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Marketers have traditionally utilized celebrities to boost brand appeal by attracting attention and increasing memory rates, which is true in politics. However, research on the impact of celebrities on politics is new, and results are varied as to whether their endorsements and statements help in changing voters' attitudes and behaviors. This study aimed to explore the effect of celebrity endorsement for a political party or celebrity candidate on people's voting behavior. This is a mixed methods study. A community-based cross-sectional design was adopted for the study at Kolkata port and Maniktala constituencies (authors refer to Kolkata city) in the Kolkata district of West Bengal. Thematic analysis was used for qualitative data in this study using NVivo 12, whereas data entry and analysis were carried out with the help of Excel and Stata for quantitative data. About 16% of respondents reported being entirely influenced by the actor or actress's election campaign. In contrast, 24% are not affected. Three-fifths of the respondents are somewhat influenced. It may be inferred that celebrity endorsement in political campaigns is one of the main elements determining the likelihood of a particular political party or candidate winning or losing an election. At the same time, it cannot always be since various individuals have varied perspectives about each party, and not everyone supports a party or candidate just because their favorite celebrity endorses it. More study is needed to understand this neglected arena of research. Thus, this article focuses on credibility as a key dimension.

Purpose– The purpose of this study was to explore whether and to what extent brand origin associations transfer to brand personality (BP) perceptions. Whether and in which ways product involvement and familiarity have some moderating effects on this relationship was also explored.Design/methodology/approach– Using experimental design, hypotheses were tested in two product groups.Findings– Results show that subjects not provided brand origin information perceived the competence dimension of BP significantly lower than subjects who were provided brand information. Also, product involvement positively moderates brand origin effect while product familiarity negatively moderates it. However, two-way interactions of brand origin and product involvement are more meaningful than all other interactions and main effects.Research limitations/implications– The findings were based on data collected in an experimental setting from a convenience sample that was somewhat homogeneous. Also only one dimension of BP (competence) has been used in this study.Practical implications– Supporting the importance of brand origin on BP perceptions, these results show that the general characteristics of countries can translate into personalities of their brands from the product categories that have a good reputation on international markets. As the most significant implication for practitioners, the maximum effectiveness of marketing communication strategies can be achieved through the effect of brand origin on BP perceptions only if proper segmentation can be made with regard to involvement and familiarity.Originality/value– This is the first study that has empirically demonstrated the role of image transfer on building BP perceptions through brand origin information.

Though brand personality has been explored in the context of news media, the literature has yet to systematically examine differences in perceptions of news media brand personality among individuals with differing political ideologies. An analysis of 588 surveys where participants rated either mainstream (n = 200), liberal (n = 192), or conservative (n = 196) news media brands across the dimensions of aggression, heroism, and warmth revealed that while political ideology has little impact on individuals' perceptions of news media brand personality with regard to mainstream media, significant associations were present for perceptions of liberal and conservative news media. Controlling for education, age, familiarity, and gender, more conservative participants tended to find conservative news outlets less aggressive and more heroic and find liberal outlets more aggressive and less heroic; the differences in these associations were statistically significant. For both liberal outlets and conservative outlets, greater familiarity tended to be associated with higher perceived heroism. Significant gender and race associations are noted in perceptions of warmth. Ramifications in the context of political communication and media management are discussed.

AbstractDespite the efforts of organisations to make their consumers loyal to their brands, numerous studies show how loyalty has been declining in recent years without apparent causes. The aim of this research is to study the relationship between personality, trust and brand loyalty, to help understand the role of each of these variables in consumers' relationships with brands. Through a structural model built from data collected from a representative sample of 1015 individuals in the Spanish market, results put forward evidence of an indirect positive influence of brand personality on consumer loyalty, mediated by brand trust. Surprisingly, the results contrast with previous studies and show that there is no direct relationship between brand personality and brand loyalty. The results of this study have implications for both researchers and managers because previous research has analysed the direct influence of brand personality on trust or loyalty but not the mediating role that trust has on the relationship between personality and loyalty.

Purpose
– This study aims to investigate the effect of brand personality and consumer ethnocentrism on perceived quality and purchase intentions in China's sportswear market.


Design/methodology/approach
– In order to examine and compare the effect of brand personality and consumer ethnocentrism on the evaluation of product quality and purchase intention toward domestic and foreign brands, COB (the country with which the brand or firm is associated) and COM (the country in which final production takes place) cues were used in this study. Chinese college students represented the sample of 385 respondents. Structural equation modeling was used to investigate the causal relationships among brand personality, consumer ethnocentrism, perceived quality, and purchase intention.


Findings
– Results revealed that brand personality has a significant effect on Chinese consumers' product quality perceptions and purchase intentions toward both domestic and foreign brands. Furthermore, it is found that Chinese consumers' ethnocentric tendencies have no significant impact on their intentions to buy either domestic or foreign sportswear brands. However, ethnocentric Chinese consumers do positively evaluate the quality of domestic brands when domestic brands are also made domestically and negatively evaluate the quality of foreign brands when foreign brands are also manufactured non-domestically.


Originality/value
– The study contributes theoretically and empirically to research on the effects of brand image and consumer ethnocentrism in emerging markets. The findings from this study will help domestic and international marketers have a better understanding of the role of brand personality and consumer ethnocentric tendencies in influencing young Chinese consumers' product evaluation and purchase intentions. In addition, few studies have simultaneously examined the effects of brand image and consumer ethnocentrism (moderated by COO) on consumers' product evaluations and purchase intentions, which provided new research and managerial implications.

Green products are increasingly becoming popular in India as a fashion statement. Yet, limited attention has been given to understand why users of green products associate themselves with green brands in India. Therefore, the purpose of this study is to investigate the applicability of brand personality to green products. Thematic analysis of semi-structured interviews and focus group discussions of green product consumers revealed six dimensions of green brand personality (GBP). GBP is a set of human characteristics associated with a green brand. By focusing on the green brand personality dimensions discovered in this paper, marketing managers can better understand why people buy green products. Companies can use this enhanced understanding to promote their green products in order to enhance sales and encourage/attract non-green product customers to switch to green products.

AbstractUsing the construct of brand personality to measure automobile and soft drink personalities, two studies represented self‐congruity by combining brands and the self‐image into Pathfinder associative networks (Schvaneveldt et al., 1989). Self‐congruity, the number of links between the self and each brand, was predictive of preference and ideal brand. Because brand personality and self‐image are knowledge structures, and facets of brand personality also describe the self, self‐congruity can be represented and measured in networks. This approach could be helpful to marketers studying how the self is related to each brand and how brands interrelate. Copyright © 2011 John Wiley & Sons, Ltd.