دانلود رایگان مقاله انگلیسی شخصیت برند فعال و مسئول: رابطه ی تجربه برند و ساختار های کلیدی روابط - الزویر 2017

ABSTRACT

Brand personality is a key concept in marketing that can be used to create competitive differentiation. Two of the most relevant dimensions of brand personality for academics and practitioners are responsible and active. However, only few studies examine these two personalities, particularly their relationship with prominent marketing constructs. This paper attempts to identify which dimensions of brand experience (i.e., sensory, affective, behavioral, and intellectual) lead to higher consumers' perception of responsible and active brands and in predicting key relationship constructs (i.e., satisfaction, trust and brand loyalty). Based on a survey of 339 Spanish respondents, the results suggest that not all dimensions of brand experience predict brand personality. The findings also suggest that being responsible leads to higher satisfaction and trust compared to being active. On the other hand, being active leads to higher loyalty compared to being responsible.

5. Conclusion

5.1. Theoretical contributions

This study extends prior research on brand experience and brand personality (Brakus et al., 2009; Dennis et al., 2014; Geuens et al., 2009; Nysveen et al., 2013) by providing some of the first empirical evidence on the role of the dimensions of brand experience together with responsible and active brand personalities on key relationship constructs. More specifically, the findings reveal that not all dimensions of brand experience are capable in building responsible and active personalities. The findings also show which brand personality leads to higher key relationship constructs.

This study shed a light into how the dimensions of BE perform in predicting the two dimensions of BP. Nysveen et al. (2013) show that sensory experiences positively affect brand personality, whereas intellectual experiences negatively affect brand personality. They also find that affective experiences do not influence brand personality. Apparently this study shows the other way around. The results show that sensory and intellectual experiences positively affect both responsible and active brand personalities. Meanwhile, affective experiences only influence responsible personalities and not active personalities. This means that building not only sensory but also intellectual and affective experiences help in framing the desired personality of the brand.

The findings also show that behavioral experiences do not influence either responsible or active personalities. This supports Nysveen et al.'s (2013) findings that behavioral experiences do not influence brand personality. Sensory experiences are more likely to influence active rather than responsible personalities; on the contrary intellectual experiences are more likely to influence responsible rather than active personalities.