Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference

EMAC 2021 Annual Conference


Find your voice: Development and validation of a brand tone of voice scale
(A2021-94391)

Published: May 25, 2021

AUTHORS

Hai-Anh Tran, Aston University; Artyom Golossenko, Newcastle University

ABSTRACT

Brand tone of voice (BTV) is recognized as an important construct in marketing and practitioners often engage in establishing effective BTV to express brand identity. However, BTV has not been systematically examined in academic literature. This research, therefore, aims to develop and validate the BTV scale. BTV is defined as consumers’ perceptions about communication styles that a brand uses to express its identity (i.e., personality) to consumers, and is conceptualized as a multidimensional construct. This research intends to develop a reliable measure of BTV. The research further empirically investigates the predictive validity of the construct by examining the effect of BTV on brand attitudes and purchase intention. Theoretical implications for research and implications for practice are also discussed.