If brands are people, then people are impulsive—assessing the connection between brand personality and impulsive buying behaviour

The effects of social media brand personality on brand loyalty in the Latvian banking industry

“…Therefore, the findings of the study highlight that customers create positive brand associations and overall equity if the banks’ personality created on social media accounts is perceived as forceful and persistent. This finding is consistent with SIP theory and is supported by a study of Badgaiyan et al (2017), which suggests that aggressiveness is a determinant of consumer behavior in all four product categories that were studied. Ha and Janda (2014) confirmed that aggressiveness is indeed essential, but not the leading personality trait for consumers in the Chinese automobile industry.…”

“…In the era of social media dominated communications (Enli and Simonsen, 2018), where traditional marketing practices are no longer effective (VanMeter et al , 2018), academics and practitioners are constantly in search of innovative marketing approaches. Responding to the recent call of the Badgaiyan et al (2017), Kamboj et al and Geuens et al (2009) investigated brand personality traits that build consumer–brand relationships on social media in the banking industry. The current study was designed to examine brand personality traits created on social media and its impact on brand equity, as well as the mediating role of brand equity in brand personality and brand loyalty relationship.…”

“…Aggressiveness reflects the aggressive and bold personality traits (Möller and Herm, 2013), which can be seen as a negative trait in the conservative sector of banking (Gordon et al , 2016). Although this is the case, authors argue that aggressiveness can also be a reflection of power, success and achievement (Badgaiyan et al , 2017), positively perceived by the customers of banks. Simplicity reflects the ordinary and simple nature of a brand (Matzler et al , 2016), expressing customers’ need for down-to-earth products and services (Arora and Stoner, 2009), which is especially important in online environments (Park et al , 2005).…”

“…Azoulay and Kapferer, 2003), presenting limited empirical evidence that would link brand personality with the actual brand outcomes (Kim et al , 2001; Ong et al , 2017). This calls for more research (Valette-Florence et al , 2011) and empirical evidence on how specific brand personality traits affect consumer responses (Badgaiyan et al , 2017). With regard to the outcomes, Geuens et al (2009) suggested testing proposed brand personality traits and scale and its impact on consumer loyalty.…”

Journal of Brand Management: year end review 2017

“…The research presents some of the potential causes and outlines implications for global branding, based on data from the USA, Germany, and France and which tests for cross-cultural invariance. Badgaiyan et al (2017) explore the potential impact of brand personalities on impulsive buying behaviour and provide insights about the ability of what are termed 'aggressive' and 'active' brands to instigate an impulsive purchase. The authors also highlight that although their research has proposed brand activity and aggressiveness act as a motivational prime that causes consumers to behave more impulsively-there remains a possibility of impulsive consumers being attracted more to active and aggressive brands, with a call for further research to investigate if the case.…”