Brand Personality Influencing Customers’ Intention to Purchase at Thai Restaurant Chains in Bangkok, Thailand: The Mediating Role of Online Word-of-Mouth.
Article Sidebar
Published:
Dec 30, 2020
Keywords:
brand personality online word-of-mouth purchase intention Thai restaurant chains
Main Article Content
Abstract
Brand personality is an important factor in marketing. Brand personality is the attempt to form an emotional bond between customers and the brand in order to help boost profitability. It also can be applied to differentiate one’s brand from other similar brands and help it stand out. Without specialization, a commodity that is selling has to use price promotions or the brand is going to stagnate or eventually decline. For this reason, the aim of this study is to investigate if brand personality and online word-of-mouth are factors that influence customers’ purchase intention in the restaurant sector, especially Thai restaurant chains. A sample of 360 students was drawn using convenience sampling from the target population. Data was collected using questionnaires. This study used the structural equation modeling: SEM to test hypotheses. The results of the study showed that brand personality and online word-of-mouth have positive and significant effects on customers’ purchase intentions. Furthermore, there was a significant mediating effect of online word-of-mouth between brand personality and purchase intention. The study also recommends that restaurant managers and marketers focus on brand personality and online communication channels, and update their marketing strategy to attract more customers for Thai restaurant chain brands that can lead to purchase intention.
Article history: Received 14 February 2019
Revised 10 March 2020
Accepted 13 March 2020
SIMILARITY INDEX = 0.00 %
Article Details
How to Cite
Satchapappichit, S. (2020). Brand Personality Influencing Customers’ Intention to Purchase at Thai Restaurant Chains in Bangkok, Thailand: The Mediating Role of Online Word-of-Mouth . Journal of Management Science Nakhon Pathom Rajabhat University, 7(2), 171–187. https://doi.org/10.14456/jmsnpru.2020.38
Section
Research Articles
The views and opinions of the article appearing in this journal are those of the author. It is not considered a view and responsibility of the editorial staff.
References
Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356.
Aaker, J. L. (1999). The Malleable Self: The Role of Self-Expression in Persuasion. Journal of Marketing Research, 36(1), 43-57.
Aaker, J., Benet-Martínez, V., & 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), 492-508.
Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior. Journal of Consumer Research, 31(1), 87–101.
Ang, S.H., & Lim, E.A.C. (2006). The influence of metaphors and product type on brand personality perceptions and attitudes. Journal of Advertising, 35(2), 39-53.
Arsena, A., Silvera, D. H., & Pandelaere, M. (2014). Brand Trait Transference: When Celebrity Endorsers Acquire Brand Personality Traits. Journal of Business Research, 67(7), 1537–1543.
Avis, M. (2012). Brand Personality Factor Based Models: A Critical Review. Australasian Marketing Journal (AMJ), 20(1), 89–96.
Baber, A., Thurasamy, R., Malik, R.I., Sadig, B., Islam, S., & Sajjad, M. (2016). Online word-of-mouth antecedents, attitude and intention-to-purchase electronic products in Pakistan. Telematics and Informatics, 33(2), 388-400.
Bataineh, A.Q. (2015). The impact of perceived e-wom on purchase intention: The mediating role of corporate image. International Journal of Marketing Studies, 7(1), 126-137.
Behjati, S., & Pandya, S. (2012). Application of structural equation modeling to explain online purchasing intention: an extension of theory of planed behaviour. Industrial Engineering Letters, 2(6), 33-41.
Bouhlel, O., Mzoughi, N., Hadiji, D., & Ben Slimane, I. (2011). Brand personality's influence on the purchase intention: A mobile marketing case. International Journal of Business and Management, 6(9), 210–227.
Cantallops A. S., & Salvi F. (2014). New consumer behavior: a review of research on eWOM and hotels. Int. J. Hosp. Manage., 36, 41–51.
Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: a literature analysis and integrative model. Decis. Support Syst, 54, 461–470.
De Bruyn, A., & Lilien, G.L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151-163.
Ellonen, H.K., Kosonen, M., Tarkiainen, A., & Tonteri, L. (2013). The positive outcomes of a sense of virtual community. International Journal of Web Based Communities, 9(4), 465–482.
Feick, L.F., & Price, L.L. (1987). The Market Maven: A Diffuser of Marketplace Information. Journal of Marketing, 51(1), 83-97.
Fennis, B. M., & Pruyn, A. T. H. (2007). You Are What You Wear: Brand Personality Influences on Consumer Impression Formation. Journal of Business Research, 60(6), 634–639.
Ferrandi, J., Valette-Florence, P., & Fine-Falcy, S. (2000). Aaker’s brand personality scale in a French context: a replication and a preliminary test of its validity. Developments in Marketing Science, 23, 7-13.
