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  • 05/13/13
  • 05/13/13
  • how a person integrates information from a number of sources in to make an overall judgment. 05/13/13
  • 05/13/13
  • Transcript

    • 1. Effects of Brand Love,Personality and Image onWord of MouthPresenter: LauraInstructor: Dr. Pi-Ying HsuDate: May 13, 20131
    • 2. 2Ismail, A. R., & Spinelli, G. (2011). Effectsof brand love, personality and image onword of mouth. Journal of fashionmarketing and management, 16 (4), 386-398.
    • 3. IntroductionLiterature ReviewMethodologyResults & conclusionsReflection3
    • 4. IntroductionBranding in fashion research hasgainedincreasing attention around the world.Loving fashion brand is an importantaspect of research.4
    • 5. Introduction5To develop a model including brand love,brand personality, brand image and word ofmouth (WOM) and explore the relationshipbetween these constructs
    • 6. Introduction61. Will brand personality and brand imagemake consumers love their brand?2. Is there any relationship between WOM,brand image, and brand personality?
    • 7.  Brand love is defined as the degree ofpassionate emotional attachment that aperson has for a particular trade name. It involves an integration of the brand intothe consumer’s sense of identity.(Carroll, Barbara, & Aaron,2006)7
    • 8. 8A brand has a personality which enables it toform a relationship with the consumer. Thebrand personality scale (BPS) consists offive dimensions: Sincerity, excitement,competence, sophistication andruggedness.(Hankinson, 2004)
    • 9. Brand image is an essential part ofpowerfulbrands which enable brands to differentiatetheir products from their competitors.(Aaker, 1996)9
    • 10. Word of mouth (WOM) is a process thatallows consumers to share information andopinions that direct buyers toward andaway from specific products.(Hankinson, 2004)10
    • 11. Conceptual Framework11H1: Excitement dimension of brand personality will have apositive impact on brand love.H2: Excitement dimension of brand personality will have apositive impact on brand image.H3: Brand love will have a positive impact on WOM.H4: Brand image will have a positive impact on WOM.H5: Brand image will have a positive impact on brand love.H6: Excitement dimension of brand personality will have apositive impact on WOM.
    • 12. Methodology12
    • 13. Step 1Step 1Step 1Step 1 Step 3Step 3Step 3Step 3Step 2Step 2Step 2Step 2Askparticipants tothink about afashion brandtheyemotionallyattached toAll the itemsweremeasuredusing a seven –point Likert-type scale.A total 250questionnaireswere sent tostudents.13
    • 14. 14
    • 15. This brand is well-known.I encourage friends andfamily to buy this brand.This brand makes mevery happy.15
    • 16. 16
    • 17. 17H1RejectedH4Rejected
    • 18. 18
    • 19. 19Building brand personalitycan increase the image ofbrand.
    • 20. 20Using brand image canincrease the emotionalrelationships with brands.
    • 21. 21By building an emotionalrelationship with brands,companies will make theircustomers positively talkabout their brands.
    • 22. 22
    • 23. 23