The Influence of Brand Associations on Brand Preference and Purchase Intention

O’Cass, Aron; Lim, Kenny

doi:10.1300/j046v14n02_03

Cited by 71 publications

(56 citation statements)

References 40 publications

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“…Consistent with the existing literature (O'Cass and Lim 2002;Wang, Yang, and Liu 2009;Ramaseshan and Hsiu-Yuan 2007), the findings indicate a positive influence of favorable brand personality dimensions on brand equity. The significance of brand personality for brand building has been highlighted in the mainstream brand equity frameworks (Keller 1993;Aaker 1991).…”

Section: Theoretical Implicationssupporting

confidence: 89%

Exciting on Facebook or competent in the newspaper? Media effects on consumers’ perceptions of brands in the fashion category

Anselmsson

Tunca

2017

Journal of Marketing Communications

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Media investments are continuously shifting from traditional media like newspapers to digital alternatives like websites and social media. This study investigated if and how media choice between the two rival channels can influence consumers' perceptions of a novel brand. 504 Swedish retail fashion customers participated in an experiment to evaluate the identical advertisement placed either in a national newspaper or on Facebook. The results revealed that advertising in a newspaper can have a positive effect on brand equity facets and purchase intention through brand personality perceptions of being competent, while advertising on Facebook have similar effects but through perceptions of being exciting. Besides some evidence that choice between traditional and new media affects brand personality this study is one of the first attempts to incorporate media channel choice into the broader customer-based brand equity framework. The results from this particular study suggest that media channel choice should be considered from a brand equity building perspective at least in the fashion category. This study shows that different media channels could complement each other strategically, as traditional media channels still can have valuable and unique contributions to brand building through brand personality perceptions, especially for brands striving to be perceived as competent.

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Section: Theoretical Implicationssupporting

confidence: 89%

Exciting on Facebook or competent in the newspaper? Media effects on consumers’ perceptions of brands in the fashion category

Anselmsson

Tunca

2017

Journal of Marketing Communications

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“…The branding literature suggests that the notion brand associations also includes brand personality construct (Yoo and Donthu, 2001;Pappu, Quester and Cooksey, 2007;O'Cass and Lim, 2001). Brand personality is "the set of human characteristics associated with a brand" (Aaker, 1997, p. 347).…”

Section: Brand Associationsmentioning

confidence: 99%

“…Based on the self-congruity theory, previous research (e.g. Aaker, 1997;Graeff, 1996;Malhotra, 1998;Belk, 1988;Sirgy, 1980Sirgy, , 1982Sirgy, , 1986O'Cass and Lim, 2001) suggests that individuals tend to prefer the brands whose characteristics are congruent with their own personality traits. This argument is based on the idea that individuals can enhance their self-image through the images of the brands they prefer (Rio et al, 2001).…”

Section: Brand Associationsmentioning

confidence: 99%

“…Research suggests that brand associations influence consumer product evaluations (Rio et al, 2001;Teas and Grapentine, 1996;Kamakura and Russell, 1991;Cobb-Walgren, Ruble and Donthu, 1995;Yoo, Donthu and Lee, 2000;O'Cass and Lim, 2001;Pappu et al, 2007;Bayraktar, 2013;Low and Lamb, 2000;Romaniuk and Gaillard, 2003). This effect has been tested for a variety of products such as consumer packaged goods (Krishnan, 1996), clothing (Rio et al, 2001), sports (Rio et al, 2001;Ross, 2007) and services (Dawes et al 2009).…”

Section: Brand Associationsmentioning

confidence: 99%

“…Marketers have been increasingly aware of the strategic importance of the notions brand personality (Venable et al, 2005) and brand associations (O'Cass and Lim, 2001). Developing a favorable brand personality or creating positive brand associations has become a key task for marketers.…”

Section: Introductionmentioning

confidence: 99%

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Are Consumers Really Willing to Pay More for Favorable Brand Associations The Moderating Role of Product Value and Product Risk Level

Bayraktar¹

2015

eab

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Despite the prolific research on the effect of brand associations on consumer product evaluations, the price-related consequences remain neglected. This study seeks to explain the effect of brand associations on consumers' willingness to pay (WTP) a price premium. Moreover, it attempts to explain whether this effect is moderated by product value and product risk level. Utilizing data from both US and Turkey, this study shows that brand associations significantly and positively influence consumers' WTP. It suggests that favorable brand associations also have price-related consequences. Furthermore, the results suggest that consumers are willing to pay a price premium for favorable brands more for products that have high value and risk level.Keywords: Brand associations, willingness to pay, ANM model, equity theory, structural equation modeling ÖZETMarka çağrışımlarının tüketici ürün değerlendirmelerine etkisi üzerine çok sayıda çalışma olmasına rağmen, fiyatla ilişkili sonuçlar ihmal edilmiştir. Bu çalışma, marka çağrışımlarının tüketicilerin prim fiyatı ödemeye isteklilikleri üzerine etkisini açıklamayı amaçlamaktadır. İlaveten bu çalışma, ürün değeri ve ürün risk düzeyinin bu etki üzerinde düzenleyici rol oynayıp aynamadığını açıklamaya çalışmaktadır. Amerika ve Türkiye'den elde edilen verileri kullanan bu araştırma göstermiştir ki marka çağrışımları tüketicilerin ödeme isteğini anlamlı ve pozitif bir şekilde etkilemektedir. Ayrıca sonuçlar, ürün değeri ve risk düzeyi yüksek olduğunda tüketicilerin pozitif çağrışımlara sahip markalar için prim fiyatı ödemeye daha çok istekli olduğunu göstermiştir.

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The influence of brand personality and relative brand identification on brand loyalty in the European mobile phone market

Chung

Park

2015

Can J Adm Sci

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This study investigates the influence of brand personality on consumer loyalty and the moderating role of relative brand identification for multiple brands in the same product category. Survey data were collected from 1,651 respondents in the United Kingdom, France, and Germany. Results indicate that dimensions of brand personality that are positively associated with consumer brand loyalty vary across brands in the mobile phone category. Furthermore, relative brand identification not only positively affects consumer loyalty, it also moderates the relationship between brand personality and consumer loyalty. Copyright © 2015 ASAC. Published by John Wiley & Sons, Ltd.

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The Influence of Brand Associations on Brand Preference and Purchase Intention

Cited by 71 publications

References 40 publications

Exciting on Facebook or competent in the newspaper? Media effects on consumers’ perceptions of brands in the fashion category

Exciting on Facebook or competent in the newspaper? Media effects on consumers’ perceptions of brands in the fashion category

Are Consumers Really Willing to Pay More for Favorable Brand Associations The Moderating Role of Product Value and Product Risk Level

The influence of brand personality and relative brand identification on brand loyalty in the European mobile phone market

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