Brand Personality and Mobile Marketing: An Empirical Investigation
This research assesses the value of the brand personality and its influence on consumer-s decision making, through relational variables, after receiving a text message ad. An empirical study, in which 380 participants have received an SMS ad, confirms that brand personality does actually influence the brand trust as well as the attachment and commitment. The levels of sensitivity and involvement have an impact on the brand personality and the related variables to it.
[1] http://www.datamonitor.com/industries/research/?pid=DMCO0333
[2] Aaker J.L. (1997), Dimensions of Brand Personality, Journal of
Marketing Research, 34, 3, 347-356.
[3] Carroll, Barbara A. and Aaron Ahuvia (2006), "Some Antecedents and
Outcomes of Brand Love," Marketing Letters, 17 (2), 79-89.
[4] Delgado-Ballester, Elena, Jose L. Munuera-Alemán, and María J.
Yag├╝e-Guillén (2003), "Development and Validation of a Brand Trust
Scale," International Journal of Market Research, 45 (1), 35-53.
[5] McAlexander, James H., John W. Schouten, and Harold F. Koenig
(2002), "Building Brand Community," Journal of Marketing, 66 (1), 38-
54.
[6] Thomson M., McInnis D.J. et Park C.W. (2005), The Thies that bind:
measuring the strength of consumer-s emotional attachments to brands,
Journal of Consumer Psychology, 15, 1, 77-91.
[7] Fiske, S.T (1982), "Schema triggered affect: Applications to social
perception", in Affect and Cognition: The 17th Annual Carnegie
Symposium on Cognition, Margaret S.Clark and Susan T. Fiske, eds.
Hillsdale, NJ: Lawarence Erlbaum Associates.
[8] Keller K.L. (1993), Conceptualizing, measuring and managing
customer-based brand equity, Journal of Marketing, 57, 1, 1-22.
[9] Plummer J. T. (1984), How personality makes a difference, Journal of
Advertising Research, 24, December-January, 27-31.
[10] Sirgy, M. J. (1982). "Self-concept in Consumer Behaviour: A Critical
Review." Journal of Consumer Research, 9: 287-300.
[11] Malhotra, N. K. (1988). "Self-Concept and Product Choice: An
Integrated Perspective." Journal of Economic Psychology, 9: 1-28.
[12] Biel A. (1993), Converting image to equity in Brand equity and
advertising, editions Aaker D. et Biel A., Hillsdale, NJ: Lawrence
Erlbaum Associates, 67-82.
[13] Fournier S. (1997), Brands: Love, Hate and in between, Harvard
Business review, March-Apr, 8-9.
[14] Garbarino E. et Johnson M.S. (1999), The different roles of satisfaction,
trust, and commitment in customer relationships, Journal of Marketing,
63, 4, 70 - 87.
[15] Morgan R.M. and Hunt S.D. (1994), The commitment-trust theory of
relationship marketing, Journal of Marketing, 58, 3, 20-38.
[16] Peppers, D., Rogers, M., and Dorf, B., (1999), "Is your company ready
for one-to-one marketing?" Harvard Business Review, January-
February, 151-160
[17] Barwise, P. & Farley J. U. (2005). The State of Interactive Marketing in
Seven Countries: Interactive Marketing Comes of Age. Journal of
Interactive Marketing, 19(3), 67-80.
[18] Heinonen, K., and Strandvik, T., 2003. Consumer Responsiveness to
Mobile Marketing. Unpublished Dissertation. Helsinki: Hanken Swedish
School of Economics and Business Administration. Available from
http://www.hhs.se/cic/roundtable2003/papers/D22Heinonen_Strandvik.p
df, accessed 18 July 2003.
[19] Freling, T. H., and Forbes, L. P., (2005), "An empirical analysis of the
brand personality effect", Journal of Product and Brand Management
14(7), 404-413.
[20] Blackston M. (1992), Observations: Building Brand Equity by
Managing the Brand-s Relationship, Journal of Advertising Research,
32, 3, 79-83.
[21] Muniz, Albert M., Jr. and Thomas C. O'Guinn (2001), "Brand
Community," Journal of Consumer Research, 27 (March), 412-432.
[22] Aggarwal, P. and McGill A.L., (2007), "Is This Car Smiling at Me?
Schema Congruity as Basis for Evaluating Anthropomorphized
Products," Journal of Consumer Research, 34 (December), 468-479.
[23] Van Riel, Allard C.R., Jos Lemmink, and Hans Ouwersloot (2001),
"Consumer Evaluations of Service Brand Extensions" Journal of Service
Research, 3 (3), 220-231.
[24] Bhattacharya, C.B., Rao, H. and Glynn. M.A. 1995. "Understanding the
bond of identification: An investigation of its correlates among art
museum members." Journal of Marketing, Vol. 59, no 4, 1995, p. 46-57.
[25] Bhattacharya, C.B. 1998. "When customers are members: Customer
retention in paid membership contexts." Journal of the Academy of
Marketing Science, Vol. 26, no 1, 1998, p. 31-44.
[26] Batra R., Lehmann D.R. et Singh D. (1993), The brand personality
component of brand goodwill: some antecedents and consequences,
Brand Equity and Advertising, editions Aaker et Biel, Hillsdale, NJ:
Lawrence Erlbaum Associates, 83-96.
[27] Costa Jr. P.T. and McCrae R.R. (1998), Trait theories of personality,
Advanced personality, éds. Barone, Hersen et Van Hasselt, Plenum
Press, New-York, 103-121.
[28] Caprara G.V., Barbaranelli C. et Guido G. (2001), Brand Personality:
how to make the methaphor fit? Journal of Economic Psychology, 22, 3,
377-395.
