Research on influence of the congruence of consumer self-concept and brand personality on brand trust

2010 ◽  
Author(s):  
Wang Baoli ◽  
Tian Juan ◽  
Jiang Sien
Keyword(s):  
Brand Personality ◽  
Self Concept ◽  
Brand Trust

A Better Understanding of Children's Market

2016 ◽  
pp. 103-127
Keyword(s):  
Fuzzy Logic ◽  
Autobiographical Memory ◽  
Old Age ◽  
Brand Loyalty ◽  
Brand Personality ◽  
Age Group ◽  
Brand Trust ◽  
Brand Relationship

Back in Chapter 4, we propose a model which attempts to encapsulate the antecedents of a brand relationship and subsequently its influence towards brand loyalty. The findings suggest that brand personality, brand trust, and brand salience are important antecedents to create a brand relationship in the children's market. Meanwhile, brand loyalty was identified as the consequence of a brand relationship, autobiographical memory, and habituation. In this chapter, we are going to expand this discussion by measuring variables concerning future anticipation, ritual, autobiographical memory, and living brand using fuzzy logic on children within the 10-12 years old age group who are assumed to be mature enough to understand and reply to simple direct questions. Ultimately, we would like to see whether the two constructs of future anticipation and ritual are (among) the antecedents of a living brand.

Emotional Branding Scale and Its Role in Formation of Brand Trust

Paradigm ◽  
2019 ◽  
Vol 23 (2) ◽  
pp. 148-163
Author(s):  
Vikas Singla ◽  
Gaurav Gupta
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Perceived Quality ◽  
Brand Trust ◽  
Brand Association

The importance of emotional branding (EB) strategy in building long-term and sustainable psychological links with consumers had been sufficiently highlighted in literature. However, very few research attempted to provide a structured tool for its measurement. This study proposed a 13-point four-factor multidimensional scale which could be used to measure EB formally. Dimensions measuring EB were derived from literature and then examined on three different brands in order to achieve a reliable and valid scale. Findings suggested brand loyalty, brand association, perceived quality and brand personality as constructs which would form the scale. The second part of the study was devoted to understand the role of these constructs in achieving ultimate goal of branding, that is, to infuse trust in consumers. A key finding suggested that emphasis on brand loyalty results in formation of trust and mitigates scepticism. Also, trust was positively and significantly impacted by brand loyalty and association, whereas a mismatch of brand personality with emotions reflected by brand could result in scepticism.

scholarly journals The Relationship between Brand Club Personalities, Trust and Brand Loyalty in Fans of Persepolis FC

2016 ◽  
Vol 8 (3) ◽  
pp. 187
Author(s):  
Hamid Roudbari ◽  
Alireza Elahi ◽  
Hossein Akbari Yazdi
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Brand Personality ◽  
Equation Modeling ◽  
Brand Trust ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Sports Clubs ◽  
Statistical Sample ◽  
The Relationship

<p>Fan loyalty is imperative for sports clubs. In fact, fans have more trust in their favorite team will remain loyal to the team. Team managers and sports clubs must win the trust of their fans. Club brand personality is one of the variables that can be used to enhance the trust of the fans. Due to this issue, in this study, the relationship between club brand personality, trust and loyalty of fans have been investigated. The population of this research consists of Persepolis FC fans and 384 persons were evaluated as the statistical sample. To collect the data, the brand personality questionnaire by Tsiotso (2012), the modified questionnaire by Chowdhury and Holbrook (2001), the attitudinal loyalty questionnaire by Gladden and Funk (2003) and the behavioral loyalty questionnaire by Fink et al. (2001) were used. Descriptive and inferential statistics (regression coefficient and Structural Equation Modeling) were used for statistical analysis. The results of structural equation modeling revealed that club brand personality influences on brand trust and it influences behavioral and attitudinal loyalty of the fans. The managers of Persepolis FC can use a brand trust to increase the loyalty of their fans and implement brand personality to gain their trust.</p>

scholarly journals The Effect of Brand Experience, Brand Personality and Brand Trust on Brand Loyalty

2021 ◽  
Vol 2 (12) ◽  
pp. 861-871
Author(s):  
Howardi Visza Adha ◽  
Wiry Utami
Keyword(s):  
Brand Loyalty ◽  
Survey Methods ◽  
Brand Personality ◽  
Secondary Data ◽  
Total Sample ◽  
Primary Data ◽  
Brand Experience ◽  
Brand Trust ◽  
Simple Regression Analysis ◽  
Positive Effect

