The impact of brand personality on brand-aroused feelings

Abstract

Brand managers are increasingly using brand personality to differentiate and uniquely position their brand without really knowing its effects. This study begins to addresses this gap by examining the effects of brand personality on brand-aroused feelings across the product categories of sport shoes, mobile phones and surf wear. Using SEM to analyse the data from 324 usable surveys, the findings indicate that consumers perceive brand personality and brand-aroused feelings as two separate constructs and that brand personality has a substantial effect on brand-aroused feelings. On the basis of the findings, this study recommends that brand managers consider positioning their brand as original, imaginative, considerate and kind if they want to arouse positive brand feelings.