دانلود رایگان مقاله انگلیسی استفاده از پیوستگی برند با هنرمندان برای توسعه خرده فروشی شخصیت - الزویر 2018

ABSTRACT

Fashion retailers are increasingly entering into brand alliances with visual artists, but the conditions under which such alliances are most effective are not clear. Drawing on brand personality and implicit personality theory, we used two experimental studies to show both negative (dilution of retailer's original personality) and positive (expansion of personality) effects. Study 1 demonstrated that retail brand personality was diluted when the visual artist had a strongly incongruent personality, while it was expanded when the artist had a personality moderately incongruent to the retailer's brand, but only for consumers who hold an incremental theorist view of personality. Study 2 showed that consumers' implicit theory beliefs can be primed to design the intended personality of retail brands through artist partnerships. Our findings suggest visual artists are an untapped source of value that retailers can exploit to create differentiated brand personalities as a way to gain a greater market appeal.

6. Future research

These findings suggest important paths for future research. The current study assessed the influence of the artist-retailer brand personality match on attitude towards the brand. Research has shown that different brand personality dimensions affect performance measures differently (Eisend & Stokburger-Sauer, 2013). It would be logical to consider future research that assesses whether different combinations of brand personality dimensions have differential impacts on attitude towards the extended brand. Moreover, future studies should examine the relationship between the personality of consumers and the extended personalities of retail brands. Consumers seek brands that capture their own personalities and utilize brands as ways of expressing their selfconcept. Investigating whether expanding brand personality into dual dimensions fosters an increase in brand loyalty from broader consumer segments who match a retailer's original and newly acquired personalities will provide valuable implications for practitioners.