Work

The Influence of Brand Personality Dimensions on Brand Identification and Word-of-Mouth: The Case Study of a University Brand in Thailand

Year: 2011

Type: article

Abstract: Brand personality refers to personality traits associated with a brand.The results of the study conducted in Thailand, where academic research in this area is scant, reveal that, for a university brand, brand personality dimensions of sincerity and competence have more influence on brand identification and word-of-mouth than the dimensions of excitement and sophistication.In addition, brand identification appears to mediate the influence of these two dimensions of brand personality on word-of-mouth.Implications and future study directions conclude the study report.

Source: Asian Journal of Business Research

DOI: 10.14707/ajbr.110004

Author: Kawpong Polyorat

Institution: Khon Kaen University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W1608442102

FWCI:

Cites: 44

Cited by: 21

Related to: 10