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

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název statě ve sborníku

International Doctoral Seminar 2022 Proceedings

ISBN

978-80-8096-292-0

ISSN

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e-ISSN

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Počet stran výsledku

11

Strana od-do

3-13

Název nakladatele

AlumniPress Materiálovotechnologická fakulta STU

Místo vydání

Trnava

Místo konání akce

Smolenice Castle

Datum konání akce

27. 4. 2022

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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