Effects of brand personality on brand trust and brand affect

Youngjun Sung, Jooyoung Kim

Research output: Contribution to journalArticle

160 Citations (Scopus)

Abstract

Given the potential utility of brand personality for marketers, the present research conceptualizes and investigates the relationships between five brand personality dimensions and brand trust as well as brand affect. This research proposes that some brand personality dimensions relate more to brand trust, whereas other dimensions relate more to brand affect. The results suggest that Sincerity and Ruggedness brand personality dimensions are more likely to influence the level of brand trust than brand affect, whereas the Excitement and Sophistication dimensions relate more to brand affect than to brand trust. The Competence dimension appears to have similar effects on both brand trust and brand affect. The research findings are consistent with marketing and consumer researchers' assertions that brand personality can increase levels of brand trust and evoke brand affect, which in turn builds the level of brand loyalty. Theoretical and practical contributions and implications are discussed.

Original languageEnglish
Pages (from-to)639-661
Number of pages23
JournalPsychology and Marketing
Volume27
Issue number7
DOIs
Publication statusPublished - 2010 Jul 1
Externally publishedYes

Fingerprint

Personality
Research
Marketing
Mental Competency
Brand trust
Brand personality
Research Personnel

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

Cite this

Effects of brand personality on brand trust and brand affect. / Sung, Youngjun; Kim, Jooyoung.

In: Psychology and Marketing, Vol. 27, No. 7, 01.07.2010, p. 639-661.

Research output: Contribution to journalArticle

@article{d54c6b3f266c40b6880826164e9011a6,
title = "Effects of brand personality on brand trust and brand affect",
abstract = "Given the potential utility of brand personality for marketers, the present research conceptualizes and investigates the relationships between five brand personality dimensions and brand trust as well as brand affect. This research proposes that some brand personality dimensions relate more to brand trust, whereas other dimensions relate more to brand affect. The results suggest that Sincerity and Ruggedness brand personality dimensions are more likely to influence the level of brand trust than brand affect, whereas the Excitement and Sophistication dimensions relate more to brand affect than to brand trust. The Competence dimension appears to have similar effects on both brand trust and brand affect. The research findings are consistent with marketing and consumer researchers' assertions that brand personality can increase levels of brand trust and evoke brand affect, which in turn builds the level of brand loyalty. Theoretical and practical contributions and implications are discussed.",
author = "Youngjun Sung and Jooyoung Kim",
year = "2010",
month = "7",
day = "1",
doi = "10.1002/mar.20349",
language = "English",
volume = "27",
pages = "639--661",
journal = "Psychology and Marketing",
issn = "0742-6046",
publisher = "Wiley-Liss Inc.",
number = "7",

}

TY - JOUR

T1 - Effects of brand personality on brand trust and brand affect

AU - Sung, Youngjun

AU - Kim, Jooyoung

PY - 2010/7/1

Y1 - 2010/7/1

N2 - Given the potential utility of brand personality for marketers, the present research conceptualizes and investigates the relationships between five brand personality dimensions and brand trust as well as brand affect. This research proposes that some brand personality dimensions relate more to brand trust, whereas other dimensions relate more to brand affect. The results suggest that Sincerity and Ruggedness brand personality dimensions are more likely to influence the level of brand trust than brand affect, whereas the Excitement and Sophistication dimensions relate more to brand affect than to brand trust. The Competence dimension appears to have similar effects on both brand trust and brand affect. The research findings are consistent with marketing and consumer researchers' assertions that brand personality can increase levels of brand trust and evoke brand affect, which in turn builds the level of brand loyalty. Theoretical and practical contributions and implications are discussed.

AB - Given the potential utility of brand personality for marketers, the present research conceptualizes and investigates the relationships between five brand personality dimensions and brand trust as well as brand affect. This research proposes that some brand personality dimensions relate more to brand trust, whereas other dimensions relate more to brand affect. The results suggest that Sincerity and Ruggedness brand personality dimensions are more likely to influence the level of brand trust than brand affect, whereas the Excitement and Sophistication dimensions relate more to brand affect than to brand trust. The Competence dimension appears to have similar effects on both brand trust and brand affect. The research findings are consistent with marketing and consumer researchers' assertions that brand personality can increase levels of brand trust and evoke brand affect, which in turn builds the level of brand loyalty. Theoretical and practical contributions and implications are discussed.

UR - http://www.scopus.com/inward/record.url?scp=77954631478&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=77954631478&partnerID=8YFLogxK

U2 - 10.1002/mar.20349

DO - 10.1002/mar.20349

M3 - Article

AN - SCOPUS:77954631478

VL - 27

SP - 639

EP - 661

JO - Psychology and Marketing

JF - Psychology and Marketing

SN - 0742-6046

IS - 7

ER -