Why We Love Brands: the Roles of Brand Personality and Brand Trust

Nguyen Pham, Arizona State University, USA
Tin Lam, Vietnam National University, Vietnam
Across two studies, we investigate how brand personality plays a meaningful role in establishing consumer trust on a brand, which in turn increases consumer brand loyalty. Moreover, we demonstrate that this effect is moderated by consumer motivation (i.e., self-verification or self-enhancement) and whether the product is publicly or privately consumed.
[ to cite ]:
Nguyen Pham and Tin Lam (2013) ,"Why We Love Brands: the Roles of Brand Personality and Brand Trust", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.