[29] Solomon M.R. (1985), Deep-seated materialism: the case of Levi-s 501
jeans, Advances in Consumer Research, R.J. Lutz (ed.), Provo, UT:
Association for Consumer Research, 13, 619-622.
[30] Fournier S. (1995), Toward the development of relationship theory at the
level of the product and brand, Advances in Consumer Research, F.
KARDES & M. SUJAN (eds), Provo, UT: Association for Consumer
Research, 22, 661-662.
[31] Fournier S. (1994), A consumer-brand relationship framework for
strategic brand management, University of Florida, December.
[32] Phau I. and Lau K.C. (2001), Brand personality and consumer selfexpression:
single or dual carriageway? , Brand management, 8, 6, 428-
444.
[33] Belk R.W. (1988), Possessions and the extended self, Journal of
Consumer research, 15, 2, 139-167.
[34] Fournier S. and Yao. J. (1997), Reviving Brand Loyalty: A
Reconceptualization Within The Framework Of Consumer-Brand
Relationships, International Journal Of Research In Marketing, 451-472.
[35] Digman J. M. (1997), Higher-order factors of the big five, Journal of
Personality and Social Psychology, 73, 6, 1246-1256.
[36] Goldberg L.R. (1990), An alternative description of personality : the
Big- Five factor structure, Journal of personality and Social Psychology,
59, 6, 1216- 1229.
[37] McCrae R.R. and Costa Jr P.T. (1987), Validation of the five factor
model of personality across instruments and observers, Journal of
Personality and Social Psychology, 52, 81-90.
[38] McCrae R.R. et Costa Jr P.T. (1983), Social desirability scales: more
substance than style, Journal of Consulting and Clinical Psychology, 51,
6, 882-888.
[39] Funder D.C. (2001), Personality, Annual Review of Psychology, 52,
197-221.
[40] John O.P. (1990), The big five factor taxonomy: Dimensions of
personality in the natural language and in questionnaires, Handbook of
Personality: theory and research, editions Pervin, New York: Guilford
Press, 66-100.
[41] Ferrandi J.M. et Valette-Florence P. (2001), Transposition d-une échelle
de la personnalité humaine aux marques : un premier test, Actes du
XVIIème Congrès de l-Association Fran├ºaise de Marketing, J. Bree
(ed.), Deauville.
[42] Ogilvy D., (1985), Ogilvy on advertising, Random House, New York.
[43] McCracken G. (1989), Who is the celebrity endorser? Cultural
foundations of the endorsement process, Journal of Consumer Research,
16, 3, 310-321.
[44] Aaker J.L. (1996), Exploring Brand Equity: Building Strong Brands,
New York, The Free Press.
[45] Escalas, Jennifer Edson and James R. Bettman (2005), "Self-Construal,
Reference Groups, and Brand Meaning," Journal of Consumer Research,
32 (3), 378-89.
[46] Johar, Gita Venkataramani, Jaideep Sengupta, and Jennifer Aaker
(2005), "Two Roads to Updating Brand Personality Impressions: Trait
versus Evaluative Inferencing," Journal of Marketing Research, 42 (4),
458-69.
[47] O'Donohoe S., (1994),"Advertising uses and gratifications", European
Journal of Marketing, Vol. 28 Nos. 8/9, pp. 52-75.
[48] Aaker D.A. (1991), Managing Brand Equity, New York, Free Press.
[49] Anderson, J.C. and J.A. Narus (1990), "A Model of Distributor Firm and
Manufacturer Firm Working Partnerships," Journal of Marketing, 54
(Jannuary), 42-58.
[50] Anderson, E. and B. Weitz (1989), "Determinants of Continuity in
Conventional Industrial Channel Dyads," Marketing Science, 8 (Fall),
310-23.
[51] Crosby L.A., Evans, K.R and Cowles, D 1990, Relationship quality in
services selling: An interpersonal influence perspective", Journal of
Marketing Research, vol 54, n-July, pp. 68-81.
[52] Moorman, C., Deshpande, R. and Zaltman, G. 1993, « Factors affecting
trust in market research relationships », Journal of Marketing, vol. 29, n-
August, pp.314-28.
[53] Berry L.L. (1995), Relationship marketing of service-growing interest,
emerging perspectives, Journal of the academy of marketing science, 23,
4, 236-245.
[54] McAlexander, J.H., Schouten, J.W. and H.F. Koenig. 2002. "Building
brand community." Journal of Marketing, Vol. 66, no 1, 2002, p. 38-54.
[55] Rotter J.B. (1967), A new scale for the measurement of interpersonal
trust, Journal of Personality, 35, 4, 651-665.
[56] Hess J. (1995), Construction and assessment of a scale to measure
consumer Trust, Conference AMA Educators- Enhancing Knowledge
development in Marketing, éditions B.B. Stern et G.M. Zinkhan, 6, 20-
25.
[57] Schlenker B.R., Helm B., Tedeschi J.T., (1973), The Effects of
Personality and Situational Variables on Behavioral Trust, Journal of
Personality and Social Psychology, 25, 3, p. 419-427.
[58] Moulins J.L. (2003), Risque per├ºu et fidélités ├á la marque, Actes du
Congrès International de l-Association Fran├ºaise de Marketing.
[59] Chaudhuri, A. and M. B. Holbrook (2001), "The Chain of Effects from
Brand Trust and Brand Affect to Brand Performance: The Role of Brand
Loyalty", Journal of Marketing 65, pp, 81-93.
[60] Ganesan S. (1994), Determinants of long term orientation in buyer-seller
relationships, Journal of Marketing Research, 58, April, 1-19.
