[HTML][HTML] Brand personality: Current insights and future research directions
V Calderón-Fajardo, S Molinillo… - Journal of Business …, 2023 - Elsevier
The aim of this study is to improve the understanding of the scientific contributions made by
brand personality (BP) research, to identify its predominant themes and to propose a …
brand personality (BP) research, to identify its predominant themes and to propose a …
Story of Aaker's brand personality scale criticism
A Kumar - Spanish Journal of Marketing-ESIC, 2018 - emerald.com
Purpose Aaker's brand personality scale (BPS) published in 1997 has revived hitherto
sluggish interest in brand personality research. With time, the BPS, most cited work in brand …
sluggish interest in brand personality research. With time, the BPS, most cited work in brand …
What makes fashion consumers “click”? Generation of eWoM engagement in social media
Purpose The purpose of this study is to investigate the perceived exposure of fashion
consumers to different types of fashion brands' social media marketing (SMM) actions in …
consumers to different types of fashion brands' social media marketing (SMM) actions in …
Brand engagement without brand ownership: a case of non-brand owner community members
J Kumar, JK Nayak - Journal of Product & Brand Management, 2019 - emerald.com
Purpose Considering brand ownership as a cause of concern, this paper aims to propose a
conceptual model portraying brand engagement as a function of members' brand …
conceptual model portraying brand engagement as a function of members' brand …
Behavioral Analysis of Personality, Branding and Emotional State in e-Sports
E-sports have grown in popularity on a worldwide scale. Recent assessments place the
industry's value at more than $612 million, with operations spanning Europe, North America …
industry's value at more than $612 million, with operations spanning Europe, North America …
Brand personality appeal in retailing: Comparing fashion-and grocery retailing
K Willems - Journal of Retailing and Consumer Services, 2022 - Elsevier
In a mature retail market, branding can offer retailers opportunities for setting themselves
apart. This study examines the construct 'brand personality appeal'(BPA; Freling et al., 2011) …
apart. This study examines the construct 'brand personality appeal'(BPA; Freling et al., 2011) …
How does social media marketing enhance brand loyalty? Identifying mediators relevant to the cinema context
Social media has created a new norm for organizations to engage with their consumers and
expand their businesses. In view of this, brand loyalty as an outcome of social media …
expand their businesses. In view of this, brand loyalty as an outcome of social media …
Examining process mechanism of celebrity attributes on brand advocacy
Purpose The study uses the meaning transfer model to integrate celebrity advertising and
branding under the broad paradigm of celebrity–brand communication. Specifically, the …
branding under the broad paradigm of celebrity–brand communication. Specifically, the …
Understanding the ties between brand gender and brand engagement in online brand communities: the moderating role of consumers' biological sex
J Kumar - Journal of Product & Brand Management, 2022 - emerald.com
Purpose This study aims to examine how brand gender (masculine/feminine brand
personality [FBP] traits) stimulates brand engagement (cognitive processing, affection and …
personality [FBP] traits) stimulates brand engagement (cognitive processing, affection and …
Idol worship: how does it influence fan consumers' brand loyalty?
L Chen, G Chen, S Ma, S Wang - Frontiers in Psychology, 2022 - frontiersin.org
The brand loyalty of fan consumers can be influenced by idol worship if certain celebrity
figures are linked with a brand. Collaborating with idols is an effective marketing strategy …
figures are linked with a brand. Collaborating with idols is an effective marketing strategy …