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Paper Information

Journal:   JOURNAL OF MARKETING MANAGEMENT   FALL 2016 , Volume 10 , Number 32 ; Page(s) 1 To 25.

The Effect of Brand Personality and Brand Image on Word of Mouth

Author(s):  Daneshian Marjan, NAYEBZADEH SHAHNAZ*, MOEINADDIN MAHMOUD, Eghbali Akram
* Department of Business Administration, Yazd Azad University, Yazd, Iran
Brand love is a central concept in the consumer-brand relationship domain. Brand managers tend to create more lovable brands. However, the importance of this concept is not frequently discussed in marketing literature. Furthermore, the impact of brand Personality and brand image on brand love has not been investigated in any empirical research; so this study aims to examine the effects of three self-congruity constructs: the brands Personality congruity (BPC), the brand’ s user imagery congruity and the brand’ s usage imagery Congruity, in consumers’ attitude and brand loyalty and brand love, and finally the effect of this three factor on word of mouth. Data were collected using a survey method and usable Questionnaires were completed by 200 HYUNDAI owners in Yazd. Structural Equation Modeling was used to test the Hypotheses using LISREL 8. 72. This study finds that brand personality and usage imagery congruity are stronger predictors for brand Attitude and brand loyalty than user imagery congruity in the context of the automobile brand tested.
Keyword(s): Brand personality congruity,Brand user imagery congruity,Brand usage imagery congruity,Brand loyalty,Brand attitude,Brand love,Word of mouth
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