文章基本信息

标题：Moderating role of self-congruence: Impact of brand personality on Brand attachment through the Mediating role of Trust
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作者：Asma Amjad ; Fiza Amjad ; Khalid Jamil 等
期刊名称：Information Management and Business Review
电子版ISSN：2220-3796
出版年度：2018
卷号：10
期号：1
页码：13-22
出版社：International Foundation for Research and Development (IFRD)
摘要：Increasingly companies are focused on searching for ways to create strong brand connections with consumers. It is illustrated that such connections lead to higher levels of consumer loyalty, which increases companies’ financial performance. The main purpose of this study is to explore the impact of brand personality on brand attachment through the mediating role of trust. Also investigate the moderating role of self-congruence on the relationship between brand personality and brand trust. SPSS 23 is used to analyze the data. Data was collected through survey questionnaire techniqueand snow-ball sampling technique was used for data collection.Analysis reveal Brand personality have significant and positive relationship with brand trust. On the other side trust significantly enhance the brand attachment. While the results prove that self-congruence have significant moderating effect on the relationship between brand personality and brand trust.
关键词：Brand Personality; Brand attachment; Brand trust; Self-congruence