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Brand Experience Affects Brand Personality: Manipulation of Construal Level

Published: 18 November 2020 Publication History

Abstract

To verify the influence of brand experience's dimensions on brand personality's dimensions and to explore if construal level can have manipulation role. Through analysis of SPPS & AMOS software, study found the rest specific dimensions of brand experience actively affect brand personality's dimensions except intellectual on responsible brand personality. Study also indicates that in low construal level group, the influence of sensory experience on active brand personality is greater than the same influence in high level construal group. Theoretical & managerial implications, limitations and suggestions for future study are discussed.

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cover image ACM Other conferences
ICEME '20: Proceedings of the 2020 11th International Conference on E-business, Management and Economics
July 2020
312 pages
ISBN:9781450388016
DOI:10.1145/3414752
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 18 November 2020

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  1. Brand Experience
  2. Brand Personality
  3. Construal Level Theory

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