An Empirical Analysis of the Brand Personality Effects on Brand Involv ement

Rodoula Tsiotsou

No 210, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: The study aims to (a) provide empirical support for the direct influence that brand personality will have on consumer's brand involvement and (b) delineate the role of each brand personality dimension. Based on a sample of 303 consumers and using sport brands as the product category under investigation, this study reveals that brand personality affects directly consumers' involvement with the brand. Moreover, it demonstrates that not all dimensions of brand personality contribute equally to this relation. This research strengthens the brand personality literature and establishes a baseline for future empirical investigations.

Keywords: SPOTEAPE; sport team personality; brand involvement; Brand personality (search for similar items in EconPapers)
Date: 2010-07-05
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.apas.admpubl.snspa.ro/handle/2010/223
Our link check indicates that this URL is bad, the error code is: 500 Can't connect to www.apas.admpubl.snspa.ro:80 (A connection attempt failed because the connected party did not properly respond after a period of time, or established connection failed because connected host has failed to respond.)

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:nsu:apasro:210

Access Statistics for this paper

More papers in Apas Papers from Academic Public Administration Studies Archive - APAS Contact information at EDIRC.
Bibliographic data for series maintained by Ani Matei ().