scholarly journals Relationship between Consumer Identity and Brand Personality as a Factor of Brand Commitment

2015 ◽  
Vol 6 (4) ◽  
pp. 123-138
Author(s):  
N.V. Antonova ◽  
V.D. Morozova
Keyword(s):  
Brand Loyalty ◽  
Research University ◽  
Brand Personality ◽  
Brand Commitment ◽  
Global Competitiveness ◽  
Consumer Identity ◽  
Consumer Commitment ◽  
The Russian Federation ◽  
The Government ◽  
The Relationship

The article analyzes the relationship between consumer identity and brand personality as a factor of consumer commitment to the brand. We hypothesized that: a) there is a link between consumer identity and preferred brand’s personality; b) the higher the similarity between the consumer identity and preferred brand’s personality, the higher the brand commitment. The sample included 150 subjects aged 18—25. Methods: the method of J. Aaker was used to study brand personality, and its modification was used to study consumer identity. The questionnaire of J. Brovkina was used to study brand loyalty. Results: high correlations between consumer identity and brand personality were obtained on the scales Ruggedness, Sophistication, Excitement, and high correlations between brand loyalty and deltas of the values of consumer identity and brand personality on the same scales were also discovered. On the scales of Competence and Sincerity the correlations were lower, although important as well. Thus, the hypotheses were confirmed: a) it is shown that there is a correlation between consumer identity and brand personality; b) the higher this correlation is, the higher is the commitment to the preferred brand. The article was prepared within the framework of the Academic Fund Program at the National Research University Higher School of Economics (HSE) in 2015 (grant №(№15-05-0052) and supported within the framework of a subsidy granted to the HSE by the Government of the Russian Federation for the implementation of the Global Competitiveness Program.

scholarly journals Values and Attitudes towards Innovation among Different Generations of Russian People

2016 ◽  
Vol 7 (2) ◽  
pp. 82-92 ◽  
Author(s):  
V.A. Fedotova
Keyword(s):  
Russian Federation ◽  
Research University ◽  
Russian Population ◽  
Individual Values ◽  
Power Resource ◽  
Global Competitiveness ◽  
Russian People ◽  
The Russian Federation ◽  
The Government ◽  
The Relationship

The article demonstrates the results of the studies which were aimed to identify the relationship between individual values and attitudes towards innovation. 380 respondents, young and adult representatives of the Russian population, took part in the research. The respondents belonged to the younger generation (under 25 years old) or to the adult generation (over 45 years old). This research is based on the idea that the general predisposition for novelty and innovation can be conditioned by individual values. It has been revealed that values of “Humility”, “Conformity Rules”, “Security”, “Tradition” can interfere with the acceptance of innovation by the adult generation of the Russians. The values of “Self-Direction Thought”, “Stimulation”, “Achievement”, “Power Dominance”, “Power Resource” stimulate people to accept and implement innovations. “Universalism Concern” and “Conformity Interpersonal”, in their turn, impede the acceptance of innovations. This paper was prepared within the framework of the Academic Fund Program at the National Research University Higher School of Economics (HSE) in 2015- 2016 grant № 15-01-0060) and supported within the framework of a subsidy granted to the HSE by the Government of the Russian Federation for the implementation of the Global Competitiveness Program.

The impact of brand personality on consumer behavior: the role of brand love

2019 ◽  
Vol 23 (1) ◽  
pp. 30-47 ◽  
Author(s):  
Cristela Maia Bairrada ◽  
Arnaldo Coelho ◽  
Viktoriya Lizanets
Keyword(s):  
Consumer Behavior ◽  
Willingness To Pay ◽  
Brand Loyalty ◽  
Brand Personality ◽  
Negative Information ◽  
Active Engagement ◽  
Self Disclosure ◽  
Brand Love ◽  
Content Type ◽  
The Relationship

Purpose The purpose of this paper is to analyze the influences of brand personality on consumer behavior, with a special emphasis on the brand love construct. The aim is to expand upon existing literature in the field of branding, investigating the relationship between brand love and brand personality through experiential approaches to consumer behavior. Design/methodology/approach The conceptual model and the analysis of related hypotheses were based on a sample of 478 Portuguese clothing brand consumers. The data were collected using an online survey and the data analysis was done using the structural equations modeling. Findings The results show that brand personality has a positive and significant impact on brand love, resistance to negative information and self-disclosure and brand love has a positive and significant impact on brand loyalty, word-of-mouth, resistance to negative information, willingness to pay more, self-disclosure and active engagement. Research limitations/implications This study has some methodological limitation affecting its potential contributions. This investigation has a cross-sectional nature and only tested a few variables as consequences of brand personality. Practical implications This investigation provides evidence of the major impacts of both brand personality and brand love, showing how they combine to boost relevant outcomes like brand loyalty, WOW, willingness to pay more, resistance to negative information, self-disclosure or active engagement. Originality/value The originality of this research is related to three fundamental aspects: it is the first time the relationship between brand personality and brand love is tested using second-order modeling to capture the combined effects of all dimensions of brand personality; the influence of brand personality is usually related to attitudes (e.g. word-of-mouth, willingness to pay more, etc.) and not with feelings, such as love, the most powerful feeling that can be established between two people or between a person and a brand (in the case of brand love); and the authors tested brand love by linking brand personality and some traditional relational outcomes under the assumption that brand love can strengthen such relationships.

