Brand Personality and Purchase Intention Commercial Essay
2015, Brand personality and purchase intention are seen as less in government, and not so much in commerce. prestigious by potential employees Vandenabeele et al. This study tests the effects of celebrity endorsers on brand personality, brand trust, brand preference and purchase intention. A total of respondents participated in the survey. Using SEM structural equation modeling technique, the results reveal the direct and indirect effects of celebrities on brand personality. depicting the effect of brand personality on repurchase intention via perceived value and brand. ABSTRACT The purpose of this article was to investigate how brand attitude and perceived value influence purchase intention for global luxury brands. Drawing on the consumer behavior literature, we can find, of equal importance, that the congruence of self-image with the personality of the product, company and brand positively influences purchase intention, at a statistically significant level, and plays a moderating role between the product, the company and the brand. personality and purchase intention. Implications for research, but also for business practices. The results indicate that user-brand congruence and brand-celebrity have a significant influence on brand attitude and purchase intention, but celebrity-user congruence does not. Furthermore, brand attitude is found to be a partial mediator of the relationship between pairwise personality congruence on BPI.Abstract. Businesses and marketers can use social media advertising as a powerful tool to convince people to buy their goods or services. Digital media makes it easier for companies to connect. Objective - This study examines the impact of attitudes towards fashion influencers FIs on brand attitude and. consumer purchase intention. It also aims to identify factors that influence consumers. The current study aims to understand the impact of brand and celebrity personality congruence on consumers' attitudes and purchase intentions. The data was collected commercially. Finally, we prove that purchase intention also has a significant influence on consumer loyalty. The contribution of this research has shown that brand image influences consumers' purchasing attitude. Below. The digital age, which is becoming increasingly important in people's lives, is impacting traditional sales methods. E-commerce companies compete to win the competition to create superior products. This article attempts to clarify the underlying mechanism behind purchasing decisions on B2C e-commerce websites. The research question of the study is to investigate the interaction between brand, Ronaldo et al. 2022 found that e-commerce browsing and the big five personality traits influence the desire to make purchases and impulsive buying. Furthermore, the purchase intention. Over the years, social commerce research has grown exponentially, reflecting the widespread adoption of social commerce tactics and methods, Doha et al. 2019. From traditional marketplaces to e-commerce platforms to social commerce SC, the widespread use of social media and. contributed to a, The Effect of Brand Image, Brand Personality and Brand Awareness on the Purchase Intention of a Local Fashion Brand “This Is April”, 2 234-250