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The relationship of consumer personality trait, brand personality and brand loyalty: An empirical study of toys and video games buyers
Abstract
Purpose
The purpose of this study is to explore the relationship of consumer personality trait, brand personality and brand loyalty.
Design/methodology/approach
The convenience sampling method was used to collect primary data. A total of 400 adult consumers were interviewed who looked round or bought toys and video games in Taipei City Mall, and 387 effective questionnaires were collected; the effective response rate was 96.75 per cent. Regression analysis was adopted to test hypotheses.
Findings
The major findings were: a significantly positive relationship between extroversion personality trait and excitement brand personality; a significantly positive relationship between agreeableness personality trait and excitement brand personality, sincerity brand personality and competence brand personality; competence and sophistication brand personality have a significantly positive influence on affective loyalty; competence, peacefulness and sophistication brand personality have a significantly positive influence on action loyalty; agreeableness and openness personality trait have a significantly positive influence on affective loyalty; agreeableness and openness personality trait have a significantly positive influence on action loyalty.
Research limitations/implications
The restriction on selecting countries and brands, and the restraint of the sampling coverage present limitations. The paper verifies that consumers with different personality traits will have different cognizance towards brand personality, which can also be applied to the toy and video game industries. The paper proves that a distinct brand personality can appeal to more brand loyalty. It shows that agreeableness and openness of personality traits have a positive influence on brand loyalty.
Practical implications
The paper highlights the value of brand personality that benefits a company. It emphasizes the importance of brand loyalty for a company. Consumers who register in agreeableness and openness are the target audience for BANDAI.
Originality/value
The extra value of the paper is to link the theory and practice, and explore the relationship of consumer personality trait, brand personality and brand loyalty.
... A majority of the literature has dealt with antecedents of (technology) brand preferences and has roughly identified three clusters of determinants, i.e., customer characteristics, product-specific attributes, and brand awareness (Alamro and Rowley, 2011). Especially customer demographic characteristics, such as age, and psychological characteristics, such as customer personality or personal trust, have shown a potential to determine customer preferences for technology brands (Schultz and Paetz, 2023;Lin, 2010;Aaker, 1997;Malhotra, 1988). Users' personality traits are especially promising because users interact with a digital voice assistant that appears to be human-like and has its own personality (Poushneh, 2021;Zhang and Wang, 2024) and the similarity hypothesis suggests that humans prefer counterparts with similar personality traits (Byrne and Nelson, 1965). ...
... Customers' preferences for certain brand personalities are known to be related to customer characteristics, e.g., customer personality and age (Lin, 2010;Mulyanegara et al., 2009;Aaker, 1997;Malhotra, 1988). Paetz (2021a) provides a concise literature review of the relationships between customer personality and brand personality. ...
... Our reasoning is based on Aaker's conceptualization, as it closely aligns with the five-factor model. This model has been extensively studied in marketing literature, making it a robust foundation for examining personality-specific preferences among smart speaker buyers and users (Fennis et al., 2005;Lin, 2010). ...
The adoption of digital voice assistants, e.g., smart speakers, is a megatrend, and several brands are currently sharing the market. A key question for smart speaker providers is who the users are to derive successful marketing strategies. This study examines the personality structure of brand users and highlights the factor of age as a determinant of the potential use of smart speakers. Using data from an empirical discrete choice experiment, we estimate a mixed logit model and use re-spondents' age and personality traits as inputs. While brand and price are the most influential determinants for the adoption of smart speakers, age and personality point to differences in the preferences for certain smart speaker brands. In a subsequent simulation study, we examine shifts of market shares in several age cohort-based markets when a relatively unknown but cheap brand enters an established market, thus highlighting the importance of age cohorts when developing successful marketing strategies for innovation product brands.
... The argument is consistent with the findings of Kim et al. [17], who demonstrated that customer personality traits mediated by satisfaction and conformity can affect customer loyalty. Customer personality traits and brand personality support the research of Lin [18] regarding the variables that influence customer loyalty. Both of these studies demonstrate that customers' personality traits can affect customer loyalty. ...
... Numerous studies on customer loyalty have been conducted, including separate studies relating customer loyalty to personality [18,27,28] and between customer loyalty and trust [29][30][31]. However, research on customer loyalty, the Big Five personality traits and customer trust in a single study is still limited. ...
... The more agreeable a client is, the greater customer loyalty. This study supports Lin's [18] findings that individuals with agreeableness personalities positively influence loyalty. A person with agreeableness attributes will naturally exhibit empathy, care, and generosity. ...
The growth of e-commerce platforms in Indonesia has led to a significant surge, intensifying market rivalry and pushing companies to prioritize establishing customer loyalty. The primary objective of this study is to investigate the impact of the big five personality traits and customer trust on customer loyalty. The present study employed a quantitative methodology, utilizing a correlational research design. The researchers employed purposive sampling to conduct the sampling process. It comprised 145 customers who had engaged in several transactions on online retail platforms and employed the IPIP-BFM-25 scale, Customer Trust Scale, and Customer Loyalty Scale as research instruments. The data collected from online questionnaires was further analyzed using multiple linear regression techniques. Extraversion, agreeableness, and openness—three essential characteristics from the Big Five personality model—are shown to have an impact on customer loyalty in the current study. On the contrary, conscientiousness and neuroticism do not influence customer loyalty. Additionally, this study demonstrates a significant positive relationship between customer trust and loyalty. The findings of this study can be used by companies to formulate effective strategies to sustain client loyalty. Keywords: big five personality, customer loyalty, customer trust, online store, personality
... Other industries are also fiercely competitive. One way to succeed is to know potential customers and their needs to differentiate from competitors with a strong brand personality (Lin, 2010;Maehle & Shneor, 2010) and a targeted social media presence to strengthen the relationship with customers (Assaad & Gomez, 2011), However, gaining customer insights with traditional customer surveys is costly and cannot be carried out regularly with many participants (Azucar et al., 2018;Lindemann et al., 2020). At the same time, more and more people are using social media platforms and disclosing information about themselves on these networks (Tankovska, 2021). ...
