文章基本信息

标题：Potential of Brand Personality: Attachment Styles as Moderator
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作者：Tuan, LO Ying ; Tat, Huam Hon ; Shamsuddin, Ahmad Sharifuddin 等
期刊名称：American Journal of Business and Management
印刷版ISSN：2167-9614
出版年度：2012
卷号：1
期号：2
页码：34-42
DOI：10.11634/21679606130291
语种：English
出版社：World Scholars
摘要：The purpose of this paper is to investigate the effect of consumer’s attachment styles as a moderator in the impact of brand personality on its brand attachment. This research investigated the preferred brand personality of anxious and avoidant attachment consumer, their likelihood to be attached to that brand and how they respond to any changes in brand personality. A total of 300 students were surveyed. Their attachment style and their response towards sincere and exciting personality and its brand attachment were assessed. Empirical study shows that anxious attachment style consumer preferred sincere brand personality, tends to be attached with it and did not respond to any changes in brand personality. Avoidant attachment style people on the other hand have a stronger relationship with the exciting brand personality, are not likely to be attached to it and will respond to changes in brand personality. This study implies that marketers should get to know their targeted market’s attachment style prior coming out with the suitable brand personality.
关键词：Business, Management, Marketing;brand personality, attachment styles, brand attachment;DOI: 10.11634/ajbm.20130201.01