IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v19y2022i3d10.1007_s12208-021-00314-2.html
   My bibliography  Save this article

Revitalizing the non-profit brand personality through brand experience and brand relationship dimensions

Author

Listed:
  • Michael Chrissos Anestis

    (International Hellenic University)

  • Ioanna Karantza

    (International Hellenic University)

  • Costas Assimakopoulos

    (International Hellenic University)

  • Sotirios Vlachakis

    (International Hellenic University)

Abstract

In a hidden environment, brand personality occupies a cardinal position in non-profit organisations. Thus, the non-human, inanimate entities seek ways of applying the element of anthropomorphism in their brand personality in relation to brand experience and brand relationship without diluting their essence. To achieve that, the present paper attempts to identify whether the brand personality construct is affected by brand experience (i.e., sensory, affective, behavioural, and intellectual) and brand relationship concepts of the “self” (i.e., self-concept, self-expression, and self-congruity). The data were collected using an online survey and the data analysis was conducted using the Structural Equations Modeling. The study consisted of 213 participants—families with three children—members of the “OPOTTE: Federation for Families with Three Children in Greece”. Results suggest that an activist and advocatory personality is being revealed to its members. Particularly, the study highlights that the elements of brand experience and brand relationship can affect brand personality nature.

Suggested Citation

  • Michael Chrissos Anestis & Ioanna Karantza & Costas Assimakopoulos & Sotirios Vlachakis, 2022. "Revitalizing the non-profit brand personality through brand experience and brand relationship dimensions," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 555-574, September.
    • Handle: RePEc:spr:irpnmk:v:19:y:2022:i:3:d:10.1007_s12208-021-00314-2
    DOI: 10.1007/s12208-021-00314-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-021-00314-2
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-021-00314-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
    3. Ahmad, Anees & Thyagaraj, K.S., 2017. "An empirical comparison of two brand personality scales: Evidence from India," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 86-92.
    4. Lara-Rodríguez, Juan Sebastián & Rojas-Contreras, Camilo & Duque Oliva, Edison Jair, 2019. "Discovering emerging research topics for brand personality: A bibliometric analysis," Australasian marketing journal, Elsevier, vol. 27(4), pages 261-272.
    5. Martin Eisend & Nicola Stokburger-Sauer, 2013. "Brand personality: A meta-analytic review of antecedents and consequences," Marketing Letters, Springer, vol. 24(3), pages 205-216, September.
    6. Schembri, Sharon, 2009. "Reframing brand experience: The experiential meaning of Harley-Davidson," Journal of Business Research, Elsevier, vol. 62(12), pages 1299-1310, December.
    7. Bikash Kumar Rup & Jyotiranjan Gochhayat & Sasmita Samanta, 2021. "Revisiting Brand Personality Attributes: Mediating Role of Brand Attitude," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 12(2), pages 124-136, April.
    8. Russell W. Belk, 2013. "Extended Self in a Digital World," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 477-500.
    9. Rauschnabel, Philipp A. & Krey, Nina & Babin, Barry J. & Ivens, Bjoern S., 2016. "Brand management in higher education: The University Brand Personality Scale," Journal of Business Research, Elsevier, vol. 69(8), pages 3077-3086.
    10. Edlira Shehu & Jan U. Becker & Ann-Christin Langmaack & Michel Clement, 2016. "The Brand Personality of Nonprofit Organizations and the Influence of Monetary Incentives," Journal of Business Ethics, Springer, vol. 138(3), pages 589-600, October.
    11. Möller, Jana & Herm, Steffen, 2013. "Shaping Retail Brand Personality Perceptions by Bodily Experiences," Journal of Retailing, Elsevier, vol. 89(4), pages 438-446.
    12. Hultman, Magnus & Skarmeas, Dionysis & Oghazi, Pejvak & Beheshti, Hooshang M., 2015. "Achieving tourist loyalty through destination personality, satisfaction, and identification," Journal of Business Research, Elsevier, vol. 68(11), pages 2227-2231.
    13. S. Capelli & A. Jolibert, 2009. "Metaphor's validity in marketing research," Post-Print halshs-01064301, HAL.
    14. Caprara, Gian Vittorio & Barbaranelli, Claudio & Guido, Gianluigi, 2001. "Brand personality: How to make the metaphor fit?," Journal of Economic Psychology, Elsevier, vol. 22(3), pages 377-395, June.
    15. Japutra, Arnold & Molinillo, Sebastian, 2019. "Responsible and active brand personality: On the relationships with brand experience and key relationship constructs," Journal of Business Research, Elsevier, vol. 99(C), pages 464-471.
    16. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 378-389, December.
    17. Morgan-Thomas, Anna & Veloutsou, Cleopatra, 2013. "Beyond technology acceptance: Brand relationships and online brand experience," Journal of Business Research, Elsevier, vol. 66(1), pages 21-27.