... The transformation makes the automotive industry more complex and diversified, and traditional car manufacturers have to prepare for new competitors (Gao et al., 2016). Brand management plays an essential role in succeeding in a competitive market since a strong and focused brand personality can be used to differentiate from competitors (Lin, 2010;Machle & Shneor, 2010). Since people generally only buy a car every few years, they usually pay much attention to which car fits them best. ...
... Since people generally only buy a car every few years, they usually pay much attention to which car fits them best. They evaluate quality and price and are aftected by brand image (Dhanabalan et al., 2018), a key factor in brand personality (Lin, 2010). ...
... Although many theories exist about the measurement of personality traits, the most famous and widely used approach in the recent years is the "Big Five" model (Quintelier, 2014;Tommasel et. al, 2015), namely; openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism (Leung and Bozionelos, 2004;Lin, 2010;Tommasel et al., 2015). Quantitative research design is used, utilizing a structured questionnaire. ...
... al, 2015), namely; openness to experience, conscientiousness, extraversion, agreeableness and neuroticism (Mowen and Spears, 1999;Llewellyn and Wilson, 2003;Leung and Bozionelos, 2004;Matzler et. al, 2006;Johnson and Attman, 2008;Lin, 2010;Tommasel et al., 2015) This paper aims to examine the relationship between personality and compulsive buying behaviour. Furthermore, previous research in this area focused on this topic in developed countries, such as USA (Mowen and Spears, 1999;Xu, 2007;Norum, 2008;Attman, 2008), Australia (Phau and Woo, 2008) and China (Li et al., 2009). ...
... Tommasel et al. (2015) added that personality was defined by psychology theories as the combination of emotional, interpersonal and attitudinal processes that originate internally in each person, and consequently becomes among the main and primary factors that influence human behaviour, since it moderates how people react, behave, and interact with others, and says stable during adulthood. Although many theories exist about the measurement of personality traits, the most famous and widely used approach in the recent years is the "Big Five" or the "Five-Factor Model" (Mowen and Spears, 2000;Llewellyn and Wilson, 2003;Leung and Bozionelos, 2003;Matzler et al., 2006;Sanders, 2008;Lin, 2010;Migliore, 2011;Balmaceda et al., 2012;Wolff and Kim, 2012;Lounsbury et al., 2012;Dant et al., 2012;Lounsbury et al., 2014;Quintelier, 2014;Tommasel et al., 2015). The "Big Five" personality dimensions are; openness to experience, conscientiousness, extraversion, agreeableness and emotional stability/neuroticism (Wolff and Kim, 2012;Lounsbury et al., 2013;Quintelier, 2014). ...
Compulsive buying behavior is an emerging phenomenon nowadays, that has gained greater attention since the late 1980s (Magee, 1994), reflecting negative behaviours of consumers (Hafez et al., 2013). This research aims to discuss compulsive buying behaviour of Egyptian consumers, taking the "Big Five" personality dimensions as the independent variable that impacts this behaviour, and therefore discussing this topic in the context of developing countries, unlike previous researches. Although many theories exist about the measurement of personality traits, the most famous and widely used approach in the recent years is the "Big Five" model (Quintelier, 2014; Tommasel et. al, 2015), namely; openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism (Leung and Bozionelos, 2004; Lin, 2010; Tommasel et al., 2015). Quantitative research design is used, utilizing a structured questionnaire. Results are gathered from 400 respondents and are later analysed using Statistical Package for Social Sciences Version 20 (SPSS 20). Few tests are done, namely; reliability analysis, factor analysis, descriptive analysis, stepwise regression analysis, and ANOVA test. The findings of the analysis and tests resulted in a new model, consisting of four new personality dimensions that affect compulsive buying behaviour, namely; anxiety, openness, self-control, and selfconfidence. It is recommended to use the resulted model in future research, testing the effect of the new personality measures on compulsive buying behaviour. This research contributes to both application and theory, since it adds to the literature of the discussed topic, while focusing on developing countries. It also highlights the significant influence of some demographic groups on the newly identified relationship. Furthermore, it helps marketers in creating and adopting better marketing strategies.
... Brand personality means human characteristics that allocates to a brand [1,27,11]. Brand personality makes the client get involved with a particular brand, evaluate it, keep it in mind and also maintain a strong brand [20,15]. Aaker (1997) believes that the brand personality is different from the human personality. ...
... Wang and Yang (2008) also found that brand personality is strongly and positively related to customer assessments about products. A large number of studies have found that brand personality has a key role in the formation of favorable attitude toward the brand, customer satisfaction, customer loyalty and recommendation of the brand to others [15,20]. Therefore, the second hypothesis of this study is: ...
... It represents the tie linking a consumer to a particular brand and encompasses emotions directed towards the brand, encompassing affection, passion, and connection (Thomson et al. 2005). Brand attachment stresses the robustness of the connection between a brand and its customers therefore achieving this objective is highly desirable by firms due to a higher possibility of profitability (Thomson et al. 2005) and brand loyalty (Lin 2010). In this regard, it has been claimed that as brand loyalty is not merely a form of price-value calculations or convenient choices (Kumar and Advani 2005), psychological attachment is also necessary for building loyalty (Lin 2010). ...
... Brand attachment stresses the robustness of the connection between a brand and its customers therefore achieving this objective is highly desirable by firms due to a higher possibility of profitability (Thomson et al. 2005) and brand loyalty (Lin 2010). In this regard, it has been claimed that as brand loyalty is not merely a form of price-value calculations or convenient choices (Kumar and Advani 2005), psychological attachment is also necessary for building loyalty (Lin 2010). It also aids customers in distinguishing a particular brand from its competitors and facilitates the acquisition of social support and social self-efficacy (Chen et al. 2017). ...
Private label brands exhibit notable success, demonstrating gains in categories such as beauty, pet, home cleaning supplies, vitamins and supplements, and oral care. Furthermore, due to the improved reputation and increased consumer perception of private label brands, they are no longer seen as basic consumer
products. Previous literature has identified one key factor contributing to their success, their ability to provide more affordable prices. Researchers so far have delved into different facets of private label brands, however, there is still a dearth
of published research exploring the complex interplay between retailers and their customers. This includes investigations into customers’ emotional processing, their behaviour in co-creating value, and their overall engagement with the retailer. Following this, this paper seeks to establish a research agenda regarding the impact of emotional value and brand attachment on value co-creation behaviour and engagement of private-label customers.
