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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
  • Final weichen

    1. 1. Effects of Brand Love,Personality and Image onWord of MouthPresenter: LauraInstructor: Dr. Pi-Ying HsuDate: May 13, 20131
    2. 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. 3. IntroductionLiterature ReviewMethodologyResults & conclusionsReflection3
    4. 4. IntroductionBranding in fashion research hasgainedincreasing attention around the world.Loving fashion brand is an importantaspect of research.4
    5. 5. Introduction5To develop a model including brand love,brand personality, brand image and word ofmouth (WOM) and explore the relationshipbetween these constructs
    6. 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. 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. 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. 9. Brand image is an essential part ofpowerfulbrands which enable brands to differentiatetheir products from their competitors.(Aaker, 1996)9
    10. 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. 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. 12. Methodology12
    13. 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. 14
    15. 15. This brand is well-known.I encourage friends andfamily to buy this brand.This brand makes mevery happy.15
    16. 16. 16
    17. 17. 17H1RejectedH4Rejected
    18. 18. 18
    19. 19. 19Building brand personalitycan increase the image ofbrand.
    20. 20. 20Using brand image canincrease the emotionalrelationships with brands.
    21. 21. 21By building an emotionalrelationship with brands,companies will make theircustomers positively talkabout their brands.
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