[61] Gurviez P. (2000), Marque-Consommateur : contrat ou relation de
confiance ?, Revue Française de Marketing, 176, 2001/1, 31-44.
[62] Gurviez P. (1999), La confiance comme variable explicative du
comportement du consommateur : Proposition et validation d-un modèle
de la relation de la marque intégrant la confiance, Actes du Congrès
International de l-Association Fran├ºaise de Marketing, 15 éds J.-C.
Usunier et P. Hetzel, Université Louis Pasteur Strasbourg, 301-326.
[63] Gurviez P. et Korchia M. (2002), Proposition d-une échelle de mesure
multidimensionnelle de la confiance dans la marque, Recherche et
Application en Marketing, 17, 3, 41-61.
[64] Stewart K.J. (2003), Trust transfer on the world wide web, Organization
Science, 14, 1, 5-17.
[65] Pavlou, P.A. (2003). Consumer Acceptance of Electronic Commerce :
Integrating Trust and Risk with the Technology Acceptance Model.
International Journal of Electronic Commerce, 7 (3), 101-134.
[66] McKnight D.H., Choudhury V. and Kacmar C. (2002), "The impact of
initial consumer trust on intentions to transact with a web site: a trust
building model", Strategic Information Systems, 11, 297-323.
[67] Yoon, S.J. (2002), "The Antecedents and Consequences of Trust in Online
Purchase Decisions", Journal of Interactive Marketing, 12 (2), 47-
63.
[68] Lacoeuilhe J. (2000), L-attachement à la marque : proposition d-une
échelle de mesure, Recherche et Applications en Marketing, 15, 4, 61-
77.
[69] Temessek A. et Touzani M. (2004), Une approche intégrative pour
l-étude des antécédents de la fidélité ├á la marque, Actes du Colloque de
l-Association Tunisienne de Marketing.
[70] Michel G. et Vergne J.F. (2004), Comment expliquer l-attachement aux
e-marques: applications aux Sites de Ventes en Ligne ?, Actes du
XXème Congrès de l-Association Fran├ºaise de Marketing, 6 et 7 Mai,
Saint Malo.
[71] Cristau C. (2001), Les facteurs d-Attachement / Engagement aux
Marques comme Source de Capital de Marque, Thèse de Doctorat en
Sciences de Gestion, Université Aix-Marseille III.
[72] Heilbrunn B. (2001), Les facteurs d-attachement du consommateur à la
marque, Thèse de Doctorat en Sciences de Gestion, 2001, Université
Paris IX Dauphine.
[73] Belaïd S. et et Lacoeuilhe J. (2005), Une validation interculturelle de
l-échelle d-attachement ├á la marque, Actes du XXIème Congrès de
l-Association Française de Marketing, 18-20 Mai, NANCY.
[74] Cristau C. (2006), L-attachement à une marque : conjonction de
l-indépendance et de l-amitié, Revue fran├ºaise du Marketing, 207.
[75] Heilbrunn B. (1996), Consumption values and brand attachment,
Proceedings of the 49th ESOMAR Congress, Istanbul.
[76] Onkivisit S. et Shaw J. (1987), « Self Concept et Image, Congruence:
Some Research and Managerial Implication », Journal of Consumer
Marketing, 4, 1, 13-23.
[77] Sheth, J.N. et Parvatiyar A. (1995), Relationship marketing in consumer
markets, antecedents and consequences, Journal of the Academy of
Marketing Sciences, 23, 4, 255-271.
[78] Buchanan T. (1985), Commitment and leisure behaviour, A theoretical
perspective, Leisure Science, 7, 401-420.
[79] Moorman C., G Zaltman et R. Deshpandé (1992), Relationships
Between Providers and Users of Market Research : The Dynamics of
Trust Within and Between Organization, Journal of Marketing Research,
29 (Aug), 314-328.
[80] Terrasse C. (2003), Proposition et validation d-une échelle de
l-engagement ├á la marque, Actes du congrès international de
l-Association Française de Marketing.
[81] Bettencourt L. (1997), Customer voluntary performance: customers as
partners in service delivery, Journal of Retailing, 7, 383-406.
[82] Zeithaml, V., Berry, L., et Parasuraman, A. (1996), The behavioural
consequences of service quality, Journal of Marketing, 60, 31
[83] Allen N. et Meyer, J. (1993), Organisational commitment: evidence of
career sathe effets, Journal of Business Research, 26, 49-61
[84] Amine A. (1999), Consumer true brand loyalty, The central role of
commitment, Journal of Strategic Marketing.
[85] Amine A. (1998), Product importance, consumer knowledge and brand
loyalty, Some empirical evidence about their relationship, New
Developments & Approaches in Consumer Behavior Research, Mc
Millers Press Limited, London,
[86] Gurviez P. (1998), La confiance du consommateur dans la marque,
conceptualisation, mesure et management, Actes du 14ème Congrès de
l-Association Française de Marketing, 73-96.
[87] Beatty, S., Homer, P. et Kahle (1998), The involvement-commitment
model: theory and implications, Journal of Business Research, 16, 149-
167.
[88] Geyer P., Dotson M. et King R. (1991), Predicting brand commitment,
Mid Atlantic Journal of Business, June 1991, 129-138.
[89] Lastovicka J.L. et Gardner D.M. (1979), Components of involvement.
Attitude research plays for high stakes, J.C. Maloney et B. Silverman
(eds), Chicago, American Marketing Association
[90] Traylor J., (1981), "Product involvement and brand commitment",
Journal of Advertising Research, 21, 51-56.
[91] Beauvois J.L. et Joule R.V. (1989), Une Théorie Psychosociale : la
Théorie de l'Engagement, Recherche et Applications en Marketing, 4, 1,
79-90.
