Cahier de Recherche n°23 - 2005 : The Impact of Brand Personality on Consumer Behavior : The Mediating Role of Attitude

The research proposes to test the impact of brand personality on brand attitude and brand commitment among two product categories. For both categories, brand personality has a direct and large impact on attitude towards the brand. It has a moderate impact on brand commitment for one product category, which is probably the most suited for self-expression purposes. A test of the research model via SEM shows that attitude towards the brand is a mediator between brand personality and brand commitment. Consumer involvement towards the product category moderates relationships between brand personality and brand commitment.