The influence of brand personality on brand love, perceived quality and purchase intention: a study of e-retailing sites

Abstract

Purpose

This study aims to understand how brand personality affects purchase intention through brand love and perceived quality in e-commerce.

Design/methodology/approach

Three hundred forty-eight users of e-commerce sites in New Delhi, India, were surveyed for the study. The data set was examined using confirmatory factor analysis, and the research hypotheses were assessed using structural equation modeling.

Findings

Two important conclusions emerged from the study. First, brand love and perceived quality have been considerably and favorably influenced by all six dimensions of brand personality of e-commerce brands. Second, the purchase intention toward the e-commerce sites is significantly and positively impacted by brand love and perceived quality.

Practical implications

This study by exploring various dimensions of brand personality, will assist e-commerce executives in increasing purchase intention toward the e-retailing sites.

Originality/value

This research is supposed to be the foremost to look at how brand personality, through brand love and perceived quality affects purchase intention toward e-commerce websites. The attachment theory is used in this study as a theoretical foundation for linking e-commerce brand personality to customers’ purchase intentions via brand love and perceived quality.

Citation

Kukreti, R. and Yadav, M. (2023), "The influence of brand personality on brand love, perceived quality and purchase intention: a study of e-retailing sites", Global Knowledge, Memory and Communication, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/GKMC-05-2023-0153