...Jae Youn Chang; Wi-Suk Kwon Purpose This study aims at examining the role of the e-store brand personality congruence/incongruence of a multichannel apparel retailer in the formation of consumers' perceived e-store brand fit and e-store patronage intention, based on the concept of image congruence...

...Khyati Shetty; Jason R. Fitzsimmons Purpose The purpose of this research study is to empirically investigate a hypothesized theoretical framework that captures the impact of brand personality congruence, brand love and brand attachment on brand loyalty in the luxury branding sector. Design...

...Cristela Maia Bairrada; Arnaldo Coelho; Viktoriya Lizanets Purpose The purpose of this paper is to analyze the influences of brand personality on consumer behavior, with a special emphasis on the brand love construct. The aim is to expand upon existing literature in the field of branding...

.... Originality/value The study validates the theory of user imagery, and it extends the theory by examining how different target consumers react to user imagery traits and thus provides evidence for gender bias toward obese models. Brand personality Brands Standardization Obese Plus-size User imagery...

.... The clusters differed in relation to perceptions of brand personality and the effect of self-congruity on repurchase intentions. Research limitations/implications This study was conducted using participants from one university in Northern Italy. Thus, the main limitations of this study relate to sample...

.... Originality/value This study has contributions to branding, ready‐to‐wear, and Generation Y literature combining several important dimensions into a structural model, and examines the interrelationships among these dimensions as well as their effect on brand loyalty. Brand personality is an important...

... literature. Furthermore, the impact of brand personality and brand image on brand love has not been investigated in any empirical research. This paper aims to address this gap by developing a causal model incorporating brand love, brand personality, brand image and word of mouth (WOM) to investigate...

...Ulf Aagerup Purpose The purpose of this paper is to investigate how the weight of ideal users affects the perception of mass market fashion brands. Design/methodology/approach An experiment was carried out in which 640 university students replied to a web survey, rating the brand personality...

... perceptions of five brand personality traits for various apparel brands and the relationship between brand personality and brand preference. Findings from this study show that although personality expectations for apparel brands differ, brands with favourable brand attitude have favourable competent ratings...