The role of brand personality in the formation of consumer affect and self-brand connection

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Justin F. McManus ◽  
Sergio W. Carvalho ◽  
Valerie Trifts
Keyword(s):  
Personality Traits ◽  
Design Methodology ◽  
Brand Personality ◽  
Content Type ◽  
Mediation Analyses ◽  
Within Subjects ◽  
The Relationship ◽  
Different Levels ◽  
Brand Personality Traits

Purpose This study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers. Design/methodology/approach The authors used a quantitative approach consisting of within-subjects (Study 1) and between-subjects (Study 2) experimental designs. Mediation analyses were tested using OLS regression with the MEMORE and PROCESS macros. Findings Findings suggest increases in brand excitement and sincerity to be related to differences in positive affect evoked by favorable and unfavorable brands; decreases in brand sincerity to be related to differences in negative affect between favorable and unfavorable brands (Study 1); brand competence and excitement to be related to the relationship between brand favorability and self-brand connection; and brand competence and excitement to best distinguish favorable brands from unfavorable brands (Study 2). Originality/value These results support the importance of brand personality traits that are considered to be universally positive and provide managers with an initial roadmap for which brand personality traits should be prioritized when communicating with consumers.

A brand-new world: brand-endorsers-users fit on social media

2019 ◽  
Vol 32 (4) ◽  
pp. 472-486 ◽  
Author(s):  
Maria Teresa Borges-Tiago ◽  
Flavio Tiago ◽  
José Manuel Veríssimo ◽  
Tiago Silva
Keyword(s):  
Social Networks ◽  
Personality Traits ◽  
Design Methodology ◽  
New World ◽  
Digital Communication ◽  
Brand Personality ◽  
User Generated Content ◽  
Content Type ◽  
Global Presence ◽  
Brand Personality Traits

Purpose The digital relationship between brand and users, and brand and endorsers has been analyzed from different angles. The purpose of this paper is to investigate how these three elements co-create online the brand personality of the firm, through user-generated content. Design/methodology/approach This study gathered data from the hotels’ websites, Facebook, Twitter and TripAdvisor accounts, examining the content posted by the hotel, by tourists and by the celebrity endorsing some of the hotels. To pursue the aims, the brand personality dimensions communicated online were assessed through content analysis for the global presence and for each social network by user typology to establish the alignment of brand personality traits communicated. Findings Digital communication was found to vary significantly between the hotels and tourists in different social networks. The amount of content created by tourists is significantly higher than the ones produced by the hotel. The sincerity dimension of brand personality was confirmed in both communications. However, tourists’ brand image impacts brand personality differently than the hotels themselves. Furthermore, an analysis of the influence of customers on social networks indicates that celebrity personality traits seem to impact on the image of a hotel brand. Originality/value This research can be used to help brand managers to understand better the digital co-branding with clients and celebrity, as well as to identify gaps in their brand personality strategy. It could also assist future researchers focusing on digital celebrity endorsement since few researchers have analyzed digital communication in different social networks.

scholarly journals Brand personality and sexuality levels of luxury advertisements

2019 ◽  
Vol 23 (4) ◽  
pp. 572-586
Author(s):  
Alyssa Dana Adomaitis ◽  
Diana Saiki
Keyword(s):  
Statistical Analysis ◽  
Personality Traits ◽  
Design Methodology ◽  
Brand Image ◽  
Brand Personality ◽  
Emotional Stability ◽  
Men And Women ◽  
Content Type ◽  
Fashion Brand ◽  
Different Levels

Purpose The purpose of this paper is to determine the perceived personality of brands featuring different levels of sexuality in advertisements of luxury fashion brands. Design/methodology/approach To determine the identity of the company a “personality traits” scale by Geurens et al. (2015) was used with 25 brand personalities: conscientiousness/responsibility, extraversion/activity, emotional stability/emotionality, agreeableness/aggressiveness, and openness/simplicity. The final survey was then made available on Amazon Turk for two weeks. Each participant assessed one photograph at a level of sexuality given the gender they identified with the most. Findings There were 1,266 participants including 701 females and 565 females. Statistical analysis of the responses revealed that the degree of sexuality in the advertisements impacted brand perceptions. Among both genders, the greater degree of sexuality in the advertisement, the more the brand was considered less conscientious and responsible. The results also suggested that men and women view levels of sexuality differently. They varied most in the area of openness and simplicity, with men viewing advertisements of male models that had greater sexuality as simple. Men felt less sexuality was more emotional and romantic, while women viewed mid-level degree of sexuality in this manner. Originality/value Limited research has examined how level of sexuality influences perceived brand personality. The results contribute to theories pertaining to motivations to identify with a luxury fashion brand and provide strategies for luxury fashion brands to enhance their intended brand image.

