Journal of the Academy of Marketing Science

, Volume 39, Issue 3, pp 392–406 | Cite as

Brand personality appeal: conceptualization and empirical validation

  • Traci H. Freling
  • Jody L. Crosno
  • David H. Henard
Original Empirical Research

Abstract

A substantial literature stream indicates there are benefits to having a favorable brand personality, such as enhanced brand attitudes and purchase intentions and higher levels of consumer trust and loyalty. Contemporary advertisements and promotional activities by a host of firms demonstrate a managerial belief in the value of establishing a brand personality that mirrors that of branding scholars. Yet extant research has yet to fully evaluate the perceived appeal of brand personality to consumers. This issue is important to managers because it is precisely this level of appeal that influences target consumers’ purchase decisions and helps to sustain the endurance of a brand’s perceived personality between promotional cycles. This article conceptualizes, develops, and validates measures for assessing a consumer’s perception of brand personality appeal (BPA). Three dimensions of BPA (favorability, originality, clarity) emerge and are empirically demonstrated to directly and positively impact consumer purchase intentions.

Keywords

Brand personality Scale development Brand management Brand extension Purchase intentions 

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Copyright information

© Academy of Marketing Science 2010

Authors and Affiliations

  • Traci H. Freling
    • 1
  • Jody L. Crosno
    • 2
  • David H. Henard
    • 3
  1. 1.217 College of Business AdministrationUniversity of Texas-ArlingtonArlingtonUSA
  2. 2.209 College of Business and EconomicsWest Virginia UniversityMorgantownUSA
  3. 3.College of Management - 7229North Carolina State UniversityRaleighUSA

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