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Purpose– The importance of employer branding to attract talent in organizations is increasing rapidly. Brand personality traits, particularly, have been shown to explain considerable variance in employer brand attractiveness. Despite such awareness, little is known about the underlying processes of this effect. The purpose of the authors is to close the research gap by drawing on a consumer brand model of brand affect and trust as a means of explaining employer brand attractiveness.Design/methodology/approach– Students interested in working in the consultancy industry completed a survey designed to evaluate consultancy employer brands. Established scales for brand personality, trust, and affect, and employer brand attractiveness were used to test the conceptual model.Findings– The results indicate that employer brand trust and affect are both influenced by the brand personality trait sincerity. Further, employer brand affect was positively affected by the traits excitement and sophistication, while negatively affected by ruggedness. Together, employer brand affect and trust explain 71 per cent of the variance in employer brand attractiveness.Research limitations/implications– While the results show the importance of branding an organization as a sincere, exciting, and sophisticated employer, future research is needed to identify adequate marketing tools to achieve this goal, also in other industries besides the one investigated here.Originality/value– This study is the first to apply a model that includes brand personality, trust, and affect to employer branding. By doing so, the variance explained in employer brand attractiveness could be increased substantially.

This research explored the effects of service delivery types (conventional face-to-face service vs. self-service technologies; SSTs) and brand personality (underdog brand vs. top-dog brand) on consumers' brand attitudes. Study 1 revealed that consumers perceived more anthropomorphic
features in underdog brands than in top-dog brands (Hypothesis 1). The anthropomorphic brand personality of an underdog affected consumers' preferences for service type. The results of Study 2 indicated that consumers preferred face-to-face service to SSTs for underdog brands (Hypothesis 2).
The underlying mechanism to explain this phenomenon was revealed by the perceived increased discomfort when using SSTs (Hypothesis 3). These findings offer practical implications for marketing managers in deciding when brand personality should be considered when adopting a new service type.

Charity brands have been found to assist income generation by enhancing donor understanding of an organization and what it stands for. Despite an increasing interest in this topic, few studies have addressed the dimensions of such brands and sought to explore the link (if any) with donor behavior. The authors report the results of a large-scale postal survey of donors to nine national nonprofits and conclude that traits associated with benevolence, progression, and conservatism are incapable of distinguishing between the study's participating brands. Traits associated with emotional engagement, service, voice, and tradition are capable of serving as the basis for differentiation and are also linked to facets of individual giving behavior.

Adventure has become a popular means of entertainment in Indonesian society, and there has even been a lifestyle trend among millennials, such as exploring the forest, exploring nature on motorbikes, camping, along rivers, climbing mountains, exploring beaches, and visiting various other natural attractions. also supported by geographical conditions and natural wealth that attract travelers and adventurers. This phenomenon creates business opportunities because these activities require adequate facilities and equipment. However, because business competition is getting higher, it is even more difficult to retain consumers. Brand development is very influential for all types of products that are consumer needs, especially equipment and needs for outdoor activities, because often brands are associated with human personality traits. The purpose of this study was to examine and analyze the effect of Brand Personality and Self Congruity variables on brand loyalty of adventure products from Indonesian brands Eiger, Consina, Avtech, Kalibre. The analytical method used is multiple linear regression using the SPSS (Statistical Product and Service Solution) application tool. The test results show that the Brand Personality variable with a regression coefficient of 0.404 and a significance of 0.001 <0.005 has a positive and significant effect on the Brand Loyalty variable, while the Self Congruity variable with a regression coefficient value of 0.080 and a significance of 0.508 > 0.05 does not significantly affect the Brand Loyalty variable. The purpose of this study was to examine and analyze the effect of Brand Personality and Self Congruity variables on brand loyalty of adventure products from Indonesian brands Eiger, Consina, Avtech, Kalibre. The analytical method used is multiple linear regression using the SPSS (Statistical Product and Service Solution) application tool. The test results show that the Brand Personality variable with a regression coefficient of 0.404 and a significance of 0.001 <0.005 has a positive and significant effect on the Brand Loyalty variable, while the Self Congruity variable with a regression coefficient value of 0.080 and a significance of 0.508 > 0.05 does not significantly affect the Brand Loyalty variable. The purpose of this study was to examine and analyze the effect of Brand Personality and Self Congruity variables on brand loyalty of adventure products from Indonesian brands Eiger, Consina, Avtech, Kalibre. The analytical method used is multiple linear regression using the SPSS (Statistical Product and Service Solution) application tool. The test results show that the Brand Personality variable with a regression coefficient of 0.404 and a significance of 0.001 <0.005 has a positive and significant effect on the Brand Loyalty variable, while the Self Congruity variable with a regression coefficient value of 0.080 and a significance of 0.508 > 0.05 does not significantly affect the Brand Loyalty variable.

AbstractThe purpose of this paper is to examine whether strong arguments provided in a commercial perform the same for exciting and sincere brands. Across three experiments, we vary brand personality (exciting versus sincere brands) and supporting argument quality (strong vs. weak), and find that consumers have more favorable attitudes toward sincere brands when the argument quality is strong rather than weak, but strong/weak argument quality does not influence consumers' attitudes toward exciting brands. The findings contribute to the existing literature on the elaboration likelihood model, sheds new light on the interaction between brand personality and argument quality, and suggest ways for advertising managers to customize content messaging in their commercials depending upon the personality of the focal brand's audience.

