THE INFLUENCE OF BRAND PERSONALITY ON BRAND TRUST AND BRAND AFFECT TO GEN Z CUSTOMERS IN HANOI

Abstract

Branding is a sub-field of Marketing that consists of activities to build and develop a brand in order to inculcate the brand inside the mind of the consumer, make customers have feelings for and remember the brand distinctively. Brand Personality is a critical element in the process of building and developing a strong brand. It refers to the personification of a brand that helps the brand to be recognized and loved by creating a connection between the brand and its customers. Brand Personality is the characteristic that the brand wants the customers to acknowledge. Brands with specific and distinct personalities are often more advantageous. The purpose of this study is to determine the influence of Brand Personality on Brand Trust and Brand Affect among Gen Z customers in Hanoi. A two-stage survey was conducted to gather information from Gen Z consumers in Hanoi on their perceptions of certain brands’ personality, and their trust as well as affection toward that specific brand. A specific scale was evaluated to measure precisely different dimensions of Brand Personality. The results of this survey contribute to the large literature on Brand Personality by confirming/rejecting the effect of various Brand Personality’s dimensions on Brand Trust and Brand Affect. The practical implications of this research also help marketers determine the right course of actions for their branding strategies that are suitable to their specific goals.