A Study on the Brand Attitude Formation Process through Brand Personality: Focusing on the Moderating Effect of Communication Experience

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This research aims to clarify the process of brand attitude formation through brand personality and empirically verify the moderating effect of communication experience.
Analyzed the effects of five dimensions of brand personality on brand attitude and recommendation intention using structural equation modeling.
Investigated the moderating role of communication experience in the relationship between brand personality dimensions and brand attitude.
Employed a comparative approach to assess differences across experienced and inexperienced groups.
All five dimensions of brand personality positively impacted brand attitude, particularly proactivity and sophistication.
Brand attitude serves as a strong positive predictor of recommendation intention.
Differences in the impact of brand personality dimensions based on communication experience were identified, with some dimensions having varying effects between groups.

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Examines the effects of brand personality on brand attitude and recommendation intention, suggesting communication experience influences outcomes.

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Choi et al. (2026) studied this question.

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