... Nostalgia Product design Brand evaluation Brand personality Typeface Typography Using traditional cultural elements in product design has become an essential marketing strategy (Sheth, 2011). This approach commonly incorporates traditional cultural elements, such as patterns, color schemes...

... © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Packaging Brand image Mixed methods Brand personality RQ3. How does packaging relate to brand image associations from the consumer’s viewpoint? The importance of package...

...Abhishek Yadav Purpose This study aims to propose and test an appraisal theory-based framework that depicts the impact of negatively valenced brand personality dimensions on brand hate development and the resultant outcomes of non-purchase intention and anti-brand actions. The study also...

... to the construct of brand personality (Warren et al., 2019) but also as a brand personality trait in itself (Feng et al., 2023). Brand personality is well-integrated in the CBR literature stream and is conceptually connected with brand coolness; therefore, brand relationships are a natural space...

...Wenting Feng; Yuanping Xu; Lijia Wang Purpose Building on the theory of brand psychological ownership, this paper aims to explore the mediating role of brand psychological ownership in the relationship between brand personality (innocence/coolness) and consumers’ preferences, as well as identify...

...Kristina Marie Harrison; Boonghee Yoo; Shawn Thelen; John Ford Purpose The purpose of this study is to determine the impact of voters’ personal and societal values on presidential candidate brand personality preference. In addition, the research examines which brand personalities are deemed most...

...Jitender Kumar Purpose This study aims to examine how brand gender (masculine/feminine brand personality [FBP] traits) stimulates brand engagement (cognitive processing, affection and activation) inside online brand communities (OBCs). The authors also explore the mediation of this effect through...

...Justin F. McManus; Sergio W. Carvalho; Valerie Trifts 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...

... communication influenced responsible and active brand personality dimensions compared to non-CSR communication. Study 2 examined how varying CSR spending allocations affect personality perceptions of weak and strong brands. Studies 1 and 2 measured responsible and active brand personalities before and after...

... of pleasantness and calmness and transmit brand personality traits. Design/methodology/approach A within-subject experimental factorial design is applied to measure emotional arousal (indexed as electrodermal activity) and enhancement on perceptual processing (indexed as heart rate), as well as self-reported...

... Centeno can be contacted at: ecenteno@tec.mx 31 10 2017 21 07 2018 23 01 2019 14 02 2019 15 02 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only SMEs Brand personality Brand-as-a-person is also a vehicle...

...Roseann Viscomi Hassey Purpose This paper aims to explore the impact of an overlooked variable, brand personality, as a basis for brand forgiveness and recovery following brand failures. Design/methodology/approach Data were collected via three on-line surveys using Amazon Mechanical Turk...

... personalities do not match the brand’s current personality are likely to alter their view of a brand when the brand partners with an artist whose personality matches with that of the consumers’. This happens without negatively affecting the brand personality perceptions of current consumers who already identify...

...Gary Davies; José I. Rojas-Méndez; Susan Whelan; Melisa Mete; Theresa Loo Purpose This paper aims to critique human personality as a theory underpinning brand personality and to propose instead a theory from human perception, and by doing so, to identify universally relevant dimensions. Design...

... now offer a popular approach to help explain consumer decision-making processes (Coolsen and Kumashiro, 2009 ; Onkvisit and Shaw, 1987). Brand personality Consumer psychology Brand congruency Product Brand experience Self image The term brand or product constellation...

... highlighted above, the following research questions will be explored: RQ3a. Does the influence of model body size on perceptions of user imagery personality characteristics differ for younger and older consumers? RQ3b. Does the influence of model body size on brand personality...

...Jin Su; Xiao Tong Purpose – This paper aims to explore the personalities of sportswear brands and their relationship to brand equity using Aaker’s methodology in the context of sportswear brands. Design/methodology/approach – This paper used Aaker’s brand personality framework...

... artistic movement. But the dilemma then became: did they want to be a big fish in a little pond or a little fish in a big pond? © Emerald Group Publishing Limited 2014 --> Socialization Brand personality Consumer empowerment This somewhat controversial book...

... of the results to other cultures. The classification scheme broadens the existing brand personality and brand gender literature and its derived brand taxonomies. Practical implications – The results provide brand managers with a marketing tool to measure their brands' masculinity and allow them to adapt...

...Statia Elliot; J.E. (Joe) Barth Purpose To better understand the unique preferences of the newest segment of wine consumers, the purpose of this paper is to explore the design and brand personality of wine labels, and their appeal to the millennial market. Design/methodology/approach The study...