...Hong-Youl Ha Purpose This study aims to assess how continuous outcomes of brand personality vary as a function of time and other predictors. Specifically, the author investigates the roles of brand trust on the direct influence of brand personality, resulting in brand loyalty. Design...

...Ross Gordon; Nadia Zainuddin; Christopher Magee Purpose This paper aims to demonstrate the utility of branding theory for social marketing services. Specifically, this is to our knowledge the first to investigate brand personality (BP) and brand personality appeal (BPA) in a single study...

... identified in this research. Originality/value The study expands the concept of brand personality to sport services and provides insights into the main dimensions of sport brands' personality. This is the first study that develops a valid and reliable instrument for measuring the personality of sport...