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Revisiting Brand Personality Attributes: Mediating Role of Brand Attitude

Bikash Kumar Rup, Jyotiranjan Gochhayat and Sasmita Samanta
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Bikash Kumar Rup: KIIT University (Deemed), India
Jyotiranjan Gochhayat: KIIT University (Deemed), India
Sasmita Samanta: KIIT University (Deemed), India

International Journal of Asian Business and Information Management (IJABIM), 2021, vol. 12, issue 2, 124-136

Abstract: This study aims to examine the influence of different brand personalities on buyers' purchase intention and examines the role of buyers' brand attitude. Data were collected through questionnaire survey. Analysis of 317 valid responses was carried out using AMOS 20. Five brand personality attributes such as responsibility, activity, emotionality, ruggedness, and competence were found to be prime brand personalities to predict buyer's brand purchase intention. Effects of these personalities except emotionality were found to influence buyers' brand purchase intention through the mediating effects of buyers' brand attitude. The findings will help the organizations in designing and redesigning their product differentiation to position the brand in the market to enhance the conversion rate of potential customers. This study identifies five brand personality attributes those are more decisive in inducing buyers' purchase intention in Indian context than other brand personality attributes those are commonly thought to be associated with cell phones.

Date: 2021
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