The Impact of Visiting a Brand Website on Brand Personality
نویسندگان
چکیده
What are the effects of forced exposure to the brand website on perceived brand personality? An experiment with random assignment to exposure vs. control (nonexposure) groups for ten websites is analysed. Three covariates are included to test their impact on brand personality after website exposure: product type (utilitarian/ functional vs. auto-expressive), enduring involvement with the product category and attitude toward
منابع مشابه
Analysis of the personality traits of urban tourism brand on visiting intention through perceived consistency (studied in Tehran)
It is important to examine the effect of the tourist personality on the choice of tourist destination. In the meantime, using Hofstede's cultural model in analyzing the effect of tourist personality dimensions on the intention to visit through the perceived homogeneity variable greatly helps to understand this issue. In this research, the effects of femininity, masculinity, ambiguity, avoidance...
متن کاملThe Role of Brand Authenticity on Brand Equity of Football Clubs with the Mediating Role of Brand Personality
Background. The brand equity is raised as one key subject in founding the value creation for the brand. Nowadays, the sports managers are searching for creating a very powerful brand and favorable for their own organizations obtaining one long term and highlighting the consumers’ athletic experiences and the continuous relationship with them. Objectives. The purpose of this study was to focus ...
متن کاملThe Relationship Model of Brand Personality of Sportswear with Brand Commitment, Loyalty and Trust
Brand Personality is indeed a kind of behavior and speech of a brand. It means assigning personality traits and characters to the brand in order to achieve differentiation. The aim of the present study was to develop a model of relationship between the brand personality of sportswear and brand commitment, loyalty and trust. This study was applied in terms of objectives and descriptive-survey i...
متن کاملThe effect of personality, attitude, trust and brand equity on the purchase intention of sporting goods brands
The purpose of this study was to determine the effect of personality, attitude, trust and brand equity on the purchase intention of sporting goods brands. The statistical population of this study consisted of all consumers of sporting goods brands in Tehran. 386 Consumers of sporting goods brands using the convenience sampling methods completed the scales of Jones et al. (2009) brand personalit...
متن کاملDesigning the Model of Role of Relationship Marketing on Brand Personality in Football Premier League Clubs in Iran (Case Study: Siyah Jamegan Cultural Sport Club in Mashhad)
This study aimed at designing the model of role of relationship marketing tactics on brand personality in football premier league clubs in Iran (Siyah Jamegan club). The study was descriptive-analytical conducted as a field. The statistical population included all fans of Siyah Jamegan sport club in Mashhad (2016) (N=295). In order to achieve the research aims, modified scale of relationship m...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید
ثبت ناماگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید
ورودعنوان ژورنال:
- Electronic Markets
دوره 13 شماره
صفحات -
تاریخ انتشار 2003