An Empirical Analysis of the Brand Personality Effects on Brand Involvement

Academic Public Administration Studies

An Empirical Analysis of the Brand Personality Effects on Brand Involvement

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Title: An Empirical Analysis of the Brand Personality Effects on Brand Involvement
Author: Tsiotsou, Rodoula
Abstract: The study aims to (a) provide empirical support for the direct influence that brand personality will have on consumer’s brand involvement and (b) delineate the role of each brand personality dimension. Based on a sample of 303 consumers and using sport brands as the product category under investigation, this study reveals that brand personality affects directly consumers’ involvement with the brand. Moreover, it demonstrates that not all dimensions of brand personality contribute equally to this relation. This research strengthens the brand personality literature and establishes a baseline for future empirical investigations.
URI: http://www.apas.admpubl.snspa.ro/handle/2010/223
Date: 2010-07-05


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