Title: Brand personification through celebrity ambassador: a study to investigate the impact on consumer attitude and loyalty

Authors: Era Nagpal; Hardeep Singh Mundi; Anurag Singh

Addresses: Chitkara Business School, Chitkara University, Chandigarh-Patiala National Highway, Punjab 140 401, India ' School of Business, University of Petroleum and Energy Studies (UPES), Knowledge Acres, Kandoli, Dehradun, Uttrakhand, India ' School of Business, University of Petroleum and Energy Studies (UPES), Dehradun Kandoli, Dehradun, Uttrakhand, 248013, India

Abstract: The advent of technology has redefined marketing in the 21st century driven by the rise of digital networks, which are instrumental in creating an enhanced brand experience for the consumers. While the businesses are competing for the attention of consumers, the humanisation of a brand referred to as brand personification is being extensively used for creating differentiation especially in the FMCG sector. The subjectivity among consumers makes it important for marketers to have a comprehensive understanding of the concept of consumer attitude and loyalty. This study aims to examine the influence of brand personification using brand personality scale on consumer attitude and loyalty using bivariate analysis. The findings of the study reveal that both consumer attitude and loyalty are impacted significantly by brand personality. The positive response of consumers to celebrity endorsements personifying a brand leaves an implication for the marketers to exploit this strategy to fight the tough competition.

Keywords: brand personification; brand personality; consumer attitude; brand trust; brand affection; consumer attitudinal loyalty; consumer behavioural loyalty.

DOI: 10.1504/IJBEX.2023.133493

International Journal of Business Excellence, 2023 Vol.30 No.4, pp.423 - 450

Received: 22 Jun 2020
Accepted: 27 Aug 2020
Published online: 18 Sep 2023 *

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