IDEAS home Printed from https://ideas.repec.org/a/pal/jobman/v24y2017i6d10.1057_s41262-017-0060-6.html
   My bibliography  Save this article

If brands are people, then people are impulsive—assessing the connection between brand personality and impulsive buying behaviour

Author

Listed:
  • Anant Jyoti Badgaiyan

    (VIMR)

  • Saumya Dixit

    (The NorthCap University)

  • Anshul Verma

    (IMT)

Abstract

Given the importance of branding on one hand, and pervasive nature of impulsive buying on the other, efforts were made to explore the possible impact of brand personalities on impulsive buying behaviour. For this, two studies were conducted. In the first study on 522 respondents, analysis using structural equation modelling revealed significant positive impact of “aggressive” and “activity” brand personality dimensions on impulsive buying behaviour. In the follow-up study on 1028 respondents across four different product categories, similar results were obtained with brand personality dimension of aggressiveness found to be significant impacting impulsive buying behaviour across all four product categories, while the brand personality dimension of “activity” was found to have significant positive impact in three out of the four product categories. Additionally, the results also revealed acceptable reliability and validity of brand personality measurement scale by Geuens et al. (Int J Res Mark 26(2):97–107, 2009). Findings from these studies provide a new perspective to brand management, and marketers equipped with this additional insight about the ability of “aggressive” and “active” brands to instigate impulsive purchase will have an opportunity to assess and utilise the short-term worth of brands as well.

