Exploring brand humanisation on SNSs: brand personality and its influence on brand partner quality, brand attitude and consumer behavioural engagement

Eun Sook Kwon and Jooyoung Kim

International Journal of Internet Marketing and Advertising, 2022, vol. 16, issue 3, 203-229

Abstract: This study explored whether consumers interacting with brands on SNSs attribute human-like personalities to brands and further examined the relationships between personality dimensions and brand performance measures. Responses from 922 research participants (530 brand followers and 392 brand non-followers on SNSs) were analysed. Brand followers and brand non-followers attributed some of the same personality dimensions (sophistication, sincerity and competence) while there were differences between the two groups: excitement only among brand non-followers and agreeableness and unpleasantness only among brand followers. The personality dimension sincerity had a strong, positive influence on brand performance measures. Implications are discussed.

Keywords: brand personality; big five; brand partner quality; brand attitude; behavioural engagement; social networking sites; SNSs. (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=122239 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:16:y:2022:i:3:p:203-229

Access Statistics for this article

More articles in International Journal of Internet Marketing and Advertising from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().