An Empirical Analysis of the Brand Personality Effects on Brand Involv ement

Abstract

The study aims to (a) provide empirical support for the direct influence that brand personality will have on consumer's brand involvement and (b) delineate the role of each brand personality dimension. Based on a sample of 303 consumers and using sport brands as the product category under investigation, this study reveals that brand personality affects directly consumers' involvement with the brand. Moreover, it demonstrates that not all dimensions of brand personality contribute equally to this relation. This research strengthens the brand personality literature and establishes a baseline for future empirical investigations.SPOTEAPE; sport team personality; brand involvement; Brand personality