Keywords: Value co-creation behaviour · customer engagement · private label brands · emotional value · brand attachment
... It represents the tie linking a consumer to a particular brand and encompasses emotions directed towards the brand, encompassing affection, passion, and connection (Thomson et al. 2005). Brand attachment stresses the robustness of the connection between a brand and its customers therefore achieving this objective is highly desirable by firms due to a higher possibility of profitability (Thomson et al. 2005) and brand loyalty (Lin 2010). In this regard, it has been claimed that as brand loyalty is not merely a form of price-value calculations or convenient choices (Kumar and Advani 2005), psychological attachment is also necessary for building loyalty (Lin 2010). ...
... Brand attachment stresses the robustness of the connection between a brand and its customers therefore achieving this objective is highly desirable by firms due to a higher possibility of profitability (Thomson et al. 2005) and brand loyalty (Lin 2010). In this regard, it has been claimed that as brand loyalty is not merely a form of price-value calculations or convenient choices (Kumar and Advani 2005), psychological attachment is also necessary for building loyalty (Lin 2010). It also aids customers in distinguishing a particular brand from its competitors and facilitates the acquisition of social support and social self-efficacy (Chen et al. 2017). ...
... Güçlü markalar yaratmak, geliştirmek ve sürdürmek için pek çok araştırma yapılmıştır. Marka kişiliği, tüketicilerin markayla ilişkilendirdiği insani özellikler olarak tanımlanmaktadır (Fournier, 1998;Kapferer, 2010;Lin, 2010). Marka kişiliğinin, markaya yönelik olumlu tutumlar geliştirmesi ve tüketicilerin markadan memnuniyetini artırmaya yönelik olması önemlidir. ...
... Marka kişiliğinin, markaya yönelik olumlu tutumlar geliştirmesi ve tüketicilerin markadan memnuniyetini artırmaya yönelik olması önemlidir. Marka sadakati ve marka tavsiyesi, marka kişiliğini ve marka değerini genişletme eğilimindedir (Biel, 1993;Keller, 1993Keller, , 2008Fournier, 1998;Kapferer, 2010;Lin, 2010). ...
Müzeler, koleksiyonlarında eşsiz eserleri ve objeleri barındırıyor
olmaları yanında, günümüzde birer eğitim ve eğlenme mekanı olarak kabul
edilmektedirler. Müzelerde ziyaretçilerin bilgi edinebilmesi, yönlendirme ve
sergileme tekniklerini desteklemesi amacıyla bilgilendirme tasarımlarından
yararlanılmaktadır. Bu tasarımlar kurumsal kimliğe bağlı olabildiği gibi
farklı şekillerde de gerçekleştirilebilmektedir. Bu tasarımlar hazırlanırken
dikkat edilmesi gereken unusurlar vardır. Bunlardan biri minimalist tasarım
yaklaşımıdır. Minimalist tasarım yaklaşımı özellikle müzelerdeki grafik
tasarım ürünlerinden olan bilgilendirme tasarımları için tercih edilmesi
gereken bir olgudur. Müzelerdeki minimalist grafik tasarım ekseninde
mekansal kurguyu bütünleyen bilgilendirme tasarımlarının gelişimlerinin
incelendiği bu çalışmada, yöntem olarak ilgili literatürün incelenmesi ve
bilgilendirme tasarımlarının müzeler bağlamında karşılaştırmasından
yararlanılmıştır.
Elde edilen bulgulara göre minimalizmin, dönemsel değişimlerden
bağımsız olarak grafik tasarımda biçimsel veya düşünsel yöntemlerinin hala
kullanıldığı görülmektedir. 19. yüzyıl ortalarında ortaya çıkan minimalizm
akımında, öze ulaşmayı engelleyen bütünsel karmaşadan arınma tercih
edilmiş ve bu nedenle sanat ve tasarım alanlarında indirgemeci bir tutum
izlenmiştir. Bu indirgemeci tutumun ilk örnekleri resim sanatında ortaya
çıkmış ve daha sonra grafik tasarım alanında da etkilerini göstermiştir.
Minimalizm akımı şüphesiz,1960'lardan bu yana bir çok değişim sürecinden
geçmiştir. Minimalizmin biçimsel ve kavramsal temelli yöntemleri, dönemsel
değişimlerden bağımsız olarak sanat ve tasarımda kullanılmıştır. Bu noktada
minimalizm, grafik tasarımda izleyiciye hızlı ve etkin şekilde ulaşabilmek ve mesajını iletebilmek için tercih edilen kavramsal içerikli bir yöntem olmuştur.
Zamansız bir akım olarak nitelendirilen minimalizmin grafik tasarımın
uygulama alanları üzerindeki dijital teknoloji ve korelasyonundaki güncel
gelişimi ile kavramsal derinliğini açığa çıkarmak amaçlanmıştır.
Bilgilendirme tasarımlarının aktif olarak kullanıldığı mekânlardan biri
olan müzeler, son dönemlerde iletişim mecralarının da çeşitlenmesi ve ortaya
çıkan rekabetten dolayı, tanıtıma, eğitime, bilgilendirmeye ve sergilemeye
daha fazla önem vermektedir. Bu tasarımların kısa sürede algılanır ve
anlaşılır olması için, hem daha minimalist üslupta hazırlanmış tasarımlara
hem de kurumun kimliğini öne çıkartacak ve mekan algısı içerisinde
bütünlüğü sağlayacak renk ile biçimlere yer verdikleri görülmektedir. Çabuk
tüketmeye eğimli olan günümüz insanı için bilgiye kısa sürede erişmek, çok
önemlidir. Bu yüzden minimalist tasarımların bir tercih olmanın ötesinde
gereklilik haline geldiği belirtilebilir.
... These personality factors are chosen because they can improve a brand's position, differentiate it from competitors, and attract customers with these personality traits. Personality traits are valuable variables in examining consumer choices for coffee shops because successful brands usually match the consumer's personality (Lin, 2010). Then, consumers will tend to use brands that reflect their personality traits to express themselves (Govers & Schoormans, 2005). ...
