Hello everyone. I have decided to work on impact of brand personality on dissonance in which I also willing to take brand trust, attachment towards brand and commitment.
Please suggest any modifications to my proposed research work.
OR
What else I can try to make my research more significant?
Regards,
Mohit Jamwal
Hi, Mohit:
Great topic to work on. Perhaps you may want to consider 'brand loyalty' as part of your research work!
Please take a look at this my recent work (June 2016) on your proposed topic based on my original article on 'post-purchase dissonance':
https://www.researchgate.net/publication/303911708_Feeling_Guilty_for_Buying_Happiness_A_Loyal_Customer%27s_Dilemma
Hope this helps!
Nadeem
Data Feeling Guilty for Buying Happiness: A Loyal Customer’s Dilemma!
Thanks Norchène for your words..
Well Mohammed Nadeem, thanks for your suggestion. I have seen your recommended article and it was of great help to move further.
Mr. Nebojsa S. Davcik. I have gone through literature and found that no study has been done on assessing the impact of brand personality on dissonance. But variables like trust, relationship marketing, attitude, satisfaction, loyalty are studied with relation to dissonance.
If you do take this direction suggest you read these first:
Romaniuk, J. & Ehrenberg, A. 2012, 'Do Brands Lack Personality?', Marketing Theory: An International Review, vol. 12, no. 3, pp. 333-339.
Romaniuk, J. 2008, 'Comparing Methods of Measuring Brand Personality Traits', The Journal of Marketing Theory and Practice, vol. 16, no. 2, pp. 153-161.
Do test competing hypothesis at same time to add value to your topic
Thanks Rachel for for your expert views on moving forward on my research. I would surely check these articles for sure.
Regards,
It's quite interesting topic and it carries promising remarkable contribution, especially if you study mega-brands.
I just suggest that you might consider the differences between brand identity, brand personality and brand image, as they might cause different impacts or even contradictory ones in international markets with heterogeneous cultural contexts. My paper might help you in this. Good Luck!
Article Fashion Marketing in Arab World: Brand Identity vs. Adaptation
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