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

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.

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. 

scholarly journals A Framework for Assessing Impact of Brand Personality on Customer Satisfaction: The Moderating Role of Gender and Age

2020 ◽  
Vol 6 (3) ◽  
pp. 999-1014
Author(s):  
Zara Hayat ◽  
Sahar Hayat ◽  
Saba Hayat ◽  
Hayat Muhammad Awan
Keyword(s):  
Customer Satisfaction ◽  
Cell Phone ◽  
Cell Phones ◽  
Brand Personality ◽  
Demographic Characteristics ◽  
Manufacturing Companies ◽  
Gender And Age ◽  
The Relationship ◽  
Moderating Role

This study develops an empirical examination of brand personalities in cellular phone sector of Pakistan as a predictor of customer satisfaction. The purpose of this research is to develop a framework that how brand personality of cell phone can increase the level of customer satisfaction. This study also aims to test the moderating role of demographic characteristics (Gender and Age) in the relationship between brand personalities and customer satisfaction. A sample of 300 cell phone users from 5 cities of Pakistan is selected .Based on the survey of consumers of cell phones; the authors checked the effect of brand personality on customer satisfaction. Moderation Analysis was used to check the moderation effect of demographic characteristics (Gender and Age) on the relationship between brand personality and customer satisfaction. Results indicated that due to different dimensions of brand personality of cell phones, customer observed massive satisfaction level. So, since customer faced more satisfaction, they signified more intention towards brand. Further, our research also confirmed the moderating role of Customer Age.  This study reveals that when cell phone manufacturing companies invest the human characteristics into their brand so that personality of their brand can develop, their customers can be more loyal towards organization and their level of satisfaction increased. Marketers and Brand Managers must develop marketing and advertisement activities in line with the personality of their cell phone brands.  

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