The Brand Personality: a Key Catalyst of the Consumer-brand Relationship

Maryem Trabelsi
Additional contact information
Maryem Trabelsi: Assistant Professor, Al Jouf University, Sakakah, SAUDI ARABIA

American Journal of Trade and Policy, 2019, vol. 6, issue 1, 13-22

Abstract: In our post-modern era, the brand is perceived as more than a simple means of identification of the producer and a tool of differentiation and distinctiveness. From the consumer’s angle, it is seen as a partner in a deep, effective and long-lasting relationship that reflects his personality, values, social status, ideology, and world view to match this new perception, managers should infuse their brands with distinctive traits that match with the current and potential customers’ needs and identification desire. This research goes in this stream of studies that focus on brand personality and its ability to create, develop and maintain a strong consumer-brand tie. The findings showed that Private Labels’ personality is capable enough to generate trust and attachment in the Tunisian context.

Keywords: brand personality; consumer-brand relationship; brand attachment; brand trust; Private Labels (search for similar items in EconPapers)
JEL-codes: D16 (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
https://abc.us.org/ojs/index.php/ajtp/article/view/343/763 Full text (application/pdf)

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:ris:ajotap:0003

Access Statistics for this article

American Journal of Trade and Policy is currently edited by Charles A. Rarick

More articles in American Journal of Trade and Policy from Asian Business Consortium Asian Business Consortium, 10-B-6, Darussalam Tower, Mirpur Road, Dhaka-1216, Bangladesh.
Bibliographic data for series maintained by Alim Al Ayub Ahmed ( this e-mail address is bad, please contact ).