2026-05-28T15:49:40Zhttps://riuma.uma.es/rest/oai/request

oai:riuma.uma.es:10630/285042026-02-03T11:07:42Zcom_10630_2254col_10630_37953

00925njm 22002777a 4500 dc Japutra, Arnold author Molinillo-Jiménez, Sebastián author 2017-08-08 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. 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. https://hdl.handle.net/10630/28504 10.1016/j.jbusres.2017.08.027 Marketing Marcas registradas Responsible and active brand personality: On the relationships with brand experience and key relationship constructs.