The Influence of Brand Personality Dimensions on Brand Identification and Word-of-Mouth: The Case Study of a University Brand in Thailand

Brand personality refers to personality traits associated with a brand. The results of the study conducted in Thailand, where academic research in this area is scant, reveal that, for a university brand, brand personality dimensions of sincerity and competence have more influence on brand identification and word-of-mouth than the dimensions of excitement and sophistication. In addition, brand identification appears to mediate the influence of these two dimensions of brand personality on word-of-mouth. Implications and future study directions conclude the study report