Brand Personality as an Antecedent to Word-of-Mouth

Word-of-mouth and brand personality are two aspects of marketing and branding that are crucial to reaching consumers. The current research focuses on the amount of word-of-mouth generated by consumers in relation to a brand’s perceived personality; the goal being to examine the relationship between each dimension of brand personality and their effect on WOM. To do so, the researchers employed Aaker’s Brand Personality Scale and collected data on two technology brands in the same product category. Participants were then asked about the likelihood they would discuss the brand with others. The results suggest that out of the five brand personality categories, excitement and sophistication had a stronger relationship with the generation of WOM. These results have managerial implications for brand managers and WOM campaigns.

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