[92] Frisou J. (1996), Les Théories Marketing de la Fidélité : Un Essai de
Validation Empirique sur le Marché des Services de
Télécommunication, Mémoire de DEA, Université des Sciences et
Techniques de Lille, Septembre.
[93] Samuelsen B. et Sandvik K. (1998), Effects of customer state of
commitment to service providers, in Proceedings of the 27th EMAC
Conference, 1, 345-350.
[94] Geyskens I ., Steenkamp J.B., Scheer L. et Kumar N. (1996), The effect
of trust and interdependance on relationship commitment: A transatlantic
study, International Journal of Research in Marketing, 13, 22-27.
[95] Allen N. et Meyer J. (1990), The measurement and antecedents of
affective continuance and normative commitment to the organization,
Journal of Occupational Psychology, 63, 1-18
[96] Amine A. (1994), « Implication du Consommateur et Fidélité aux
Marques », Cahier de recherche.
[97] Debenedetti A. (2004), L-Attachement au Lieu : état de l-art et
perspectives de recherche dans le cadre des lieux de loisirs », IX
Journées de Recherche en Marketing de Bourgogne.
[98] McQueen J. and al. (1993), Decomposing a Brand-s Consumer
Franchise into Buyer Types, in Brand Equity and Advertising, ed, D.A.
Aaker et A. Biel, Hillsdale, NJ, Lawrence Erlbaum.
[99] Dussart C. (1983), Le comportement du consommateur et les stratégies
marketing, collection de Mac Grow Hill éditeur, 14.
[100] Geyskens I. et Steenkamp J.B. (1995), An investigation into the joint
effects of trust and interdependence on relationship commitment, Actes
de la Conference de l- EMAC, 24, éd. M. Bergadaa, ESSEC, Cergy -
Pontoise, 351 - 371.
[101] Amraoui L. (2004), Relation entre risque et confiance en la marque : une
étude exploratoire, Actes du XXème Congrès de l-Association Fran├ºaise
de Marketing, St Malo.
[102] Debling F. (1998), Mail myopia, examining financial services from a
brand commitment Perspective, Marketing Intelligence and Planning,
16/1, 38-46
[103] Kapferer J-N et Laurent G. (1983), La Sensibilité aux Marques,
Fondation Jours de France pour la Recherche en Publicité, Paris.
[104] Szymaroski D. and Bush P., (1987) Identifying the Generics-Prone
Consumer: A Meta-Analysis, Journal of Marketing Research, vol. 24
(November), p 425-431, 1987.
[105] Kapferer J-N et G. Laurent (1989), La sensibilité ├á la marque, dans
Kapferer J-N. et J-C. Toenig (Eds), La marque, McGraw Hill, Paris, 93-
124.
[106] Mobile Marketing Association. 2003. MMA Code for Responsible
Mobile Marketing, http://www.mmaglobal.co.uk/
[107] Scharl, A., Dickinger A., Murphy, J. (2005) Diffusion and success
factors of mobile marketing, Electronic Commerce Research and
Applications, Vol. 4, (2), 159-173.
[108] Vargo, S & Lusch, R 2004, Evolving to a new dominant logic for
marketing, Journal of Marketing, Volume 68, no. 1
[109] Tsang, M.M., Ho, S-C., and Liang, T-P., (2004), "Consumer Attitudes
Toward Mobile Advertising: An Empirical Study", International Journal
of Electronic Commerce. Spring 2004. 8(3), 65-78.
[110] Fujita A., (2008), "Mobile Marketing in Japan: The acceleration of
integrated marketing communications", Journal of Integrated Marketing
Communications, pp 41-46.
[111] Babinet G., Despres J.C., Gastaldi F. (2003), Marketing Mobile, Quelle
place pour le Mobile Marketing dans une stratégie publicitaire, Sopi
Communication.
[112] Petty, R.D. (2003), "Wireless advertising messaging: legal analysis and
public policy issues", J Public Policy Mark 22 (1), pp. 71-82
[113] Bauer, H., Barnes, S., Reinhardt, T., Neumann, M. (2005) Driving
Consumer Acceptance of Mobile Marketing: A Theoretical Framework
and Empirical Study, Journal of Electronic Commerce and Research,
Vol. 6 (3), 181-192.
[114] Barutçu, S. (2007) Information Technology, Mobile Marketing and
Mobile Commerce in Consumer Markets, 3rd International Conference
on Business, Management and Economics, June 13-17, Yaşar
University, ─░zmir, TURKEY.
[115] Karjaluoto H., Leppaniemi and Salo., (2008), The Role Of Mobile
Marketing In Companies- Promotion Mix : Empirical Evidence From
Finland", Journal of International Business and Economics, volume II,
No. I 2004
[116] Clickatell. 2002. SMS Marketing Guide. Research Report,
http://www.clickatell.com
[117] Aaker J.L., Benet- Martinez V. et Garolera J. (2001), Consumption
symbols as carriers of culture: A study of Japanese and Spanish brand
personality constructs, Journal of personality and social psychology, 81,
3, 249-264.
[118] Gouteron J. (2006), L-impact de la personnalité de la marque sur la
relation marque-consommateur, application au marché du pr├¬t-├á-porter
féminin, Revue Fran├ºaise du Marketing, 207, Avril, 43-59.
[119] Ahluwalia, R., Unnava, R. et Burnfrant, R. (2001), The moderating role
of commitment on the spillover effect of marketing communications,
Journal of Marketing Research, 38, November, 458-470.
[1] http://www.datamonitor.com/industries/research/?pid=DMCO0333
[2] Aaker J.L. (1997), Dimensions of Brand Personality, Journal of
Marketing Research, 34, 3, 347-356.
