the effect of brand personality traits, consumer interaction with brand and quasi-social interaction on brand equity based on consumer and the mediating role of brand love

Document Type : Research Paper

Authors

1 Associate Professor, Faculty of Literature and Humanities, Business Management Department, University of Mohaghegh Ardabili, Ardabil, Iran

2 MSc, Faculty of Management, Economics and Accouting, Payame Noor Unoversity, Tehran, Iran.

3 -Instructor, Faculty of Management, Economics and Accouting, Payame Noor Unoversity, Tehran, Iran

10.34785/J018.2020.744

Abstract

The purpose of this study is to investigate the effect of brand personality traits, consumer interaction with brand and quasi-social interaction on brand equity based on consumer and the mediating role of brand love. The statistical population of the study consists of individuals active on the social networking site Instagram who have had a purchase (whether or not they bought) from the DJ site, and information about their intention to buy or purchase on this network. Have released a social one. In this study, based on Cochran formula for unlimited society, the sample size was 348 people. Grahamman et al. (2009) questionnaire was used to measure the components of brand personality traits. Brand Love Using the Lorrio et al. (2009) Questionnaire, Consumer Interaction with the Brand Using the Tsai and Man Questionnaire (2013), Quasi-Social Interaction Using the Kitzman Questionnaire (2011), and Brand Equity, Using the Questionnaire Machado et al. (2019) measured. The validity of the questionnaires was assessed by construct validity, diagnostic, divergent and convergent and its reliability was assessed by Cronbach's alpha coefficient using Smart PLS software. The results showed that masculine brand personality and feminine brand personality traits had positive effect on consumer brand value. Brand love plays a mediating role in the relationship between brand personality and consumer value brand. Also, consumer-brand interaction and quasi-social interaction have a positive effect on consumer-brand value

