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Unlocking the potential of branding in social marketing services: Utilising brand personality and brand personality appeal

Journal Article


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Abstract


  • 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 years old in Queensland, Australia. This sampling criterion

    represented the primary target audience for the social marketing service, which was breastscreening and was maintained for the banking services

    sample. Multiple mediation analysis using a bootstrapping approach was conducted using Mplus 6.11.

    Findings

    – BP and BPA perform similarly across the two service types. BP and BPA are related and have direct and indirect associations with

    consumer attitudes and behavioural intentions towards both commercial and social marketing services. Specifically, the BP traits of responsibilit

    y

    and activity were found to have significant direct and indirect relationships with attitudes and behavioural intentions towards both commercial and

    social marketing services. The relationships for the emotionality and simplicity traits were non-significant. The results also suggest that the

    attractiveness, favourability and clarity BPA traits had the strongest associations with consumer responses.

    Originality/value

    – This study demonstrates the utility of using branding in social marketing services, which to date has been under-utilised. It also

    offers originality by combining BP and BPA in the same empirical inquiry, which to date has been examined separately. A new and alternative factor

    structure for BPA is provided, and future research is recommended to further examine BPA in this and other contexts.

UOW Authors


  •   Gordon, Ross (external author)
  •   Zainuddin, Nadia
  •   Magee, Christopher (external author)

Publication Date


  • 2016

Citation


  • Gordon, R., Zainuddin, N. & Magee, C. (2016). Unlocking the potential of branding in social marketing services: Utilising brand personality and brand personality appeal. Journal of Services Marketing, 30 (1), 48-62.

Scopus Eid


  • 2-s2.0-84958087718

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1889&context=buspapers

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/885

Has Global Citation Frequency


Number Of Pages


  • 14

Start Page


  • 48

End Page


  • 62

Volume


  • 30

Issue


  • 1

Place Of Publication


  • United Kingdom

Abstract


  • 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 years old in Queensland, Australia. This sampling criterion

    represented the primary target audience for the social marketing service, which was breastscreening and was maintained for the banking services

    sample. Multiple mediation analysis using a bootstrapping approach was conducted using Mplus 6.11.

    Findings

    – BP and BPA perform similarly across the two service types. BP and BPA are related and have direct and indirect associations with

    consumer attitudes and behavioural intentions towards both commercial and social marketing services. Specifically, the BP traits of responsibilit

    y

    and activity were found to have significant direct and indirect relationships with attitudes and behavioural intentions towards both commercial and

    social marketing services. The relationships for the emotionality and simplicity traits were non-significant. The results also suggest that the

    attractiveness, favourability and clarity BPA traits had the strongest associations with consumer responses.

    Originality/value

    – This study demonstrates the utility of using branding in social marketing services, which to date has been under-utilised. It also

    offers originality by combining BP and BPA in the same empirical inquiry, which to date has been examined separately. A new and alternative factor

    structure for BPA is provided, and future research is recommended to further examine BPA in this and other contexts.

UOW Authors


  •   Gordon, Ross (external author)
  •   Zainuddin, Nadia
  •   Magee, Christopher (external author)

Publication Date


  • 2016

Citation


  • Gordon, R., Zainuddin, N. & Magee, C. (2016). Unlocking the potential of branding in social marketing services: Utilising brand personality and brand personality appeal. Journal of Services Marketing, 30 (1), 48-62.

Scopus Eid


  • 2-s2.0-84958087718

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1889&context=buspapers

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/885

Has Global Citation Frequency


Number Of Pages


  • 14

Start Page


  • 48

End Page


  • 62

Volume


  • 30

Issue


  • 1

Place Of Publication


  • United Kingdom