Revisiting Brand Personality Attributes: Mediating Role of Brand Attitude

Bikash Kumar Rup, Jyotiranjan Gochhayat, Sasmita Samanta

Source Title: International Journal of Asian Business and Information Management (IJABIM)12(2)

ISSN: 1947-9638|EISSN: 1947-9646|EISBN13: 9781799861058|DOI: 10.4018/IJABIM.20210401.oa8

MLA

Rup, Bikash Kumar, et al. "Revisiting Brand Personality Attributes: Mediating Role of Brand Attitude." IJABIM vol.12, no.2 2021: pp.124-136. http://doi.org/10.4018/IJABIM.20210401.oa8

APA

Rup, B. K., Gochhayat, J., & Samanta, S. (2021). Revisiting Brand Personality Attributes: Mediating Role of Brand Attitude. International Journal of Asian Business and Information Management (IJABIM), 12(2), 124-136. http://doi.org/10.4018/IJABIM.20210401.oa8

Chicago

Rup, Bikash Kumar, Jyotiranjan Gochhayat, and Sasmita Samanta. "Revisiting Brand Personality Attributes: Mediating Role of Brand Attitude," International Journal of Asian Business and Information Management (IJABIM) 12, no.2: 124-136. http://doi.org/10.4018/IJABIM.20210401.oa8

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Abstract

This study aims to examine the influence of different brand personalities on buyers' purchase intention and examines the role of buyers' brand attitude. Data were collected through questionnaire survey. Analysis of 317 valid responses was carried out using AMOS 20. Five brand personality attributes such as responsibility, activity, emotionality, ruggedness, and competence were found to be prime brand personalities to predict buyer's brand purchase intention. Effects of these personalities except emotionality were found to influence buyers' brand purchase intention through the mediating effects of buyers' brand attitude. The findings will help the organizations in designing and redesigning their product differentiation to position the brand in the market to enhance the conversion rate of potential customers. This study identifies five brand personality attributes those are more decisive in inducing buyers' purchase intention in Indian context than other brand personality attributes those are commonly thought to be associated with cell phones.