Abstract:
Many southern lifestyle brands have been experiencing rapid expansion and growth in recent years. In order to continue growing, it is important for marketers to understand what sets their brands apart from other clothing brands. The objective of this research are as follows: (1) to empirically investigate the personality of southern lifestyle brands; (2) to explore the impact of brand personality on perceived quality, brand attitude and purchase intention; and (3) to investigate the relationships among perceived quality, brand attitude, and purchase intention. Specifically, this study used Aaker’s brand personality framework to investigate the personality of southern lifestyle brands based on data collected from 283 participants. Results revealed that the personality of southern lifestyle brands could be described in three dimensions with 62 personality traits: sophisticated, casual, and southern. In addition, the results clearly indicated that brand personality has a significant impact on perceived quality and brand attitude, and there are positive relationships among perceived quality, brand attitude, and purchase intention.
