...Xingsong Shi; Xiaohui Shan Purpose The purpose of this paper is to investigate Chinese and American financial companies’ distinct brand personality indicators shown through culturally based linguistic features online. The potential correlation between culturally oriented brand personalities...

... Limited 2018 Emerald Publishing Limited Licensed re-use rights only Future Brand personality Autobiographical memory Brand relationship This study is aimed at identifying the influence of future anticipation toward the development of brand relationship which finally creates brand loyalty...

...). Additionally, it delves into the mediating roles of CP-UP congruity and brand personality-celebrity personality (BP-CP) congruity. Design/methodology/approach A survey research entailing a sample of 709 adult consumers was used to test the framed hypotheses by means of a structural equation modelling...

.... The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339...

...T.C. Melewar; Bang Nguyen; Temi Abimbola; Zulhamri Abdullah; Shahrina Nordin, Md; Yuhanis Abdul Aziz Purpose The purpose of this paper is to examine the current state of mission and vision statements on corporate websites of Malaysian and Singaporean corporations based on Aaker's brand personality...

... to practitioner as well. The work outlined should provide a marketing manager with a clear view and understanding of brand identity and image. Originality/value This brand identity and brand image study should help the brand to assess the impact of change in brand personality. Frequent changes may affect...