1. Effects of Brand Love,
Personality and Image on
Word of Mouth
Presenter: Laura
Instructor: Dr. Pi-Ying Hsu
Date: May 13, 2013
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2. 2
Ismail, A. R., & Spinelli, G. (2011). Effects
of brand love, personality and image on
word of mouth. Journal of fashion
marketing and management, 16 (4), 386-
398.

3. Introduction
Literature Review
Methodology
Results & conclusions
Reflection
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4. Introduction
Branding in fashion research has
gained
increasing attention around the world.
Loving fashion brand is an important
aspect of research.
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5. Introduction
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To develop a model including brand love,
brand personality, brand image and word of
mouth (WOM) and explore the relationship
between these constructs

6. Introduction
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1. Will brand personality and brand image
make consumers love their brand?
2. Is there any relationship between WOM,
brand image, and brand personality?

7.  Brand love is defined as the degree of
passionate emotional attachment that a
person has for a particular trade name.
 It involves an integration of the brand into
the consumer’s sense of identity.
(Carroll, Barbara, & Aaron,
2006)
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A brand has a personality which enables it to
form a relationship with the consumer. The
brand personality scale (BPS) consists of
five dimensions: Sincerity, excitement,
competence, sophistication and
ruggedness.
(Hankinson, 2004)

9. Brand image is an essential part of
powerful
brands which enable brands to differentiate
their products from their competitors.
(Aaker, 1996)
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10. Word of mouth (WOM) is a process that
allows consumers to share information and
opinions that direct buyers toward and
away from specific products.
(Hankinson, 2004)
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11. Conceptual Framework
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H1: Excitement dimension of brand personality will have a
positive impact on brand love.
H2: Excitement dimension of brand personality will have a
positive impact on brand image.
H3: Brand love will have a positive impact on WOM.
H4: Brand image will have a positive impact on WOM.
H5: Brand image will have a positive impact on brand love.
H6: Excitement dimension of brand personality will have a
positive impact on WOM.

12. Methodology
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13. Step 1Step 1Step 1Step 1 Step 3Step 3Step 3Step 3Step 2Step 2Step 2Step 2
Ask
participants to
think about a
fashion brand
they
emotionally
attached to
All the items
were
measured
using a seven –
point Likert-
type scale.
A total 250
questionnaires
were sent to
students.
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15. This brand is well-
known.
I encourage friends and
family to buy this brand.
This brand makes me
very happy.
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17. 17
H1
Rejected
H4
Rejected

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Building brand personality
can increase the image of
brand.

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Using brand image can
increase the emotional
relationships with brands.

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By building an emotional
relationship with brands,
companies will make their
customers positively talk
about their brands.

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