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Unlocking The Potential Of Branding In Social Marketing Services: Utilising Brand Personality And Brand Personality Appeal, Ross Gordon, Nadia Zainuddin, Christopher A. Magee
Unlocking The Potential Of Branding In Social Marketing Services: Utilising Brand Personality And Brand Personality Appeal, Ross Gordon, Nadia Zainuddin, Christopher A. Magee
Faculty of Business - Papers (Archive)
Purpose - This paper aims to demonstrate the utility of branding theory for social marketing services. Specifically, this is to our knowledge the first to investigate brand personality (BP) and brand personality appeal (BPA) in a single study as predictors for consumer attitudes and intentions to engage with a service. Design/methodology/approach - The associations between BP and BPA and their subsequent associations with attitudes and intentions are tested in two service types, i.e. a commercial marketing service (banking) and a social marketing service (health screening). This involved a cross-sectional dual online survey administered to a sample of 395 women 50-69 …