The Predictive Roles of Brand Personality on Brand Trust and Brand Affect: A Study of Korean Consumers

Brand-personality management is a critical part of a company's marketing program in today's global market. Despite the importance of brand personality in academia and practice, prior research has been limited in scope and has mainly focused on its structures and scales. Given its great potential usability for marketers and brand managers, the current study investigates the determinant roles of brand personality on Korean consumers' brand evaluations. This study conceptualizes and investigates the impact of brand personality on brand trust, brand affect, and brand loyalty. The overall findings indicate that different brand-personality dimensions influence brand trust and brand affect in different ways, which in turn increase the level of brand loyalty. Theoretical and practical implications are discussed.