| Título: | Potential of Brand Personality: Attachment Styles as Moderator |
| Autores: |
Tuan, LO Ying; Faculty of Management and Human Resource Management, Universit Teknologi Malaysia, Malaysia Tat, Huam Hon; Faculty of Business, Management and Social Sciences, Quest International University Perak, Malaysia Shamsuddin, Ahmad Sharifuddin; Faculty of Management and Human Resource Management, Universit Teknologi Malaysia, Malaysia Rasli, Amran Md; Faculty of Management and Human Resource Management, Universit Teknologi Malaysia, Malaysia Jusoh, Ahmad |
| Fecha: | 2012-06-28 |
| Publicador: | American Journal of Business and Management |
| Fuente: |
 |
| Tipo: | Peer-reviewed Article |
| Tema: |
Business, Management, Marketing brand personality, attachment styles, brand attachment DOI: 10.11634/ajbm.20130201.01 |
| Descripción: | The purpose of this paper is to investigate the effect of consumer’s attachment styles as a moderator in the impact of brand personality on its brand attachment. This research investigated the preferred brand personality of anxious and avoidant attachment consumer, their likelihood to be attached to that brand and how they respond to any changes in brand personality. A total of 300 students were surveyed. Their attachment style and their response towards sincere and exciting personality and its brand attachment were assessed. Empirical study shows that anxious attachment style consumer preferred sincere brand personality, tends to be attached with it and did not respond to any changes in brand personality. Avoidant attachment style people on the other hand have a stronger relationship with the exciting brand personality, are not likely to be attached to it and will respond to changes in brand personality. This study implies that marketers should get to know their targeted market’s attachment style prior coming out with the suitable brand personality. |
| Idioma: | Inglés |
1 Role of Discretionary Current Accruals on Earning Management- A Case Study: Publicly Traded Companies at Tehran Stock Exchange por Kordlouie, Hamidreza; International Qeshm Branch, Islamic Azad University, Iran,Jadidol Eslami, Davood; Accounting Department, Shahid Shamsipour Faculty, Iran,Mahmoudzadeh, Elmira; Accounting Department, South Tehran Branch, Islamic Azad University, Iran | 6 A Diagnostic Method for Procedural Justice por Flint, Douglas H.; Faculty of Business Administration, University of New Brunswick, Canada,Haley, Lynn M.; Faculty of Business Administration
University of New Brunswick, Canada,McNally, Jeffrey J.; Facultyof Business Administration
niversity of New Brunswick, Canada |
2 Risky Business in Conflict Zones: Opportunities and Threats in Post Conflict Economies por Hacioglu, Umit; Beykent University, Istanbul, Turkey,Celik, Ismail Erkan; Beykent University, Istanbul, Turkey,Dincer, Hasan; Beykent University, Istanbul, Turkey | 7 The Impact of Strategic Planning on Online Banking: An Empirical Study in Saudi Arabia por Abdalkrim, Gaafar Mohamed; Department of Business Administration, College of Science and Humanity Studies-Alsulial, Salman Bin Abdulaziz University, Saudi Arabiaa,Khrais, Laith Talal; Department of Business Administration, Salman Bin Abdulaziz University, Saudi Arabia |
3 Management Information System as a Catalyst to Organisational Performance in the 21st Century: A Study of Selected Banks in Nigeria por A, Obasan Kehinde; Department of Business Administration, Olabisi Onabanjo University, Ago – Iwoye, Ogun State, Nigeria,A, Soyebo Yusuf; Department of Accounting and Finance, Lagos State University, Ojo, Nigeria | 8 The Implementation Process of Nationalization of Workforce in Saudi Arabian Private Sector: A Review of “Nitaqat Scheme” por Sadi, Muhammad Asad; College of Industrial Management, King Fahd University of Petroleum and Minerals, Saudi Arabia |
4 Theorising the Failure of Technological Innovation Diffusion in the Nigerian Automobile Industry: The Case of Ford Motors Nigeria por Oigiagbe, Oseme; Leeds Metropolitan University, Leeds, UK,George, Olusoji; Department of Business Administration, University of Lagos, Nigeria,Owoyemi, Oluwakemi; Department of Industrial Relations and Personnel Management, University of Lagos, Nigeria | 9 An Analysis of Global Training and Experience Sharing in Multinational Companies por Moumita, Nishat; American International University, Dhaka, Bangladesh,Zaman, Laila; East West University, Dhaka, Bangladesh |
5 Challenges of Electronic Payment Systems in Ghana: The Case of e-ZWICH por Haruna, Issahaku; Department of Economics and Entrepreneurship Development, Faculty of Integrated Development Studies, University for Development Studies | 10 Globalization and the Economy: What Students Think por Borstorff, Patricia C; College of Commerce and Business Administration, Jacksonville State University, AL, USA,Hearn, Mark W; College of Commerce and Business Administration, Jacksonville State University, AL, USA,Turley, Falynn; College of Commerce and Business Administration, Jacksonville State University, AL, USA |