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Brand personality appeal, brand relationship quality and WOM transmission: a study of consumer markets in Vietnam

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  • Nguyen Dinh Tho
  • Nguyen Thi Mai Trang
  • Svein Ottar Olsen

Abstract

This study investigates the impact of brand personality appeal on both brand relationship quality and word-of-mouth (WOM) transmission in Vietnam. It also examines the role of consumer attitudes towards advertising and public relations on brand personality appeal as well as brand relationship quality. An empirical test with a sample of 477 consumers by means of structural equation modelling reveals that brand personality appeal has a positive impact on both brand relationship quality and WOM transmission and that brand relationship quality has a positive effect on WOM transmission. Furthermore, attitudes towards public relations have positive impacts on both brand personality appeal and brand relationship quality. Finally, attitudes towards advertising have a positive impact on brand personality appeal but not on brand relationship quality.

Suggested Citation

  • Nguyen Dinh Tho & Nguyen Thi Mai Trang & Svein Ottar Olsen, 2016. "Brand personality appeal, brand relationship quality and WOM transmission: a study of consumer markets in Vietnam," Asia Pacific Business Review, Taylor & Francis Journals, vol. 22(2), pages 307-324, April.
    • Handle: RePEc:taf:apbizr:v:22:y:2016:i:2:p:307-324
    DOI: 10.1080/13602381.2015.1076655
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    Cited by:

    1. Willems, Kim, 2022. "Brand personality appeal in retailing: Comparing fashion- and grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Wong Foong Yee & Siew Imm Ng & Kaixin Seng & Xin-Jean Lim & Thanuja Rathakrishnan, 2022. "How does social media marketing enhance brand loyalty? Identifying mediators relevant to the cinema context," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 114-130, June.
    3. Nguyen Thi Mai Trang & Nguyen Dinh Tho, 2019. "The role of proactive postsales services in supplier innovativeness and customer satisfaction," Service Business, Springer;Pan-Pacific Business Association, vol. 13(2), pages 249-268, June.

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