An empirical analysis of the brand personality effect

Freling, Traci H.; Forbes, Lindsay

doi:10.1108/10610420510633350

Cited by 223 publications

(192 citation statements)

References 45 publications

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“…The use of personality traits in brand positioning appears as an important guide for increasing the consumer's preference, trust and loyalty, and also the consumer's intention to purchase . At the same time, a good brand personality is advantageous over the brand's competitors by influencing the final decision of the consumer (Sung & Kim, 2010;Swaminathan et al, 2009;Ramaseshan & Tsao, 2007;Freling et al, 2005;Kim et al, 2001). …”

Section: Introductionmentioning

confidence: 99%

The Impacts of Brand Personality on Brand Loyalty: A Research on Automobile Brands in Turkey

Akin¹

2017

IJMS

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In this pilot study investigating the impacts of automobile brand personality perceptions of Turkish consumers on their attitudinal and behavioral intentions, the effects of the personality attributed to the brand by the consumers on their behavioral intentions regarding preferences, recommendations and willingness to pay higher prices for the brand are examined. The study consists of two main parts. Definitions of brand personality and brand loyalty are made in the literature review section where the conceptual framework is sought to be formed. Our hypothesis to test the attitudinal and behavioral effects of the automobile brand personality following the conceptual framework is analyzed using a sample of 368 participants. The research results indicate that automobile brands are perceived such as competent and excited, and the effects of these dimensions on both behavioral and attitudinal loyalty have been seen to be stronger than the effects on the other two dimensions, namely, conventionality and androgyny. In the conclusion of the study, the impacts are evaluated, and suggestions are given to business managers, marketing researchers, and marketing researchers.

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Section: Introductionmentioning

confidence: 99%

The Impacts of Brand Personality on Brand Loyalty: A Research on Automobile Brands in Turkey

Akin¹

2017

IJMS

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“…A well established brand personality influences consumer preference and patronage and develops stronger emotional ties, trust, and loyalty with the brand [13]. The research of Freling and Forbes [14] argue that brand personality have a positive influence on product evaluations and that subjects exposed to a brand's personality will have a significantly greater number of brand associations; significantly greater proportion of brand associations; significantly greater unique brand associations; significantly greater proportion of congruent brand associations; and significantly greater proportion of strong brand associations. Similarly, Ekinci and Hosany [15] explored in tourism area up to defined that a distinctive and emotionally attractive destination personality is shown to leverage the perceived image of a place and influence tourist choice behavior.…”

Section: Literature Reviewmentioning

confidence: 99%

Advertising Personality Impact to Education Institution Brand Image Base on Three Hits Theory of Exposure

Aryanto¹,

Apriliyanti²,

Simamora³

et al. 2015

adv sci lett

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This research conducted to examine the causal effects of two dimensional design of print advertisement communication personality in tutoring course education institution base on brand personality that beneficially applied toward tutoring education institution brand image. After conducting observation of three groups of participants with different information advertisement treatment i.e., sincerity personality, excitement personality and control group, in the longitudinal three weeks experiment using One-Way ANOVA randomized block design analysis, gathered in the context of case study. It is proven that sincerity advertisement treatment is not appropriate to apply in making information and advertisement design for this case if publish more than one time broadcast. Contrarily, for the excitement personality form of advertisement treatment appear to increase influence on the brand image aggregate for three weeks, means excitement personality design of advertisement will strengthened the three hits theory. These research outcomes, when applied to education institution will providers, will help in designing appropriate personality form of information and communication of advertisement.

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“…Similarly, our model also implies an indirect effect of brand personality on brand response through brand equity. Previous literature found effects of brand personality on purchase intentions (Wang, Yang, and Liu 2009;Freling and Forbes 2005), and we anticipate that brand equity facets mediate these effects. We accordingly hypothesized the following:…”

Section: H3mentioning

confidence: 99%

“…Analogous to the five-factor human personality structure (e.g., Goldberg 1990), the scale consists of five brand personality dimensions, namely, sincerity, excitement, competence, sophistication, and ruggedness. To date, researchers adopted brand personality dimensions to study diverse topics such as brand extensions (Diamantopoulos, Smith, and Grime 2005), destination branding (Demirbag et al 2010), celebrity endorsements (Malodia et al 2017), employer branding (Rampl and Kenning 2014), brand trust (Sung and Kim 2010), and consumers' product evaluations (Freling and Forbes 2005).…”

Section: Hypotheses Development Media Type and Brand Personalitymentioning

confidence: 99%

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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An empirical analysis of the brand personality effect

Cited by 223 publications

References 45 publications

The Impacts of Brand Personality on Brand Loyalty: A Research on Automobile Brands in Turkey

The Impacts of Brand Personality on Brand Loyalty: A Research on Automobile Brands in Turkey

Advertising Personality Impact to Education Institution Brand Image Base on Three Hits Theory of Exposure

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

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