When Brand Personality Matters: The Moderating Role of Attachment Styles
By Vanitha Swaminathan, K. Stilley, Rohini Ahluwalia. 2009
422 citations recorded by the source corpus.
View Paper: https://www.semanticscholar.org/paper/836b17d23c67c0b2b283af97a131ed3d3932f6de
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Citations in the corpus
- Brands as Rivals: Consumer Pursuit of Distinctiveness and the Role of Brand Anthropomorphism (2018, background): “When consumers strive to signal their image through brands, the signaling role of brand personality is restricted to public contexts (Swaminathan, Stilley, and Ahluwalia 2009).”
- Brand personality appeal: conceptualization and empirical validation (2011, methodology): “We manipulated all three dimensions by varying the copy of the magazine covers, including the overall tonality, brand identity elements, visuals and content (see Swaminathan et al. 2009 ).”
- Assessing university brand personality through logos: an analysis of the use of academics and athletics in university branding (2013, background): “Swaminathan, Stilley, and Ahluwalia (2008) applied attachment theory to brand personality to better understand the role of brand personality in branding outcomes.”
- Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty (2017, background): “” Researchers have established in the marketing literature that brands can have human traits that influence critical outcomes such as purchase likelihood and brand choice (Ha and Janda, 2014; Gordon et al., 2016; Guèvremont and Grohmann, 2013; Swaminathan et al., 2009).”
- Brands as Relationship Partners: Warmth, Competence, and In-Between (2012, unknown): “Time and again, consumer research supports the importance of understanding the consumer's personality, motives and intentions if we are to understand their interactions with a brand (Baumgartner, 2002; Swaminathan et al., 2009).”
- Consumers' use of brands to reflect their actual and ideal selves on Facebook (2012, background): “Recent research shows that anxiously attached individuals use brands as a way to signal their ideal self-concepts to others in a public setting (Swaminathan et al., 2009).”