scholarly journals Collaboration between East and West: influence of consumer dialectical self on attitude towards co-brand personality traits

2020 ◽  
Vol 37 (6) ◽  
pp. 1155-1180
Author(s):  
Weisha Wang ◽  
Cheng-Hao Steve Chen ◽  
Bang Nguyen ◽  
Paurav Shukla
Keyword(s):  
Personality Traits ◽  
Brand Personality ◽  
Social Self ◽  
Content Type ◽  
Brand Evaluation ◽  
Brand Evaluations ◽  
Mediating Role ◽  
Dialectical Self ◽  
Brand Personality Traits

PurposeWith rising globalization, Western and Eastern brands are increasingly collaborating and co-branding. Drawing on the theory of dialectical self that captures the degree of cognitive tendency to tolerate conflicts, inconsistencies and ambiguities in self-concept, this paper investigates the effect of consumer dialectical self on co-branding that encompasses Western and East Asian cultural brand personality traits.Design/methodology/approachTwo studies were conducted using Chinese participants to examine the effects of the dialectical self on co-brand evaluation under single-and dual-personality conditions and to explore the mediating role of ideal social self-congruence and the moderating role of product type (high vs low conspicuous).FindingsThe findings suggest that counterintuitive to the received wisdom, the dialectical self negatively influences one's attitude towards a co-brand in the dual-personality condition only. Further, ideal social self-congruence mediates the relationship between the dialectical self and dual-personality co-brand evaluation in the high conspicuous product condition only.Practical implicationsImportant implications are offered to international marketing managers for managing the dialectical self that lead to positive co-brand evaluations. Moreover, managers should highlight ideal social self-congruence for co-branding success for particular product types.Originality/valueThis paper examines co-branding from a novel perspective of consumer dialectical self and shows the pivotal role it plays when brands carry varying cultural traits engage in co-branding. By identifying the role of the dialectical self and the important mediator and moderator, the paper fulfils an important gap in co-branding literature and offers key implications.

scholarly journals The role of employee autonomy for open innovation performance

2017 ◽  
Vol 23 (6) ◽  
pp. 1245-1269 ◽  
Author(s):  
Ana Burcharth ◽  
Mette Præst Knudsen ◽  
Helle Alsted Søndergaard
Keyword(s):  
Open Innovation ◽  
Design Methodology ◽  
Economic Benefits ◽  
Job Design ◽  
Innovation Performance ◽  
Content Type ◽  
Mediation Analyses ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to examine how organisational activities that formally provide employees with work autonomy explain the performance of open innovation (OI). Design/methodology/approach The study reports the results of mediation analyses conducted on the basis of survey data from 307 firms. Findings The economic benefits of both inbound and outbound OI are fully captured only if firms provide employees with time, freedom and independence. The results show that employee autonomy fully mediates the relationship between openness and innovation sales, while the adoption of inbound OI is positively associated with the introduction of new products. Practical implications The opening of innovation induces managers to provide employees with discretion, as OI requires high levels of flexibility and experimentation. Originality/value The paper addresses theoretically and empirically the role of job design in the implementation of OI, while also distinguishing between the effects of inbound and outbound practices on innovation performance.

Managing different forms of distances in Dutch healthcare organizations

2015 ◽  
Vol 29 (7) ◽  
pp. 1080-1097
Author(s):  
Annemiek Stoopendaal
Keyword(s):  
Design Methodology ◽  
Healthcare Organization ◽  
Ethnographic Study ◽  
Healthcare Organizations ◽  
Content Type ◽  
Daily Work ◽  
Healthcare Executives ◽  
Governance Practices ◽  
The Relationship

Purpose – Dichotomous “gap” thinking about professionals and managers has important limits. The purpose of this paper is to study the specific ontology of “the gap” in which different forms of distances are defined. Design/methodology/approach – In order to deepen the knowledge of the actual day-to-day tasks of Dutch healthcare executives an ethnographic study of the daily work of Dutch healthcare executives and an ontological exploration of the concept “gap” was provided. The study empirically investigates the meaning given to the concept of “distance” in healthcare governance practices. Findings – The study reveals that healthcare executives have to fulfil a dual role of maintaining distance and creating proximity. Coping with different forms of distances seems to be an integral part of their work. They make use of four potential mechanisms to cope with distance in their healthcare organization practices. Originality/value – The relationship between managers and professionals is often defined as a dichotomous gap. The findings in this research suggest a more dynamic picture of the relationship between managers and professionals than is currently present in literature. This study moves “beyond” the gap and investigates processes of distancing in-depth.

