In this study, the association between brand personality and purchase intention is investigated, in order to contribute to branding and consumer psychology literature. Alongside that, moderating...Show moreIn this study, the association between brand personality and purchase intention is investigated, in order to contribute to branding and consumer psychology literature. Alongside that, moderating role of gender and mediating role of trust are looked at. Hypotheses about brand identities; brand competence and brand morality, were tested with a questionnaire with 102 respondents. The results showed that both brand competence and brand morality have a positive relation with purchase intention. Relation between brand competence and purchase intention is mediated by brand trust but gender is not a moderator of the relation between brand morality and purchase intention. The findings contribute to theory about brand personalities and their influence can be expanded so that brands know what type of brand consumers like and how they should form their image to generate the most purchases.Show less
Morally responsible and ethical conduct has become more important for companies in recent years. The present study (N = 178) examines whether perceived brand traits differentially influence the...Show moreMorally responsible and ethical conduct has become more important for companies in recent years. The present study (N = 178) examines whether perceived brand traits differentially influence the purchase intentions of consumers. Additionally, the moderating effects of type of organization (for-profit versus non-profit) and gender are examined. The results partly support the hypotheses and indicate that perceived competence and perceived morality both relate to purchase intentions. In addition, for non-profit organizations, purchase intentions are mostly predicted by morality, whereas for for-profit organizations, competence most strongly predicts purchase intentions. The results further show that women’s purchase intentions are most strongly related to perceived morality, whereas men’s purchase intentions are related to perceived competence. Lastly, organization type and gender seem to have important moderating influences on the relationship between brands’ trait dimensions and consumers’ purchase intentions. Importantly, advertising organizational morality and competence appears to be an effective strategy for companies to keep consumers interested.Show less
