Brand personality appeal, brand relationship quality and WOM transmission: a study of consumer markets in Vietnam

被引：22

作者：

Nguyen Dinh Tho ^{[1
,2
]}

Nguyen Thi Mai Trang ^{[3
]}

Olsen, Svein Ottar ^{[4
]}

机构：

[1] Univ Econ HCM City, Int Sch Business, Ho Chi Minh City, Vietnam

[2] Univ Western Sydney, Sch Business, Sydney, NSW, Australia

[3] Vietnam Natl Univ, Univ Econ & Law, Fac Business Adm, Ho Chi Minh City, Vietnam

[4] Univ Tromso, Sch Business, Tromso, Norway

来源：

ASIA PACIFIC BUSINESS REVIEW | 2016年 / 22卷 / 02期

关键词：

Brand personality appeal; brand relationship quality; worth-of-mouth transmission; Vietnam; WORD-OF-MOUTH; DIMENSIONS; LOYALTY; SELF; OUTCOMES; CONTEXT; TRAITS;

D O I：

10.1080/13602381.2015.1076655

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study investigates the impact of brand personality appeal on both brand relationship quality and word-of-mouth (WOM) transmission in Vietnam. It also examines the role of consumer attitudes towards advertising and public relations on brand personality appeal as well as brand relationship quality. An empirical test with a sample of 477 consumers by means of structural equation modelling reveals that brand personality appeal has a positive impact on both brand relationship quality and WOM transmission and that brand relationship quality has a positive effect on WOM transmission. Furthermore, attitudes towards public relations have positive impacts on both brand personality appeal and brand relationship quality. Finally, attitudes towards advertising have a positive impact on brand personality appeal but not on brand relationship quality.

引用

页码：307 / 324

页数：18

共 50 条

[1] The impact of brand personality on consumer behavior: the role of brand love
Bairrada, Cristela Maia
Coelho, Arnaldo
Lizanets, Viktoriya
JOURNAL OF FASHION MARKETING AND MANAGEMENT, 2019, 23 (01) : 30 - 47
[2] Linking brand personality to brand equity: measuring the role of consumer-brand relationship
Ahmad, Anees
Swain, Swapnarag
Singh, Pankaj Kumar
Yadav, Rambalak
Prakash, Gyan
JOURNAL OF INDIAN BUSINESS RESEARCH, 2021, 13 (04) : 586 - 602
[3] Unlocking the potential of branding in social marketing services: utilising brand personality and brand personality appeal
Gordon, Ross
Zainuddin, Nadia
Magee, Christopher
JOURNAL OF SERVICES MARKETING, 2016, 30 (01) : 48 - 62
[4] When brand cynicism turns into brand hate: the mediating role of brand hate on the relationship between brand cynicism and negative WOM
Kurtoglu, Ramazan
Ozboluk, Tugba
Altin, Behiye
JOURNAL OF BRAND MANAGEMENT, 2025, 32 (01) : 65 - 78
[5] Exploring brand humanisation on SNSs: brand personality and its influence on brand partner quality, brand attitude and consumer behavioural engagement
Kwon, Eun Sook
Kim, Jooyoung
INTERNATIONAL JOURNAL OF INTERNET MARKETING AND ADVERTISING, 2022, 16 (03) : 203 - 229
[6] CONSISTENCY BETWEEN CONSUMER PERSONALITY AND BRAND PERSONALITY INFLUENCES BRAND ATTACHMENT
Yao, Qing
Chen, Rong
Xu, Xiaobing
SOCIAL BEHAVIOR AND PERSONALITY, 2015, 43 (09): : 1419 - 1428
[7] The Influence of Brand Leadership on Brand Relationship Quality and Brand Advocacy in Gadgets Industry, Thailand
Kumgliang, Oranich
Khamwon, Anon
QUALITY-ACCESS TO SUCCESS, 2023, 24 (195): : 51 - 59
[8] Consumer-brand relationship quality: When and how it helps brand extensions
Kim, Kyeongheui
Park, Jongwon
Kim, Jungkeun
JOURNAL OF BUSINESS RESEARCH, 2014, 67 (04) : 591 - 597
[9] The Role of Social Media in Building Islamic Banking Consumer Engagement: Analysing the Impact of Brand Personality Traits and Brand Love
Yasin, Mahmoud
Porcu, Lucia
Prados-Castillo, Juan Francisco
Liebana-Cabanillas, Francisco
INTERNATIONAL JOURNAL OF HUMAN-COMPUTER INTERACTION, 2024,
[10] The Role of Social Network Brand Personality in a Consumer-Brand Relational Model
Mutsikiwa, Munyaradzi
Maree, Tania
SOUTHERN AFRICAN BUSINESS REVIEW, 2023, 27

← 1 2 3 4 5 →