Brand personality of fabric content: an application of the multidimensional implicit association test (md-IAT)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Seung-Eun Lee
Keyword(s):  
Personality Traits ◽  
Implicit Association Test ◽  
Brand Personality ◽  
Association Test ◽  
Unique Contribution ◽  
Implicit Association ◽  
Convenience Sample ◽  
Personality Dimensions ◽  
Content Type ◽  
Brand Personality Traits

Purpose This study aims to explore whether fabric contents, specifically cotton and polyester, possess particular personality dimensions, as posited by Aaker (1997). The author examined both explicit (conscious, deliberate) and implicit (unconscious, automatic) perceptions of brand personality traits of cotton and polyester. Design/methodology/approach The convenience sample of this study included 51 students from different merchandising classes in a Midwestern university. Participants were first directed to the multidimensional implicit association test (md-IAT) and their implicit perceptions were measured for the content of the two fabrics (cotton and polyester) on five different personality attribute dimensions (sincerity, excitement, competence, sophistication and ruggedness). After the IAT, participants completed the post-IAT survey, including explicit measures of brand personality attributes of cotton and polyester. Findings The findings of this study show that fabric contents can be successfully described and differentiated by Aaker’s brand personality dimensions. Compared with polyester, the distinctive brand personality of cotton was the favorable association between cotton and sincerity. This association was significantly higher than all other personality dimensions in both consumers’ implicit and explicit perceptions. Neither cotton nor polyester was significantly associated with the exciting, competent and sophisticated personality dimensions. Originality/value A unique contribution of this study is that it examines implicit perceptions of the brand personality traits of cotton and polyester. The use of the md-IAT in this study allowed the assessment of consumers’ automatic associations with cotton and polyester of which they may not be aware.

scholarly journals Expatriates’ withdrawal intentions

2017 ◽  
Vol 46 (8) ◽  
pp. 1852-1869 ◽  
Author(s):  
Luisa Helena Pinto ◽  
Carlos Cabral Cardoso ◽  
William B. Werther Jr
Keyword(s):  
Organizational Culture ◽  
Goal Orientation ◽  
Design Methodology ◽  
Negative Influence ◽  
Content Type ◽  
Mediating Role ◽  
Business Goals ◽  
Culture Characteristics ◽  
The Relationship

Purpose The purpose of this paper is to examine the role of perceived home and destination organizational culture characteristics and general satisfaction with the assignment as antecedents of expatriates’ withdrawal intentions. Design/methodology/approach Data were collected through a web survey of an international sample of expatriates with a broad representation of industries, organizations and countries of origin and destination. Findings The results indicate that home and destination organizational cultures affect expatriates’ withdrawal intentions, after controlling for demographics and national cultural differences, namely: home organizational culture has a stronger influence on withdrawal intentions from the organization, while host organizational culture affects withdrawal intentions from the assignment. Further, the relationship between host organizational culture and expatriates’ intentions to withdraw from the assignment is mediated by expatriates’ satisfaction with the assignment. Evidence was also found supporting a stronger and negative influence of the goal orientation dimension of organizational culture, thus suggesting that a collective orientation toward common business goals (i.e. solidarity) may help retain expatriates. Originality/value This study seeks to fill a gap in the literature by exploring the influence of organizational culture on expatriates’ withdrawal intentions, and the mediating role of expatriates’ satisfaction with the assignment, on that relationship.

