Abstract
This paper aims to critique human personality as a theory, underpinning brand
personality and to propose instead a theory from human perception, and by doing so, to
identify universally relevant dimensions. The main purpose of the study is to determine
the mediating role of brand communication in the relationship of corporate visual
identity and brand personality. The study also focuses on the moderating role of brand
equity on the relationship of brand communication and brand personality in the telecom
industry of Pakistan. On the basis of available existing literature on the specified
variables, six hypotheses are developed. Population of the study is the users of cellular
service providers in Pakistan. The data is collected from 1536 users of cellular service
providers in Pakistan, which are Mobilink, Telenor, Warid, Zong and Ufone. Cluster
sampling technique is used to gather the data from the respondents. AMOS software is
used for the hypothesis testing. Research findings reveal that corporate visual identity
has a significant positive relationship with brand communication, and brand
communication and has a significance positive relationship with brand personality.
Findings of the study also reveal that brand communication significantly mediates the
relationship between corporate visual identity and brand personality. Moreover, brand
equity significantly moderates the relationship between brand communication and brand
personality. This research study increases the body of literature and fills the academic
gap. This will help the marketers and practitioners in devising their marketing strategies.
Contribution of the study, research study limitations, and future research areas are also
discussed in detail.
Rauza, Naveed Akhtar. (2019) Role of Corporate Visual Identity in Building Brand Personality: Mediating Role of Brand Communication and Moderating Role of Brand Equity, NUML International Journal of Business & Management, Volume 14, Issue 1.
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