• English
    • العربية
  • العربية
  • Login
  • QU
  • QU Library
  •  Home
  • Communities & Collections
  • Help
    • Item Submission
    • Publisher policies
    • User guides
    • FAQs
  • About QSpace
    • Vision & Mission
View Item 
  •   Qatar University Digital Hub
  • Qatar University Institutional Repository
  • Academic
  • Faculty Contributions
  • College of Business and Economics
  • Management & Marketing
  • View Item
  • Qatar University Digital Hub
  • Qatar University Institutional Repository
  • Academic
  • Faculty Contributions
  • College of Business and Economics
  • Management & Marketing
  • View Item
  •      
  •  
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Beyond Brand Personality: Building Consumer-Brand Emotional Relationship

    Thumbnail
    Date
    2017
    Author
    Becheur, Imene
    Bayarassou, Oula
    Ghrib, Hela
    Metadata
    Show full item record
    Abstract
    This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and then, if brand love has an impact on affective commitment to the brand. The methodology used is purely quantitative involving a sample of 210 respondents who were asked to indicate their perception about brand love, brand personality and emotional commitment towards seven global brands which enjoy string awareness with the target sample: Coca-Cola, Converse, Hello Kitty, Nina Ricci, Nutella, PlayStation and Starbucks. Measurement scales were adopted from the literature related to the concept of brand personality and its subsequent relation with two major emotional factors: love and commitment. Results show significant relationships between the agreeableness dimension of brand personality and brand love. The significance and magnitude of these relationships vary across the brands. Results also demonstrate an impact of brand love on emotional commitment to the brand for the overall research model but not for each brand studied separately. This article has relevant managerial implications since it demonstrates that the nature and the strength of the relationship that consumers hold with brands, is directly affected by brand personality. Thus, the current study will help marketers to understand the need of having agreeable brands when companies thrive to create love and affective commitment to their brands. This can be used in developing positioning strategies for the brands.
    DOI/handle
    http://dx.doi.org/10.1177/0972150917693160
    http://hdl.handle.net/10576/16168
    Collections
    • Management & Marketing [‎754‎ items ]

    entitlement

    Related items

    Showing items related by title, author, creator and subject.

    • SME ENGAGEMENT IN ONLINE BRAND COMMUNITIES: ROLE OF SOCIAL CAPITAL AND INFORMATION IN ENHANCING BRAND INNOVATION AND SUSTAINABLE COMPETTIVE ADVANTAGE 

      ALI, YARA ZEYAD FATHI (2023 , Master Thesis)
      Through this study, the primary aim is to investigate the entrepreneurial setting in Qatar, with a focus on examining the role of social media in enhancing entrepreneurs' information and social capital, and how this affects ...
    • Thumbnail

      The Impact of Services Brand Personality on Consumer Brand Relationship Quality 

      Ghantous, Nabil ( Routledge , 2016 , Article)
      This article investigates service brand personality's role as a driver of brand relationship quality. A research model links brand personality to four indicators of relationship quality: brand credibility, self-congruity, ...
    • Thumbnail

      AN INVESTIGATION OF THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON CONSUMERS PURCHASE INTENTION: EXAMINING THE ROLE OF BRAND EQUITY, RELATIONSHIP EQUITY, AND BRAND TRUST IN S-COMMERCE 

      FOUROOZESH, LAILA (2022 , Master Thesis)
      This research addresses the great need to explore the different impacts of social media marketing activities on consumers' purchase intention in s-commerce in Qatar, which is less represented in the literature. Accordingly, ...

    Qatar University Digital Hub is a digital collection operated and maintained by the Qatar University Library and supported by the ITS department

    Contact Us | Send Feedback
    Contact Us | Send Feedback | QU

     

     

    Home

    Submit your QU affiliated work

    Browse

    All of Digital Hub
      Communities & Collections Publication Date Author Title Subject Type Language Publisher
    This Collection
      Publication Date Author Title Subject Type Language Publisher

    My Account

    Login

    Statistics

    View Usage Statistics

    About QSpace

    Vision & Mission

    Help

    Item Submission Publisher policiesUser guides FAQs

    Qatar University Digital Hub is a digital collection operated and maintained by the Qatar University Library and supported by the ITS department

    Contact Us | Send Feedback
    Contact Us | Send Feedback | QU

     

     

    Video