Mindfulness, indigenous knowledge, indigenous innovations and entrepreneurship

2014 ◽  
Vol 16 (1) ◽  
pp. 63-83 ◽  
Author(s):  
Celine Capel
Keyword(s):  
Indigenous Knowledge ◽  
Design Methodology ◽  
Indigenous Communities ◽  
Content Type ◽  
Indigenous Innovation ◽  
New Business ◽  
The Relationship ◽  
Indigenous Innovations ◽  
New Entry

Purpose – This paper aims to highlight the role of mindfulness in the development of indigenous knowledge (IK), indigenous innovations and entrepreneurship or new entry. Design/methodology/approach – Through an extensive analysis of extant mindfulness and indigenous entrepreneurship literatures, the paper argues for the facilitating role of individual mindfulness in IK, indigenous innovations and entrepreneurship and generates several propositions as a result. Findings – The paper argues that mindfulness encourages the appreciation of other forms of knowledge and practices distinct from the more prevalent Western forms, and by so doing, promotes indigenous innovation and indigenous entrepreneurship (or indigenous new entry or new business venture). Research limitations/implications – It is reasoned that indigenous communities around the world have rich experiences and accumulated knowledge that have enabled them develop explanations of their environments and economic development and sustainability, and by recognizing and valuing such knowledge and experiences, mindfulness facilitates innovations and entrepreneurship. Social implications – The facilitating role of IK in developing indigenous innovations and indigenous entrepreneurship is clearly evident, at least in indigenous societies; however, researchers are yet to recognise and explore this dynamics as deserved. Mindfulness not only opens up the mindset of researchers to further explore this phenomenon but also helps society to recognise the contributions and value of IK. Originality/value – This work is a pioneer in the effort to integrate mindfulness concept into the indigenous entrepreneurship research. By using mindfulness lens to view the relationship between IK, indigenous innovations and entrepreneurship, the study locates mindfulness as both antecedent to and moderator of these relationships.

The role of salesperson brand selling confidence in enhancing important sales management outcomes: a social identity approach

2018 ◽  
Vol 33 (3) ◽  
pp. 277-290 ◽  
Author(s):  
Bashar S. Gammoh ◽  
Michael L. Mallin ◽  
Ellen Bolman Pullins ◽  
Catherine M. Johnson
Keyword(s):  
Job Satisfaction ◽  
Cross Section ◽  
Design Methodology ◽  
Sales Management ◽  
Measurement Model ◽  
Content Type ◽  
The Impact ◽  
The Relationship ◽  
Social Identity Approach

Purpose The purpose of the study is to address the gap in understanding how the brand influences sales outcomes by focusing one’s attention on the salesperson perceptions of the brand and the salesperson brand selling confidence. Design/methodology/approach The study uses a cross-section survey of professional salespeople. SmartPLS was used to estimate the measurement model and test the hypothesized path relationships. Findings The study’s results indicate that salespeople who believe in the strength of the brands they represent are more likely to identify with the brand, are more confident in selling the brand and, overall, tend to perform better, have higher job satisfaction and are more committed to their companies. Originality/value This paper contributes to the sales literature by further exploring the relationship between the brand and sales function in the firm. This area has recently received academic attention but has not yet considered the mediating processes that connect the two areas. This study identifies perceptions of brand strength and brand selling confidence as mechanisms that mediate the impact of brand on sales outcomes.

Employee loyalty during slowdown of Covid-19: Do satisfaction and trust matter?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
I Nengah Aristana ◽  
I Wayan Edi Arsawan ◽  
Ni Wayan Rustiarini
Keyword(s):  
Design Methodology ◽  
Hotel Industry ◽  
Employee Loyalty ◽  
Content Type ◽  
Hotel Employees ◽  
Leader Support ◽  
Tourism Sector ◽  
Quantitative Design ◽  
The Relationship

Purpose This research aims to test employee loyalty in the hotel industry, particularly during the Covid-19 pandemic. This study examines the relationship between leader support in building job satisfaction, trust and employee loyalty. Also, this research aims to test and explain the role of satisfaction and trust as mediator variables. Design/methodology/approach This research used a quantitative design by distributing questionnaires to 206 employees of the 97 hotels in Bali, Indonesia, particularly during pandemic Covid-19. The research data were then analyzed by using WarpPLS software. Findings The results revealed that leader support did not have a significant effect on loyalty. Satisfaction and trust act as double mediators in leaders’ support and loyalty relationships. Research limitations/implications Employees need leaders’ support to remain loyal to their organization in a slowdown situation due to the Covid-19 pandemic and its various challenges. Originality/value Research on the effects of the Covid-19 pandemic on various sectors has been comprehensive. However, the research that invests in employee loyalty in the hospitality industry is still rare. This study analyzes the loyalty of hotel employees, particularly when the tourism sector is experiencing a slowdown. This study also examines the role of trust and satisfaction as mediating relationships between leaders’ support and loyalty, which have not been widely analyzed in previous studies.

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