The Relationship between Brand Personality and Purchasing Behavior according to Corporate Sponsorship Activity

2009 ◽  
Vol 37 ◽  
pp. 265-276
Author(s):  
Hwan Suk Choi
Keyword(s):  
Brand Personality ◽  
Corporate Sponsorship ◽  
Purchasing Behavior ◽  
The Relationship

scholarly journals Thai Silk Product Industry Development In The Northeastern Region Of Thailand

2011 ◽  
Vol 8 (10) ◽  
Author(s):  
Nak Gulid ◽  
Sirivan Serirat ◽  
Suphada Sirikudta ◽  
Udom Sayaphan ◽  
Aurathai Lertwannawit ◽  
...  
Keyword(s):  
Regression Analysis ◽  
Quantitative Analysis ◽  
Brand Personality ◽  
Purchasing Behavior ◽  
Silk Industry ◽  
Independent Variables ◽  
Northeastern Region ◽  
Dependent Variables ◽  
The Relationship ◽  
Product Industry

This research aims to study the relationship between independent variables (value, motivation, brand personality, attitude toward product and demographic factor) and dependent variables (purchasing behavior and trend to buy in the future) of Thai silk industry in Northeastern region, Thailand. Quantitative analysis is allowed in this study. This research includes 400 customers who buy Thai silk in two provinces (Roi-Et and Khon-Khen) in the Northeastern region in Thailand. Multiple regression analysis was employed in this study. The result shows that motivation and value are strong influenced on purchasing behavior and trend to buy product in both provinces. However, brand personality and attitude toward product are partially supported our expectations.

Customer Online Feedback with an Identity Versus No Identity: The Influence on Review Comments

2021 ◽  
pp. 109634802098888
Author(s):  
Dan Jin ◽  
Robin B. DiPietro ◽  
Nicholas M. Watanabe
Keyword(s):  
Online Community ◽  
Online Reviews ◽  
Purchasing Behavior ◽  
Mediation Effects ◽  
Driven Systems ◽  
Customer Reviews ◽  
Significant Difference ◽  
Online Feedback ◽  
The Relationship

As customers’ consumption is increasingly dominated by technology-driven systems, online self-verification becomes an important aspect of customers’ online purchasing behavior and plays a significant role in shaping social interactions in the online community. Across two studies, we examine whether online self-verification with an identity versus without an identity will lead to the different quality of online reviews. Study 1 used topic modeling with actual data stripped from Facebook and TripAdvisor customer online review sites and showed no difference between customer reviews underpinned with an identity or without. Likewise, Study 2 used an experimental design and found no significant difference between customer reviews with or without an identity. However, significant mediation effects of social ties and social capital were found when measuring the relationship between online self-verification and customer reviews. The findings build on the literature of user-generated online reviews and have important implications for academics and hospitality practitioners.

scholarly journals The Relationship Between Hotel Brand Personality and Customer Loyalty

2017 ◽  
Vol 3 (1) ◽  
Author(s):  
Bahar Yasin ◽  
Kamile Jamontaite ◽  
Saida Ahmedova ◽  
Mahmut Selami Akın
Keyword(s):  
Customer Loyalty ◽  
Brand Personality ◽  
The Relationship

scholarly journals Attitude Towards Shopping Mall Purchasing Behavior

2020 ◽  
Vol 23 (2) ◽  
pp. 207-228
Author(s):  
Raju Bhai Manandhar
Keyword(s):  
Strong Association ◽  
Sampling Technique ◽  
Shopping Mall ◽  
Purchase Behavior ◽  
Primary Data ◽  
Consumer Attitude ◽  
Purchasing Behavior ◽  
Shopping Malls ◽  
The Relationship ◽  
Structured Questionnaire

