If Brands are People, then People are Impulsive—Assessing the Connection between Brand Personality and Impulsive Buying Behaviour

17 Pages Posted: 22 Aug 2018

See all articles by Anant Badgaiyan

Anant Badgaiyan

BVIMR

Saumya Dixit

ITM University - The NorthCap University

Anshul Verma

Institute of Management Technology (IMT), Ghaziabad

Date Written: August 2017

Abstract

Given the importance of branding on one hand, and pervasive nature of impulsive buying on the other, efforts were made to explore the possible impact of brand personalities on impulsive buying behaviour. For this, two studies were conducted. In the first study on 522 respondents, analysis using structural equation modelling revealed significant positive impact of “aggressive” and “activity” brand personality dimensions on impulsive buying behaviour. In the follow-up study on 1028 respondents across four different product categories, similar results were obtained with brand personality dimension of aggressiveness found to be significant impacting impulsive buying behaviour across all four product categories, while the brand personality dimension of “activity” was found to have significant positive impact in three out of the four product categories. Additionally, the results also revealed acceptable reliability and validity of brand personality measurement scale by Geuens et al. (Int J Res Mark 26(2):97–107, 2009). Findings from these studies provide a new perspective to brand management, and marketers equipped with this additional insight about the ability of “aggressive” and “active” brands to instigate impulsive purchase will have an opportunity to assess and utilise the short-term worth of brands as well.

Keywords: Brand personality, Impulsive buying behaviour, Brand personality dimensions, Structural equation modelling

Suggested Citation

Badgaiyan, Anant and Dixit, Saumya and Verma, Anshul, If Brands are People, then People are Impulsive—Assessing the Connection between Brand Personality and Impulsive Buying Behaviour (August 2017). Journal of Brand Management, Vol. 24, Issue 6, 2017. Available at SSRN: https://ssrn.com/abstract=3236632 or http://dx.doi.org/10.1057/s41262-017-0060-6

Saumya Dixit

ITM University - The NorthCap University ( email )

Gugaon
India

Anshul Verma

Institute of Management Technology (IMT), Ghaziabad ( email )

Raj Nagar
Hapur Road
Ghaziabad, Uttar Pradesh 201001
India

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