초록 열기/닫기 버튼
Purpose - This research mainly aimed to investigate how consumer time perspective, which has been spotlighted in consumer psychology and consumer behavior area, affects the preference for a brand personality. Design/methodology/approach - Through the experimental design, this study divided the individual’s time perspectives into present-hedonic and present-fatalistic and investigated which time perspective has an impact on brand personality preference of either exciting and sincere. Furthermore, the study also examined the moderating role of an individual’s attachment styles on the connection between the time perspectives and brand personality. Findings - Results revealed that people who have a present-hedonic time perspective had a preference for an exciting brand personality while people with present-fatalistic time preferred a sincere brand personality. Moreover, the preference for ‘exciting’ brand personality with the present hedonic time perspective was higher when consumers have high avoidance attachment styles. On the other hand, the preference for ‘sincere’ brand personality with a present fatalistic time perspective was higher when consumers have low avoidance. Research implications or Originality - The result of this study can provide important strategic implications for building and managing brand personality to marketers, brand managers, and advertising and PR representatives of enterprises.
