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http://hdl.handle.net/11718/19403| Title: | A lovable personality: the effect of brand personality on brand love |
| Authors: | Roy, Pinaki Khandeparkar, Kapil Motiani, M. |
| Keywords: | Brand Love;Brand Personality;Branding;Excitement;Relationship Marketing;Sincerity |
| Issue Date: | 2016 |
| Publisher: | Palgrave Macmillan Ltd. |
| Citation: | Roy 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. |
| Abstract: | This 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. |
| URI: | http://hdl.handle.net/11718/19403 |
| Appears in Collections: | Journal Articles |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| A lovable personality_Pinali Roy_2016.pdf Restricted Access | 377.41 kB | Adobe PDF | View/Open Request a copy |
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