This study conducted to determine the effect of brand experience, brand personality and brand trust on brand loyalty. This study is an explanatory research. The method used in this study is a quantitative method using survey methods. The total sample in this study was 150 respondents with the technique of taking with the method of purposive sampling. Primary data in this research is obtained from questionnaires distributed to respondents, while secondary data is data related to the object of research presented by other parties. Data analysis techniques in this study using simple regression analysis. The result of the research shows that: (1) brand experience has positive effect on brand personality, (2) brand experience has positive effect on brand trust, (3) brand personality positive effect on brand loyalty, (4) Brand trust has positive effect on brand loyalty (5) Brand experience has positive effect on brand loyalty.

scholarly journals PENGARUH BRAND PERSONALITY DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Butik Meccanism)

2017 ◽  
Vol 8 (2) ◽  
Author(s):  
Fauziah Dewi Mahuda
Keyword(s):  
Structural Equation Modeling ◽  
Data Processing ◽  
Structural Equation ◽  
Brand Personality ◽  
Positive Influence ◽  
Equation Modeling ◽  
Brand Trust ◽  
Purchasing Decisions ◽  
Indirect Influence

This research aims to figure out the influence of brand personality and brand trust on purchasing decisions of Meccanism Boutique. The indicators that used to measure the brand personality are sincerity,excitement,competence,and sophistication. The data processing is done through Structural Equation Modeling (SEM) approach with a sample of one hundred respondents. The results showed that there is a positive influence of brand personality on the brand trust, and there is an influence of brand trust on purchasing decisions, and indirect influence of brand personality on purchasing decisions through the brand trust. While directly, the brand personality is not proven to have an effect on purchasing decisions.

scholarly journals Peran kepercayaan merek sebagai variabel mediasi pada hubungan kepribadian merek halal dan loyalitas merek

2021 ◽  
Vol 21 (1) ◽  
pp. 45-54
Author(s):  
Mirza Putri Andita ◽  
Sulastri Sulastri ◽  
Zakaria Wahab
Keyword(s):  
Customer Loyalty ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Sampling Method ◽  
Brand Personality ◽  
Equation Modeling ◽  
Brand Trust ◽  
Online Questionnaire ◽  
Global Brands ◽  
The Relationship

Customer loyalty is currently becoming one of the crucial things for the company to survive in competitive markets. Globalization causes imported cosmetic products from global brands can enter other countries’ markets easily. Nowadays imported cosmetic brands from other countries such as USA, South Korea, and Japan come and take a huge of Indonesia’s skincare market share. This change becomes threat for local cosmetics brands in Indonesia such as Wardah. This study was conducted to analyzes whether halal brand personality affects brand loyalty. This study also analyzes whether brand trust can mediate the relationship between halal brand personality and brand loyalty. The sampling method used in the study is non-probability sampling with snowball technique. The data in this research were obtained by distributing an online questionnaire to 111 respondents who were Wardah’s face skincare consumers and had shopped at least twice in the last 1 year (January 2020-July 2021). The data of this study were analyzed using Structural Equation Modeling method with SmartPlS 3 software. The results of this study indicate that halal brand personality has positive and significant effect on brand loyalty, brand trust has positive and significant effect on brand loyalty, and brand trust successfully mediates the relationship between halal brand personality and brand loyalty. This study provides new insight which suggests marketers develop branding strategies in order to strengthen brand trust which leads to maintaining customer loyalty.

scholarly journals PENGARUH BRAND COMMUNICATION, SERVICE QUALITY DAN BRAND PERSONALITY ANGGOTA DEWAN TERPILIH MELALUI BRAND TRUST TERHADAP BRAND LOYALTY PEMILIH (Studi Partai Politik Gerindra)

2017 ◽  
Vol 5 (2) ◽  
pp. 123
Author(s):  
Wuri Arenggoasih
Keyword(s):  
Service Quality ◽  
Brand Loyalty ◽  
Choice Theory ◽  
Brand Personality ◽  
Marketing Communications ◽  
The Political ◽  
Brand Trust ◽  
Communication Service ◽  
Brand Communication ◽  
Member Of Parliament

AbstractTalking about marketing communications today is not only to products but has penetrated into the political field. Indonesia as a democratic state which is to become the member of parliament needs to have as many voters and a strong loyalty to the sustainability of the council itself and the political parties. Brand Communication, Service Quality and Brand Personality emerged as a voter votes for member of parliament which gives the possibility of influence in building Brand Loyalty (loyalty) through Brand Trust (trust).The theory used is the Strategy Choice Theory suggests one of the forms Compliance Gaining which argued about strategies of verbal / non verbal and emphasized specific results loyalty.         This research has shown that Brand Communication, Service Quality and Brand Personality as a real form of strategies verbal / nonverbal become voter votes for member of parliament which influence the Brand Loyalty through Brand Trust as a mediating variable.Keyword : marketing communications, Brand Communication, Service Quality, Brand Personality, Brand Loyalty, Brand Trust

Sign in / Sign up

Export Citation Format

Share Document