نقش عشق به برند و تأثیر شخصیت برند در رفتار مصرف کننده
Abstract
1- Introduction
2. Conceptual framework and research hypotheses
3- Method
4- Findings and discussion
5- Conclusions
6- Implications and limitations
References
Abstract
Purpose – The purpose of this paper is to analyze the influences of brand personality on consumer behavior, with a special emphasis on the brand love construct. The aim is to expand upon existing literature in the field of branding, investigating the relationship between brand love and brand personality through experiential approaches to consumer behavior.
Design/methodology/approach – The conceptual model and the analysis of related hypotheses were based on a sample of 478 Portuguese clothing brand consumers. The data were collected using an online survey and the data analysis was done using the structural equations modeling.
Findings – The results show that brand personality has a positive and significant impact on brand love, resistance to negative information and self-disclosure and brand love has a positive and significant impact on brand loyalty, word-of-mouth, resistance to negative information, willingness to pay more, self-disclosure and active engagement.
Research limitations/implications – This study has some methodological limitation affecting its potential contributions. This investigation has a cross-sectional nature and only tested a few variables as consequences of brand personality.
Practical implications – This investigation provides evidence of the major impacts of both brand personality and brand love, showing how they combine to boost relevant outcomes like brand loyalty, WOW, willingness to pay more, resistance to negative information, self-disclosure or active engagement.
Originality/value – The originality of this research is related to three fundamental aspects: it is the first time the relationship between brand personality and brand love is tested using second-order modeling to capture the combined effects of all dimensions of brand personality; the influence of brand personality is usually related to attitudes (e.g. word-of-mouth, willingness to pay more, etc.) and not with feelings, such as love, the most powerful feeling that can be established between two people or between a person and a brand (in the case of brand love); and the authors tested brand love by linking brand personality and some traditional relational outcomes under the assumption that brand love can strengthen such relationships.
Introduction
Our daily lives are full of different fashion brands constantly fighting for our attention. In addition to this vigorous competition between fashion brands, consumers are also more discriminating and knowledgeable than ever, which results in more carefully considered purchasing decisions. Faced with this new reality, creating an emotional brand attachment is a key issue in brand management (Malär et al., 2011). Many researchers have noted that consumers develop relationships with brands that reflect their relationships with people (Liu and Chang, 2017). In this sense, companies are increasingly searching for strategies that enable them to establish a strong emotional bond with consumers. According to Roy et al. (2016), customer brand relationship management is a significant topic of study for both practitioners and academics. Two widely researched constructs in this field are brand personality and brand love. Carroll and Ahuvia (2006) show that hedonic and self-enhancing products are more prone to fostering brand love. The anthropomorphism found between human love and brand love, like human personality and brand personality (Aaker, 1997), demonstrates that the relationship between brand love and brand personality requires further exploration (Batra et al., 2012; Huber et al., 2015). The need for further study is compounded by the fact that the existing studies that have attempted to establish a link between brand personality and brand love have failed to define more than just partial relationships between a few dimensions of these two constructs (Becheur et al., 2017).