When Brand Personality Matters: The Moderating Role of Attachment Styles

2009 ◽  
Vol 35 (6) ◽  
pp. 985-1002 ◽  
Author(s):  
Vanitha Swaminathan ◽  
Karen M. Stilley ◽  
Rohini Ahluwalia
Keyword(s):  
Attachment Styles ◽  
Brand Personality ◽  
Moderating Role

When Does Psychological Fit Matter? The Moderating Role of Price on Self-Brand Congruity

2021 ◽  
pp. 194855062110283
Author(s):  
Joe J. Gladstone ◽  
Emily N. Garbinsky ◽  
Sandra C. Matz
Keyword(s):  
Brand Personality ◽  
Effect Study ◽  
Financial Resources ◽  
High Price ◽  
Psychological Profile ◽  
Psychological Mechanism ◽  
Brand Attributes ◽  
First Time ◽  
Moderating Role

People prefer brands whose perceived image reflects their own psychological profile, a finding referred to as the self-brand congruity effect. For the first time, we test this effect in the field by utilizing over 17,000 real bank transaction records (Study 1, N = 405). We demonstrate that the strength of self-brand congruity is related to the financial resources a person must spend to acquire the brand, such that the effect holds only when the brand being purchased has a high (vs. low) price. We conceptually replicate the effect (Study 2, N = 354) and provide causal evidence through an experiment (Study 3, N = 404), manipulating price and brand personality while holding other brand attributes constant. We also provide evidence for one psychological mechanism underlying why price moderates self-brand congruity, finding personality-matched brands elicit fewer concerns about postpurchase regret, a bigger risk for high-price brands (Study 4, N = 300).

Two Roads to Updating Brand Personality Impressions: Trait versus Evaluative Inferencing

2005 ◽  
Vol 42 (4) ◽  
pp. 458-469 ◽  
Author(s):  
Gita Venkataramani Johar ◽  
Jaideep Sengupta ◽  
Jennifer L. Aaker
Keyword(s):  
Personality Trait ◽  
Dynamic Process ◽  
Brand Personality ◽  
Inference Making ◽  
New Information ◽  
Trait Inferences ◽  
Moderating Role ◽  
Do So

This research examines the dynamic process of inference updating. The authors present a framework that delineates two mechanisms that guide the updating of personality trait inferences about brands. The results of three experiments show that chronics (those for whom the trait is accessible) update their initial inferences on the basis of the trait implications of new information. Notably, nonchronics (those for whom the trait is not accessible) also update their initial inferences, but they do so on the basis of the evaluative implications of new information. The framework adds to the inference-making literature by uncovering two distinct paths of inference updating and by emphasizing the moderating role of trait accessibility. The findings have direct implications for marketers attempting to understand the construction of brand personality, and they emphasize the constantly evolving nature of brand perceptions and the notion that both the consumer and the marketer have important roles to play in this process.

Brand personality inference: The moderating role of product meaning

2012 ◽  
Vol 28 (11-12) ◽  
pp. 1291-1304 ◽  
Author(s):  
Doreen Kum ◽  
Lars Bergkvist ◽  
Yih Hwai Lee ◽  
Siew Meng Leong
Keyword(s):  
Brand Personality ◽  
Moderating Role

scholarly journals The Moderating Role of Attachment in the Associations Between Group Variables and OCB

SAGE Open ◽  
2021 ◽  
Vol 11 (4) ◽  
pp. 215824402110672
Author(s):  
Abira Reizer ◽  
Lior Oren ◽  
Yonadav Hornik
Keyword(s):  
Hierarchical Linear Modeling ◽  
Organizational Citizenship Behavior ◽  
Attachment Styles ◽  
Longitudinal Design ◽  
Group Cohesion ◽  
Group Efficacy ◽  
Individual Level ◽  
The Individual ◽  
Moderating Role

The current study expands previous knowledge by investigating the moderating role of attachment styles in the associations between perceived group cohesion, perceived collective efficacy, and changes in the individual report of organizational citizenship behavior (OCB). Data were collected from 180 employees, who took part in a 9-week organizational training course. Upon start of training, participants completed questionnaires assessing their attachment orientations and their individual-level OCB. Upon conclusion, participants completed questionnaires assessing their perceived group cohesion, perceived group efficacy, and OCB. Using hierarchical linear modeling, both group cohesion and efficacy explained the changes in the individual OCB. In addition, attachment anxiety moderated the associations between group efficacy, group cohesion and the changes in OCB. The results emphasize the joint effects of group-and individual-level variables in predicting OCB in a longitudinal design. Theoretical and practical implications are discussed.

scholarly journals Implicit Attitude Toward Caregiving: The Moderating Role of Adult Attachment Styles

2016 ◽  
Vol 6 ◽  
Author(s):  
Pietro De Carli ◽  
Angela Tagini ◽  
Diego Sarracino ◽  
Alessandra Santona ◽  
Laura Parolin
Keyword(s):  
Adult Attachment ◽  
Attachment Styles ◽  
Implicit Attitude ◽  
Adult Attachment Styles ◽  
Moderating Role
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