Abstract

Analyses on Antecedents and Consequences of Brand Personality Formation through Advertising Exposure
- Comparison by Repetitive Exposures to Advertising

Yoo, Chang-jo / Professor, School of Business, Dongguk University

Park, Chan / Professor, School of Business, Daegu Polytechnic College

This study suggested models on antecedents and consequences of brand personality under advertising exposure conditions and empirically analyzed the model. For this purpose, this study selected advertising for Air France as experimental stimuli, controlled three groups by advertising exposure levels, measured respondents¡¯ responses to key variables, and analyzed the model with regression analysis methods.

We found several interesting results and discussed the implications. First, peripheral cues to advertising, belief strength, emotional responses formed through advertising exposures significantly influenced the brand personality under repetitive ad exposure conditions. Second, brand personality in addition to brand attitude influenced brand purchase intention under repetitive ad exposure conditions. Third, the effects of brand personality on brand purchase intention were moderated by level of consumers¡¯ brand identification.

Key words : brand personality, repetitive exposures to ads, consumers¡¯ responses to ads