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Effects of brand personality on brand trust and brand affect
Author(s) -
Sung Yongjun,
Kim Jooyoung
Publication year - 2010
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20349
Subject(s) - affect (linguistics) , sophistication , personality , brand management , brand loyalty , psychology , brand awareness , brand equity , sincerity , advertising , brand extension , competence (human resources) , marketing , social psychology , business , sociology , social science , communication
Given the potential utility of brand personality for marketers, the present research conceptualizes and investigates the relationships between five brand personality dimensions and brand trust as well as brand affect. This research proposes that some brand personality dimensions relate more to brand trust, whereas other dimensions relate more to brand affect. The results suggest that Sincerity and Ruggedness brand personality dimensions are more likely to influence the level of brand trust than brand affect, whereas the Excitement and Sophistication dimensions relate more to brand affect than to brand trust. The Competence dimension appears to have similar effects on both brand trust and brand affect. The research findings are consistent with marketing and consumer researchers' assertions that brand personality can increase levels of brand trust and evoke brand affect, which in turn builds the level of brand loyalty. Theoretical and practical contributions and implications are discussed. © 2010 Wiley Periodicals, Inc.