Consume attitude is multidimensional and it has been one of the main concepts used to explain individual differences. This study aims to examine the relationship between overall attitude and shopping mall purchasing behavior and impact of advertising and purpose to visit on shopping mall purchasing behavior in Nepalese consumers. The present study is descriptive and analytical in nature. Structured questionnaire technique under survey approach was applied for collecting primary data with five point Likert scale questionnaire. The population of this study targeted the consumers of shopping malls in Kathmandu valley. The sample size has been derived for unknown population that is 384. The judgmental sampling technique was used in this research to make this study more inclusive and representatives. Descriptive statistics and inferential statistics (correlation analysis and regression analysis) have been used to analyze the data. It is found that there is strong association between shopping mall purchase behavior and overall consumer attitude. The study found that purpose to visit has impact on shopping mall purchase behavior. The study also found that advertisement has no significant impact on shopping mall purchase behavior.

scholarly journals ANCHOR OPINION LEADER TRAITS, USER ENGAGEMENT AND BUYING BEHAVIOR—AN EMPIRICAL CASE IN A NEW SCENARIO

2021 ◽  
Author(s):  
YUAN WANG ◽  
CHU HUANG ◽  
BING-XUE HAN
Keyword(s):  
Opinion Leader ◽  
Purchase Behavior ◽  
User Engagement ◽  
Purchasing Behavior ◽  
Buying Behavior ◽  
User Interactions ◽  
Mediating Role ◽  
Live Broadcast ◽  
Leader Traits ◽  
The Relationship

In the emerging marketing scenario of e-commerce live broadcast, there are few studies on anchor-user interactions. By using all the data of the salesmen who introduces the merchandise to the audience through the camera on Taobao website in China in February 2021, a model with user engagement as a mediating variable was constructed to investigate the relationship between anchor opinion leader traits and user purchase behavior. The results show that anchor opinion leader traits positively influence users' purchasing behavior. User engagement plays a fully mediating role in this mechanism. The findings of this paper serve as a guide for the e-commerce industry to better cultivate and select anchors.

scholarly journals Consumers Purchase Behavior Toward Eco-Labelling

2021 ◽  
Author(s):  
Madiha Tahir
Keyword(s):  
Social Responsibility ◽  
Environmental Effects ◽  
The Other ◽  
Purchase Behavior ◽  
Environmental Responsibility ◽  
Ethical Responsibility ◽  
Purchasing Behavior ◽  
Buying Behavior ◽  
Environmental Friendly ◽  
The Relationship

The primary goal of Eco-labels is to promote the knowledge of consumers about positive environmental effects of products and to guide them toward purchasing environmental friendly products. The purpose of the study is to understand fashion consumers' purchasing behavior toward eco-labelling with respect to four factors: the current fashion system, environmental responsibility, ethical responsibility, and social responsibility. The relationship between these four factors in conjunction with eco-labelling and purchase behavior was tested and analyzed. The results proved that eco-labels did influence consumers' buying behavior. Eco-label help consumers to make their decision faster, distinguish those products that they want to buy from the other ordinary products.

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.

Connecting the dots between brand logo and brand image

2019 ◽  
Vol 11 (1) ◽  
pp. 68-87
Author(s):  
Harsandaldeep Kaur ◽  
Kanwalroop Kaur
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Brand Personality ◽  
Equation Modeling ◽  
Personality Dimensions ◽  
Content Type ◽  
Brand Familiarity ◽  
Sphere Of Influence ◽  
The Impact ◽  
The Relationship

Purpose Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to increase brand image; and second, how brand logo form consumer perceptions toward brand through brand personality dimensions and brand familiarity? Design/methodology/approach The data were collected from 816 respondents using mall-intercept technique. Structural equation modeling via AMOS was conducted to test the proposed model to gain insight into the various relevant influences and relationships. Findings The findings revealed the importance of the company’s brand logo in enhancing the brand image. The results further highlighted that brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image. Practical implications The study offers managers a new perspective for building strong brand identity with the help of logos along with the brand personality dimensions and brand familiarity to enhance brand image. Originality/value This study provides novel insights on the impact of brand logo on brand image. This is the first study to determine the mediating role of brand personality in the relationship between brand logo and brand image. It thereby adds to the literature of visual identity by developing the sphere of influence of brand logo and its effects toward brands.

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