The Relationship among Brand Personality, Brand Trust, Brand Attachment, and Purchase Intention : Focused on Mobile IT Devices

Abstract

This paper aims to explore the personalities of IT device brands after a review of the previous literatures. In the academic literature, brand personality has been recognized as a major determinant in inducing brand trust and brand attachment. Thus, we based Aaker’s brand personality dimensions to investigate the impact of brand personality on brand trust and brand attachment. In addition, this study is to explore relationships among brand trust, brand attachment, and purchase intention. A total of 237 questionnaires were collected from respondents and 221 valid ones are used. The main findings are as follows. First, the six hypotheses concerning the impact of brand personality on brand trust are partly supported. As expected, innovation, attractiveness, and excitement of brand personality are positively related to brand trust. However, competence, sincerity, and sophistication are not significantly influencing the brand trust. Second, the results of the model showed that innovation, attractiveness, and sophistication influenced brand attachment. By contrast, competence, sincerity, and excitement do not have effects on brand attachment. Lastly, the positive linkage between brand trust, brand attachment, and purchase intention in the IT device users is identified.