... So, in this research, the personality traits in question are how the pattern of thinking, feeling and behavior of a consumer is related to a brand. It is in line with research conducted by Lin (2010) with a sample of consumers at video game brands examining the variables that influence loyalty, namely consumer personality traits and brand personality. The results of this research state that personality traits (openness and agreeableness) significantly positively affect brand loyalty. ...
The development of the lifestyle of consumingcoffee has long been a business opportunity for entrepreneurs to set up coffee shops. To complete the current understanding of the importance of coffee shop branding. This research was conducted using quantitative research. The data in this research uses primary data obtained by distributing questionnaires. The data obtained was then explained descriptively and using structural equation modeling (SEM). The population in this study were Tokopedia users, totaling 400 samples. The sampling technique is carried out using probability sampling, the type is purposive sampling. The research results show that this research supports the proposed hypothesis: (1) Personality traits have a positive and significant effect on harmony, (2) Personality traits have a positive and significant effect on customer satisfaction, (3) Personality traits have a positive and significant effect on customer satisfaction. significant impact on customer satisfaction. significant effect on consumer satisfaction, (3) Personality traits have a positive and significant effect on consumer satisfaction. positive and significant effect on brand loyalty, (4) Conformity has a positive and significant effect on customer satisfaction, (5) Conformity has a positive and significant effect on brand loyalty, (6) Customer satisfaction has a positive and significant effect on brand loyalty. From the research results, these findings confirm that coffee shop owners must be encouraged to develop brand loyalty by investing in customer satisfaction. Coffee shop managers must also try as much as possible to understand the needs and desires of their customers.
... En conjunto, los hallazgos sugieren que la similitud en las disposiciones psicológicas alinea la realidad de las personas a través de interpretaciones compartidas del mundo externo (Matz et al., 2022). Lin (2010) halló sobre personalidad del consumidor correlaciones positivas entre la extroversión del consumidor y su relación con las marcas, afectando a su excitación, fidelidad y aceptación de la misma. Según Brody y Cunningham (1968), excepto en productos de alto riesgo o valor monetario, la personalidad sería incluso más relevante que su lealtad como cliente. ...
ABSTRACT.
Consumer personality and its impact on brand choice is a key subject of study in marketing. Linking psychological profiles to the choice of specific ads adds value to companies. To shed light on this potential relationship, a study was conducted to measure the degree to which a consumer's personality can influence their purchasing decision and to suggest new forms of segmentation for companies so they can complement current techniques, achieving greater effectiveness in their marketing campaigns. The methodology used is quantitative. The results obtained from a survey of 335 Spanish individuals are correlated with the 16 psychological profiles of the subjects according to the NERIS Type Explorer® personality test. The survey, after recording the psychological personality profile, measures preference for the types of ads shown, the assessment of factors that influence the purchase, and the preferred positioning strategy in relation to the ads made by a brand (Amazon) and its product. The results do not find a relationship between belonging to one of the personalities and the evaluation of the selected brand, but they do find that certain personalities show a greater tendency to focus on the brand, and that the relevance attributed to the social status provided by the product can promote purchase. It is concluded that the use of this segmentation technique is useful for achieving greater impact, saving money, and reducing the size of the target population in marketing campaigns.
RESUMEN.
La personalidad del consumidor y su impacto en la elección de marca es un objeto de estudio preferente en marketing. Asociar perfiles psicológicos y elección de determinados anuncios aporta valor a las empresas. Con el objetivo de dar luz a esa posible relación, se lleva a cabo una investigación cuyo objetivo es medir en qué grado de intensidad la personalidad del sujeto puede afectar en su decisión de compra, y sugerir nuevas formas de segmentación para las empresas para que puedan complementar las técnicas actuales, consiguiendo mayor efectividad en sus campañas de marketing. La metodología utilizada es cuantitativa. Se correlacionan los resultados obtenidos de una encuesta a 335 individuos de España y los 16 perfiles psicológicos de los sujetos según el test de personalidad NERIS Type Explorer®. En la encuesta, bajo previo registro del perfil psicológico de personalidad, se mide la preferencia en la tipología de anuncios mostrados, la valoración de los factores que influyen en la compra y la estrategia de posicionamiento favorita en relación a los anuncios realizados por una marca (Amazon) y su producto. Los resultados no hallan relación por el hecho de pertenecer a una de las personalidades y la valoración de la marca seleccionada, pero sí en el hecho de que ciertas personalidades muestras más tendencia a fijarse en la marca, y que la relevancia atribuida al estatus social proporcionado por el producto puede promover la compra. Se concluye que el empleo de esta técnica de segmentación es útil para conseguir mejor impacto, economizar y reducir el tamaño de la población objetivo en campañas de marketing.
... The findings indicated that excitement, sincerity and ruggedness had affected love, trust and loyalty to the brand (Keni & Esmeralda, 2021). Brand personality sophistication and competence affect customer loyalty and action (Lin, 2010). Hence, the following hypothesis is assumed: H1: There is a statistically significant impact of brand personality (excitement, sincerity, sophistication, competence and ruggedness) on customers' loyalty at α≤0.05. ...
The objective of the current study is to explore the mediating role of brand awareness of smart iPhone mobiles in the impact of brand personality factors “sincerity, excitement, competence, sophistication and ruggedness” on the loyalty of customers in Jordan. The research uses a quantitative, cross-sectional, descriptive and causal method. Data was collected through an online survey of 392 respondents from three universities in Jordan: The University of Jordan, Princess Sumaya University for Technology and Middle East University. Simple, multiple and hierarchical regression and factor analysis were used to examine the study hypotheses using SPSS 24. Results showed that there is a statistically significant impact of brand personality (excitement, sincerity, sophistication, competence and ruggedness) on customer loyalty. Brand personality (excitement, sincerity and sophistication) has a statistically significant impact on brand awareness, while ruggedness does not affect brand awareness. Results also showed that brand awareness has a statistically significant impact on customers' loyalty, where brand awareness rated highest on effective loyalty, followed by cognitive loyalty and action loyalty. However, brand awareness doesn't have a statistically significant impact on conative loyalty. Lastly, the results showed a strong correlation between brand personality and the loyalty of customers when brand awareness is considered as a mediator.
