The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences

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Whelan, B. (2021). The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences. Unc Charlotte Electronic Theses And Dissertations.
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Abstract

Despite the strong appeal of iconic brands, research on how consumers form attachments and loyalty to them has been limited. To fill this knowledge gap, this research is aimed at identifying factors that may determine consumers’ emotional attachment and ensuing loyalty to iconic brands, focused on brand personality, cultural disposition, and social media activity as influencing factors. To accomplish this, a survey was administered on the general population available on Amazon Mechanical Turk (Mturk) (n=759). Empirical results from a multi-level linear regression model indicates that brand personality, cultural disposition and social media activity influence both loyalty and attachment to iconic brands. Detailed findings are presented. Lastly, theoretical and managerial implications, limitations and future research directions are discussed. Keywords: iconic brands, brand personality, Hofstede’s cultural dimensions, social media, emotional attachment to brands, brand loyalty.

Details
Author

Whelan, Brian

Title

The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences

Physical Description

1 online resource (136 pages) : PDF

Date

2021

Degree Granting Institution

University of North Carolina at Charlotte

Abstract

Despite the strong appeal of iconic brands, research on how consumers form attachments and loyalty to them has been limited. To fill this knowledge gap, this research is aimed at identifying factors that may determine consumers’ emotional attachment and ensuing loyalty to iconic brands, focused on brand personality, cultural disposition, and social media activity as influencing factors. To accomplish this, a survey was administered on the general population available on Amazon Mechanical Turk (Mturk) (n=759). Empirical results from a multi-level linear regression model indicates that brand personality, cultural disposition and social media activity influence both loyalty and attachment to iconic brands. Detailed findings are presented. Lastly, theoretical and managerial implications, limitations and future research directions are discussed. Keywords: iconic brands, brand personality, Hofstede’s cultural dimensions, social media, emotional attachment to brands, brand loyalty.

Genre

doctoral dissertations

Subjects--Topics

Marketing

Degree

D.B.A.

Keywords

Brand Loyalty
Brand Personality
Cultural Disposition
Emotional Brand Attachment
Iconic Brands
Social Media

Subject Area

Business Administration

Advisor(s)

Moon, Sangkil

Committee Members

Erevelles, Sunil
Xia Liu, Angela
Kellermanns, Franz

Degree Note

Thesis (D.B.A.)--University of North Carolina at Charlotte, 2021.

Rights Statement

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Rights Holder Information

Copyright is held by the author unless otherwise indicated.

Identifier

Whelan_uncc_0694D_12742

Permalink

http://hdl.handle.net/20.500.13093/etd:2354