Proceedings of the 5th International Conference on Economic Development and Business Culture (ICEDBC 2025)

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Meta-Analysis of Brand Personality’s Influence on Purchase Intentions: The Mediating Role of Perceived Value

Authors
Kai Chen1, Shuangshuang Cai1, *
1Jianghan University, Wuhan, Hubei, 430056, People’s Republic of China
*Corresponding author. Email: Shuangshuang.cai@jhun.edu.cn
Corresponding Author
Shuangshuang Cai
Available Online 26 February 2026.
DOI
10.2991/978-94-6239-604-3_50How to use a DOI?
Keywords
Perceived Value; Purchase Intention; Meta-analytic Structural Equation Model (MASEM)
Abstract

In the current volatile economic environment, understanding the mechanisms behind consumer purchase intention is crucial. While previous studies have confirmed that brand personality significantly enhances purchase intention, the underlying mediating mechanisms remain under-explored. Based on the Theory of Reasoned Action (TRA), this study utilizes Perceived Value as a mediating variable and employs Meta-Analytic Structural Equation Modeling (MASEM) to validate this mechanism. Data were collected from Web of Science and CNKI databases (up to March 2025), resulting in 32 eligible articles comprising 33 independent studies with a total sample size of 13,227. The results indicate that: (1) Brand personality has a significant positive impact on purchase intention (r = 0.594, 95% confidence interval [0.508, 0.680]); (2) Brand personality significantly and positively influences perceived value (β= 0.535, p<0.001); (3) Perceived value partially mediates the relationship between brand personality and purchase intention, accounting for 37.21% of the total effect. These findings provide theoretical insights for consumer behavior research and practical guidance for brand management strategies.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 5th International Conference on Economic Development and Business Culture (ICEDBC 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
26 February 2026
ISBN
978-94-6239-604-3
ISSN
2352-5428
DOI
10.2991/978-94-6239-604-3_50How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Kai Chen
AU  - Shuangshuang Cai
PY  - 2026
DA  - 2026/02/26
TI  - Meta-Analysis of Brand Personality’s Influence on Purchase Intentions: The Mediating Role of Perceived Value
BT  - Proceedings of the 5th International Conference on Economic Development and Business Culture (ICEDBC 2025)
PB  - Atlantis Press
SP  - 482
EP  - 489
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-604-3_50
DO  - 10.2991/978-94-6239-604-3_50
ID  - Chen2026
ER  -