Responsible and active brand personality: On the relationships with brand experience and key relationship constructs

Arnold Japutra, Sebastian Molinillo

Research output: Contribution to journalArticle

6 Citations (Scopus)

Abstract

Brand personality is a key concept in marketing that can be used to create competitive differentiation. Two of the most relevant dimensions of brand personality for academics and practitioners are responsible and active. However, only few studies examine these two personalities, particularly their relationship with prominent marketing constructs. This paper attempts to identify which dimensions of brand experience (i.e., sensory, affective, behavioral, and intellectual) lead to higher consumers' perception of responsible and active brands and in predicting key relationship constructs (i.e., satisfaction, trust and brand loyalty). Based on a survey of 339 Spanish respondents, the results suggest that not all dimensions of brand experience predict brand personality. The findings also suggest that being responsible leads to higher satisfaction and trust compared to being active. On the other hand, being active leads to higher loyalty compared to being responsible.
Original languageEnglish
Pages (from-to)464-471
Number of pages8
JournalJournal of Business Research
Volume99
DOIs
Publication statusPublished - 1 Jun 2019

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Brand personality
Brand experience
Marketing
Brand loyalty
Loyalty
Consumer perceptions

Cite this

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Responsible and active brand personality : On the relationships with brand experience and key relationship constructs. / Japutra, Arnold; Molinillo, Sebastian .

In: Journal of Business Research, Vol. 99, 01.06.2019, p. 464-471.

Research output: Contribution to journalArticle

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