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If brands are people, then people are impulsive—assessing the connection between brand personality and impulsive buying behaviour

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  • Anant Jyoti Badgaiyan

    (VIMR)

  • Saumya Dixit

    (The NorthCap University)

  • Anshul Verma

    (IMT)

Abstract

Given the importance of branding on one hand, and pervasive nature of impulsive buying on the other, efforts were made to explore the possible impact of brand personalities on impulsive buying behaviour. For this, two studies were conducted. In the first study on 522 respondents, analysis using structural equation modelling revealed significant positive impact of “aggressive” and “activity” brand personality dimensions on impulsive buying behaviour. In the follow-up study on 1028 respondents across four different product categories, similar results were obtained with brand personality dimension of aggressiveness found to be significant impacting impulsive buying behaviour across all four product categories, while the brand personality dimension of “activity” was found to have significant positive impact in three out of the four product categories. Additionally, the results also revealed acceptable reliability and validity of brand personality measurement scale by Geuens et al. (Int J Res Mark 26(2):97–107, 2009). Findings from these studies provide a new perspective to brand management, and marketers equipped with this additional insight about the ability of “aggressive” and “active” brands to instigate impulsive purchase will have an opportunity to assess and utilise the short-term worth of brands as well.

Suggested Citation

  • Anant Jyoti Badgaiyan & Saumya Dixit & Anshul Verma, 2017. "If brands are people, then people are impulsive—assessing the connection between brand personality and impulsive buying behaviour," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 622-638, November.
    • Handle: RePEc:pal:jobman:v:24:y:2017:i:6:d:10.1057_s41262-017-0060-6
    DOI: 10.1057/s41262-017-0060-6
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    References listed on IDEAS

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