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

IF 5.2 2区管理学 Q1 BUSINESS

Journal of Product and Brand Management Pub Date : 2021-07-01 DOI:10.1108/JPBM-08-2020-3039

Justin F. McManus, S. Carvalho, Valerie J. Trifts

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引用次数: 10

Abstract

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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品牌个性在消费者情感形成和自我品牌联系中的作用

目的本研究旨在探讨品牌个性特征在解释不同程度的品牌好感如何唤起消费者的影响并与消费者建立联系方面的作用。设计/方法/方法作者使用了一种定量方法，包括受试者内部（研究1）和受试者之间（研究2）的实验设计。中介分析使用OLS回归和MEMORE和PROCESS宏进行测试。研究结果表明，品牌兴奋度和诚意的增加与有利品牌和不利品牌引发的积极情感的差异有关；品牌诚意的降低与有利品牌和不利品牌之间负面影响的差异有关（研究1）；品牌竞争力和兴奋感与品牌好感度和品牌自身联系之间的关系有关；以及品牌能力和兴奋感，以最好地区分有利品牌和不利品牌（研究2）。原创性/价值这些结果支持了被认为是普遍积极的品牌个性特征的重要性，并为管理者提供了一个初步的路线图，在与消费者沟通时，应优先考虑哪些品牌个性特征。

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来源期刊

Journal of Product and Brand Management Multiple-

CiteScore

10.90

自引率

19.60%

发文量

期刊介绍： Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.