The impact of brand personality on consumer behavior: the role of brand love

Bairrada, Cristela Maia; Coelho, Arnaldo; Lizanets, Viktoriya

doi:10.1108/jfmm-07-2018-0091

Cited by 93 publications

(100 citation statements)

References 72 publications

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“…The study also offers sufficient rationale for marketers to exploit trust and brand image, since they are strong drivers of brand love which is a significant precursor of loyalty intention. Additionally, the study confirms that love like feeling towards a brand allows an individual to show active engagement towards the brand (Bairrada et al., 2019) which may help a brand to follow them via online and offline resources. Hence, a consumer is more prone to hit like button and to give a five‐star rating to their loved brand.…”

Section: Discussionsupporting

confidence: 73%

Role of brand experience in shaping brand love

Joshi

Garg

2020

Int J Consumer Studies

137

107

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Consumer–brand relationships are witnessing a tremendous upheaval from the past few years, with emotions becoming a predictor of a brand's fate. Brand love is a construct that reflects the passionate emotional attachment of a consumer with a brand, thus, it has captured the attention of practitioners around the globe. Moreover, Gen Z consumers of countries like India have also shown huge emotional sensitivity while purchasing fashion apparel brands since these brands intensify their social image. The marketers, therefore, are looking out for strategic alternatives to engage the consumer and stimulate their emotions. In view of this, the present study adds to the existing body of literature by introducing novel linkages in branding by examining the mediating role of brand engagement in shaping loyalty intentions. The study also recognizes the moderating role of experience with several proposed relationships concerning brand love. For this purpose, cross‐sectional research was carried out by collecting responses from Gen Z consumers. The results reveal the significant mediating role of brand engagement between brand love and loyalty intention and confirms the moderating role of brand experience in two relationships (i.e., brand trust and brand image) with brand love while insignificant with brand satisfaction. It has also observed direct and indirect effects of brand love, thus, extending existing models and proposed theories. Emerging markets like India have massive potential for marketers in almost all product categories. However, the fashion apparel category has come out as an attractive industry due to the emergence of fashion‐conscious generation, that is, gen Z. The marketers today focus on the loyalty of the customer therefore, a study articulating loyalty intention and its precursors would help in constituting several branding strategies.

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Section: Discussionsupporting

confidence: 73%

Role of brand experience in shaping brand love

Joshi

Garg

2020

Int J Consumer Studies

137

107

View full text Add to dashboard Cite

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“…Likewise, the importance of brand love in brand loyal behaviors was reported in several studies of fashion brands. Brand love directly contributed to brand loyal behaviors or served as a positive moderator that enhanced desirable consumer-brand outcomes, such as positive word-of-mouth, willingness to pay more, active engagement, and resistance to negative information (e.g., Bairrada et al 2019;Hegner et al 2017;Nikhashemi et al 2019). Based on previous findings, the following hypothesis is proposed.…”

Section: Effect Of Brand Love On Brand Loyal Behaviorsmentioning

confidence: 99%

Fashion Brand Love: Application of a Cognition–Affect–Conation Model

Han

Choi

2019

Social Sciences

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A large numbers of studies have supported the crucial role of brand love in consumer–brand relationships; however, research that examines fashion brand love and its relationship with cognitive aspects and self-concept congruency remains limited. Therefore, the purpose of this study was to identify important factors that are associated with fashion brand love. A questionnaire in which participants provided self-reported responses was created to measure the constructs and structural equation modeling (SEM) and independent sample t-tests were conducted to test the hypothesized relationships. Our results indicated that consumers who know more about fashion brands are more likely to have stronger emotional attachment to their favorite fashion brand and brand love, in turn, has a significant effect on performing brand-loyal behaviors. Furthermore, our results demonstrated that fashion brand love is strongly associated with actual and ideal self-congruity. These findings suggest that it is important for fashion brands to focus on developing affective relationships with consumers to gain brand loyalty and one way to achieve this goal is to enhance brand awareness or knowledge among consumers. Fashion brands also need to invest in activities that aim to deliver a brand image congruent with actual and ideal self-concepts of the target market.

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“…Brand management, a key marketing strategy for enterprises (Capron and Hulland, 1999;Ertimur and Coskuner-Balli, 2015), includes the management of explicit elements, such as brand name and logo (Bresciani and Ponte, 2017;Luffarelli et al, 2019), and management of implicit elements, such as brand relationships and brand personality (Aaker, 1997;Machado et al, 2019). The entirety of these elements can influence the psychology and behavior of customers and may ultimately affect enterprises' brand equity (Bairrada et al, 2019;Bettels and Wiedmann, 2019). Many brandrelated studies demonstrate that brands have specific characteristics similar to human personalities and the relationships between people and brands resemble interpersonal relationships (Aaker, 1997;Aggarwal, 2004;Grohmann, 2009).…”

Section: Introductionmentioning

confidence: 99%

Do Brand Competence and Warmth Always Influence Purchase Intention? The Moderating Role of Gender

et al. 2020

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Consumers' perceptions of a brand (e.g., competence or warmth) may directly affect their brand trust, purchase intention, and ability to achieving corporate goals of sustainability. However, gender acts as a moderator in the influence of brand perception on purchase intention. This study examined the main effects of brand perception on purchase intention, the moderating effect of gender, and the mediating effect of brand trust by conducting two experiments and a path analysis. Findings from experiment 1 show that perceived warmth and perceived competence exert significant positive effects on purchase intention with brand trust as a mediator. Findings from experiment 2 indicate that perceived warmth is influential only for female customers, not for male customers, that is, gender moderates the relationship between perceived warmth and purchase intention. However, gender does not moderate the influence of perceived competence on purchase intention. The results of the path analysis are consistent with the experimental results, indicating that the conclusions of the study are robust and reliable. Finally, theoretical contributions and managerial implications are discussed.

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The impact of brand personality on consumer behavior: the role of brand love

Cited by 93 publications

References 72 publications

Role of brand experience in shaping brand love

Role of brand experience in shaping brand love

Fashion Brand Love: Application of a Cognition–Affect–Conation Model

Do Brand Competence and Warmth Always Influence Purchase Intention? The Moderating Role of Gender

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