[3] Carroll, Barbara A. and Aaron Ahuvia (2006), "Some Antecedents and
Outcomes of Brand Love," Marketing Letters, 17 (2), 79-89.
[4] Delgado-Ballester, Elena, Jose L. Munuera-Alemán, and María J.
Yag├╝e-Guillén (2003), "Development and Validation of a Brand Trust
Scale," International Journal of Market Research, 45 (1), 35-53.
[5] McAlexander, James H., John W. Schouten, and Harold F. Koenig
(2002), "Building Brand Community," Journal of Marketing, 66 (1), 38-
54.
[6] Thomson M., McInnis D.J. et Park C.W. (2005), The Thies that bind:
measuring the strength of consumer-s emotional attachments to brands,
Journal of Consumer Psychology, 15, 1, 77-91.
[7] Fiske, S.T (1982), "Schema triggered affect: Applications to social
perception", in Affect and Cognition: The 17th Annual Carnegie
Symposium on Cognition, Margaret S.Clark and Susan T. Fiske, eds.
Hillsdale, NJ: Lawarence Erlbaum Associates.
[8] Keller K.L. (1993), Conceptualizing, measuring and managing
customer-based brand equity, Journal of Marketing, 57, 1, 1-22.
[9] Plummer J. T. (1984), How personality makes a difference, Journal of
Advertising Research, 24, December-January, 27-31.
[10] Sirgy, M. J. (1982). "Self-concept in Consumer Behaviour: A Critical
Review." Journal of Consumer Research, 9: 287-300.
[11] Malhotra, N. K. (1988). "Self-Concept and Product Choice: An
Integrated Perspective." Journal of Economic Psychology, 9: 1-28.
[12] Biel A. (1993), Converting image to equity in Brand equity and
advertising, editions Aaker D. et Biel A., Hillsdale, NJ: Lawrence
Erlbaum Associates, 67-82.
[13] Fournier S. (1997), Brands: Love, Hate and in between, Harvard
Business review, March-Apr, 8-9.
[14] Garbarino E. et Johnson M.S. (1999), The different roles of satisfaction,
trust, and commitment in customer relationships, Journal of Marketing,
63, 4, 70 - 87.
[15] Morgan R.M. and Hunt S.D. (1994), The commitment-trust theory of
relationship marketing, Journal of Marketing, 58, 3, 20-38.
[16] Peppers, D., Rogers, M., and Dorf, B., (1999), "Is your company ready
for one-to-one marketing?" Harvard Business Review, January-
February, 151-160
[17] Barwise, P. & Farley J. U. (2005). The State of Interactive Marketing in
Seven Countries: Interactive Marketing Comes of Age. Journal of
Interactive Marketing, 19(3), 67-80.
[18] Heinonen, K., and Strandvik, T., 2003. Consumer Responsiveness to
Mobile Marketing. Unpublished Dissertation. Helsinki: Hanken Swedish
School of Economics and Business Administration. Available from
http://www.hhs.se/cic/roundtable2003/papers/D22Heinonen_Strandvik.p
df, accessed 18 July 2003.
[19] Freling, T. H., and Forbes, L. P., (2005), "An empirical analysis of the
brand personality effect", Journal of Product and Brand Management
14(7), 404-413.
[20] Blackston M. (1992), Observations: Building Brand Equity by
Managing the Brand-s Relationship, Journal of Advertising Research,
32, 3, 79-83.
[21] Muniz, Albert M., Jr. and Thomas C. O'Guinn (2001), "Brand
Community," Journal of Consumer Research, 27 (March), 412-432.
[22] Aggarwal, P. and McGill A.L., (2007), "Is This Car Smiling at Me?
Schema Congruity as Basis for Evaluating Anthropomorphized
Products," Journal of Consumer Research, 34 (December), 468-479.
[23] Van Riel, Allard C.R., Jos Lemmink, and Hans Ouwersloot (2001),
"Consumer Evaluations of Service Brand Extensions" Journal of Service
Research, 3 (3), 220-231.
[24] Bhattacharya, C.B., Rao, H. and Glynn. M.A. 1995. "Understanding the
bond of identification: An investigation of its correlates among art
museum members." Journal of Marketing, Vol. 59, no 4, 1995, p. 46-57.
[25] Bhattacharya, C.B. 1998. "When customers are members: Customer
retention in paid membership contexts." Journal of the Academy of
Marketing Science, Vol. 26, no 1, 1998, p. 31-44.
[26] Batra R., Lehmann D.R. et Singh D. (1993), The brand personality
component of brand goodwill: some antecedents and consequences,
Brand Equity and Advertising, editions Aaker et Biel, Hillsdale, NJ:
Lawrence Erlbaum Associates, 83-96.
[27] Costa Jr. P.T. and McCrae R.R. (1998), Trait theories of personality,
Advanced personality, éds. Barone, Hersen et Van Hasselt, Plenum
Press, New-York, 103-121.
[28] Caprara G.V., Barbaranelli C. et Guido G. (2001), Brand Personality:
how to make the methaphor fit? Journal of Economic Psychology, 22, 3,
377-395.
[29] Solomon M.R. (1985), Deep-seated materialism: the case of Levi-s 501
jeans, Advances in Consumer Research, R.J. Lutz (ed.), Provo, UT:
Association for Consumer Research, 13, 619-622.
[30] Fournier S. (1995), Toward the development of relationship theory at the
level of the product and brand, Advances in Consumer Research, F.
KARDES & M. SUJAN (eds), Provo, UT: Association for Consumer
Research, 22, 661-662.
[31] Fournier S. (1994), A consumer-brand relationship framework for
strategic brand management, University of Florida, December.
