Brand Relationships A Personality-Based Approach英文文献资料.docVIP

J. Service Science Management, 2010, 3, 206-217 doi:10.4236/jssm.2010.32025 Published Online June 2010 (http://www.SciRP.org/journal/jssm) Brand Relationships: A Personality-Based Approach Helena M. Nobre , Kip Becker , Carlos Brito 1 2 3 1 Instituto Superior de Administra??o e Gest?o (ISAG), Rua do campo Alegre, Portugal; Administrative Sciences Department, Bos- 2 ton University, Boston, USA; Universidade do Porto–Faculdade de Economia, R. Dr. Roberto Frias, Portugal. Email: hnobre2@, kbecker@, cbrito@fep.up.pt 3 Received February 21 , 2010; revised April 2 , 2010; accepted May 8 , 2010. st nd th ABSTRACT The authors investigated the relationship between brand personality and brand relationships. The conceptual model was based on the hypothesis that brand personality may nurture specific consumer-brand relationships and that these relationships may influence the quality of the ties that consumers develop with brands. An instrument from intimate interpersonal relationships was used to measure consumer-brand relationships. An SEM analysis conducted on a sam- ple of 733 consumer-brand relationships, involving nine highly known brands of different product categories, gave support to the theory. The research offers two significant contributions by: 1) Emphasizing the role of consumer-brand relationship in understanding multi-brand, symbolic consumption and 2) Offering a holistic perspective in the under- standing of brand personality. Keywords: Brand Personality, Brand Relationships, Interpersonal Relationship Theory 1. Introduction the same constructs of the two Ideals of Relationships: Intimacy-Loyalty and Passion [12]. A review of the con- sumer-brand relationship research indicated there was a need for further investigation in order