A lovable personality: the effect of brand personality on brand love

dc.contributor.author	Roy, Pinaki
dc.contributor.author	Khandeparkar, Kapil
dc.contributor.author	Motiani, M.
dc.date.accessioned	2016-06-21T09:13:22Z
dc.date.available	2016-06-21T09:13:22Z
dc.date.issued	2016
dc.identifier.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.	en_US
dc.identifier.uri	http://hdl.handle.net/11718/19403
dc.description.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.	en_US
dc.language.iso	en_US	en_US
dc.publisher	Palgrave Macmillan Ltd.	en_US
dc.subject	Brand Love	en_US
dc.subject	Brand Personality	en_US
dc.subject	Branding	en_US
dc.subject	Excitement	en_US
dc.subject	Relationship Marketing	en_US
dc.subject	Sincerity	en_US
dc.title	A lovable personality: the effect of brand personality on brand love	en_US
dc.type	Article	en_US

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