... Political consumer behavior occurs when customers purchase products for political reasons. Other studies support the use of the Big Five to understand customers' personalities (Fraj & Martinez, 2006;Leong et al., 2017;Lin, 2010;Moon, 2002;Mulyanegara et al., 2009;Shemeis et al., 2021). The Big Five model allows for psychological targeting in business. ...
In this paper, the authors examined the structure and relationship between followers and leaders in Twitter followership to find similarities in personality. Specifically, they focused on the relationships between Twitter (now X) influencers and their followers through an extensive analysis of millions of tweets using IBM Watson Personality Insights. The results are founded on the relationships between two major social media influencers and their respective followers. The present research informs marketing practitioners on using IBM Watson to find congruence between social media influencers and followers for the most effective and compelling marketing strategies to sell products.
... Matzler et al. (2006) found that the traits of openness to experience and Extraversion are strong predictors of Brand Affect, which in turn influences both attitudinal and behavioral outcomes, particularly attitudinal loyalty and purchase loyalty. Lin (2010) considered Brand Personality-the construct describing a brand's character-as a moderating variable in the relationship between consumer personality and brand loyalty, distinguishing between the preference one feels toward a certain brand (affective loyalty) and the related behaviors (Action Loyalty); the results indicated that both openness to experience and Agreeableness influence affective and Action Loyalty. Durukan and Bozaci (2011) identified openness to experience, Agreeableness, and Emotional Stability as traits that positively correlate with customer loyalty. ...
Brand loyalty is widely recognized as a key driver of consumer behavior, significantly influencing their willingness to pay more for preferred brands. This study explores the relationship between brand loyalty, its components, willingness to pay, consumer personality traits, and product price range. A tailored online survey involving participants aged 18 to 60 revealed a strong positive correlation between brand loyalty and increased willingness to pay. The findings also underscore the influence of Conscientiousness and Energy on brand loyalty, alongside the moderating effect of product price range. Specifically, habit-based loyalty dominates low-priced, routine purchases, while higher-priced decisions involve deeper cognitive-affective evaluations. These insights offer valuable guidance for enhancing customer satisfaction and optimizing brand profitability.
... personal brand ini diekspresikan dalam ekspresi kehidupan sehari-hari pemilik dan manajer dalam hal bagaimana mereka berperilaku, berpikir, dan merasakan. Menurut Lin (2010), kepribadian adalah struktur perilaku, pikiran, dan emosi. Cara pemilik-manajer UMKM melakukan aktivitas sehari-hari memiliki pengaruh yang signifikan terhadap kepribadian personal brand ini. ...
Kepribadian merek merupakan topik yang banyak dibahas dalam banyak penelitian. Namun, sebagian besar penelitian tersebut berbicara tentang kesesuaian kepribadian merek dengan kepribadian pengguna. Belum banyak yang membahas mengenai kesesuaian antara kepribadian pemilik-manajer di UMKM dengan kepribadian merek yang mereka miliki. Padahal dengan menyadari adanya kesesuaian antara kepribadian pemilik-manajer dengan kepribadian merek yang dibentuknya, akan lebih mudah bagi pelaku UMKM untuk menentukan tujuan dan strategi bisnis. Dengan demikian, tujuan artikel ini adalah untuk menunjukkan bahwa memang ada keselarasan antara kepribadian pemilik-manajer UMKM dengan kepribadian merek yang mereka bentuk, meskipun proses ini tidak mereka sadari. Penelitian kualitatif ini menggunakan pendekatan studi kasus dan data dikumpulkan melalui wawancara semi-terstruktur mendalam dengan empat manajer pemilik UMKM di destinasi wisata belanja dan kuliner Kota Bandung. Berdasarkan hasil tersebut, didapatkan hasil bahwa pemilik-manajer UMKM secara naluriah memanusiakan usahanya. Peta jalan manajerial untuk membentuk kepribadian merek juga diberikan berdasarkan hasil penelitian ini. Ini adalah studi pertama yang membuktikan dampak atribut pribadi pemilik-manajer UMKM destinasi wisata belanja dan kuliner terhadap personifikasi merek yang terlihat melalui identitas dan citra merek yang sesuai dengan nilai diri dan sifat pemilik. Studi ini membantu memberikan saran dalam pemulihan sektor pariwisata khususnya di Kota Bandung. Para pemilik-manajer UMKM dapat menggunakan model yang dikembangkan oleh penulis untuk menerapkan strategi pemerekan yang lebih baik dalam menarik wisatawan. Semakin banyak bisnis yang mampu mengembangkan citra merek yang berbeda, maka semakin tinggi daya saing mereka.
... The attitudinal loyalty and behavioral loyalty of brand is a result of brand trust and equity (Taylor, Celuch, & Goodwin, 2004). Lin (2010) found that brand personality, not fully influence brand loyalty, but a trait for example, extraversion has a positive impact on brand loyalty. Brand loyalty can work a lot and results in not to switch that brand. ...
This study examined the antecedents of brand equity such as, brand awareness, perceived quality and the mediating role of a brand Image on brand loyalty. Total number of (n = 150) questionnaires were distributed among the consumers living in four cities (Islamabad, Rawalpindi, Sialkot, and Sargodha) of Pakistan. Out of the total questionnaires only (n = 130, 86.6%) completed questionnaires were received. Pearson correlation, linear regression and multiple regression tests were used to test the data and infer the results. Results show a positive relationship between the independent and dependent variables. Additionally, mediation has been found between brand awareness, perceived quality and brand loyalty due to brand image. It means that brand awareness and perceived quality develop the brand image which ultimately yields brand loyalty. Thus loyalty programs of beverage companies should focus on brand awareness and consumers’ perception of quality. Overall, these results show that the influence on brand loyalty varies across various variables of the study. The results contribute significantly to the brand equity topic.