    18. Anna Heikkinen & Johanna Kujala & Maria Inha, 2019. "Stakeholder engagement in a non-profit organisation: an issue-based perspective," International Journal of Human Resources Development and Management, Inderscience Enterprises Ltd, vol. 19(1), pages 5-20.
    19. Vanitha Swaminathan & Karen M. Stilley & Rohini Ahluwalia, 2009. "When Brand Personality Matters: The Moderating Role of Attachment Styles," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 985-1002, April.
    20. Valta, Katharina S., 2013. "Do relational norms matter in consumer-brand relationships?," Journal of Business Research, Elsevier, vol. 66(1), pages 98-104.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Viktoria Maria Radler, 2018. "20 Years of brand personality: a bibliometric review and research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 370-383, July.
    2. Japutra, Arnold & Molinillo, Sebastian, 2019. "Responsible and active brand personality: On the relationships with brand experience and key relationship constructs," Journal of Business Research, Elsevier, vol. 99(C), pages 464-471.
    3. Willems, Kim, 2022. "Brand personality appeal in retailing: Comparing fashion- and grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Attor Cleophas & Jibril Abdul Bashiru & Amoah John & Chovancova Miloslava, 2022. "Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana," Management & Marketing, Sciendo, vol. 17(2), pages 156-177, June.
    5. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2018. "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis," Journal of Business Research, Elsevier, vol. 91(C), pages 123-133.
    6. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2019. "Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"," Journal of Business Research, Elsevier, vol. 96(C), pages 355-365.
    7. Lara-Rodríguez, Juan Sebastián & Rojas-Contreras, Camilo & Duque Oliva, Edison Jair, 2019. "Discovering emerging research topics for brand personality: A bibliometric analysis," Australasian marketing journal, Elsevier, vol. 27(4), pages 261-272.
    8. Abas Mirzaei & Cynthia M. Webster & Helen Siuki, 2021. "Exploring brand purpose dimensions for non-profit organizations," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 186-198, March.
    9. Fetscherin, Marc & Heinrich, Daniel, 2015. "Consumer brand relationships research: A bibliometric citation meta-analysis," Journal of Business Research, Elsevier, vol. 68(2), pages 380-390.
    10. Stadler Blank, Ashley & Koenigstorfer, Joerg & Baumgartner, Hans, 2018. "Sport team personality: It’s not all about winning!," Sport Management Review, Elsevier, vol. 21(2), pages 114-132.
    11. Tsuen-Ho Hsu & Ling-Zhong Lin, 2021. "A Multidimensional Fuzzy Quality Function Deployment Design for Brand Experience Assessment of Convenience Stores," Mathematics, MDPI, vol. 9(20), pages 1-24, October.
    12. Avis, Mark, 2012. "Brand personality factor based models: A critical review," Australasian marketing journal, Elsevier, vol. 20(1), pages 89-96.
    13. Cruz Tarrillo, Jose Joel & Haro Zea, Karla Liliana & Soria Quijaite, Juan Jesús, 2022. "Revisión sistemática: situación actual de la personalidad de marca para el posicionamiento estratégico," Revista Tendencias, Universidad de Narino, vol. 23(1), pages 315-340, January.
    14. Ozdemir, Sena & Zhang, ShiJie & Gupta, Suraksha & Bebek, Gaye, 2020. "The effects of trust and peer influence on corporate brand—Consumer relationships and consumer loyalty," Journal of Business Research, Elsevier, vol. 117(C), pages 791-805.
    15. Ahmet Tan & Emre Çolakoglu & Emre Öztosun, 2016. "The Relation between Consumer and Brand Personality: Example of yemeksepeti.com," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(12), pages 1-15, December.
    16. Ridhwan O. Olaoke & Steven W. Bayighomog & Mustafa Tümer, 2021. "Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 643-656, November.
    17. Roy, Sanjit K. & Sharma, Apurv & Bose, Sunny & Singh, Gaganpreet, 2022. "Consumer - brand relationship: A brand hate perspective," Journal of Business Research, Elsevier, vol. 144(C), pages 1293-1304.
    18. Pan, Li & Zhang, Meng & Gursoy, Dogan & Lu, Lu, 2017. "Development and validation of a destination personality scale for mainland Chinese travelers," Tourism Management, Elsevier, vol. 59(C), pages 338-348.
    19. Roy, Sanjit Kumar & Balaji, M S & Sadeque, Saalem & Nguyen, Bang & Melewar, T C, 2017. "Constituents and consequences of smart customer experience in retailing," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 257-270.
    20. Rauschnabel, Philipp A. & Krey, Nina & Babin, Barry J. & Ivens, Bjoern S., 2016. "Brand management in higher education: The University Brand Personality Scale," Journal of Business Research, Elsevier, vol. 69(8), pages 3077-3086.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:irpnmk:v:19:y:2022:i:3:d:10.1007_s12208-021-00314-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.