The role of brand personality in the formation of consumer affect and self-brand connection
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...
Paper Details
Title
The role of brand personality in the formation of consumer affect and self-brand connection
Published Date
Jul 1, 2021
Volume
31
Issue
4
Pages
551 - 569
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