... There is a statistically significant effect of dimensions of brand personality on the loyalty of customers of mobile phone companies in Kuwait to the brand. Loureiro et al., 2014;Su and Tong, 2015;Giroux et al., 2017;Aqeel et al., Villagra et al., 2021) (Malär et al.,2012;Lin, 2010;Aberg, 2015;Lückerath, 2010;Tuan et al, 2012;Akin, 2017;Ogbuji et al.,2016;Ahmad and Thyagaraj,2015;Dolatabadi et al., 2012;Mutinda,2016;Sung and Kim,2010 ...
... Brand personality enhances consumer choice and brand loyalty, according to several studies [28]. Whereas, brand loyalty can be predicted by a brands personality [29] The idea of brand personality can be used to explain consumers' symbolic consumption and emotional ties with brands [30]. As such, it is seen as one of the elements influencing customer preference and choice [31]. ...
This study investigates the impact of brand personality perceptions (sincerity, excitement, competence, and sophistication) on consumer loyalty in the Babil Governorate, Iraq. Utilizing a survey instrument, data from eighty-two valid responses were analyzed using SPSS. The results indicate that overall brand personality significantly affects brand loyalty, with excitement, competence, and sophistication showing varying influences, while sincerity has no impact. The findings suggest that companies should prioritize brand personality development to enhance loyalty. The study highlights the need for future research to explore additional dimensions of brand personality, incorporate mediating variables, and utilize larger, more diverse samples to deepen understanding of the relationship between brand personality and customer loyalty.
... The consumer-brand relationship strengthens when the brands fulfill their promises to consumers (Bouhlel et al., 2011;Fournier, 1998), and more focus on creating congruency between brand personality traits and consumer personality traits which evokes strong emotional attachment i.e., love that ultimately establishes consumer retention for a brand in the long-run (Albert & Merunka, 2013;Huber, Meyer, & Schmid, 2015). Lin (2010) witnessed that brand personality has a direct association with brand loyalty. Some scholars (e.g., Roy et al., 2016), advocated that brand personality has a positive connection with brand love, followed by a positive impact of brand love on store brand loyalty. ...
This study evaluates the impact of brand personality dimensions i.e., sincerity, excitement, competence, sophistication, and ruggedness on brand love and subsequently assesses the mediating role of brand love in transmitting the absorbed effect to brand loyalty for the fashion clothing retail brands in Pakistan. Empirical data were gathered through a self-administered questionnaire from 350 randomly selected consumers within the age group of 18-42 years, who comprise a major portion of the retail fashion clothing retail brands’ market. The proposed conceptual model was assessed through Structural Equation Model, utilizing Smart PLS V. 3.2.8 to test the hypothesized relationships. All the dimensions of the brand personality that consumers perceived as congruent, proved to have a significantly positive effect on brand love except for ruggedness. Brand love was found to have a significantly positive effect on brand loyalty. Besides direct relationships, brand love strongly mediates the relationship between brand personality dimensions and brand loyalty except for ruggedness. This study contributes to the brand management literature by empirically testing the relationships underpinned by congruency theory, between brand personality dimensions namely, excitement, ruggedness, sophistication, competence, sincerity, and brand love. Besides, utilizing support of the attachment theory, it empirically established a significantly positive relationship between brand love and brand loyalty in the specific context of fashion clothing brands available in Pakistan. Practically it presents interesting insights to the brand managers to articulate the brand communication messages that are not only relevant but also portray congruent brand personality and trigger their love into active brand loyalty.
... Several previous studies have examined consumer-brand relationships and, in particular, the impact of brand personality on consumer evaluations of the brand, such as brand attractiveness, BL and perceptions (Bairrada et al., 2019), brand loyalty (Lin, 2010), word-of-mouth (Ismail & Spinelli, 2012), affective commitment to the brand (Becheur et al., 2017), brand experience (Japutra & Molinillo, 2019) or BH (Kucuk, 2019). ...
This study examined the influence of brand personality on consumer–brand relationships, specifically brand love (BL) and brand hate (BH), and their subsequent impact on purchase intention, drawing from the balance theory of attitude change. It also investigated whether negative communication associated with a low-cost airline brand moderates these relationships, potentially increasing or decreasing purchase intention. Structural equation modelling and Hayes’s PROCESS macro were employed for analysis based on data from a survey of 200 Portuguese consumers. Results indicate that the selected dimensions of brand personality positively influence BL and negatively influence BH, while both BL and BH impact purchase intention. Additionally, ‘Bad’ communication was found to moderate the relationship between BL/BH and purchase intention. This research contributes to the branding literature by exploring these relationships within the airline service sector and underscores the significance of considering the impact of negative brand information on emotional consumer–brand relationships in this context.
... Combining these two theories of social cognition would suggest that consumers make judgements about the brands of companies based on human-like attributes signaled to consumers by the companies (Aaker et al., 2010;Cuddy et al., 2008). Such theories are aligned with prior brand personality research that found sincerity, competence, and status to be positively correlated with one another (Lin, 2010). ...
Two psychological variables are of interest in the study of consumers: brand personality perceptions (per social cognition, beliefs that brands exhibit human-like attributes) and nudges (per behavioral economics, an attempt to influence behavioral change that benefits the consumer without taking away their right to choose). However, no known research exists about whether these variables explain behavioral intentions to consume podcasts, specifically. This is relevant because perceptions of mass media brands are historically negative, and consumers increasingly seek out independent media (e.g., Breaking Points). Therefore, this dissertation’s purpose was to use Breaking Points as an example to study the influence of brand personality and nudges on behavioral intentions to subscribe to a podcast. In two survey experiments (total N = 486 United States adults recruited via CloudResearch’s Connect), brand personality perceptions (i.e., sincerity, competence, status) were hypothesized to explain intentions to subscribe. Likewise, those exposed to the potential nudge were expected to report stronger intentions, compared to those unexposed. All participants viewed a description about and a clip from the podcast. Some were also randomly assigned to view a potential nudge from Breaking Points’ YouTube channel. Then, all participants answered questions about the podcast’s brand personality, about intentions to subscribe, and about psychographics. In both experiments, hierarchical regression revealed that brand personality significantly explained behavioral intentions while controlling for potential confounds (average R2 = 40%). The findings provide evidence that brand personality knowledge can expand into podcasts. In contrast, future research should investigate other stimuli that could potentially nudge podcast consumers.
