The role of brand personality in the formation of consumer affect and self-brand connection

Abstract

Purpose This study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers. Design/methodology/approach The authors used a quantitative approach consisting of within-subjects (Study 1) and between-subjects (Study 2) experimental designs. Mediation analyses were tested using OLS regression with the MEMORE and PROCESS macros. Findings Findings suggest increases in brand excitement and sincerity to be related to differences in positive affect evoked by favorable and unfavorable brands; decreases in brand sincerity to be related to differences in negative affect between favorable and unfavorable brands (Study 1); brand competence and excitement to be related to the relationship between brand favorability and self-brand connection; and brand competence and excitement to best distinguish favorable brands from unfavorable brands (Study 2). Originality/value These results support the importance of brand personality traits that are considered to be universally positive and provide managers with an initial roadmap for which brand personality traits should be prioritized when communicating with consumers.

Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana

“…Thus, the hypothesis (H5) is: brand sincerity would have a positive relationship with customer buying decision of telecoms' products (p = 0.0031 and β=0.52320). This implies that the findings agree with that of (McManus et al, 2021;Zaman & Anjam, 2021;Braunstein & Ross, 2010;Demirel & Erdogmus, 2016). Relatedly, the findings of the study posit that brand sincerity serves as a significant impact on customer decisions in terms of product/brand selection.…”

“…As a result, a customer can determine if those fundamentals have a commercial orientation based on the genuineness of the brand. According to McManus et al, (2021), brand sincerity and relatedness needs are closely related, provided those businesses are more likely to build a friendship-based customerbusiness connection. In their study, McManus et al (2021) speculate that brand honesty may only be a necessary but not sufficient condition for stronger brand connectedness.…”

“…According to McManus et al, (2021), brand sincerity and relatedness needs are closely related, provided those businesses are more likely to build a friendship-based customerbusiness connection. In their study, McManus et al (2021) speculate that brand honesty may only be a necessary but not sufficient condition for stronger brand connectedness. In other words, when the "box" of sincerity is regulated, it can serve as a springboard for the development of other personality traits.…”

“…The sincerity and trustworthiness of a brand are therefore important factors in determining customer engagement since trustworthiness encourages consumers to readily express their ideas through comments or assessments on the internet (Gong et al, 2020). For example, increasing brand sincerity elicits positive impacts from and forges a deeper self-brand relationship with favourable companies (McManus et al, 2021), while reduced brand sincerity, on the other hand, can elicit unpleasant emotions and undermine customers' attachment to a particular brand. The present study proposes that; H5: brand sincerity would have a positive relationship with customer buying decisions of telecoms' products.…”

Does brand personality mediate the link between social media usage and customer buying decisions on telecommunication’s products and services? Evidence from Ghana

“…A customer may measure brand authenticity by its commercial inclination. According to McManus et al (2022), ethical brands are more likely to build a friendship-based customer-business connection. They also indicated that brand personality dimensions like genuineness increase purchase intent for items including computers, shampoos, and soft beverages.…”