Brand personification through celebrity ambassador: a study to investigate the impact on consumer attitude and loyalty

Era Nagpal, Hardeep Singh Mundi and Anurag Singh

International Journal of Business Excellence, 2023, vol. 30, issue 4, 423-450

Abstract: The advent of technology has redefined marketing in the 21st century driven by the rise of digital networks, which are instrumental in creating an enhanced brand experience for the consumers. While the businesses are competing for the attention of consumers, the humanisation of a brand referred to as brand personification is being extensively used for creating differentiation especially in the FMCG sector. The subjectivity among consumers makes it important for marketers to have a comprehensive understanding of the concept of consumer attitude and loyalty. This study aims to examine the influence of brand personification using brand personality scale on consumer attitude and loyalty using bivariate analysis. The findings of the study reveal that both consumer attitude and loyalty are impacted significantly by brand personality. The positive response of consumers to celebrity endorsements personifying a brand leaves an implication for the marketers to exploit this strategy to fight the tough competition.

Keywords: brand personification; brand personality; consumer attitude; brand trust; brand affection; consumer attitudinal loyalty; consumer behavioural loyalty. (search for similar items in EconPapers)
Date: 2023
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