Suggested Citation

  • Anant Jyoti Badgaiyan & Saumya Dixit & Anshul Verma, 2017. "If brands are people, then people are impulsive—assessing the connection between brand personality and impulsive buying behaviour," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 622-638, November.
    • Handle: RePEc:pal:jobman:v:24:y:2017:i:6:d:10.1057_s41262-017-0060-6
    DOI: 10.1057/s41262-017-0060-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41262-017-0060-6
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41262-017-0060-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Hoch, Stephen J & Loewenstein, George F, 1991. "Time-Inconsistent Preferences and Consumer Self-Control," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 492-507, March.
    2. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    3. Valette-Florence, Pierre & Guizani, Haythem & Merunka, Dwight, 2011. "The impact of brand personality and sales promotions on brand equity," Journal of Business Research, Elsevier, vol. 64(1), pages 24-28, January.
    4. Pierre Valette-Florence & Haythem Guizani & Dwight Merunka, 2011. "The impact of brand personality and sales promotions on brand equity," Post-Print hal-01822306, HAL.
    5. Punj, Girish, 2011. "Impulse buying and variety seeking: Similarities and differences," Journal of Business Research, Elsevier, vol. 64(7), pages 745-748, July.
    6. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    7. Tanya L. Chartrand & Joel Huber & Baba Shiv & Robin J. Tanner, 2008. "Nonconscious Goals and Consumer Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(2), pages 189-201, April.
    8. Badgaiyan, Anant Jyoti & Verma, Anshul, 2015. "Does urge to buy impulsively differ from impulsive buying behaviour? Assessing the impact of situational factors," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 145-157.
    9. Colucci, Mariachiara & Montaguti, Elisa & Lago, Umberto, 2008. "Managing brand extension via licensing: An investigation into the high-end fashion industry," International Journal of Research in Marketing, Elsevier, vol. 25(2), pages 129-137.
    10. Badgaiyan, Anant Jyoti & Verma, Anshul, 2014. "Intrinsic factors affecting impulsive buying behaviour—Evidence from India," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 537-549.
    11. Rook, Dennis W, 1987. "The Buying Impulse," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(2), pages 189-199, September.
    12. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    13. Johan Rekom & Gabriele Jacobs & Peeter Verlegh, 2006. "Measuring and managing the essence of a brand personality," Marketing Letters, Springer, vol. 17(3), pages 181-192, July.
    14. McCracken, Grant, 1986. "Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(1), pages 71-84, June.
    15. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
    16. Grinne M. Fitzsimons & Tanya L. Chartrand & Gavan J. Fitzsimons, 2008. "Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different"," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(1), pages 21-35, March.
    17. Pankaj Aggarwal & Ann L. McGill, 2007. "Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 468-479, June.
    18. Laure Ambroise & Jean-Marc Ferrandi & Dwight Merunka & Pierre Valette-Florence & Virginie de Barnier, 2005. "How Well Does Brand Personality Predict Brand Choice? A Measurement Scale And Analysis Using Binary Regression Models," Post-Print halshs-00111869, HAL.
    19. Pierre Valette-Florence & H. Guizani & Dwight Merunka, 2011. "The impact of brand personality and sales promotions on brand equity," Post-Print halshs-00786047, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Casper Ferm, Lars-Erik & Thaichon, Park, 2021. "Customer pre-participatory social media drivers and their influence on attitudinal loyalty within the retail banking industry: A multi-group analysis utilizing social exchange theory," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    2. Salim Moussa, 2021. "Measuring brand personality using emoji: findings from Mokken scaling," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 116-132, March.
    3. Mustapha Tosin BALOGUN & Olubusola Temiloluwa OYEKUNLE & Usman Moyosore TIJANI, 2022. "Brand Personality And Culture: The Role Of Rotary Club In A Continuously Diverse Society," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 34-42, May.
    4. Shaun M. Powell, 2017. "Journal of Brand Management: year end review 2017," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 509-515, November.
    5. Chen, Xuqi & Kassas, Bachir & Gao, Zhifeng, 2021. "Impulsive purchasing in grocery shopping: Do the shopping companions matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    6. Kim, Sanghee & Chang, Hyo Jung (Julie), 2023. "Mechanism of retail therapy during stressful life events: The psychological compensation of revenge consumption toward luxury brands," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mohammad Reza Hamidizadeh & Mohammad Reza Karimi Alavije & Morteza Rezaee, 2014. "The Effect of Perceived Business Ethics on Brand Personality Dimensions & Creation of Brand Equity in Developing Countries," Central European Business Review, Prague University of Economics and Business, vol. 2014(3), pages 46-53.
    2. Lara-Rodríguez, Juan Sebastián & Rojas-Contreras, Camilo & Duque Oliva, Edison Jair, 2019. "Discovering emerging research topics for brand personality: A bibliometric analysis," Australasian marketing journal, Elsevier, vol. 27(4), pages 261-272.
    3. Rauschnabel, Philipp A. & Krey, Nina & Babin, Barry J. & Ivens, Bjoern S., 2016. "Brand management in higher education: The University Brand Personality Scale," Journal of Business Research, Elsevier, vol. 69(8), pages 3077-3086.
    4. Lang, Le Dang & Lim, Weng Marc & Guzmán, Francisco, 2022. "How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products," Journal of Business Research, Elsevier, vol. 141(C), pages 175-190.
    5. Aloy Okafor & Olusoji George, 2016. "Theorising the Concept of Product Branding: A Qualitative Approach to the History of Branding; the Case of the Nigerian Milk Industry," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(2), pages 84-96, April.
    6. Jijo George & Victor Anandkumar, 2018. "Dimensions of Product Brand Personality," Vision, , vol. 22(4), pages 377-386, December.
    7. Mehran REZVANI & Seyed Hamid Khodadad HOSEINI & Mohammad Mehdi SAMADZADEH, 2012. "Investigating the Role of Word of Mouth on Consumer Based Brand Equity Creation in Iran’s Cell-Phone Market," Journal of Knowledge Management, Economics and Information Technology, ScientificPapers.org, vol. 2(1), pages 1-3, February.
    8. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
    9. Rojas-Méndez, José I. & Murphy, Steven A. & Papadopoulos, Nicolas, 2013. "The U.S. brand personality: A Sino perspective," Journal of Business Research, Elsevier, vol. 66(8), pages 1028-1034.
    10. Vikas Singla & Gaurav Gupta, 2019. "Emotional Branding Scale and Its Role in Formation of Brand Trust," Paradigm, , vol. 23(2), pages 148-163, December.
    11. Vytautas Dikcius & Eleonora Seimiene & Ramunas Casas, 2018. "Brand Personality Scale: Is It Applicable For A Small Emerging Country?," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 9(2).
    12. Jeremy S. Wolter & Dora E. Bock & Christopher D. Hopkins & Michael Giebelhausen, 2022. "Not the relationship type? Loyalty propensity as a reason to maintain marketing relationships," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 1052-1070, September.
    13. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
    14. Bandyopadhyay, Nirmalya & Sivakumaran, Bharadhwaj & Patro, Sanjay & Kumar, Ravi Shekhar, 2021. "Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    15. Viktoria Maria Radler, 2018. "20 Years of brand personality: a bibliometric review and research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 370-383, July.
    16. Farah, Maya F. & Ramadan, Zahy B., 2017. "Disruptions versus more disruptions: How the Amazon dash button is altering consumer buying patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 54-61.
    17. de Oliveira, Marta Olivia Rovedder & Silveira, Cleo Schmitt & Luce, Fernando Bins, 2015. "Brand equity estimation model," Journal of Business Research, Elsevier, vol. 68(12), pages 2560-2568.
    18. Ahmad, Anees & Thyagaraj, K.S., 2017. "An empirical comparison of two brand personality scales: Evidence from India," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 86-92.
    19. Nguyen, Hang T. & Feng, Hui, 2021. "Antecedents and financial impacts of building brand love," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 572-592.
    20. Wörfel, Philipp, 2021. "Unravelling the intellectual discourse of implicit consumer cognition: A bibliometric review," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jobman:v:24:y:2017:i:6:d:10.1057_s41262-017-0060-6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.