Publikace UTB
Repozitář publikační činnosti UTB

Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana

Repozitář DSpace/Manakin

Zobrazit minimální záznam


dc.title Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana en
dc.contributor.author Attor, Cleophas
dc.contributor.author Jibril, Abdul Bashiru
dc.contributor.author Amoah, John
dc.contributor.author Chovancová, Miloslava
dc.relation.ispartof Management & Marketing-Challenges for the Knowledge Society
dc.identifier.issn 1842-0206 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.issn 2069-8887 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2022
utb.relation.volume 17
utb.relation.issue 2
dc.citation.spage 156
dc.citation.epage 177
dc.type article
dc.language.iso en
dc.publisher Sciendo
dc.identifier.doi 10.2478/mmcks-2022-0009
dc.relation.uri https://www.sciendo.com/article/10.2478/mmcks-2022-0009
dc.subject innovative marketing en
dc.subject brand personality en
dc.subject customer en
dc.subject buying decision en
dc.subject subscribers en
dc.subject telecommunication industry en
dc.subject Ghana en
dc.description.abstract With the advent of innovative marketing, the increasing use of brand personality concepts for the promotion of a brand or product has received scholarly work across the globe. Yet little is known in the literature about the dimensions of brand personality and its applicability in the telecommunication industry. Considering the known link between brand personality and customer purchase intent, this research sought to examine the impact of the brand personality dimension on customer buying decisions in the telecoms sector. A positivist research paradigm was used to attain the study goal(s) with valid data of 414 subscribers (customers) of telecom giants in Ghana. The result from the PLS-SEM technique identified five main attributes of brand personality (ie. sincerity, excitement, competence, sophistication, and ruggedness) as antecedents of customer buying decisions in the research model. Findings revealed that brand sincerity, brand excitement, and brand competence have a significant relationship with customer buying decisions. Whereas brand sophistication and ruggedness were not. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. This article not only provides empirical insight into the brand personality literature but also serves as a source of information for managers in the telecom industry to successfully trigger strategic marketing practices that would help to optimize the usefulness of the brand personality concept. Limitations and future research directions are discussed. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1011069
utb.identifier.obdid 43883545
utb.identifier.scopus 2-s2.0-85134489690
utb.identifier.wok 000825194800004
utb.source J-wok
dc.date.accessioned 2022-07-27T09:08:42Z
dc.date.available 2022-07-27T09:08:42Z
dc.description.sponsorship Tomas Bata University in Zlin [IGA/FAME/2022/010, IGA/FAME/2021/005-Significant]
dc.rights Attribution 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Attor, Cleophas
utb.contributor.internalauthor Amoah, John
utb.contributor.internalauthor Chovancová, Miloslava
utb.fulltext.affiliation Cleophas ATTOR Faculty of Management and Economics, Tomas Bata University in Zlin, Czech Republic attor@utb.cz Abdul Bashiru JIBRIL Rabat Business School, International University of Rabat, Rabat-Sale, Morocco jibril.abdulbashiru@uir.ac.ma John AMOAH Faculty of Management and Economics, Tomas Bata University in Zlin, Czech Republic/Takoradi Technical University, Ghana amoah@utb.cz Miloslava CHOVANCOVA Faculty of Management and Economics, Tomas Bata University in Zlin, Czech Republic chovancova@utb.cz
utb.fulltext.sponsorship This work is supported by Tomas Bata University in Zlin through; IGA/FAME/2022/010 Influencer marketing and intercultural differences across generations and IGA/FAME/2021/005-Significant factors in the sustainability of economic growth with a focus on the SME segment.
utb.wos.affiliation [Attor, Cleophas; Amoah, John; Chovancova, Miloslava] Tomas Bata Univ Zlin, Fac Management & Econ, Zlin, Czech Republic; [Jibril, Abdul Bashiru] Int Univ Rabat, Rabat Business Sch, Rabat, Morocco; [Amoah, John] Takoradi Tech Univ, Takoradi, Ghana
utb.scopus.affiliation Faculty of Management and Economics, Tomas Bata University in Zlin, Czech Republic; Rabat Business School, International University of Rabat, Rabat, Morocco; Takoradi Technical University, Ghana
utb.fulltext.projects IGA/FAME/2022/010
utb.fulltext.projects IGA/FAME/2021/005
utb.fulltext.faculty Faculty of Management and Economics
utb.fulltext.ou -
utb.identifier.jel -
Find Full text

Soubory tohoto záznamu

Zobrazit minimální záznam

Attribution 4.0 International Kromě případů, kde je uvedeno jinak, licence tohoto záznamu je Attribution 4.0 International