... Reliability and honesty are examples of qualities that brands exhibit. These aspects create positive resonance and affinity and match customers' value judgments (Lin, 2010). High perceived quality is positively correlated with strong brand loyalty and trust, which improves perceptions of dependability and quality (Verma & Gupta, 2004). ...
This study investigates the impact of promotional offers on consumer perceptions of brand personality and their subsequent behavioral intentions. Research employs a between-subjects design with two conditions: exposure to an advertisement with a promotional offer versus no offer. The results reveal that promotional offers significantly affect perceptions of several brand personality traits, notably reducing the perception of traits such as 'spirited', 'outdoorsy', and 'upper class'. Moreover, the study examines how individual differences in consumer price sensitivity and brand affinity moderate these effects, indicating that the impact of promotional offers varies across different consumer segments. Mediation analyses further demonstrate that the perceived changes in brand personality traits due to promotional offers significantly mediate the relationship between advertising conditions and consumer responses, such as willingness to pay a premium and likelihood of visiting the brand's retail outlets. These findings suggest that promotional offers can alter consumer perceptions of brand personality. This study provides essential insights for marketers on how promotional strategies can be optimized to influence consumer attitudes and behaviors effectively, offering a nuanced understanding of the interplay between promotional offers, brand personality perception, and consumer behavior.
... The tourists' perceived overall fit based on their assessment of the match between destination characteristics and their own characteristics shapes their attitude and behaviour (Bekk et al., 2016). The aforementioned is in line with the findings in the branding literature, where brand personality and self-concept congruence are found to positively influence consumer choices and their postpurchase behaviour (Lin, 2010). In the context of tourism, researchers have explored relationships between personality traits and the tourists' behaviour and choices in various contexts: eco-friendly tourists (Kvasova, 2015); religious tourism (Abbate & Di Nuovo, 2013); tourists' food preferences (Mak et al., 2017). ...
... Lin [11] concluded that consumer's preferred brands with personalities that more closely matched their own self-concept. Representatives of "differential approach". ...
India's dairy industry is witnessing significant growth, driven by factors such as rising disposable incomes, evolving consumer preferences, and the emergence of foreign brands. As the market expands, establishing a strong brand image becomes essential. This research focuses on assessing the brand personality of AMUL, a prominent player in the Indian dairy market, and its influence on consumer loyalty. Utilizing a structured questionnaire administered to respondents in Coimbatore District, this study measures consumers' attitudes towards AMUL, its brand personality. Through exploratory factor analysis, four key dimensions of AMUL's brand personality viz., activity, simplicity, responsibility and emotionality are identified. The findings reveal a positive correlation between brand personality and consumer attitude, indicating the importance of personality in brand perception. The study underscores the importance of aligning branding efforts with consumer preferences and suggests strategies for AMUL to enhance its brand image and brand personality. By leveraging these insights, AMUL and other dairy firms can effectively engage consumers, strengthen brand equity, and sustain market competitiveness in India's dynamic dairy landscape.
... The regression analysis reveals a statistically significant positive correlation between extroversion and the excitement brand personality, in line with the aforementioned aspect. Lin (2010) has identified positive correlations between excitement, personality and agreeableness. ...
Purpose
The present study aims to investigate the relationship between innovative leadership and sustainable performance in the education sector. The present study also tested the moderation role of personality traits agreeableness, extraversion, emotional stability, conscientiousness and openness in the relationship.
Design/methodology/approach
Data for the present study were collected from 209 university teachers. The employed sampling technique was convenience, and the sample size was calculated through the Kerjis–Morgan method. Furthermore, a survey method using a questionnaire was used in this study. For the data analysis, SPSS and SmartPLS were used.
Findings
The present study found that innovative leadership has a significantly positive relationship with sustainable performance. Results also confirmed the moderating effects of personality traits such as agreeableness, extraversion, emotional stability, conscientiousness and openness.
Originality/value
The relationship between innovative leadership and sustainable performance for the first time in the education sector’s context. Secondly, this study contributed to the moderating role of personality traits such as agreeableness, extraversion, emotional stability, conscientiousness and openness between innovative leadership and sustainable performance, which was a yet-to-explored phenomenon. The study model was tested through the combination of the big five-factor model and the theory of planned behaviour, which is another novelty of the study.
... This can be reached by using various branding and marketing strategies, such as public relations, advertising, and social media (Sammut-Bonnici, 2014). A strong brand helps to foster the identification of services, products, locations, individuals, or organizations, which creates a loyalty sense and more commitment (Lin, 2010). Having a differentiated brand identity is crucial for any company for many reasons. ...
The purpose of this research is to investigate how brand personality affects customer loyalty in the Jordanian Fast Fashion Industry and how customer satisfaction moderates the correlation between brand personality and customer loyalty. To test hypotheses, the study uses a quantitative, descriptive, and cause-effect approach; cross-sectional data were collected from 372 participants via an online survey, and SPSS was used for analysis after confirming linear regression assumptions. Results show that the Fast Fashion Industry in Jordan is highly implementing all variables items of brand personality, customer satisfaction, and customer loyalty and the relationships among all variables and sub-variables are strong. Results also indicate there is a statistically significant influence of the brand personality of fast fashion on customer loyalty, Sincerity has rated the highest effect, then Competence, followed by Ruggedness, Excitement, and finally, Sophistication. Moreover, results indicate there is a statistically significant influence of the brand personality of fast fashion on customer satisfaction, Sincerity has rated the highest effect, then Ruggedness, followed by Competence, while Excitement and Sophistication show insignificant effects. Furthermore, results indicate there is a statistically significant impact of customer satisfaction on customer loyalty and customer satisfaction moderates the influence of brand personality on customer loyalty.
... The literature proposed five brand personality dimensions: excitement, sincerity, sophistication, competence, and ruggedness (Ahmad & Thyagaraj, 2017;Willems, 2022). Within those traits, excitement shows the talkative, open, joyful, and lively characteristics of a brand (Lin, 2010), sincerity is associated with brand characteristics such as honesty, friendliness, and cheerfulness (Naresh, 2012), sophistication is the degree of the stylishness of a brand (Aaker, 1997), competence indicates the degree of dependability, responsibility, reliability, and intelligence of a brand (Aaker, 1997), and the ruggedness of a brand is defined as being strong, tough, and outdoorsy (Aaker, 1997). ...
