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Revisiting Brand Personality Attributes: Mediating Role of Brand Attitude

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  • Bikash Kumar Rup

    (KIIT University (Deemed), India)

  • Jyotiranjan Gochhayat

    (KIIT University (Deemed), India)

  • Sasmita Samanta

    (KIIT University (Deemed), India)

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.

Suggested Citation

  • Bikash Kumar Rup & Jyotiranjan Gochhayat & Sasmita Samanta, 2021. "Revisiting Brand Personality Attributes: Mediating Role of Brand Attitude," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 12(2), pages 124-136, April.
  • Handle: RePEc:igg:jabim0:v:12:y:2021:i:2:p:124-136
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    References listed on IDEAS

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    1. Michael Chrissos Anestis & Ioanna Karantza & Costas Assimakopoulos & Sotirios Vlachakis, 2022. "Revitalizing the non-profit brand personality through brand experience and brand relationship dimensions," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 555-574, September.
    2. ose Joel Cruz Tarrillo & Karla Liliana Haro Zea & Juan Jesús Soria Quijaite, 2022. "Revisión sistemática: situación actual de la personalidad de marca para el posicionamiento estratégico," Revista Tendencias, Universidad de Narino, vol. 23(1), pages 315-340, January.

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