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

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