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This research empirically tests the impact of five brand personality dimensions (sincerity, excitement, competence, sophistication and ruggedness) on brand love, store brand loyalty and positive word of mouth. We focused on online retailers in Indonesia. The proposed model is tested using structural equation modeling (SEM) from 398 collected respondents. +WOM is important to reduce marketing costs. The purpose of this study is to analyze whether the five dimensions of brand personality and brand love have a positive impact on store brand loyalty and positive word of mouth. The results demonstrated that three of five dimensions of brand personality namely ‘sincerity’, ‘competence’ and ‘sophistication’ have a positive impact on brand love and a mediated through store brand loyalty path to positive word of mouth. The effect of two dimensions brand personality on +WOM because brand love. So, this finding reinforces the importance of the brand love and brand personality construct to retail business.

How to Build Word of Mouth: The Role Brand Personality, Brand Love and Brand Loyalty