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Publication
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| Research Title |
THE INFLUENCE OF BRAND PERSONALITY ON PURCHASE INTENTION AND TRUST: A CASE STUDY OF BOOTS STORE |
| Date of Distribution |
20 December 2015 |
| Conference |
| Title of the Conference |
Business and Social Science Research Conference: Paris 2015 |
| Organiser |
Macrotheme |
| Conference Place |
ESPACE VOCATION PARIS HAUSSMAN SAINT-LAZARE 92, rue Saint-Lazare 75009 |
| Province/State |
Paris |
| Conference Date |
20 December 2015 |
| To |
21 December 2015 |
| Proceeding Paper |
| Volume |
2012 |
| Issue |
- |
| Page |
57-65 |
| Editors/edition/publisher |
Dr. Damir Tokic |
| Abstract |
Brand personality is a tool which creates identity to a store and helps consumers distinguish one store from another, while purchase intention and consumer trust in a store can lead to buying behavior in that store. Therefore, this research aims to investigate the influence of brand personality on purchase intention and consumer trust by administering a questionnaire with a sample of 388 research participants in Thailand. Results reveal that three (out of five) dimensions: sincerity, excitement, competence, sophistication, and ruggedness of brand personality have an effect on purchase intention and consumer trust. That is, both sincerity and sophistication affect purchase intention. However, sophistication has a greater impact on purchase intention than sincerity does. In addition, competence alone affects consumer trust. Such results provide useful information for marketers to draw competitive strategies for specialty store sector. |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
false |
| Presentation awarding |
false |
| Attach file |
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| Citation |
2
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Journal Publication
ไทย