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Exploring brand humanisation on SNSs: brand personality and its influence on brand partner quality, brand attitude and consumer behavioural engagement

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  • Eun Sook Kwon
  • Jooyoung Kim

Abstract

This study explored whether consumers interacting with brands on SNSs attribute human-like personalities to brands and further examined the relationships between personality dimensions and brand performance measures. Responses from 922 research participants (530 brand followers and 392 brand non-followers on SNSs) were analysed. Brand followers and brand non-followers attributed some of the same personality dimensions (sophistication, sincerity and competence) while there were differences between the two groups: excitement only among brand non-followers and agreeableness and unpleasantness only among brand followers. The personality dimension sincerity had a strong, positive influence on brand performance measures. Implications are discussed.

Suggested Citation

  • Eun Sook Kwon & Jooyoung Kim, 2022. "Exploring brand humanisation on SNSs: brand personality and its influence on brand partner quality, brand attitude and consumer behavioural engagement," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 16(3), pages 203-229.
    • Handle: RePEc:ids:ijimad:v:16:y:2022:i:3:p:203-229
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    Cited by:

    1. Tagreed Saleh Abalkhail, 2023. "The impact of country of origin on consumer purchase decision of luxury vs. fast fashion: case of Saudi female consumers," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-9, December.

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