The impacts of brand personality and congruity on purchase intention : Evidence from the Chinese mainland's automobile market
Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
Original language | English |
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Pages (from-to) | 199-215 |
Journal / Publication | Journal of Global Marketing |
Volume | 22 |
Issue number | 3 |
Publication status | Published - Jul 2009 |
Link(s)
Abstract
This study focuses on comparison of the importance of product-brand personality and importance of company-brand personality characteristics as well as on investigation of product-/company-brand congruity and self-image congruence on purchase intention, within the context of Chinese Mainland's automobile industry. Results reveal that product-brand personality is more significant in affecting purchase intention than company-brand personality. Furthermore, it is found that congruity between product-brand personality and company-brand personality acts as a moderating variable between product-/company-brand personality and purchase intention. Of equal importance, it is found that self-image congruence with product-/company-brand personality positively affects purchase intention, at a statistically significant level, and plays a moderating role between product-/company-brand personality and purchase intention. Implications for research, as well as for business practices, are discussed.
Research Area(s)
- China, Company-brand personality, Product-brand personality, Self-image congruence
Citation Format(s)
The impacts of brand personality and congruity on purchase intention: Evidence from the Chinese mainland's automobile market. / Wang, Xuehua; Yang, Zhilin; Liu, Ning Rong.
In: Journal of Global Marketing, Vol. 22, No. 3, 07.2009, p. 199-215.
In: Journal of Global Marketing, Vol. 22, No. 3, 07.2009, p. 199-215.
Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review