Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/19403
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dc.contributor.authorRoy, Pinaki
dc.contributor.authorKhandeparkar, Kapil
dc.contributor.authorMotiani, M.
dc.date.accessioned2016-06-21T09:13:22Z
dc.date.available2016-06-21T09:13:22Z
dc.date.issued2016
dc.identifier.citationRoy P., Khandeparkar K., Motiani M. (2016). A lovable personality: The effect of brand personality on brand love. Journal of Brand Management, 23(5), 97-113.en_US
dc.identifier.urihttp://hdl.handle.net/11718/19403
dc.description.abstractThis study proposes and empirically tests the impact of two dimensions of brand personality (excitement and sincerity) on brand love and, subsequently, on store brand loyalty and +WOM in the context of online retailers. The data were collected from 500 respondents to test the proposed model using structural equation modeling (SEM). The results demonstrated that the two dimensions of brand personality as well as brand love have a positive impact on store brand loyalty and +WOM. Additionally, 'sincerity' and 'excitement' had a direct effect on store brand loyalty but not on +WOM. However, both the personality dimensions inuenced +WOM through brand love and store brand loyalty.en_US
dc.language.isoen_USen_US
dc.publisherPalgrave Macmillan Ltd.en_US
dc.subjectBrand Loveen_US
dc.subjectBrand Personalityen_US
dc.subjectBrandingen_US
dc.subjectExcitementen_US
dc.subjectRelationship Marketingen_US
dc.subjectSincerityen_US
dc.titleA lovable personality: the effect of brand personality on brand loveen_US
dc.typeArticleen_US
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