Keywords

References

Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press.
Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3),347–356.
Aaker, D. & Joachimsthaler, E. (2013), Brand leadership, New York:The Free Press.
Aaker, D. & McLoughlin, D. (2010). Strategic Market Management: Global perspective, Chichester,West Sussex: John Wiley & Sons.
Ahuvia, A. C. (2005). Beyond the extended self: Loved objects and consumers identity narratives, Journal of Consumer Research, 32(1), 171-184.
Anton, J. (2016), Customer Relationship Management, New Jersey: Prentice-Hall Inc.
Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand relationships, Journal of Consumer Marketing, 30(3), 258–266.
Alvandi, M. & Karimi, M. (2016).A Comparative Analysis of Customer Relationship Management (CRM) in Three Iranian Banks Based on Swift Approach, Journal of Development Evalution Management, 11(1), 49-57 (In Persian).
Azar, S. L., Aimé, I., & Ulrich, I. (2018). Brand gender-bending: The impact of an endorsed brand strategy on consumers' evaluation of gendered mixed-target brands. European Journal of Marketing, 52 (7/8), 1598-1624
Batra, R., Ahuvia, A. & Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, 76(2), 1-16.
Bergkvist, L. and Larsen, T. (2010), Two studies of consequences and actionable antecedents of brand love, Journal of Brand Management. 17(7), 104-118.
Bianchi, C. & Andrews, L (2012). Risk, Trust, and Consumer online purchasing behavior: a Chilean perspective, International Marketing Review, 3, 253-275.
Blasco, M., Fuentes-Blasco, M., Moliner-Velázquez, B., Moliner-Velázquez, B., Servera-Francés, D., Servera-Francés, D., ... & Gil-Saura, I. (2017). Role of marketing and technological innovation on store equity, satisfaction and word-of-mouth in retailing, Journal of Product & Brand Management, 26(6), 650-666.
Boniface, B.; Gyau, A. & Stringer, R. (2012). Linking price satisfaction and business performance in Malaysia's dairy industry, Asia Pacific Journal of Marketing and Logistics, 24(2), 288 – 304.
Bosnjak, M., Bochmann, V., & Hufschmidt, T. (2007) . Dimension of brand personality attributions: A person centric approach in the German cultural context, Social behavior and personality, 3(35), 303-316.
Brakus, J.J., Schmitt, B.H., & Zarantonello, L., (2009). Brand experience: what is it? How is it measured? does it affect loyalty?, Journal of Marketing, 73 (3), 52–68.
Brodie, R. J., Ilic, A., Biljana, J., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis, Journal of Business Research, 5 (66), 105–114.
Chen, Y., Wu, J. & Chang, H (2013). Exploring the mediating effect of positive moods on trust repair in e-commerce, Internet Research, 3, 355-371.
Chin, W.W. (2010). How to write up and report PLS analyses. In: V. Esposito Vinzi, W.W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of partial least squares (pp.655-690). Berlin Heidelberg: Springer.
Deigh, L., Deigh, L., Farquhar, J., Farquhar, J., Palazzo, M., Palazzo, M., &Siano, A. (2016), Corporate Social Responsibility: Engaging the Community, Qualitative Market Research: An International Journal, 19(2), 225-240
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective, Journal of Product and Brand Management, 24(1), 28–42. https://doi.org/10.1108/JPBM-06-2014-0635.
Fernandes, T., & Remelhe, P. (2016). How to engage customers in co-creation: customers’ motivations for collaborative innovation, Journal of Strategic Marketing, 24(3-4), 311-326.
Ganesh, N., Kassim, N. M., & Hong, H. J., (2014), the effect of corporate branding dimensions on consumers’ product evaluation. European Journal of Marketing, 4(40),825–845.
Grohmann, B. (2009). Gender dimensions of brand personality, Journal of Marketing Research, 4(46), 105–119.
Hair, J.F., Ringle, C.M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet, Journal of Marketing theory and Practice, 19 (2), 139-152.
Hawkins, D.I. &Mothersbaugh, D.L. (2010). Consumer Behavior: Building Marketing Strategy (11th Ed.). McGraw-Hill.
Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors, International Journal of Research in Marketing, 33(1), 27–41.
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies, Strategic management journal, 20(2), 195-204
Im, H. H.; Kim, S. S.; Elliot, S. & Han, H. (2012). Conceptualizing Destination Brand Equity Dimensions from a Consumer-Based Brand Equity Perspective,Journal of Travel & Tourism Marketing, 29(4), 385-403.
Jalalzadeh, S. R. & Ekhtiari, M. (2009). The value of the trademark in the banking industry. The First International Conference on Banking Marketing, Tehran, December 2009 (In Persian).
Kietzmann, J. H, Hermkens, K, McCarthy, I. P. & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media, Business Horizons (Article in Press).
Kim, A. J., Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand, Journal of Business Research, 65(10), 1480-1486.
Lastovicka, J.L. & Sirianni, N.J. (2011).Truly, madly, deeply: consumers in the throes of material possession love, Journal of Consumer Research, 38(2),323-342.
Liang, T. P., Ho, Y. T., Li, Y.W., & Turban, E. (2011). What drives social commerce: The role of social support and relationship quality, International Journal of Electronic Commerce, 16(2), 69-90.
Lieven, T., Grohmann, B., Herrmann, A., Landwehr, J. R., & van Tilburg, M. (2015). The effect of brand design on brand gender perceptions and brand preference, European Journal of Marketing, 49(1(2)), 146–169.
