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Moderating role of self-congruence: Impact of brand personality on Brand attachment through the Mediating role of Trust
- Source :
- Information Management and Business Review, Vol 10, Iss 1, Pp 13-22 (2018)
- Publication Year :
- 2018
- Publisher :
- International Foundation for Research and Development (IFRD), 2018.
-
Abstract
- Increasingly companies are focused on searching for ways to create strong brand connections with consumers. It is illustrated that such connections lead to higher levels of consumer loyalty, which increases companies’ financial performance. The main purpose of this study is to explore the impact of brand personality on brand attachment through the mediating role of trust. Also investigate the moderating role of self-congruence on the relationship between brand personality and brand trust. SPSS 23 is used to analyze the data. Data was collected through survey questionnaire technique and snow-ball sampling technique was used for data collection. Analysis reveal Brand personality have significant and positive relationship with brand trust. On the other side trust significantly enhance the brand attachment. While the results prove that self-congruence have significant moderating effect on the relationship between brand personality and brand trust.
- Subjects :
- 0301 basic medicine
Financial performance
Data collection
Brand trust
Consumer loyalty
media_common.quotation_subject
05 social sciences
Brand Personality
Brand attachment
lcsh:Business
03 medical and health sciences
030104 developmental biology
Congruence (geometry)
0502 economics and business
lcsh:T58.6-58.62
Positive relationship
Personality
lcsh:Management information systems
Psychology
lcsh:HF5001-6182
Social psychology
050212 sport, leisure & tourism
media_common
Subjects
Details
- Language :
- English
- ISSN :
- 22203796
- Volume :
- 10
- Issue :
- 1
- Database :
- OpenAIRE
- Journal :
- Information Management and Business Review
- Accession number :
- edsair.doi.dedup.....0c4814b1aa2685d97b9bfcbf338d95b1