The effect of brand heritage on word of mouth among consumers

What is it about?

The present study aims to review the effect of brand heritage on its personality. According to Aker (1996) the personalities of the brand are considered as honesty, excitement, efficiency, expertise, and power. The present study has been performed via a descriptive-survey method and the population consists of university students who use Adidas brand. 400 questionnaires were distributed among them through stratified random sampling and finally, 384 questionnaires were taken back and evaluated. To analyze the data SPSS and Amos software, structural equation modeling was applied. The results show that brand personality has an impact on word of mouth communications in Adidas brand. Also, brand personality impacts the customer satisfaction. Honesty and efficiency which are counted as brand personality aspects are influential in customer satisfaction but excitement, expertise, and power did not have any effect on it in Adidas brand.

Featured Image

Why is it important?

One of few works that have investigated the relationship between brand heritage and word of mouth. This work has focused not only on the effect of brand heritage on WOM, but also has studied this relationship with the mediating role of brand personality, product involvement and customer satisfaction.

Perspectives