[32] Phau I. and Lau K.C. (2001), Brand personality and consumer selfexpression:
single or dual carriageway? , Brand management, 8, 6, 428-
444.
[33] Belk R.W. (1988), Possessions and the extended self, Journal of
Consumer research, 15, 2, 139-167.
[34] Fournier S. and Yao. J. (1997), Reviving Brand Loyalty: A
Reconceptualization Within The Framework Of Consumer-Brand
Relationships, International Journal Of Research In Marketing, 451-472.
[35] Digman J. M. (1997), Higher-order factors of the big five, Journal of
Personality and Social Psychology, 73, 6, 1246-1256.
[36] Goldberg L.R. (1990), An alternative description of personality : the
Big- Five factor structure, Journal of personality and Social Psychology,
59, 6, 1216- 1229.
[37] McCrae R.R. and Costa Jr P.T. (1987), Validation of the five factor
model of personality across instruments and observers, Journal of
Personality and Social Psychology, 52, 81-90.
[38] McCrae R.R. et Costa Jr P.T. (1983), Social desirability scales: more
substance than style, Journal of Consulting and Clinical Psychology, 51,
6, 882-888.
[39] Funder D.C. (2001), Personality, Annual Review of Psychology, 52,
197-221.
[40] John O.P. (1990), The big five factor taxonomy: Dimensions of
personality in the natural language and in questionnaires, Handbook of
Personality: theory and research, editions Pervin, New York: Guilford
Press, 66-100.
[41] Ferrandi J.M. et Valette-Florence P. (2001), Transposition d-une échelle
de la personnalité humaine aux marques : un premier test, Actes du
XVIIème Congrès de l-Association Fran├ºaise de Marketing, J. Bree
(ed.), Deauville.
[42] Ogilvy D., (1985), Ogilvy on advertising, Random House, New York.
[43] McCracken G. (1989), Who is the celebrity endorser? Cultural
foundations of the endorsement process, Journal of Consumer Research,
16, 3, 310-321.
[44] Aaker J.L. (1996), Exploring Brand Equity: Building Strong Brands,
New York, The Free Press.
[45] Escalas, Jennifer Edson and James R. Bettman (2005), "Self-Construal,
Reference Groups, and Brand Meaning," Journal of Consumer Research,
32 (3), 378-89.
[46] Johar, Gita Venkataramani, Jaideep Sengupta, and Jennifer Aaker
(2005), "Two Roads to Updating Brand Personality Impressions: Trait
versus Evaluative Inferencing," Journal of Marketing Research, 42 (4),
458-69.
[47] O'Donohoe S., (1994),"Advertising uses and gratifications", European
Journal of Marketing, Vol. 28 Nos. 8/9, pp. 52-75.
[48] Aaker D.A. (1991), Managing Brand Equity, New York, Free Press.
[49] Anderson, J.C. and J.A. Narus (1990), "A Model of Distributor Firm and
Manufacturer Firm Working Partnerships," Journal of Marketing, 54
(Jannuary), 42-58.
[50] Anderson, E. and B. Weitz (1989), "Determinants of Continuity in
Conventional Industrial Channel Dyads," Marketing Science, 8 (Fall),
310-23.
[51] Crosby L.A., Evans, K.R and Cowles, D 1990, Relationship quality in
services selling: An interpersonal influence perspective", Journal of
Marketing Research, vol 54, n-July, pp. 68-81.
[52] Moorman, C., Deshpande, R. and Zaltman, G. 1993, « Factors affecting
trust in market research relationships », Journal of Marketing, vol. 29, n-
August, pp.314-28.
[53] Berry L.L. (1995), Relationship marketing of service-growing interest,
emerging perspectives, Journal of the academy of marketing science, 23,
4, 236-245.
[54] McAlexander, J.H., Schouten, J.W. and H.F. Koenig. 2002. "Building
brand community." Journal of Marketing, Vol. 66, no 1, 2002, p. 38-54.
[55] Rotter J.B. (1967), A new scale for the measurement of interpersonal
trust, Journal of Personality, 35, 4, 651-665.
[56] Hess J. (1995), Construction and assessment of a scale to measure
consumer Trust, Conference AMA Educators- Enhancing Knowledge
development in Marketing, éditions B.B. Stern et G.M. Zinkhan, 6, 20-
25.
[57] Schlenker B.R., Helm B., Tedeschi J.T., (1973), The Effects of
Personality and Situational Variables on Behavioral Trust, Journal of
Personality and Social Psychology, 25, 3, p. 419-427.
[58] Moulins J.L. (2003), Risque per├ºu et fidélités ├á la marque, Actes du
Congrès International de l-Association Fran├ºaise de Marketing.
[59] Chaudhuri, A. and M. B. Holbrook (2001), "The Chain of Effects from
Brand Trust and Brand Affect to Brand Performance: The Role of Brand
Loyalty", Journal of Marketing 65, pp, 81-93.
[60] Ganesan S. (1994), Determinants of long term orientation in buyer-seller
relationships, Journal of Marketing Research, 58, April, 1-19.
[61] Gurviez P. (2000), Marque-Consommateur : contrat ou relation de
confiance ?, Revue Française de Marketing, 176, 2001/1, 31-44.
[62] Gurviez P. (1999), La confiance comme variable explicative du
comportement du consommateur : Proposition et validation d-un modèle
de la relation de la marque intégrant la confiance, Actes du Congrès
International de l-Association Fran├ºaise de Marketing, 15 éds J.-C.
Usunier et P. Hetzel, Université Louis Pasteur Strasbourg, 301-326.
[63] Gurviez P. et Korchia M. (2002), Proposition d-une échelle de mesure
multidimensionnelle de la confiance dans la marque, Recherche et
Application en Marketing, 17, 3, 41-61.
