The role of brand personality in the formation of consumer affect and self-brand connection
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 1 July 2021
Issue publication date: 4 April 2022
Abstract
Purpose
This study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers.
Design/methodology/approach
The authors used a quantitative approach consisting of within-subjects (Study 1) and between-subjects (Study 2) experimental designs. Mediation analyses were tested using OLS regression with the MEMORE and PROCESS macros.
Findings
Findings suggest increases in brand excitement and sincerity to be related to differences in positive affect evoked by favorable and unfavorable brands; decreases in brand sincerity to be related to differences in negative affect between favorable and unfavorable brands (Study 1); brand competence and excitement to be related to the relationship between brand favorability and self-brand connection; and brand competence and excitement to best distinguish favorable brands from unfavorable brands (Study 2).
Originality/value
These results support the importance of brand personality traits that are considered to be universally positive and provide managers with an initial roadmap for which brand personality traits should be prioritized when communicating with consumers.
Keywords
Citation
McManus, J.F., Carvalho, S.W. and Trifts, V. (2022), "The role of brand personality in the formation of consumer affect and self-brand connection", Journal of Product & Brand Management, Vol. 31 No. 4, pp. 551-569. https://doi.org/10.1108/JPBM-08-2020-3039
Publisher
:Emerald Publishing Limited
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