Brand personality and its impact on brand trust and brand commitment: An empirical study of luxury fashion brands

This study employed Aaker’s methodology to empirically investigate the personality of luxury fashion brands and explored the impact of brand personality on brand trust and brand commitment based on a sample of American consumers. Results of Study 1 revealed that American consumers perceive six distinct personality dimensions and 37 personality traits in luxury fashion brands. Study 2 validated the results from Study 1 and further clearly indicated that brand personality has a significant effect on both brand trust and brand commitment. The findings provide insights into the underlying values that consumers seek from luxury fashion consumption and lend a theoretical guidance to practitioners in the luxury fashion industry in their efforts to win customers’ brand commitment and loyalty