KOREASCHOLAR

THE IMPACT OF SERVICE BRAND PERSONALITY ON BRAND AFFECT, BRAND TRUST AND BRAND LOYALTY

Ursula Bougoure, Dominique Greer, Ben Smith
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271966
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
p.1130
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study builds upon the scant brand personality (BP) literature in services and highlights its applicability to services marketing, which is critical given increasing interest in building favourable service brands. This study examines the impact of Geuens, Weijters and De Wulf’s, (2009) BP measure, an arguably theoretically superior measure of BP to Aaker’s (1997), into an accepted nomological net by Chaudhuri and Holbrook (2001), and tests the extent to which BP dimensions determine behavioural outcomes in services (Geuens et al., 2009).

Keyword
Brand personalityServices marketingAustraliaAirlines
Author
  • Ursula Bougoure(University of Newcastle Australia, Singapore Campus)
  • Dominique Greer(Queensland University of Technology)
  • Ben Smith(Queensland University of Technology)