’ relationship with their perfume

Drylie-Carey

Stewart²

2018

MEDCOM

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Resumen Glamorous and stylish, perfume is an evocative product that provokes a stimulus of the senses. It is suggested that the basis for consumer choice for this product should be based on olfactory preference, however the process related decision-making has been shown to be more complex. The mature consumer purchase decision making in this product category is often associated with long standing, established, luxury fragrance brands. In addition, at the frontline of the perfume sales process are fragrance consultants, who possess invaluable information on consumer involvement with perfume products and brands. Hence, this paper investigates CBR (consumer brand relationship) and the subsequent perfume purchase behaviour of mature female consumers from a dual (industry and consumer) perspective. Results indicate that important perceptual differences related to brand relationships with perfume exist between fragrance consultants and experts on one hand and consumers on the other. This research promotes a deeper understanding of current consumer approach and issues surrounding female mature purchasing behaviour for this unique category of product, and complements the growing body of literature related to luxury brands.Glamuroso y elegante, el perfume es un producto evocador que provoca un estímulo de los sentidos. Se sugiere que la base en la elección del consumidor para este producto debe ser la preferencia olfativa, sin embargo, la toma de decisiones relacionada con el proceso ha demostrado ser más compleja. Esta toma de decisiones en el consumidor maduro se asocia a menudo con las marcas de fragancias de lujo establecidas hace tiempo. Además, en la primera línea del proceso de venta de perfumes se encuentran los consultores de fragancias, quienes poseen inestimable información sobre la participación de los consumidores en productos y marcas de perfumes. Por lo tanto, este trabajo investiga la relación CBR (consumer brand relationship) y el comportamiento subsiguiente de compra de perfumes de consumidores maduros desde una perspectiva dual (industrial y de consumo). Los resultados indican que existen importantes diferencias perceptuales respecto a las relaciones de marca con el perfume entre consultores de fragancia y consumidores. Esta investigación promueve una comprensión más profunda del enfoque actual del consumidor y las cuestiones relacionadas con el comportamiento de compra maduro femenino para esta categoría única de producto, y complementa el creciente cuerpo de literatura relacionada con las marcas de lujo.

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Brand Relationships: A Personality-Based Approach

Cited by 18 publications

References 24 publications

The effect of unethical behavior on brand equity

The effect of unethical behavior on brand equity

Humanizing websites: Website personality for E-services

Mature consumers’ relationship with their perfume

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