Filieri, R., & McLeay, F. (2014). E-WOM and accommodation an analysis of the factors that influence travelers’ adoption of information from online reviews. J. Travel Res., 53, 44–57.
Freling T. H., & Forbes L. P. (2005). An empirical analysis of the brand personality effect. Journal of Product and Brand Management, 14(7), 404-413.
Freling, T. H., Crosno, J. L., & Henard, D. H. (2011). Brand personality appeal: conceptualization and empirical validation. Journal of the Academy of Marketing Science, 39(3), 392-406.
Gómez-Suárez, M., Martínez-Ruiz, M. P., & Martínez-Caraballo, N. (2017). Consumer-brand relationships under the marketing 3.0 paradigm: a literature review. Front. Psychol., 8, 252.
Gouteron J. (2006). L’impact de la personnalité de la marque sur la relation marque- consommateur, application au marché du prêt-à-porter féminin. Revue Française du Marketing, 207, Avril, 43-59.
Hair,J.F, Black,W.C, Babin,B.J,Anderson,R.E, and Tatham,R.L.(2006).Multivariate Data Analysis: Pearson Prentice Hall.NJ: Upper Saddle River.
Hameide, K. (2011). Fashion branding unraveled. New York: Fairchild Books.
Heding, T., Knudtzen, C., & Bjerre, M. (2009). Brand management: research, theory and practice. UK: Routledge.
Jöreskog, K. G., & Sörbom, D. (2007). LISREL 8.8. Chicago: Scientific Software.
Joyn Marketing Consultancy. (2012). Retrieved from: http://wwwjoynlondon.com
Kalantar, K., & Khalili, F. (2017). Analyzing the Effect of Consumers’ Perception of Brand Personality on Purchase Intention (Case study: Maz Maz Company). International Journal of Humanities and Cultural Studies, 4(3).
Kazmi, A., & Mehmood, Q. S. (2016). The effect of electronic word of mouth communication and brand image on purchase intention: A case of consumer electronics in Haripur, Pakistan. Management Science Letters, 409–508.
Keller, K. L., & Richey, K. (2006). The importance of corporate brand personality traits to a successful 21st century business. Brand Management, 14, 74–81.
Kim, H. W., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: a customer value perspective. Information & Management, 48(6), 228–234.
Krejcie, R.V and Morgan, D.W.(1970). Determining sample size for research activities. Educational and psychological measurement.30: 607-10.
Lee, Y. G., Byon, K. K., Ammon, R., & Park, S-B. R. (2016). Golf product advertising value, attitude toward advertising and brand, and purchase intention. Social Behavior and Personality, 44(5), 785-800.
Lee, Y., Back, K., & Kim, J. (2009). Family restaurant brand personality and its impact on customer’s emotion, satisfaction and brand loyalty. Journal of Hospitality & Tourism Research, 33(3), 305–328.
Liao, S.H., Wu, C.C., Widowati, R., & Chen, M.Y. (2012). Relationships between brand awareness and online word-of-mouth: an example of online gaming community. International Journal of Web Based Communities, 8(2), 177–195.
Luo, C., Luo, X. R., Schatzberg, L., & Sia, C. L. (2013). Impact of informational factors on online recommendation credibility: the moderating role of source credibility. Decis. Support Syst., 56, 92–102.
Moldovan, S., Goldenberg, J., & Chattopadhyay, A. (2011). The different roles of product originality and usefulness in generating word-of-mouth. International Journal of Research in Marketing, 28(2), 109-119.
Ng, S. I., Sambasivan, M., & Zubaidah, S. (2011). Antecedents and outcomes of flight attendants’ job satisfaction. Journal of Air Transport Management, 17, 309-313.
Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research, 62(1), 61–67.
Reham Ibrahim Elseidi, & Dina El-Baz. (2016). Electronic word of mouth effects on consumers’ brand attitudes, brand image and purchase intention: an empirical study in Egypt. The Business and Management Review, 7(5), 514-522.
Sandy, N., Meredith, D.E., & Dagger, T.S. (2011). Generating positive word-of-mouth in the service experience. Managing Service Quality, 21(2), 133–151.
Severi, E., Ling, K. C., & Nasermoadeli, A. (2014). The impacts of electronic word of mouth on brand equity in the context of social media. International Journal of Business and Management, 9(8), 84–96.
Siguaw, J., Mattila, A., & Austin, J. (1999). The brand personality scale: an application for restaurants. Cornell Hospitality and Restaurant Administration Quarterly, 40(3), 48–55.
Taghizadeh, H., Taghipourian, M. J., & Khazaei, A. (2013). The effect of customer satisfaction on word of mouth communication. Research Journal of Applied Sciences, Engineering and Technology, 5(8), 2569-2575.
Toldos-Romero, M. D. L. P., & Orozco-Gómez, M. M. (2015). Brand personality and purchase intention. European Business Review, 27(5), 462–476.