[64] Stewart K.J. (2003), Trust transfer on the world wide web, Organization
Science, 14, 1, 5-17.
[65] Pavlou, P.A. (2003). Consumer Acceptance of Electronic Commerce :
Integrating Trust and Risk with the Technology Acceptance Model.
International Journal of Electronic Commerce, 7 (3), 101-134.
[66] McKnight D.H., Choudhury V. and Kacmar C. (2002), "The impact of
initial consumer trust on intentions to transact with a web site: a trust
building model", Strategic Information Systems, 11, 297-323.
[67] Yoon, S.J. (2002), "The Antecedents and Consequences of Trust in Online
Purchase Decisions", Journal of Interactive Marketing, 12 (2), 47-
63.
[68] Lacoeuilhe J. (2000), L-attachement à la marque : proposition d-une
échelle de mesure, Recherche et Applications en Marketing, 15, 4, 61-
77.
[69] Temessek A. et Touzani M. (2004), Une approche intégrative pour
l-étude des antécédents de la fidélité ├á la marque, Actes du Colloque de
l-Association Tunisienne de Marketing.
[70] Michel G. et Vergne J.F. (2004), Comment expliquer l-attachement aux
e-marques: applications aux Sites de Ventes en Ligne ?, Actes du
XXème Congrès de l-Association Fran├ºaise de Marketing, 6 et 7 Mai,
Saint Malo.
[71] Cristau C. (2001), Les facteurs d-Attachement / Engagement aux
Marques comme Source de Capital de Marque, Thèse de Doctorat en
Sciences de Gestion, Université Aix-Marseille III.
[72] Heilbrunn B. (2001), Les facteurs d-attachement du consommateur à la
marque, Thèse de Doctorat en Sciences de Gestion, 2001, Université
Paris IX Dauphine.
[73] Belaïd S. et et Lacoeuilhe J. (2005), Une validation interculturelle de
l-échelle d-attachement ├á la marque, Actes du XXIème Congrès de
l-Association Française de Marketing, 18-20 Mai, NANCY.
[74] Cristau C. (2006), L-attachement à une marque : conjonction de
l-indépendance et de l-amitié, Revue fran├ºaise du Marketing, 207.
[75] Heilbrunn B. (1996), Consumption values and brand attachment,
Proceedings of the 49th ESOMAR Congress, Istanbul.
[76] Onkivisit S. et Shaw J. (1987), « Self Concept et Image, Congruence:
Some Research and Managerial Implication », Journal of Consumer
Marketing, 4, 1, 13-23.
[77] Sheth, J.N. et Parvatiyar A. (1995), Relationship marketing in consumer
markets, antecedents and consequences, Journal of the Academy of
Marketing Sciences, 23, 4, 255-271.
[78] Buchanan T. (1985), Commitment and leisure behaviour, A theoretical
perspective, Leisure Science, 7, 401-420.
[79] Moorman C., G Zaltman et R. Deshpandé (1992), Relationships
Between Providers and Users of Market Research : The Dynamics of
Trust Within and Between Organization, Journal of Marketing Research,
29 (Aug), 314-328.
[80] Terrasse C. (2003), Proposition et validation d-une échelle de
l-engagement ├á la marque, Actes du congrès international de
l-Association Française de Marketing.
[81] Bettencourt L. (1997), Customer voluntary performance: customers as
partners in service delivery, Journal of Retailing, 7, 383-406.
[82] Zeithaml, V., Berry, L., et Parasuraman, A. (1996), The behavioural
consequences of service quality, Journal of Marketing, 60, 31
[83] Allen N. et Meyer, J. (1993), Organisational commitment: evidence of
career sathe effets, Journal of Business Research, 26, 49-61
[84] Amine A. (1999), Consumer true brand loyalty, The central role of
commitment, Journal of Strategic Marketing.
[85] Amine A. (1998), Product importance, consumer knowledge and brand
loyalty, Some empirical evidence about their relationship, New
Developments & Approaches in Consumer Behavior Research, Mc
Millers Press Limited, London,
[86] Gurviez P. (1998), La confiance du consommateur dans la marque,
conceptualisation, mesure et management, Actes du 14ème Congrès de
l-Association Française de Marketing, 73-96.
[87] Beatty, S., Homer, P. et Kahle (1998), The involvement-commitment
model: theory and implications, Journal of Business Research, 16, 149-
167.
[88] Geyer P., Dotson M. et King R. (1991), Predicting brand commitment,
Mid Atlantic Journal of Business, June 1991, 129-138.
[89] Lastovicka J.L. et Gardner D.M. (1979), Components of involvement.
Attitude research plays for high stakes, J.C. Maloney et B. Silverman
(eds), Chicago, American Marketing Association
[90] Traylor J., (1981), "Product involvement and brand commitment",
Journal of Advertising Research, 21, 51-56.
[91] Beauvois J.L. et Joule R.V. (1989), Une Théorie Psychosociale : la
Théorie de l'Engagement, Recherche et Applications en Marketing, 4, 1,
79-90.
[92] Frisou J. (1996), Les Théories Marketing de la Fidélité : Un Essai de
Validation Empirique sur le Marché des Services de
Télécommunication, Mémoire de DEA, Université des Sciences et
Techniques de Lille, Septembre.
[93] Samuelsen B. et Sandvik K. (1998), Effects of customer state of
commitment to service providers, in Proceedings of the 27th EMAC
Conference, 1, 345-350.
[94] Geyskens I ., Steenkamp J.B., Scheer L. et Kumar N. (1996), The effect
of trust and interdependance on relationship commitment: A transatlantic
study, International Journal of Research in Marketing, 13, 22-27.
