2017
DOI: 10.1177/0972150917693160
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Beyond Brand Personality: Building Consumer–Brand Emotional Relationship

Abstract: This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and then, if brand love has an impact on affective commitment to the brand. The methodology used is purely quantitative involving a sample of 210 respondents who were asked to indicate their perception about brand love, brand personality and emotional commitment towards seven global brands which e… Show more

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Cited by 32 publications
(28 citation statements)
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“…The study by Chen et al (2015) using magnetic resonance shows that affective treatment areas of the cerebral cortex can be activated when assessing brand personality traits, confirming the impact of brand personality on consumers' emotional responses. Indeed, several recent studies have confirmed its impact on brand love (Becheur et al, 2017;Loureiro et al, 2012), affect (Kim et al, 2018;Sung and Kim, 2010) or attachment (e.g. Grohmann, 2009;Sung et al, 2005;Swaminathan et al, 2009aSwaminathan et al, , 2009b.…”
Section: Research Model and Hypotheses Developmentmentioning
confidence: 97%
“…The study by Chen et al (2015) using magnetic resonance shows that affective treatment areas of the cerebral cortex can be activated when assessing brand personality traits, confirming the impact of brand personality on consumers' emotional responses. Indeed, several recent studies have confirmed its impact on brand love (Becheur et al, 2017;Loureiro et al, 2012), affect (Kim et al, 2018;Sung and Kim, 2010) or attachment (e.g. Grohmann, 2009;Sung et al, 2005;Swaminathan et al, 2009aSwaminathan et al, , 2009b.…”
Section: Research Model and Hypotheses Developmentmentioning
confidence: 97%
“…In this regard, we have found a connection between brand personality and relationship marketing. Since brand personality increases the symbolic value of commercial brands, it is recognized as a prerequisite for developing relationships between brands and consumers (Becheur, Bayarassou, & Ghrib, 2017;Roy, Khandeparkar, & Motiani, 2016). When consumers perceive personality traits in the brands and make a positive association, they tend to relate with the brand the same way they would establish and nurture a relationship with an individual carrying the same personality traits (Brito, 2010).…”
Section: Brand Personalitymentioning
confidence: 99%
“…Recently, the relationship perspective has attracted much attention as a theoretical lens for understanding consumer-brand interactions (Bapat & Thanigan, 2016;Becheur, Bayarassou, & Ghrib, 2017;Huber et al, 2015;Keller, 2012). Including Keller's (2002) approach, the abstract of many studies has introduced the use of the relationship metaphor to enhance the understanding of the association between consumers and brands.…”
Section: Rationale Of the Studymentioning
confidence: 99%