You are what you wear: Brand personality influences on consumer impression formation

Share/Save/Bookmark

Fennis, Bob M. and Pruyn, Ad Th.H. (2007) You are what you wear: Brand personality influences on consumer impression formation. Journal of Business Research, 60 (6). pp. 634-639. ISSN 0148-2963

[img] PDF
Restricted to UT campus only
: Request a copy
133kB
Abstract:The present study examines the role of brands in the process of impression formation. The article examines the hypothesis that brand personality traits may carry over and affect perceptions of the personality of the brand's owner. Based on the continuum model of impression formation the findings support the expectation that the impact of brand personality is stronger when the situational context embedding brand and owner is consistent with the key association that the brand evokes. Moreover, the amount of attention the perceiver can devote to the judgment task moderates this process, such that the interaction effect between brand personality and situational consistency is more pronounced when consumers are free to use as much time to the impression formation task as deemed necessary. Conversely, when under time pressure, consumers tend to resort only to brand personality as a basis for forming an impression.
Item Type:Article
Copyright:© 2007 Elsevier B.V.
Faculty:
Behavioural Sciences (BS)
Research Group:
Link to this item:http://purl.utwente.nl/publications/58560
Official URL:http://dx.doi.org/10.1016/j.jbusres.2006.06.013
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page

Metis ID: 243032