Torlak, O., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., & Dulger, M. F. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61.
Vahdati, H., & Mousavi Nejad, S. H. (2016). Brand Personality Toward Customer Purchase Intention: The Intermediate Role of Electronic Word-of-Mouth and Brand Equity. Asian Academy of Management Journal, 21(2), 1–26.
Venable, B. T., Rose, G. M., & Gilbert, F. W. (2002). Measuring the Brand Personality of Non-profit Organizations. In proceedings of Annual Association for Consumer Research, Oct., Atlanta: ACR.
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: a consumer socialization framework. Journal of Interactive Marketing, 26(4), 198–208.
Xie, Q., Song, W., Peng, X., & Shabbir, M. (2017). Predictors for e-government adoption: integrating TAM, TPB, trust and perceived risk. The Electronic Library, 35(1), 2-20.
Yang, F. X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on eWOM intentions: the moderating role of technology acceptance factors. J. Hosp. Tour. Res., 41, 93–127.
Aaker, J. L. (1999). The Malleable Self: The Role of Self-Expression in Persuasion. Journal of Marketing Research, 36(1), 43-57.
Aaker, J., Benet-Martínez, V., & 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), 492-508.
Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior. Journal of Consumer Research, 31(1), 87–101.
Ang, S.H., & Lim, E.A.C. (2006). The influence of metaphors and product type on brand personality perceptions and attitudes. Journal of Advertising, 35(2), 39-53.
Arsena, A., Silvera, D. H., & Pandelaere, M. (2014). Brand Trait Transference: When Celebrity Endorsers Acquire Brand Personality Traits. Journal of Business Research, 67(7), 1537–1543.
Avis, M. (2012). Brand Personality Factor Based Models: A Critical Review. Australasian Marketing Journal (AMJ), 20(1), 89–96.
Baber, A., Thurasamy, R., Malik, R.I., Sadig, B., Islam, S., & Sajjad, M. (2016). Online word-of-mouth antecedents, attitude and intention-to-purchase electronic products in Pakistan. Telematics and Informatics, 33(2), 388-400.
Bataineh, A.Q. (2015). The impact of perceived e-wom on purchase intention: The mediating role of corporate image. International Journal of Marketing Studies, 7(1), 126-137.
Behjati, S., & Pandya, S. (2012). Application of structural equation modeling to explain online purchasing intention: an extension of theory of planed behaviour. Industrial Engineering Letters, 2(6), 33-41.
Bouhlel, O., Mzoughi, N., Hadiji, D., & Ben Slimane, I. (2011). Brand personality's influence on the purchase intention: A mobile marketing case. International Journal of Business and Management, 6(9), 210–227.
Cantallops A. S., & Salvi F. (2014). New consumer behavior: a review of research on eWOM and hotels. Int. J. Hosp. Manage., 36, 41–51.
Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: a literature analysis and integrative model. Decis. Support Syst, 54, 461–470.
De Bruyn, A., & Lilien, G.L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151-163.
Ellonen, H.K., Kosonen, M., Tarkiainen, A., & Tonteri, L. (2013). The positive outcomes of a sense of virtual community. International Journal of Web Based Communities, 9(4), 465–482.
Feick, L.F., & Price, L.L. (1987). The Market Maven: A Diffuser of Marketplace Information. Journal of Marketing, 51(1), 83-97.
Fennis, B. M., & Pruyn, A. T. H. (2007). You Are What You Wear: Brand Personality Influences on Consumer Impression Formation. Journal of Business Research, 60(6), 634–639.
Ferrandi, J., Valette-Florence, P., & Fine-Falcy, S. (2000). Aaker’s brand personality scale in a French context: a replication and a preliminary test of its validity. Developments in Marketing Science, 23, 7-13.
Filieri, R., & McLeay, F. (2014). E-WOM and accommodation an analysis of the factors that influence travelers’ adoption of information from online reviews. J. Travel Res., 53, 44–57.
Freling T. H., & Forbes L. P. (2005). An empirical analysis of the brand personality effect. Journal of Product and Brand Management, 14(7), 404-413.
Freling, T. H., Crosno, J. L., & Henard, D. H. (2011). Brand personality appeal: conceptualization and empirical validation. Journal of the Academy of Marketing Science, 39(3), 392-406.
Gómez-Suárez, M., Martínez-Ruiz, M. P., & Martínez-Caraballo, N. (2017). Consumer-brand relationships under the marketing 3.0 paradigm: a literature review. Front. Psychol., 8, 252.
Gouteron J. (2006). L’impact de la personnalité de la marque sur la relation marque- consommateur, application au marché du prêt-à-porter féminin. Revue Française du Marketing, 207, Avril, 43-59.
