Brand Personality and Its Moderating Impact on Brand Loyalty

Cam, Linh Nguyen Tran; Nga, Duong Quynh; Tianrungpaisal, Theera

doi:10.1145/3317614.3317635

Cited by 2 publications

(5 citation statements)

References 25 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Das, Saha, Jebarajakirthy, et al (2022), Das, Saha, and Roy (2022), and Das, Jebarajakirthy, and Sivapalan (2022) stated that the sincerity and quality dimensions of perceived brand authenticity enhance masstige purchases. The moderating role of brand personality is also investigated in previous studies, such as Cam et al (2019), who noted that brand personality moderated the intention to recommend cafés in Vietnam. Similarly, Spekking (2016) stated that excitement moderated the relationship between fair‐trade labels and the willingness to pay.…”

Section: Literature Reviewmentioning

confidence: 91%

Impact of self‐esteem and self‐gifting on masstige purchase intentions

Khan,

Ishaq,

Iqbal

et al. 2024

Int J Consumer Studies

View full text Add to dashboard Cite

Consumers prefer brands that provide them with symbolic meaning, and they use them to enhance their self‐esteem and develop their status and personal images. Self‐esteem is an important psychological factor that contributes to an individual's purchase intentions and consumption behavior, but its role in shaping the consumption of masstige brands has not been thoroughly researched. Hence, this research aims: (1) to identify the masstige brands in the smartphone industry of Pakistan using the masstige mean index, and (2) to explore the role of self‐esteem in consumer consumption behavior grounded in terms of masstige, self‐gifting behavior, and brand personality. Moreover, this study uses self‐gifting behavior as the mediator and brand personality as the moderator in the relationship between self‐esteem and masstige purchase intention. The data from study 1 (n = 560) and study 2 (n = 329) were collected using a self‐administered questionnaire and analyzed using structural equation modeling. The results indicate that masstige brand consumption is influenced by self‐esteem; this relationship is mediated by self‐gifting behavior, and brand personality moderates the association. Theoretically, this study contributes to the masstige theory by exploring the role of self‐esteem in masstige consumption in an emerging economy. Practically, this study provides a comprehensive guideline for brand managers to devise effective marketing strategies to build their brands as masstige brands.

show abstract

Section: Literature Reviewmentioning

confidence: 91%

Impact of self‐esteem and self‐gifting on masstige purchase intentions

Khan,

Ishaq,

Iqbal

et al. 2024

Int J Consumer Studies

View full text Add to dashboard Cite

show abstract

“…Wu Brand personality affects both the cognitive and emotional image of an institution. Cognitive image affects customers' perception of the brand (Cam et al, 2019). Moreover, brand personality has a substantial impact on the cognitive image of customers.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Moreover, brand personality has a substantial impact on the cognitive image of customers. Therefore, it is a crucial aspect for the success of a brand, as customers can value a destination based on their experience and knowledge acquired during a trip, thus establishing a connection with the brand (Cam et al, 2019). This shows that the brand personality of a destination influences its image with customers through the evaluations they make (Gnoth, 2002).…”

Section: Literature Reviewmentioning

confidence: 99%

“…On the other hand, the cognitive image of a brand represents its overall quality and ability to meet customer expectations and desires and impacts recommendations and brand perception (Cam et al, 2019). For example, a brand is only considered good if it meets and satisfies customer expectations.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Affective image is further linked to the customer's intention to recommend the brand (Cam et al, 2019). This image reflects customers' emotions and feelings toward the brand, ultimately leading to satisfaction and the desire to recommend it to others.…”

Section: Literature Reviewmentioning

confidence: 99%

See 2 more Smart Citations

Personality and image as predictors of the intention to revisit and recommend tourist destinations

Cruz-Tarrillo

Zea²,

Tarqui

2023

Innovative Marketing

View full text Add to dashboard Cite

Undeniably, the new normality caused by COVID-19 presents an enormous challenge for tourist destinations to become more attractive to visitors. Thus, the purpose of this study is to analyze the impact of destination personality and image on tourist behavior in Peru. This quantitative and cross-sectional analysis targeted 998 national tourists via a non-probabilistic convenience sampling. The study employed AMOS 24 statistical software for exploratory and confirmatory factor analysis. The results showed positive effects of social innovativeness (β = 0.374), performance (β = 0.404), and honesty (β = 0.191) on an affective image. Likewise, the study confirms the favorable effects of social innovativeness (β = 0.524), performance (β = 0.156), and honesty (β = 0.280) on a cognitive image. Furthermore, the effects of a cognitive image on the intention to revisit (β = –0.756) and intention to recommend (β = –0.756) are also measured. In addition, the findings support the positive effects of an affective image in intention to revisit (β = 1.549) and intention to recommend (β = 1.547); all results obtained a significance less than 0.05 (p &lt; 0.001). This study concludes that brand personality is a valuable concept that can suggest strategies to improve the brand image, so the personality of tourist destinations should be congruent with the personality of tourists.

show abstract

Brand Personality and Its Moderating Impact on Brand Loyalty

Cited by 2 publications

References 25 publications

Impact of self‐esteem and self‐gifting on masstige purchase intentions

Impact of self‐esteem and self‐gifting on masstige purchase intentions

Personality and image as predictors of the intention to revisit and recommend tourist destinations

Contact Info

Product

Resources

About