Purpose

This study aims to examine the relationship between brand personality and customer-based brand equity (CBBE) by investigating the mediating role of consumer-brand relationship (CBR), which is represented through three variables, namely, brand trust, attachment and commitment.

Design/methodology/approach

This study adopts a cross-sectional descriptive research design. It included a mix of symbolic and utilitarian brands, namely, Pepsi and Sprite (soft drinks), Levi’s and Peter England (clothing), Pantene and Head and Shoulders (shampoos) based on their greater familiarity among Indian consumers. Primary data were gathered from 612 respondents through a self-administered online questionnaire survey approach. Structural equation modeling was performed to analyze data and validate the research model.

Findings

The present study establishes both direct, as well as the indirect linkage between brand personality and CBBE. Results also suggest a partial mediating role of the variables representing CBR while linking brand personality to CBBE.

Originality/value

The present study makes two contributions. First, it advances existing literature on brand personality and brand equity by establishing the mediating role of the CBR while linking brand personality to CBBE. Second, it establishes the importance of both the trust and attachment-based commitment mediator model of CBR influencing CBBE, which has not been addressed by prior studies.

中文翻译：

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将品牌个性与品牌资产联系起来：衡量消费者与品牌关系的作用

目的

本研究旨在通过调查消费者-品牌关系 (CBR) 的中介作用来检验品牌个性与基于客户的品牌资产 (CBBE) 之间的关系，CBR 由三个变量表示，即品牌信任、依恋和承诺。

设计/方法/方法

本研究采用横断面描述性研究设计。它包括象征性和实用性品牌的组合，即百事可乐和雪碧（软饮料）、Levi's 和 Peter England（服装）、潘婷和海飞丝（洗发水），因为它们在印度消费者中更为熟悉。通过自我管理的在线问卷调查方法从 612 名受访者那里收集了主要数据。进行结构方程建模以分析数据并验证研究模型。

发现

本研究建立了品牌个性和 CBBE 之间的直接和间接联系。结果还表明，在将品牌个性与 CBBE 联系起来时，代表 CBR 的变量具有部分中介作用。

原创性/价值

本研究有两个贡献。首先，它通过建立 CBR 的中介作用，同时将品牌个性与 CBBE 联系起来，推进了有关品牌个性和品牌资产的现有文献。其次，它确立了 CBR 影响 CBBE 的信任和基于依恋的承诺中介模型的重要性，这在先前的研究中没有得到解决。