RT Journal Article
T1 Responsible and active brand personality: On the relationships with brand experience and key relationship constructs.
A1 Japutra, Arnold
A1 Molinillo-Jiménez, Sebastián
K1 Marketing
K1 Marcas registradas
AB Brand personality is a key concept in marketing that can be used to create competitive differentiation. Two of the most relevant dimensions of brand personality for academics and practitioners are responsible and active. However, only few studies examine these two personalities, particularly their relationship with prominent marketing constructs. This paper attempts to identify which dimensions of brand experience (i.e., sensory, affective, behavioral, and intellectual) lead to higher consumers' perception of responsible and active brands and in predicting key relationship constructs (i.e., satisfaction, trust and brand loyalty). Based on a survey of 339 Spanish respondents, the results suggest that not all dimensions of brand experience predict brand personality.The findings also suggest that being responsible leads to higher satisfaction and trust compared to being active. On the other hand, being active leads to higher loyalty compared to being responsible.
YR 2017
FD 2017-08-08
LK https://hdl.handle.net/10630/28504
UL https://hdl.handle.net/10630/28504
LA eng
NO Japutra, A., & Molinillo, S. (2019). Responsible and active brand personality: On the relationships with brand experience and key relationship constructs. Journal of Business Research, 99, 464-471.
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 25 ene 2026