The Influences of Experiential, Cognitive and Marketing Factors on Brand Personality and Brand Equity

摘要

One of the most critical marketing topics which have been discussed extensively is brand personality. Previous studies have put many efforts for the effects of brand personality on brand loyalty and brand equity, based on the theory of animism, theory of social identity and consumer inertia model. However, the antecedents' factors of brand personality are largely ignored. This study tried to fill this research gap by integrating cognitive factors (such as brand awareness, brand association, perceived quality, brand image, and brand reputation), experiential factors (such as experiential perception, entertainment value, aesthetic attractiveness, enjoyment value, brand attachment, and hedonic attitude) and marketing factors (such as advertising, sales promotion, brand accessibility, brand familiarity, service quality, and perceived value) as the antecedents of brand personality. A research framework was developed with 7 research hypotheses. The empirical validations from a survey of 292 cosmetics users in Taiwan indicate that although cognitive, experiential, and marketing factors have significant effects on brand equity, brand personality can be served a very important mediator to promote the influences of antecedents on brand equity. To elicit higher levels of brand personality, consumers will have higher brand identification, which can further lead to higher brand trust, brand commitment, and brand equity. It is expected that the study results can be used as an important reference for academics to conduct further empirical validations, and for professionals to develop appropriate branding strategies in the market places.