Effects of Brand Love, Personality and Image on

Word of Mouth

Presenter: Laura Instructor: Dr. Pi-Ying HsuDate: May 13, 2013

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Ismail, A. R., & Spinelli, G. (2011). Effects of brand love, personality and image on word of mouth. Journal of fashion marketing and management, 16 (4), 386-398.

Introduction

Literature Review

Methodology

Results & conclusions

Reflection

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Introduction

Branding in fashion research has gained

increasing attention around the world.

Loving fashion brand is an importantaspect of research.

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Introduction

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To develop a model including brand love, brand personality, brand image and word of mouth (WOM) and explore the relationship between these constructs

Introduction

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1. Will brand personality and brand image make consumers love their brand?

2. Is there any relationship between WOM, brand image, and brand personality?

Brand love is defined as the degree of passionate emotional attachment that a person has for a particular trade name.

It involves an integration of the brand into the consumer’s sense of identity.

(Carroll, Barbara, & Aaron, 2006)

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A brand has a personality which enables it to

form a relationship with the consumer. The

brand personality scale (BPS) consists of

five dimensions: Sincerity, excitement,

competence, sophistication and

ruggedness.

(Hankinson, 2004)

Brand image is an essential part of powerful

brands which enable brands to differentiate

their products from their competitors.

(Aaker, 1996)

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Word of mouth (WOM) is a process that

allows consumers to share information and

opinions that direct buyers toward and

away from specific products. (Hankinson, 2004)

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Conceptual Framework11

H1: Excitement dimension of brand personality will have a positive impact on brand love.

H2: Excitement dimension of brand personality will have a positive impact on brand image.

H3: Brand love will have a positive impact on WOM.

H4: Brand image will have a positive impact on WOM.

H5: Brand image will have a positive impact on brand love.

H6: Excitement dimension of brand personality will have a positive impact on WOM.

Methodology12

Step 1Step 1Step 1Step 1 Step 3Step 3Step 3Step 3Step 2Step 2Step 2Step 2

Ask participants to think about a fashion brand they emotionally attached to

Ask participants to think about a fashion brand they emotionally attached to

All the items were measured using a seven –point Likert-type scale.

All the items were measured using a seven –point Likert-type scale.

A total 250 questionnaires were sent to students.

A total 250 questionnaires were sent to students.

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This brand is well-known.

I encourage friends and family to buy this brand.

This brand makes me very happy.

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H1Rejected

H4Rejected

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Building brand personality can increase the image of brand.

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Using brand image can increase the emotional relationships with brands.

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By building an emotional relationship with brands, companies will make their customers positively talk about their brands.

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