Responsible and active brand personality: On the relationships with brand experience and key relationship constructs

By Arnold Japutra, Sebastian Molinillo. Journal of business research, 2017

122 citations recorded by the source corpus.

Abstract Brand personality is a key concept in marketing that can be used to create competitive differentiation. Two of the most relevant dimensions of brand personality for academics and practitioners are responsible and active. However, only few studies examine these two personalities, particularly their relationship with prominent marketing constructs. This paper attempts to identify which dimensions of brand experience (i.e., sensory, affective, behavioral, and intellectual) lead to higher consumers' perception of responsible and active brands and in predicting key relationship constructs (i.e., satisfaction, trust and brand loyalty). Based on a survey of 339 Spanish respondents, the results suggest that not all dimensions of brand experience predict brand personality. The findings also suggest that being responsible leads to higher satisfaction and trust compared to being active. On the other hand, being active leads to higher loyalty compared to being responsible.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/2c87087b0e60ea68e9ccc67aec2bb8a5c430c1df

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In Marketing

  1. Richard Huaman-Ramirez
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In Organizational Behavior and Human Resource Management

  1. Richard Huaman-Ramirez
  2. D. Merunka

In Sociology and Political Science

  1. Richard Huaman-Ramirez
  2. D. Merunka

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