Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand)

Purpose – The purpose of this research is to offer a model that incorporates both direct and indirect effects of brand's perceived personality on three major relational consequences of this construct: trust, attachment, and commitment to the brand. In addition to the links between brand personality and its relational consequences, the interdependence links amongst these consequences are also considered. Design/methodology/approach – The model proposed in this research was tested by means of structural equations modelling. The data were collected from a convenience sample of 348 young French consumers (aged from 19‐23) questioned about the brand Coca‐Cola, which enjoys strong awareness with that target. Findings – All the nine personality traits of the Coca‐Cola brand studied in this research impact directly on at least one of the three relational consequences under study: trust, attachment, and commitment to the brand. In addition they have an indirect influence (except for the Charming and Ascendant personality traits) on commitment via trust and attachment to the brand. Research limitations/implications – The model proposed in the research shows the impact of brand personality on three major relational consequences of this construct: trust, attachment, and commitment to the brand. Future research should study the influence of brand personality on other consequences such as satisfaction, loyalty and preference. Practical implications – The research demonstrates that brand personality affects the type and strength of the relationship that consumers maintain with brands. It is a useful tool for managers to direct or reinforce the lasting relationship they want to develop or maintain between their brands and the consumers they target. Relational paths from brand personality to the variables trust, attachment, and commitment are suggested in this research. Originality/value – The model proposed in this research refines the overall understanding that researchers and managers have of the direct or indirect impact of each brand personality trait on consumers' relationship with a brand, measured by trust, attachment, and commitment.