Event Title

Revisiting the Ties between Brand Personality and Brand Engagement

Session

Management, Business and Economics

Description

The authors objectively explore that how brand personality, brand personality appeal, and customer brand identification stimulate brand engagement by employing personality theory, congruity theory, and identity theory. The model was tested through Structural equation modeling with the data collected from 413 brand community members in India. Empirical analysis reveals that brand personality and brand personality appeal, together, creates a stronger brand engagement model. Customer brand identification partially mediates the relationship between brand personality and brand engagement as well as between brand personality appeal and brand engagement. Brand personality is necessary but not sufficient in generating higher levels of brand engagement and brand personality appeal is equally important for generating customer brand engagement. The study adds a new driver of customer brand engagement in the form of brand personality appeal. The mediation analysis highlights the role of customer brand identification to the existing relationship between brand personality and brand engagement. Apart from the focus of brand personalities, brand personality appeal should also be carefully moderated to have engaged customers. A sense of brand identification also needs to be maintained along with the brand personality and brand personality appeal. The study uniquely introduces the role of brand personality appeal in engagement domain. The enhanced predictive power displayed by the combination of brand personality and brand personality appeal remained underexplored to date.

Keywords:

Customer Brand Engagement, Brand personality, Brand personality Appeal, Customer Brand Identification

Session Chair

Edmond Hajrizi

Session Co-Chair

Naim Preniqi

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-550-19-2

Location

Pristina, Kosovo

Start Date

26-10-2019 11:00 AM

End Date

26-10-2019 12:30 PM

DOI

10.33107/ubt-ic.2019.332

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Oct 26th, 11:00 AM Oct 26th, 12:30 PM

Revisiting the Ties between Brand Personality and Brand Engagement

Pristina, Kosovo

The authors objectively explore that how brand personality, brand personality appeal, and customer brand identification stimulate brand engagement by employing personality theory, congruity theory, and identity theory. The model was tested through Structural equation modeling with the data collected from 413 brand community members in India. Empirical analysis reveals that brand personality and brand personality appeal, together, creates a stronger brand engagement model. Customer brand identification partially mediates the relationship between brand personality and brand engagement as well as between brand personality appeal and brand engagement. Brand personality is necessary but not sufficient in generating higher levels of brand engagement and brand personality appeal is equally important for generating customer brand engagement. The study adds a new driver of customer brand engagement in the form of brand personality appeal. The mediation analysis highlights the role of customer brand identification to the existing relationship between brand personality and brand engagement. Apart from the focus of brand personalities, brand personality appeal should also be carefully moderated to have engaged customers. A sense of brand identification also needs to be maintained along with the brand personality and brand personality appeal. The study uniquely introduces the role of brand personality appeal in engagement domain. The enhanced predictive power displayed by the combination of brand personality and brand personality appeal remained underexplored to date.