Blending Cobrand Personalities: An Examination of the Complex Self

2007 ◽  
Vol 44 (3) ◽  
pp. 389-400 ◽  
Author(s):  
Alokparna Basu Monga ◽  
Loraine Lau-Gesk
Keyword(s):  
Brand Personality ◽  
Personality Dimension ◽  
Personality Dimensions ◽  
Consumer Responses ◽  
Interdependent Self ◽  
Trait Associations

This research examines the role of self-complexity in influencing consumer responses to cobrands with trait associations to two distinct brand personality dimensions versus one distinct brand personality dimension. Three experiments reveal that consumers whose complex self becomes activated prefer cobrands that exude both sophistication and excitement to those that exhibit either sophistication or excitement. Caucasians, who have a more complex independent self, tend to evaluate a sophisticated and excited personality cobrand more favorably when primed on independence, whereas Hispanics, who have a more complex interdependent self, tend to evaluate this cobrand personality combination more favorably when primed on interdependence. This research also suggests that this self-complexity-driven process is conscious in nature.

Mid- to low-end fashion brand personality affects consumers' perceived quality, commitment, and loyalty

2019 ◽  
Vol 47 (7) ◽  
pp. 1-14
Author(s):  
Su Jin Yang ◽  
Yuri Lee
Keyword(s):  
Brand Personality ◽  
Critical Role ◽  
Perceived Quality ◽  
Mediating Effects ◽  
Personality Dimension ◽  
Personality Dimensions ◽  
Fashion Brand ◽  
The Impact ◽  
Significant Mediator

To gain insight into fashion brands that are newly entered in the market of a country with emerging economies, we compared Chinese versus Korean consumers' perception of Western (European) versus Eastern (Korean) mid- to low-end brands. We identified sincerity, competence, and excitement as brand personality dimensions, and used brand commitment and perceived quality as mediating variables, with the brand personality dimensions as independent variables, to predict affective loyalty. Results showed that competence and sincerity significantly predicted affective loyalty toward both Western and Eastern brands, and excitement played an essential role in loyalty to Eastern brands. Perceived quality mediated the impact of each brand personality dimension on affective loyalty, but for the Western brands the mediating effects of commitment were significant for sincerity and excitement only, and for the Eastern brands commitment was a significant mediator of the effects of competence and excitement only. These results increase understanding of how consumers perceive Western versus Eastern fashion brands, by providing empirical evidence of the critical role of brand personality in the formation of affective loyalty.

scholarly journals An Empirical scrutinizing of Brand Personalities: Indian Telecommunication Service Providers

2019 ◽  
Vol 8 (4) ◽  
pp. 4266-4271
Keyword(s):  
Consumer Behavior ◽  
Service Providers ◽  
Brand Personality ◽  
Telecommunication Service ◽  
Personality Factors ◽  
Mobile Telecommunication ◽  
Personality Dimension ◽  
Personality Dimensions ◽  
Service Brands

In research of consumer behavior, a substantial amount of interest has been given to the create brand personality which refers to the set of people distinctiveness associated with brands. even though a few explorations on recognition of personalities of brands in India, this research scrutinizing attempted with conceptualization to determine the personality of mobile telecommunication brands in India. Researchers investigated perception of consumers in India regarding the few mobile telecommunication service brands with using 200 customers as a sample. The all constructs were defined with the help of five brand personality dimensions. The scrutinizing revealed that each brand represents its own personality dimension while sharing more than one key personality factors.

SELF-EXPRESSION THROUGH VOTING? THE CRITICAL ROLE OF LEADER BRAND PERSONALITY

2018 ◽  
Vol 2018 ◽  
pp. 1004-1014
Author(s):  
Sofia Batsila ◽  
◽  
George Panigyrakis ◽  
Anastasios Panopoulos
Keyword(s):  
Brand Personality ◽  
Critical Role

scholarly journals “When” Does It Pay to Be Good? Attributions Mediate the Way CSR Elements Impact on Consumer Responses, and Are Controllable

2021 ◽  
Vol 13 (11) ◽  
pp. 5869
Author(s):  
Athanasios Krystallis ◽  
Vlad Zaharia ◽  
Antonis Zairis
Keyword(s):  
Past Research ◽  
Consumer Response ◽  
Multiple Mediation ◽  
Consumer Responses ◽  
Mediating Role ◽  
Consumer Attributions ◽  
The Right ◽  
The Relationship ◽  
Experimental Survey

Responding to the appeal for more research on the contingencies that shape the relationship between CSR and corporate performance, this paper incorporates environmental CSR, sets up an experimental survey and employs multiple mediation analysis with the aim to test the mediating role of consumer attributions on the CSR elements–consumer responses relationship; and further to examine the degree to which attributions are controllable, i.e., specific CSR elements activate specific type of attributions. Results support that attributions have a strong predicting power on consumer outcomes. The right time of appearance and the appropriate amount of resources committed to a CSR campaign, through the dual type of attributions they activate (more positive, i.e., values-driven and less negative, i.e., egoistic), impact positively on consumer reactions. In this respect, the study adds to past research showing that attributions are controllable, i.e., specific CSR initiative characteristics of a impact on the dimensionality of attributions and, through that, on specific target-types of consumer responses. This study thus shows that the activation of a dual-level attributions’ system is ambivalent, dependent on the character of the CSR campaign. The fact that specific CSR elements (i.e., CSR Timing) activate dual-level CSR motives that act complementarily indicates that managers should be clear about the capabilities of the elements of their CSR initiatives and how much impact they expect those elements to have on consumer response.

When Does Psychological Fit Matter? The Moderating Role of Price on Self-Brand Congruity

2021 ◽  
pp. 194855062110283
Author(s):  
Joe J. Gladstone ◽  
Emily N. Garbinsky ◽  
Sandra C. Matz
Keyword(s):  
Brand Personality ◽  
Effect Study ◽  
Financial Resources ◽  
High Price ◽  
Psychological Profile ◽  
Psychological Mechanism ◽  
Brand Attributes ◽  
First Time ◽  
Moderating Role

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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