Brand personality is a useful theoretical construct in media industry as the industry thrives on the stable and sticky relationship between the consumer and the brand. The construct may be leveraged meaningfully if it may be defined with greater precision in the media context. The extant brand personality scales are largely focused on news media, television media or print media. Large swaths of media are still uncovered, namely, sports, music and business. Business media has emerged as the second alternative to general entertainment media in terms of business and audience. This article attempts to understand the research effort so far in understanding brand personality scales in media industry, identifies a gap of non-existent scale for business-media industry and creates a brand personality scale for business media. The methodology adopted is a combination of quantitative and qualitative approach and 14 dimensions that constitute business-media brand personality scale are identified.

PurposeThe relationship between brand personality and consumer personality has become a researched issue in recent years. It is viewed that marketers start the dialogue with consumers through personality route by building brand personality in line with consumers' own personality traits. Moreover, in the midst of stiff competition, role of corporate personality, as a component of corporate identity, has been considered instrumental behind the success of the organization. As a result, there might be a possibility that other than his/her own personality traits, a consumer's brand preference may be influenced by both brand personality and corporate personality of the said brand marketer. So, the predictive roles of individual personality, brand personality and corporate personality on consumer brand preference formation need to be empirically investigated so that the same may be addressed strategically. However, as per knowledge of the researcher, no empirical study has been made to investigate the predictive role of consumer personality, brand personality and corporate personality on brand preference. In this back drop, to the best of our knowledge, this study is the first attempt to fill this research gap by investigating firstly, the direct effects of individual personality of consumer, brand personality and corporate personality on consumer brand preference and secondly the impact of interaction effects of those variables on brand preference in the context of the emerging economies.Design/methodology/approachThis study includes Indian four-wheeler passenger car market as the focal point of the study. As the product category is predominantly linked with symbolic benefits to the consumers, this target segment may be motivated to express their personality through the brands they prefer. As a result it may be an appropriate sector to study the influence of individual, brand and corporate personality behind brand preference. In this study, we have used an anonymous self-administered structured questionnaire. Part A captured respondent's brand preference. Part B used The Big Five Model personality scale. Part C used the 'Brand Personality Scale' proposed by Aaker (1997) as a measure of brand personality. Part D comprised 'Corporate Personality Scale' developed by Davies et al. (2001). Part E recorded demographic data, including age, income, educational qualification and occupation. For Part B, C and D, Respondents were asked to rate each of the dimensions, using a five-point Likert scale, ranging from 5=Most descriptive to 1=Least Descriptive. The validity of the theoretical model is tested through Confirmatory Factor Analysis (CFA). In the first stage, main effects of the proposed model are tested. In the next stage, we have tested interaction effects of constructs on band preference. To test the hypotheses multiple regression method has been used.FindingsThe result of main effects shows that individual and brand personality has significant impact on brand preference for the considered brand by the consumers. This implies that at the time of brand preference, consumers give due importance to individual personality and personality of the considered brand of SUV. A strong and clear brand personality indicates a favorable view about the brand. Further, the result shows at the time of buying decision, personalities of both product and corporate brand are influencing their preferences. Here, consumers might be making strong association between corporate and brand personalities. In addition, interaction effects among individual, brand and corporate personality are also significant. One may view from the result that consumers do not encourage compartmentalize thinking at the time of brand choice. In place of considering his/her own personality and brand and corporate personality as a standalone entity, they think in totality and interaction effects have significant influence on their brand preference.Research limitations/implicationsThe paper has mentioned limitations: the restriction on selecting industry, company and brand, the restraint of sampling coverage and lack of generalization of the study findings. The implications should be interpreted with care. In this study we have not compared different brands from same industry or brands from different industries; there is a scope to do so. Moreover, this study considers results from one national context and, consequently, cross-national study may be conducted to extend the validity of the findings.Practical implicationsThe findings from this study may enlighten brand marketers about the degree of influence of brand personality, corporate personality, and consumer personality on brand preference. This study advocates interaction effects of individual, brand and corporate on consumer brand preference. From this study perspective, we may say, brand personality and corporate personality provide significant opportunity for creation of uniqueness and have the potential to significantly influence brand preference.Originality/valueThis paper makes two contributions to the brand management literature. First, it provides new empirical evidence of the positive main effect of individual and brand personality on brand preference. Second, this paper first investigates interaction effects of individual personality, brand personality and corporate personality on brand preference. This is a very unique contribution of the paper. The results provide new insights for academic and practitioners into the relationship among individual personality, brand personality and corporate personality. This study is the first attempt to fill this research gap by investigating the impact of consumer personality, brand personality and corporate personality on brand preference.

Modern society today relies on the ideology of consumption, not just a marker of the social status of a person or group but a mechanism used by consumers to gain social status or prestige by buying or consuming goods considered high by customers. The increasing reach of consumerism ideology has expanded the traditional definition of a "commodity" into an intangible service, especially in universities' operations. Surveys show that students tend to act as consumers in university education. Consumerism correlates with brand personality. There is a fine line that universities must build and maintain that will enable academics within universities to express integrity and intellectual qualities in both their teaching and research. This expression should include students as participants and recipients not only when they are involved in the class but as participants and recipients in the community in which the University is located.