THE IMPACT OF BRAND PERSONALITY PERCEPTIONS ON PURCHASE INTENTION: ROLE OF CULTURAL DIFFERENCES AND CUSTOMER-BRAND CONGRUENCE

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MOHAMMAD SHAFIEE MAJID; RAHMAT ABADI YAZDAN

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Journal: JOURNAL OF BRAND MANAGEMENT Year:2016 | Volume:2 | Issue:4 Page(s): 45-68

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Title

THE IMPACT OF BRAND PERSONALITY PERCEPTIONS ON PURCHASE INTENTION: ROLE OF CULTURAL DIFFERENCES AND CUSTOMER-BRAND CONGRUENCE

Author(s)

MOHAMMAD SHAFIEE MAJID | RAHMAT ABADI YAZDAN | Issue Writer Certificate

Keywords

BRAND PERSONALITY

CULTURAL DIFFERENCES

CUSTOMER-BRAND CONGRUENCE

PURCHASE INTENTION

Abstract

Successful companies use BRAND PERSONALITY strategies for shaping customers’ behaviors, which depend on customers’ CULTURAL DIFFERENCES and their congruence withbrand. So, in this research these two variables are considered as moderator andmediator variables, respectively in the relationship between BRAND PERSONALITY perceptions and PURCHASE INTENTION. Amongst the dimensions of CULTURAL DIFFERENCES, thestudy is focused on individualism and uncertainty-avoidance. Also, the impact ofthose two dimensions on the relationship between BRAND PERSONALITY perceptions andPURCHASE INTENTION is investigated. The statistical population of this study is customers from five selected cities in Iran and a random sample of 243 individuals is selected through cluster sampling method. For analyzing the data, the structural equationmodeling method with partial least square approach is used. The results show thatCUSTOMER-BRAND CONGRUENCE plays the mediator role in relationship between brandpersonality and PURCHASE INTENTION. Moreover, individualism and uncertainty avoidance positively moderate the relationship between CUSTOMER-BRAND CONGRUENCE andPURCHASE INTENTION.

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APA: Copy

MOHAMMAD SHAFIEE, MAJID, & RAHMAT ABADI, YAZDAN. (2016). THE IMPACT OF BRAND PERSONALITY PERCEPTIONS ON PURCHASE INTENTION: ROLE OF CULTURAL DIFFERENCES AND CUSTOMER-BRAND CONGRUENCE. JOURNAL OF BRAND MANAGEMENT, 2(4 ), 45-68. SID. https://sid.ir/paper/267537/en

Vancouver: Copy

MOHAMMAD SHAFIEE MAJID, RAHMAT ABADI YAZDAN. THE IMPACT OF BRAND PERSONALITY PERCEPTIONS ON PURCHASE INTENTION: ROLE OF CULTURAL DIFFERENCES AND CUSTOMER-BRAND CONGRUENCE. JOURNAL OF BRAND MANAGEMENT[Internet]. 2016;2(4 ):45-68. Available from: https://sid.ir/paper/267537/en

IEEE: Copy

MAJID MOHAMMAD SHAFIEE, and YAZDAN RAHMAT ABADI, “THE IMPACT OF BRAND PERSONALITY PERCEPTIONS ON PURCHASE INTENTION: ROLE OF CULTURAL DIFFERENCES AND CUSTOMER-BRAND CONGRUENCE,” JOURNAL OF BRAND MANAGEMENT, vol. 2, no. 4 , pp. 45–68, 2016, [Online]. Available: https://sid.ir/paper/267537/en

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