Brand personality and its impact on brand trust and brand commitment: An empirical study of luxury fashion brands
- UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
- Jin Su, Associate Professor (Creator)
- Institution
- The University of North Carolina at Greensboro (UNCG )
- Web Site: http://library.uncg.edu/
Abstract: This study employed Aaker’s methodology to empirically investigate the personality of luxury fashion brands and explored the impact of brand personality on brand trust and brand commitment based on a sample of American consumers. Results of Study 1 revealed that American consumers perceive six distinct personality dimensions and 37 personality traits in luxury fashion brands. Study 2 validated the results from Study 1 and further clearly indicated that brand personality has a significant effect on both brand trust and brand commitment. The findings provide insights into the underlying values that consumers seek from luxury fashion consumption and lend a theoretical guidance to practitioners in the luxury fashion industry in their efforts to win customers’ brand commitment and loyalty.
Brand personality and its impact on brand trust and brand commitment: An empirical study of luxury fashion brands
PDF (Portable Document Format)
405 KB
Created on 6/12/2018
Views: 9374
Additional Information
- Publication
- International Journal of Fashion Design, Technology and Education, 11(2), 196-209.
- Language: English
- Date: 2018
- Keywords
- Brand personality, brand trust, brand commitment, luxury fashion brands