Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender

2014 ◽  
Vol 21 (2) ◽  
pp. 130-138 ◽  
Author(s):  
Gopal Das
Keyword(s):  
Brand Personality ◽  
Store Loyalty ◽  
Moderating Role

When Does Psychological Fit Matter? The Moderating Role of Price on Self-Brand Congruity

2021 ◽  
pp. 194855062110283
Author(s):  
Joe J. Gladstone ◽  
Emily N. Garbinsky ◽  
Sandra C. Matz
Keyword(s):  
Brand Personality ◽  
Effect Study ◽  
Financial Resources ◽  
High Price ◽  
Psychological Profile ◽  
Psychological Mechanism ◽  
Brand Attributes ◽  
First Time ◽  
Moderating Role

People prefer brands whose perceived image reflects their own psychological profile, a finding referred to as the self-brand congruity effect. For the first time, we test this effect in the field by utilizing over 17,000 real bank transaction records (Study 1, N = 405). We demonstrate that the strength of self-brand congruity is related to the financial resources a person must spend to acquire the brand, such that the effect holds only when the brand being purchased has a high (vs. low) price. We conceptually replicate the effect (Study 2, N = 354) and provide causal evidence through an experiment (Study 3, N = 404), manipulating price and brand personality while holding other brand attributes constant. We also provide evidence for one psychological mechanism underlying why price moderates self-brand congruity, finding personality-matched brands elicit fewer concerns about postpurchase regret, a bigger risk for high-price brands (Study 4, N = 300).

Two Roads to Updating Brand Personality Impressions: Trait versus Evaluative Inferencing

2005 ◽  
Vol 42 (4) ◽  
pp. 458-469 ◽  
Author(s):  
Gita Venkataramani Johar ◽  
Jaideep Sengupta ◽  
Jennifer L. Aaker
Keyword(s):  
Personality Trait ◽  
Dynamic Process ◽  
Brand Personality ◽  
Inference Making ◽  
New Information ◽  
Trait Inferences ◽  
Moderating Role ◽  
Do So

This research examines the dynamic process of inference updating. The authors present a framework that delineates two mechanisms that guide the updating of personality trait inferences about brands. The results of three experiments show that chronics (those for whom the trait is accessible) update their initial inferences on the basis of the trait implications of new information. Notably, nonchronics (those for whom the trait is not accessible) also update their initial inferences, but they do so on the basis of the evaluative implications of new information. The framework adds to the inference-making literature by uncovering two distinct paths of inference updating and by emphasizing the moderating role of trait accessibility. The findings have direct implications for marketers attempting to understand the construction of brand personality, and they emphasize the constantly evolving nature of brand perceptions and the notion that both the consumer and the marketer have important roles to play in this process.

Brand personality inference: The moderating role of product meaning

2012 ◽  
Vol 28 (11-12) ◽  
pp. 1291-1304 ◽  
Author(s):  
Doreen Kum ◽  
Lars Bergkvist ◽  
Yih Hwai Lee ◽  
Siew Meng Leong
Keyword(s):  
Brand Personality ◽  
Moderating Role

Store brand and store loyalty: The moderating role of store brand positioning

2010 ◽  
Vol 22 (3) ◽  
pp. 297-313 ◽  
Author(s):  
Mercedes Martos-Partal ◽  
Óscar González-Benito
Keyword(s):  
Store Loyalty ◽  
Store Brand ◽  
Brand Positioning ◽  
Moderating Role

When Brand Personality Matters: The Moderating Role of Attachment Styles

2009 ◽  
Vol 35 (6) ◽  
pp. 985-1002 ◽  
Author(s):  
Vanitha Swaminathan ◽  
Karen M. Stilley ◽  
Rohini Ahluwalia
Keyword(s):  
Attachment Styles ◽  
Brand Personality ◽  
Moderating Role

scholarly journals Environmental Legitimacy Through Adopting Green Products and Its Effect on the Brand Equity: Moderating Role of Management Awareness

2021 ◽  
Vol 12 (2) ◽  
pp. 197
Author(s):  
Tareq N. Hashem
Keyword(s):  
Brand Equity ◽  
Quantitative Method ◽  
Brand Personality ◽  
Green Products ◽  
Total Influence ◽  
R Value ◽  
Environmental Legitimacy ◽  
Moderating Role

The current study sought to examine the influence of adopting green products as a form of environmental legitimacy on ''brand equit'y'' through the moderating role of management awareness. Quantitative method was adopted through utilizing a questionnaire which was distributed on (96) individuals within green brands producers in Jordan. Results of study indicated that all brand equity variables are influenced by adopting green products as a form of environmental legitimacy. Results also indicated that brand personality was the most influenced variable of all scoring an R value of (0.74) and explained 54.7% of total influence. Study recommended organizations to focus on adopting green products in order to enhance brand equity as an approach for developing and supporting sales, and encouraging customers of regular products to switch to green products. 

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