Title: Impact of brand personality, perceived quality and perceived value on brand love; moderating role of emotional stability

Authors: Muhammad Junaid; Khalid Hussain

Addresses: COMSATS Institute of Information Technology, Pakistan; SZABIST, Islamabad, Pakistan ' COMSATS Institute of Information Technology, Pakistan

Abstract: Emotional decision-making is the revamped fascia of consumer decision-making. Recognition of this verity has evinced the utmost need of research on emotional constructs. This paper aims to address this gap by purpose: developing a causal model incorporating brand love, perceived value, perceived quality and brand personality moderated by consumer personality to investigate the relationship. Data were collected using a survey method and usable questionnaires were completed by 258 young consumers. Results revealed that perceived quality and brand personality has a significant impact on brand love, insignificantly moderated by consumer personality. Results provide practitioners a base for their targeting and positioning strategies to capitalise their interest in this era of sentiments. To the best of the author's knowledge, this is the first study in developing countries to investigate the impact of perceived quality and perceived value on brand love; to investigate the moderating impact of consumer personality; to study the sophistication dimension of brand personality in relation to brand love; and one of fewer studies to empirically investigate the concept of brand love in a developing country because the extant brand love research seems to be often explored in developed countries.

Keywords: brand love; brand personality; perceived value; perceived quality; consumer personality; emotional stability; emotional decision making; consumer behaviour; developing countries; Pakistan.

DOI: 10.1504/MEJM.2016.081082

Middle East Journal of Management, 2016 Vol.3 No.4, pp.278 - 293

Received: 02 Jul 2016
Accepted: 04 Jul 2016
Published online: 20 Dec 2016 *

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