The role of logos in brand personality of organizations

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).

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The Role of Corporate Image and Brand Personality in Global Consumer Choice: An Empirical Exploration

10.35611/jkt.2021.25.2.178 ◽

2021 ◽

Vol 25 (2) ◽

pp. 178-195

Author(s):

Bong-Soo Lee

Keyword(s):

Consumer Choice ◽

Brand Personality ◽

Corporate Image

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Communicating Brand Personality - The Moderating Role of Human Personality

SSRN Electronic Journal ◽

10.2139/ssrn.1400490 ◽

2009 ◽

Author(s):

Srividya Raghavan ◽

M. S. Balaji

Keyword(s):

Brand Personality ◽

Human Personality ◽

Moderating Role

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The Role of Customer Satisfaction in Increasing Customer Loyalty

Management Analysis Journal ◽

10.15294/maj.v9i1.34427 ◽

2020 ◽

Vol 9 (1) ◽

pp. 17-25

Author(s):

Ati Arifiah Siswi ◽

Wahyono Wahyono

Keyword(s):

Customer Satisfaction ◽

Customer Loyalty ◽

Positive Emotion ◽

Hypothesis Test ◽

Brand Personality ◽

Sampling Technique ◽

Total Sample ◽

Price Fairness ◽

Brand Reputation

The purpose of this study is to determine the direct and indirect influence of brand personality, brand reputation and price fairness toward customer loyalty through customer satisfaction as an intervening variable. Customer satisfaction influence customers to make an loyal. The population in this research is customers Kukubima Energi. The total sample in this research is 115 respondents with purposive sampling technique through a likert scale. Methods of collecting data using questionnaires and documentation. Data analysis using classic assumption test and hypothesis test (t test and path analysis) with SPSS Statistics version 21 programs. Based on the hypothesis test, the results show that brand personality has a positive and significant effect on customer loyalty, price fairness has a positive and significant effect on customer loyalty, brand reputation does not has a positive and significant effect on customer loyalty, and customer satisfaction has a positive and significant effect customer satisfaction. Mediation test shows that positive emotion mediates the effect of brand personality, and price fairness on customer satisfaction.

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

Journal of Product & Brand Management ◽

10.1108/jpbm-08-2020-3039 ◽

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.

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Emotional Branding Scale and Its Role in Formation of Brand Trust

Paradigm ◽

10.1177/0971890719859668 ◽

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.

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