... strategies to consumer attitudes and purchases, but also identified brand personality and product involvement as critical boundary conditions of these effects. Practical implications By systematically investigating the effects of brand- and product-related moderators, the approach also offers practical...

... transmittable to brand personalities (BPs), as well as the consequences of the BP resemblance to the personalities of the brand’s culture of origin and consumers’ culture on BP’s clarity and consumer attachment to the brand. Design/methodology/approach Hypotheses were developed and tested on survey data...

...Ulf Aagerup; Svante Andersson; Gabriel Baffour Awuah Purpose This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and via their interactions with customers. Design/methodology/approach A multiple case study, which spans...

...Ning Zhang; Liqin Yu; Alex S.L. Tsang; Nan Zhou Purpose The purpose of this paper is to examine the interaction effects of spokes-character dynamism (high vs low) and brand personality (sincere vs competent) on consumers’ evaluation and the mediating role of processing fluency. Design...

...) intentions toward a brand and the consequent implications for a brand’s personality. Design/methodology/approach Three mall-intercept studies and one online study demonstrate the influence of consumers’ fixed and growth mindsets on their WOM intentions. The first two mall-intercept studies identify...

... of masculine vs feminine master brands, as manipulating a brand’s perceived masculinity appears very difficult to do successfully. Gender Brand image Brand strategy Brand names Brand personality Brand gender Brand gender has recaptured scholars’ attention in recent years. Grohmann (2009 , p...

... and femininity perceptions. These, in turn, significantly related to consumer preferences and brand equity. Brand masculinity and femininity perceptions successfully predicted brand equity above and beyond other brand personality dimensions. Research limitations/implications – Although this research used...

...Linn Viktoria Rampl; Peter Kenning Purpose – The importance of employer branding to attract talent in organizations is increasing rapidly. Brand personality traits, particularly, have been shown to explain considerable variance in employer brand attractiveness. Despite such awareness, little...

...) implies that congruent rather than incongruent combinations of brand visuals and haptics relate to judgments of the brand as higher in price. We aim to show that as both brand visuals and haptics can have semantic associations (such as brand personality), the congruence of these associations can impact...

...Temi Abimbola; Myfanwy Trueman; Oriol Iglesias; Fang Liu; Jianyao Li; Dick Mizerski; Huangting Soh Purpose This study aims to examine the effects of three self‐congruity constructs: the brand's personality congruity (BPC), the brand's user imagery congruity and the brand's usage imagery congruity...