A LITERATURE REVIEW OF BRAND PERSONALITY ATTRIBUTES ON CUSTOMER BUYING DECISION IN THE 21ST CENTURY MARKET

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F22%3A63548358" target="_blank" >RIV/70883521:28120/22:63548358 - isvavai.cz</a>

Result on the web

<a href="https://www.ids-conference.eu/wp-content/uploads/2022/06/International%20Doctoral%20Seminar%202022-%20Proceedings.pdf" target="_blank" >https://www.ids-conference.eu/wp-content/uploads/2022/06/International%20Doctoral%20Seminar%202022-%20Proceedings.pdf</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

A LITERATURE REVIEW OF BRAND PERSONALITY ATTRIBUTES ON CUSTOMER BUYING DECISION IN THE 21ST CENTURY MARKET

Original language description

In the 21st century market, the idea of brand personality is been significant in branding and brand management literature. This study aims to provide a review of literature on brand personality and customer buying decisions. The paper is a critical evaluation of current literature, examining the development of brand personality and its relationship with consumer buying behaviour. In doing so, the paper reviewed and conceptualized some works that are connected to the current research theme through scientific databases such as Emerald Insight, Scopus, EBSCO, Web of Science, Google Scholar, among others. The study employed content analysis of literature as the main research method with focus on brand personality dimensions of sincerity, excitement, competence sophistication, and ruggedness, which are essential dimensions of brand personality. The major finding is that brand personality dimensions are significant drivers of consumer buying decisions and post purchase behaviour. However, the nature of the relationship is dependent on individual, product, and market factors, which are varied. This review expands the foundations for the development of the brand personality and its dimensions. Furthermore, the paper observes the application of the brand personality concept to consumer behaviour. Ultimately, the paper contributes to the branding literature by providing a critical evaluation of a major branding concept and by providing insights into its role in the modern brand theory.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2022

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

International Doctoral Seminar 2022 Proceedings

ISBN

978-80-8096-292-0

ISSN

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e-ISSN

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Number of pages

11

Pages from-to

3-13

Publisher name

AlumniPress Materiálovotechnologická fakulta STU

Place of publication

Trnava

Event location

Smolenice Castle

Event date

Apr 27, 2022

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

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