Effects of brand personality on brand trust and brand affect

Yongjun Sung, Jooyoung Kim

Research output: Contribution to journalArticlepeer-review

291 Citations (Scopus)


Given the potential utility of brand personality for marketers, the present research conceptualizes and investigates the relationships between five brand personality dimensions and brand trust as well as brand affect. This research proposes that some brand personality dimensions relate more to brand trust, whereas other dimensions relate more to brand affect. The results suggest that Sincerity and Ruggedness brand personality dimensions are more likely to influence the level of brand trust than brand affect, whereas the Excitement and Sophistication dimensions relate more to brand affect than to brand trust. The Competence dimension appears to have similar effects on both brand trust and brand affect. The research findings are consistent with marketing and consumer researchers' assertions that brand personality can increase levels of brand trust and evoke brand affect, which in turn builds the level of brand loyalty. Theoretical and practical contributions and implications are discussed.

Original languageEnglish
Pages (from-to)639-661
Number of pages23
JournalPsychology and Marketing
Issue number7
Publication statusPublished - 2010 Jul
Externally publishedYes

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


Dive into the research topics of 'Effects of brand personality on brand trust and brand affect'. Together they form a unique fingerprint.

Cite this