The Effect of Brand Personality and Brand Image on Word of Mouth

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Daneshian Marjan; NAYEBZADEH SHAHNAZ; MOEINADDIN MAHMOUD; Eghbali Akram

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Journal Paper

Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2016 | Volume:10 | Issue:32 Page(s): 1-25

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Title

The Effect of Brand Personality and Brand Image on Word of Mouth

Author(s)

Daneshian Marjan | NAYEBZADEH SHAHNAZ | MOEINADDIN MAHMOUD | Eghbali Akram | Issue Writer Certificate

Keywords

Brand personality congruityQ1

Brand user imagery congruityQ1

Brand usage imagery congruityQ1

Brand loyaltyQ1

Brand attitudeQ2

Brand loveQ2

Word of mouthQ2

Abstract

Brand love is a central concept in the consumer-brand relationship domain. Brand managers tend to create more lovable brands. However, the importance of this concept is not frequently discussed in marketing literature. Furthermore, the impact of brand Personality and brand image on Brand love has not been investigated in any empirical research; so this study aims to examine the effects of three self-congruity constructs: the brands Personality congruity (BPC), the brand’ s user imagery congruity and the brand’ s usage imagery Congruity, in consumers’ attitude and Brand loyalty and Brand love, and finally the effect of this three factor on Word of mouth. Data were collected using a survey method and usable Questionnaires were completed by 200 HYUNDAI owners in Yazd. Structural Equation Modeling was used to test the Hypotheses using LISREL 8. 72. This study finds that brand personality and usage imagery congruity are stronger predictors for Brand attitude and Brand loyalty than user imagery congruity in the context of the automobile brand tested.

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APA: Copy

Daneshian, Marjan, NAYEBZADEH, SHAHNAZ, MOEINADDIN, MAHMOUD, & Eghbali, Akram. (2016). The Effect of Brand Personality and Brand Image on Word of Mouth. JOURNAL OF MARKETING MANAGEMENT, 10(32 ), 1-25. SID. https://sid.ir/paper/218862/en

Vancouver: Copy

Daneshian Marjan, NAYEBZADEH SHAHNAZ, MOEINADDIN MAHMOUD, Eghbali Akram. The Effect of Brand Personality and Brand Image on Word of Mouth. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2016;10(32 ):1-25. Available from: https://sid.ir/paper/218862/en

IEEE: Copy

Marjan Daneshian, SHAHNAZ NAYEBZADEH, MAHMOUD MOEINADDIN, and Akram Eghbali, “The Effect of Brand Personality and Brand Image on Word of Mouth,” JOURNAL OF MARKETING MANAGEMENT, vol. 10, no. 32 , pp. 1–25, 2016, [Online]. Available: https://sid.ir/paper/218862/en

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