[95] Allen N. et Meyer J. (1990), The measurement and antecedents of
affective continuance and normative commitment to the organization,
Journal of Occupational Psychology, 63, 1-18
[96] Amine A. (1994), « Implication du Consommateur et Fidélité aux
Marques », Cahier de recherche.
[97] Debenedetti A. (2004), L-Attachement au Lieu : état de l-art et
perspectives de recherche dans le cadre des lieux de loisirs », IX
Journées de Recherche en Marketing de Bourgogne.
[98] McQueen J. and al. (1993), Decomposing a Brand-s Consumer
Franchise into Buyer Types, in Brand Equity and Advertising, ed, D.A.
Aaker et A. Biel, Hillsdale, NJ, Lawrence Erlbaum.
[99] Dussart C. (1983), Le comportement du consommateur et les stratégies
marketing, collection de Mac Grow Hill éditeur, 14.
[100] Geyskens I. et Steenkamp J.B. (1995), An investigation into the joint
effects of trust and interdependence on relationship commitment, Actes
de la Conference de l- EMAC, 24, éd. M. Bergadaa, ESSEC, Cergy -
Pontoise, 351 - 371.
[101] Amraoui L. (2004), Relation entre risque et confiance en la marque : une
étude exploratoire, Actes du XXème Congrès de l-Association Fran├ºaise
de Marketing, St Malo.
[102] Debling F. (1998), Mail myopia, examining financial services from a
brand commitment Perspective, Marketing Intelligence and Planning,
16/1, 38-46
[103] Kapferer J-N et Laurent G. (1983), La Sensibilité aux Marques,
Fondation Jours de France pour la Recherche en Publicité, Paris.
[104] Szymaroski D. and Bush P., (1987) Identifying the Generics-Prone
Consumer: A Meta-Analysis, Journal of Marketing Research, vol. 24
(November), p 425-431, 1987.
[105] Kapferer J-N et G. Laurent (1989), La sensibilité ├á la marque, dans
Kapferer J-N. et J-C. Toenig (Eds), La marque, McGraw Hill, Paris, 93-
124.
[106] Mobile Marketing Association. 2003. MMA Code for Responsible
Mobile Marketing, http://www.mmaglobal.co.uk/
[107] Scharl, A., Dickinger A., Murphy, J. (2005) Diffusion and success
factors of mobile marketing, Electronic Commerce Research and
Applications, Vol. 4, (2), 159-173.
[108] Vargo, S & Lusch, R 2004, Evolving to a new dominant logic for
marketing, Journal of Marketing, Volume 68, no. 1
[109] Tsang, M.M., Ho, S-C., and Liang, T-P., (2004), "Consumer Attitudes
Toward Mobile Advertising: An Empirical Study", International Journal
of Electronic Commerce. Spring 2004. 8(3), 65-78.
[110] Fujita A., (2008), "Mobile Marketing in Japan: The acceleration of
integrated marketing communications", Journal of Integrated Marketing
Communications, pp 41-46.
[111] Babinet G., Despres J.C., Gastaldi F. (2003), Marketing Mobile, Quelle
place pour le Mobile Marketing dans une stratégie publicitaire, Sopi
Communication.
[112] Petty, R.D. (2003), "Wireless advertising messaging: legal analysis and
public policy issues", J Public Policy Mark 22 (1), pp. 71-82
[113] Bauer, H., Barnes, S., Reinhardt, T., Neumann, M. (2005) Driving
Consumer Acceptance of Mobile Marketing: A Theoretical Framework
and Empirical Study, Journal of Electronic Commerce and Research,
Vol. 6 (3), 181-192.
[114] Barutçu, S. (2007) Information Technology, Mobile Marketing and
Mobile Commerce in Consumer Markets, 3rd International Conference
on Business, Management and Economics, June 13-17, Yaşar
University, ─░zmir, TURKEY.
[115] Karjaluoto H., Leppaniemi and Salo., (2008), The Role Of Mobile
Marketing In Companies- Promotion Mix : Empirical Evidence From
Finland", Journal of International Business and Economics, volume II,
No. I 2004
[116] Clickatell. 2002. SMS Marketing Guide. Research Report,
http://www.clickatell.com
[117] Aaker J.L., Benet- Martinez V. et Garolera J. (2001), Consumption
symbols as carriers of culture: A study of Japanese and Spanish brand
personality constructs, Journal of personality and social psychology, 81,
3, 249-264.
[118] Gouteron J. (2006), L-impact de la personnalité de la marque sur la
relation marque-consommateur, application au marché du pr├¬t-├á-porter
féminin, Revue Fran├ºaise du Marketing, 207, Avril, 43-59.
[119] Ahluwalia, R., Unnava, R. et Burnfrant, R. (2001), The moderating role
of commitment on the spillover effect of marketing communications,
Journal of Marketing Research, 38, November, 458-470.
@article{"International Journal of Business, Human and Social Sciences:61303", author = "O. Bouhlel and N. Mzoughi and D. Hadiji and I. Ben Slimane", title = "Brand Personality and Mobile Marketing: An Empirical Investigation", abstract = "This research assesses the value of the brand personality and its influence on consumer-s decision making, through relational variables, after receiving a text message ad. An empirical study, in which 380 participants have received an SMS ad, confirms that brand personality does actually influence the brand trust as well as the attachment and commitment. The levels of sensitivity and involvement have an impact on the brand personality and the related variables to it.
", keywords = "Attachment, Brand personality, Commitment,
Involvement, Mobile marketing, Purchase intention, Sensitivity,
Trust.", volume = "3", number = "5", pages = "499-8", }