Hair,J.F, Black,W.C, Babin,B.J,Anderson,R.E, and Tatham,R.L.(2006).Multivariate Data Analysis: Pearson Prentice Hall.NJ: Upper Saddle River.
Hameide, K. (2011). Fashion branding unraveled. New York: Fairchild Books.
Heding, T., Knudtzen, C., & Bjerre, M. (2009). Brand management: research, theory and practice. UK: Routledge.
Jöreskog, K. G., & Sörbom, D. (2007). LISREL 8.8. Chicago: Scientific Software.
Joyn Marketing Consultancy. (2012). Retrieved from: http://wwwjoynlondon.com
Kalantar, K., & Khalili, F. (2017). Analyzing the Effect of Consumers’ Perception of Brand Personality on Purchase Intention (Case study: Maz Maz Company). International Journal of Humanities and Cultural Studies, 4(3).
Kazmi, A., & Mehmood, Q. S. (2016). The effect of electronic word of mouth communication and brand image on purchase intention: A case of consumer electronics in Haripur, Pakistan. Management Science Letters, 409–508.
Keller, K. L., & Richey, K. (2006). The importance of corporate brand personality traits to a successful 21st century business. Brand Management, 14, 74–81.
Kim, H. W., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: a customer value perspective. Information & Management, 48(6), 228–234.
Krejcie, R.V and Morgan, D.W.(1970). Determining sample size for research activities. Educational and psychological measurement.30: 607-10.
Lee, Y. G., Byon, K. K., Ammon, R., & Park, S-B. R. (2016). Golf product advertising value, attitude toward advertising and brand, and purchase intention. Social Behavior and Personality, 44(5), 785-800.
Lee, Y., Back, K., & Kim, J. (2009). Family restaurant brand personality and its impact on customer’s emotion, satisfaction and brand loyalty. Journal of Hospitality & Tourism Research, 33(3), 305–328.
Liao, S.H., Wu, C.C., Widowati, R., & Chen, M.Y. (2012). Relationships between brand awareness and online word-of-mouth: an example of online gaming community. International Journal of Web Based Communities, 8(2), 177–195.
Luo, C., Luo, X. R., Schatzberg, L., & Sia, C. L. (2013). Impact of informational factors on online recommendation credibility: the moderating role of source credibility. Decis. Support Syst., 56, 92–102.
Moldovan, S., Goldenberg, J., & Chattopadhyay, A. (2011). The different roles of product originality and usefulness in generating word-of-mouth. International Journal of Research in Marketing, 28(2), 109-119.
Ng, S. I., Sambasivan, M., & Zubaidah, S. (2011). Antecedents and outcomes of flight attendants’ job satisfaction. Journal of Air Transport Management, 17, 309-313.
Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research, 62(1), 61–67.
Reham Ibrahim Elseidi, & Dina El-Baz. (2016). Electronic word of mouth effects on consumers’ brand attitudes, brand image and purchase intention: an empirical study in Egypt. The Business and Management Review, 7(5), 514-522.
Sandy, N., Meredith, D.E., & Dagger, T.S. (2011). Generating positive word-of-mouth in the service experience. Managing Service Quality, 21(2), 133–151.
Severi, E., Ling, K. C., & Nasermoadeli, A. (2014). The impacts of electronic word of mouth on brand equity in the context of social media. International Journal of Business and Management, 9(8), 84–96.
Siguaw, J., Mattila, A., & Austin, J. (1999). The brand personality scale: an application for restaurants. Cornell Hospitality and Restaurant Administration Quarterly, 40(3), 48–55.
Taghizadeh, H., Taghipourian, M. J., & Khazaei, A. (2013). The effect of customer satisfaction on word of mouth communication. Research Journal of Applied Sciences, Engineering and Technology, 5(8), 2569-2575.
Toldos-Romero, M. D. L. P., & Orozco-Gómez, M. M. (2015). Brand personality and purchase intention. European Business Review, 27(5), 462–476.
Torlak, O., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., & Dulger, M. F. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61.
Vahdati, H., & Mousavi Nejad, S. H. (2016). Brand Personality Toward Customer Purchase Intention: The Intermediate Role of Electronic Word-of-Mouth and Brand Equity. Asian Academy of Management Journal, 21(2), 1–26.
Venable, B. T., Rose, G. M., & Gilbert, F. W. (2002). Measuring the Brand Personality of Non-profit Organizations. In proceedings of Annual Association for Consumer Research, Oct., Atlanta: ACR.
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: a consumer socialization framework. Journal of Interactive Marketing, 26(4), 198–208.
Xie, Q., Song, W., Peng, X., & Shabbir, M. (2017). Predictors for e-government adoption: integrating TAM, TPB, trust and perceived risk. The Electronic Library, 35(1), 2-20.
Yang, F. X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on eWOM intentions: the moderating role of technology acceptance factors. J. Hosp. Tour. Res., 41, 93–127.