Effects of brand personality on brand trust and brand affect

By Yongjun Sung, Jooyoung Kim. 2010

572 citations recorded by the source corpus.

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

View Paper: https://www.semanticscholar.org/paper/4f3c98a0d33ff71f08f46d31b1ba6e2126f42e91

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

In Organizational Behavior and Human Resource Management

In Sociology and Political Science

Citations in the corpus

Brand personality and brand equity: evidence from the sportswear industry (2015, unknown): “It explains how those relationships impact individual-level consumer behavior (Fournier, 1998; Sung et al., 2009; Sung and Kim, 2010) and also product-level performance measures (Freling and Forbes, 2005).”
Effects of brand personality dimensions on consumers’ perceived self-image congruity and functional congruity with hotel brands (2017, background): “Strategically, a brand personality can serve as a tool for positioning a brand in the marketplace, helping to differentiate it from its competitors at the symbolic level (Sung and Kim, 2010a,b).”
Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty (2012, background): “In studying the effect of brand personality on brand trust and brand affect, Sung and Kim (2010) find a positive relation between brand sincerity and brand trust.”
The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study (2017, background): “Sung and Kim (2010) found that brand personality dimensions can increase the levels of brand trust.”
How does brand loyalty interact with tourism destination? Exploring the effect of brand loyalty on place attachment (2020, methodology): “We checked the loyalty manipulation with a four-item loyalty scale (Sung & Kim, 2010).”
Brand personality: A meta-analytic review of antecedents and consequences (2013, background): “…research exists in terms of the consequences and the relevance of BP for brand management (e.g., Chang and Chieng 2006; Johar et al. 2005; Sung and Kim 2010), little is known about the relative importance of the BP dimensions with regard to driving brand preference and loyalty (e.g., Keller and…”
Brand personality in higher education: anthropomorphized university marketing communications (2017, background): “Previous studies have indicated that the trait of Sincerity within communications represents a measure of brand trust (Sung & Kim, 2010) and is particularly important for brands which need to be seen as authentic in the presence of varying consumer trust (Godin, 2005).”
Employer brand trust and affect: linking brand personality to employer brand attractiveness (2014, methodology): “With regard to brand affect, we propose analogously to Sung and Kim (2010), that brand personality dimensions excitement, sophistication, and ruggedness are more”