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AbstractIntegrating the theories of nostalgia, brand personality, and consumer‐brand relationships, this research examined the power of nostalgia in explaining brand personality dimensions and five relational constructs. Online survey data across two separate studies (n = 374 for both studies) with two different sets of nostalgic and non‐nostalgic brands was collected via Amazon MTurk with U.S. based participants to unravel relationships between constructs. The data analysis revealed that nostalgic brands received stronger ratings on the brand personality dimensions of sincerity, excitement, and competence in both studies. In other words, the nostalgic status of brands served as a differentiator to account for the strength of brand personality dimensions. Nostalgic brands also showed stronger brand attachment, self‐brand connections, separation distress, relationship quality, and brand engagement behaviors on social media rather than non‐nostalgic brands. These findings provide the utility of nostalgia as a marketing communication tactic that can enhance important brand‐related outcomes. Furthermore, the sincerity and excitement brand personality dimensions appeared to be important mediators to explain the link between the nostalgic status of brands and relational outcomes in both studies. Theoretically, this research advances our knowledge of the theoretical mechanism behind how the nostalgic status of brands elucidates consumer‐brand relationships by exploring the mediating role of perceived brand personality. Practically, the findings provide strategic insights into the power of channeling nostalgia in retro‐marketing campaigns by maintaining or emphasizing brand personality (e.g., sincerity, excitement, or competence), which leads to desired relational marketing outcomes.

AbstractAlthough the literature suggests that logos impart symbolic meanings via visual elements that influence consumers' early evaluation of brands, few such elements have been studied, with others (e.g., logo thickness) awaiting scholarly investigation. According to the literature, visual thickness seems to influence perception of power and consumers' consequent judgments. This research tests and theorises the influence of the logo visual thickness effect on consumer behaviour. Results of five studies employing more than 4000 MTurk participants and 20 fictitious logos suggest that thick logos boost perception of brand personality mediated by a pronounced perception of brand power. In addition, the logo‐thickness‐induced perception of brand power is negatively moderated by consumers' level of perceived power of the self. Further, the perception of brand power induced by logo thickness is moderated by consumers' level of visuospatial sketchpad, meaning that people with high (vs. low) visuospatial sketchpad can cancel out the extraneous influence of logo thickness while evaluating the underlying brand, once the stimulus magnitude hits the salience threshold. Theoretical and managerial implications are accordingly provided.

Research on the symbolic use of commercial brands has shown that individuals prefer those brands matching their own personality. While the Big Five model of human personality is universal, brand personality attributions are partly culture-specific. Furthermore, research investigating
brand-related trait attributions has largely neglected negatively valenced traits. Consequently, the objective of this research was to identify and operationalize indigenous German brand personality attributions from a person-centric perspective. This approach entails an exploration of those
positive as well as negative human personality dimensions applicable and relevant to brands. Within two studies, four dimensions of brand personality (Drive, Conscientiousness, Emotion, and Superficiality) were identified. A preliminary 20-item instrument is proposed for the parsimonious measurement
of brand personality attributions in the German cultural domain.

We explored the effect of racing advergames on player perception of brand personality and investigated the roles of flow and self-construal in this effect. Participants were 202 male students at colleges in the United States and Taiwan, and they completed pretest and posttest scales
relating to their feeling and attitude toward brands before and after playing the racing advergame. The results showed that, when playing advergames, flow and self-construal interacted to influence perception of brand personality. Gamers experiencing high flow during the game provided positive
feedback on brand personality, whereas gamers experiencing low flow provided negative feedback. Gamers with an interdependent self-construal reported higher scores for evaluation of brand personality after playing advergames than did gamers with an independent self-construal.

We explored how consumer attitudes toward service delivery types (selfservice technology vs. face-to-face) differ in a private consumption context depending on the brand personality (underdog brand vs. topdog brand). Using banking service (Study 1) and hotel service (Study 2) scenarios,
we empirically investigated the interaction effects between service delivery types and brand personalities on consumer attitudes. The results indicate that for humanized underdog brands consumers showed a more positive attitude toward self-service technologies than toward face-to-face services.
However, for the top-dog brands there were no significant moderation effects. Thus, when managers in the marketing field are planning to regulate new directions for their service policy, they need to be very cautious by considering both consumption context and brand personality. We have theoretically
and practically expanded the existing literature on service delivery by focusing on private consumption services.

To gain insight into fashion brands that are newly entered in the market of a country with emerging economies, we compared Chinese versus Korean consumers' perception of Western (European) versus Eastern (Korean) mid- to low-end brands. We identified sincerity, competence, and excitement
as brand personality dimensions, and used brand commitment and perceived quality as mediating variables, with the brand personality dimensions as independent variables, to predict affective loyalty. Results showed that competence and sincerity significantly predicted affective loyalty toward
both Western and Eastern brands, and excitement played an essential role in loyalty to Eastern brands. Perceived quality mediated the impact of each brand personality dimension on affective loyalty, but for the Western brands the mediating effects of commitment were significant for sincerity
and excitement only, and for the Eastern brands commitment was a significant mediator of the effects of competence and excitement only. These results increase understanding of how consumers perceive Western versus Eastern fashion brands, by providing empirical evidence of the critical role
of brand personality in the formation of affective loyalty.