Article2015

Brand personality appeal, brand relationship quality and WOM transmission: a study of consumer markets in Vietnam

Nguyen Dinh Tho · Nguyễn Thị Mai Trang · Svein Ottar Olsen

40 citations0/0 files storedAsia Pacific Business Review

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

This study investigates the impact of brand personality appeal on both brand relationship quality and word-of-mouth (WOM) transmission in Vietnam. It also examines the role of consumer attitudes towards advertising and public relations on brand personality appeal as well as brand relationship quality. An empirical test with a sample of 477 consumers by means of structural equation modelling reveals that brand personality appeal has a positive impact on both brand relationship quality and WOM transmission and that brand relationship quality has a positive effect on WOM transmission. Furthermore, attitudes towards public relations have positive impacts on both brand personality appeal and brand relationship quality. Finally, attitudes towards advertising have a positive impact on brand personality appeal but not on brand relationship quality.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 2009Predicting and Changing Behavior: The Reasoned Action Approach 1997Dimensions of Brand Personality 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?2010From the Editors: Common method variance in international business research

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