The Effect of Brand Personality on Evaluations of Utilitarian Product Benefits

Adrian Peretz, Norwegian School of Economics and Business Administration, Norway
Magne Supphellen, Norwegian School of Economics and Business Administration, Norway
This study explores the effect of brand personality on evaluations of utilitarian benefits. More than 30 studies have empirically explored the effects of brand personality on attitudes towards a brand. However, the vast majority of these studies have explored the effect on attitudes that serve social identity functions. This study investigates the effect of brand personality on evaluations of utilitarian brand benefits. Results show that under conditions of high perceived risk, brand personality affects evaluations of utilitarian benefits, and that this effect is moderated by the perceived relevance of brand personality information.
[ to cite ]:
Adrian Peretz and Magne Supphellen (2008) ,"The Effect of Brand Personality on Evaluations of Utilitarian Product Benefits", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 987-988.