Limbu, Y., Wolf, M. & Lunsford, D (2012). Perceived ethics of online retailers and consumer behavioral intentions: The mediating roles of trust and attitude, Journal of Research in Interactive Marketing, 2, 133-154
Lin, T., Grohmann, B., Herrmann, A., Landwehr, J. R., & van Tilburg, M. (2014). The effect of brand gender on brand equity, Psychology and Marketing, 31(5), 371–385.
Loureiro, S.(2013). The effect of perceived benefits, trust, quality, brand awareness/associations and brand loyalty on internet banking brand equity, International Journal of Electronic Commerce Studies,4(2),139-158.
Machado, J. C.; Carvalhob, L.; Azarc,S.; Andréd, A. & Santose, B. (2019). Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love, Journal of Business Research, 8(96), 376-385
Marketing Science Institute (2012). Brands and Branding: Research Findings and Future Priorities, Retrieved February 20, 2012 from www.msi.org
Marinova, S. T.; Cui, J. & Marinov, M. A. (2008). Customer Relationships and Brand Equity in China's Banking Services, Administracao Mercadologica Journal, 7(3), 11-27.
Maxian ,W.; Bradley ,S.; Wise,W. & Toulouse, E.(2013). Brand Love is in the Heart:Physiological Responding to Advertised Brands, Psychology and Marketing, 30(6), 469–478 .
Moshbaki, E., Sadeghian, F. & Sadeghian, A. (2015). Brand equity with an approach to the Iranian market. Tehran: Marketing Publications (In Persian).
Mousavi, S. N; Alizadeh, A. (2018). Effect of virtual store website features on store brand equity (Case Study: Digikala), Cunsumer Behavior Studies Journal, 5 (1), 1-19 (In Persian).
Panda, T. K. (2003). Consumer response to brand placements in films: Role of brand congruity and modality of presentation in bringing attitudinal change among consumers with special reference to brand placements in Hindi films
Park, S.E., (2005). Visualizing E-brand personality: Exploratory Studies on visual Attributes and E-brand personalities in Korea, International Journal of Human-Computer Interaction, 19, 7-34.
Ranjbar, M. & Ahmadizad, A. (2020). Investigate the effect of brand value based on customer attitude on the performance, Cunsumer Behavior Studies Journal, 7 (1), 89-104 (In Persian).
Roy. S.; Eshghi,A. & Sarkar, A.(2012). Antecedents and consequences of brand love, Journal of Brand Management, 20(4), 1-8.
Rauyruen, P. ; Miller, K. E. & Groth, M.(2009). B2B Services: Linking Service Loyalty and Brand Equity, Journal of Services Marketing, 23(3), 175–186.
Rivard, S., & Huff, S. L. (1988). Factors of success for end-user computing, Communications of the ACM, 31(5), 552-561.
Sahin, A. Zehir, C. & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands, Procedia-Social and Behavioral Sciences, 24, 1288-1301.
Sarkar, A. (2014). Brand love in emerging market: a qualitative investigation, Qualitative Market Research: An International Journa, 17(4), 481 – 494.
Seyyedabbaszadeh, M. M.; Amani, J.; Khezri Azar, H. & Pashoy, G. (2012). Introduction to Modeling of Structural Equations with PLS and its Application to Behavioral Sciences by Introduction PLS-Graph, Visual PLS, Smart PLS Software, Urmia: Urmia University Press (In Persian).
Mohammad Shafiee, M..; Rahmatabadi, Y. & Soleymanzadeh, O. (2019).The impact of social networks marketing communication on brand equity, relationship equity and customer responses, Cunsumer Behavior Studies Journal, 6 (1), 105-124 (In Persian).
Simon, C. & Sullivan, M. (1993).The Measurement and Determination of Brand Equity: Financial Approach, Marketing Science, 12(1),28-52
Simon, F., & Tossan, V. (2018). Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media, Journal of Business Research, 85(1), 175–184.
Srivastava, M., & Kaul, D. (2014). Social interaction, convenience and customer satisfaction: The mediating effect of customer experience, Journal of Retailing and Consumer Services, 21(6), 1028-1037.
Steenkamp, J.B. (2014). How global brands create firm value: the 4V model, International Marketing Review, 31(1), 5-29.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior, Current Opinion in Psychology, 10, 17-21.
Tajvidi, M., Wang, Y., Hajli, N., & Love, P. E. (2017). Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality, Computers in Human Behavior, 6(11), 223-245
Thomson, M,. MacInnis, D. J,. & Park, C. W (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands, Journal of Consumer Psychology, 15 (1), 80- 87.
To, P., Liao, C., & Lin, T. (2007). Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation.
Tsai, W.-H. S., & Men, L. R. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites, Journal of Interactive Advertising, 13(2),76–87.
Turban, E., Lee Jae, K., King, D., Liang Ting, P., Turban, D. (2011). Electronic Commerce 2010: A Managerial erspective, Upper Saddle River, N.J: Prentice Hall.
Verplanken, B. and Herabadi, A. (2005). Individual Differences in Impulse Buying Tendency: Feeling and no Thinking, European Journal of Personality, 15, 71-83.
Vernuccio, M., Pagani, M., Barbarossa, C., & Pastore, A. (2015). Antecedents of brand love in online networkbased communities. A social identity perspective, Journal of Product and Brand Management, 24(7), 706–719.
Yu, Q.( 2013), Social networks and E-commerce, TKK T-110.5190 Seminar
Zehir, C., Şahin, A., Kitapç, H., & Özşahin, M. (2011). The effects of brand communication and service quality in building brand loyalty through brand trust; the empirical research on global brands, Procedia-Social and Behavioral Sciences, 24, 1218-1231.
Consumer Behavior Studies Journal
Volume 7, Issue 1
June 2020
Pages 277-299

Files

Share

How to cite

Statistics