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 Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty

2017 ◽  
Vol 35 (2) ◽  
pp. 166-179 ◽  
Author(s):  
Sebastian Molinillo ◽  
Arnold Japutra ◽  
Bang Nguyen ◽  
Cheng-Hao Steve Chen
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Consumer Preference ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Trust ◽  
Personality Dimensions ◽  
Content Type ◽  
The Individual ◽  
The Relationship

Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the data. Findings The results show that brand personality positively affects the three CBR constructs. Specifically, the focus is shifted to the two major personality dimensions, responsible and active, respectively. The results indicate that an active brand is a stronger predictor of brand awareness compared to a responsible brand. However, a responsible brand is a stronger predictor of brand trust as well as brand loyalty compared to an active brand. Surprisingly, the results display that active brands lower brand trust and brand loyalty. Practical implications This finding informs brand managers that projecting active brand personality leads to higher awareness. However, projecting more responsible brand leads to greater trust and loyalty. The study highlights that having one personality may not be sufficient to develop an enduring CBR, but a brand personality must “evolve” and progress as the relationship develops over time. Such dynamic brand personality may provide a more long-lasting brand strategy and a greater source of competitive advantage. Originality/value The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs, and in doing so, the study responds to previous studies’ calls to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, the study displays which ones of the two dimensions in the new BPS (i.e. responsible and active) may be better predictors to the three CBR constructs.

scholarly journals The Constitutional Status of the President of the Russian Federation in View of the Constitutional Reform in Russia

2020 ◽  
Vol 10 ◽  
pp. 33-36
Author(s):  
Ruslan M. Dzidzoev ◽  
Keyword(s):  
Russian Federation ◽  
Large Scale ◽  
Constitutional Reform ◽  
Constitutional Amendments ◽  
Basic Law ◽  
Head Of State ◽  
Form Of Government ◽  
The Russian Federation ◽  
The Government ◽  
The Relationship

The article examines the constitutional status of the President of the Russian Federation in the light of the latest constitutional amendments that marked a large-scale constitutional reform in Russia, analyzes the new powers of the head of state in the sphere of formation and functioning of state authorities by comparing the previous and new versions of the Basic law of Russia, common standards of a democratic and legal state. A special place in the article is occupied by the analysis of the relationship between the President and the Government of the Russian Federation, the constitutional formula of the General leadership of the President and the Government of the Russian Federation. The study examines the participation of the President in the formation of the Federal Government in relation to the powers of the State Duma. It is noted that the new presidential powers from the position of a mixed (presidential-parliamentary) way of government may seem excessive, but they look natural from the perspective of the presidential form of government in Russia.

scholarly journals PERAN BRAND LOYALTY SEBAGAI MEDIATOR ANTARA BRAND LOVE DAN BRAND TRUST KONSUMEN USAHA JASA PERJALANAN WISATA

2017 ◽  
Vol 21 (1) ◽  
pp. 55
Author(s):  
Sri Vandayuli Riorini
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Equation Model ◽  
Brand Commitment ◽  
Brand Trust ◽  
Brand Love ◽  
The Relationship ◽  
A Company

Competition in tour & travel in gaining subscribers is increasing in line with the increment of consumer demand for traveling. Brands can be a competitive tool of a company. Research conducted is aimed at analyzing Brand Love, Brand Trust toward the Word of Mouth through Brand Loyalty. A total of 200 respondents in the sample who use the services of tour and travel is selected by using Purposive sampling technique. The method of data analysis applies the Structural Equation Model / SEM. This study finds (1) the positive and direct influence of Brand Love, Brand Trust toward Brand Loyalty, Word of Mouth. (2) Brand Loyalty plays a role in mediating the relationship between Brand Love, Brand Trust with Word of Mouth. (3) The strongest factor affecting the Word of Mouth is the Brand Trust. For further research is recommended to include Brand Commitment as antecedent of Brand Loyalty, and to apply this research to other services categories.

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