Potential of Brand Personality: Attachment Styles as Moderator

Authors

  • LO Ying Tuan Faculty of Management and Human Resource Management, Universit Teknologi Malaysia, Malaysia
  • Huam Hon Tat Faculty of Business, Management and Social Sciences, Quest International University Perak, Malaysia
  • Ahmad Sharifuddin Shamsuddin Faculty of Management and Human Resource Management, Universit Teknologi Malaysia, Malaysia
  • Amran Md Rasli Faculty of Management and Human Resource Management, Universit Teknologi Malaysia, Malaysia
  • Ahmad Jusoh

DOI:

https://doi.org/10.11634/21679606170691

Keywords:

brand personality, attachment styles, brand attachment

Abstract

The purpose of this paper is to investigate the effect of consumer’s attachment styles as a moderator in the impact of brand personality on its brand attachment. This research investigated the preferred brand personality of anxious and avoidant attachment consumer, their likelihood to be attached to that brand and how they respond to any changes in brand personality. A total of 300 students were surveyed. Their attachment style and their response towards sincere and exciting personality and its brand attachment were assessed. Empirical study shows that anxious attachment style consumer preferred sincere brand personality, tends to be attached with it and did not respond to any changes in brand personality.  Avoidant attachment style people on the other hand have a stronger relationship with the exciting brand personality, are not likely to be attached to it and will respond to changes in brand personality. This study implies that marketers should get to know their targeted market’s attachment style prior coming out with the suitable brand personality.

Author Biographies

LO Ying Tuan, Faculty of Management and Human Resource Management, Universit Teknologi Malaysia, Malaysia

Huam Hon Tat, Faculty of Business, Management and Social Sciences, Quest International University Perak, Malaysia

Ahmad Sharifuddin Shamsuddin, Faculty of Management and Human Resource Management, Universit Teknologi Malaysia, Malaysia

Amran Md Rasli, Faculty of Management and Human Resource Management, Universit Teknologi Malaysia, Malaysia

Ahmad Jusoh

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How to Cite

Tuan, L. Y., Tat, H. H., Shamsuddin, A. S., Rasli, A. M., & Jusoh, A. (2012). Potential of Brand Personality: Attachment Styles as Moderator. American Journal of Business and Management, 1(2), 34–42. https://doi.org/10.11634/21679606170691

Issue

Vol. 1 No. 2 (2012)

Section

Articles

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