Consumers prefer brands that provide them with symbolic meaning, and they use them to enhance their self‐esteem and develop their status and personal images. Self‐esteem is an important psychological factor that contributes to an individual's purchase intentions and consumption behavior, but its role in shaping the consumption of masstige brands has not been thoroughly researched. Hence, this research aims: (1) to identify the masstige brands in the smartphone industry of Pakistan using the masstige mean index, and (2) to explore the role of self‐esteem in consumer consumption behavior grounded in terms of masstige, self‐gifting behavior, and brand personality. Moreover, this study uses self‐gifting behavior as the mediator and brand personality as the moderator in the relationship between self‐esteem and masstige purchase intention. The data from study 1 (n = 560) and study 2 (n = 329) were collected using a self‐administered questionnaire and analyzed using structural equation modeling. The results indicate that masstige brand consumption is influenced by self‐esteem; this relationship is mediated by self‐gifting behavior, and brand personality moderates the association. Theoretically, this study contributes to the masstige theory by exploring the role of self‐esteem in masstige consumption in an emerging economy. Practically, this study provides a comprehensive guideline for brand managers to devise effective marketing strategies to build their brands as masstige brands.
... According to Banerjee (2016), customers' purchase decisions are influenced by the consumer's personality, the product's personality, and the company's brand. Organisations will effectively integrate consumer traits and the product's personality, as these factors significantly affect consumer loyalty (Lin 2010). Except for a recent study by Roy et al. (2022), there is a lack of research on how consumer personality influences brand hatred. ...
The duplex theory posits that consumer animosity towards brands emerges when expectations remain unmet, culminating in dissatisfaction. Despite increasing interest in brand hate within the realms of consumerism, academic discourse on this multifaceted emotion remains limited. Consequently, this paper endeavours to execute a systematic review, synthesising extant literature on brand hate. An initial screening encompassed 182 articles, following an exhaustive evaluation of six databases spanning 2009–2022. Of these, only 60 peer-reviewed articles satisfied the stringent criteria for in-depth analysis. This analysis offers a comprehensive overview of brand hate's conceptualisation and its developmental trajectory, focusing on publication years, journals, countries, antecedents, and consequences. Furthermore, this review delineates prospective research trajectories, potentially enriching the corpus of brand hate literature. For effective consumer recovery strategies, organisations and brands must grasp the underlying catalysts of such antipathy. To our knowledge, this study represents a thorough literature-based investigation in the domain of brand hate, charting new directions for future inquiry.
... Repeat buyers establish a strong connection with the retailer, leading to distinct behaviors compared to new customers [128]. A multitude of empirical research finds that repeat buyers show higher levels of price tolerance than new customers [10,17,27,40,61,69,79,81,108,116]. They prefer to maintain their business relationship with a familiar retailer rather than undertaking the added costs and risks associated with searching for alternatives. ...
The present empirical study is the first research to examine how the price tolerance of online buyers correlates with price comparison website (PCW) usage and customer relationship status (CRS). Longitudinal sales data of power tools and household appliances in 8,097 transactions from a German online shop and scraped PCW price data over a 6-months period in 2021 are used for the analysis. Consumer demand falls on average by around 80% per less favorable PCW rank. In addition, PCW (new) customers show significantly less price tolerance than organic (existing) customers. A small but significant interaction effect induces that the correlation of CRS and price tolerance is stronger for organic than for PCW customers.
... On the other hand, attitudinal loyalty is thought to be a psychological dedication towards a brand that the customer believes the brand is unique [41]. CL is a construct with multiple dimensions, and previous studies on loyalty have generally focused on components such as perceived value, brand trust, and customer satisfaction [41][42][43][44][45][46][47][48][49]. However, an emerging body of research on brand loyalty has increasingly adopted an integrated approach spanning "Willingness to pay more," "word of mouth" (WOM), and "repurchase intentions" (RPI) [30,34,50,51], and this more comprehensive paradigm is adopted in the current study. ...
This study investigates the impact of brand experience (BE) on customer loyalty (CL) and examines the possible mediating effect of brand authenticity (BA) and the moderating effect of frequency of visits on the original relationship between BE and CL in dental practices. A descriptive, deductive, and quantitative research methodology was applied, with a self-administrated survey questionnaire over a cross-sectional convenience sample from dental clinics and centers in Erbil, Sulaymaniyah, and Duhok (Iraqi Kurdistan). Data were collected in July and August 2022. SPSS AMOS 26 was used for analyzing 952 patients’ responses. The results indicate that BE has a statistically significant positive effect on CL. However, only affective experiences, cognitive experiences, and behavioral experiences have a statistically positive effect on CL. BA has a significant direct mediation effect on the original relationship between BE and CL. In addition, a greater frequency of dental visits improves the BE and impacts CL. Discussion, recommendations, and future research orientation are provided.
... Limitations and directions for future research Three avenues for further research may overcome limitations of the current analysis. First, consumers' perceptions on brand relationship concepts may vary across different types or categories of brands Khamitov et al., 2019a) and within consumer typologies (Lin, 2010;Monga, 2002). This suggests that the consumer brand relationship prototype could have a different structure for relationships with different types or categories of brands and for different typologies of consumers. ...
Purpose
Understanding consumer brand relationships from the perspective of the consumer has been a research topic for years. Despite this, there are still various ways in which the construct is interpreted. This paper aims to identify the most typical interpretation of brand relationships by consumers.
Design/methodology/approach
A four-study prototype analysis was conducted, in which a bottom-up approach was applied to identify lay people’s conceptualization of consumer brand relationships.
Findings
The prototype analysis generates a comprehensive list of features of consumer brand relationships that provide a nuanced understanding of the concept. The most typical characteristics of a brand relationship according to consumers are quality, bond, value and joy. Comparing this relationship prototype with existing literature shows that there may be a gap between theory and practice regarding the concept of brand relationship.
Originality/value
The prototypical conceptualization of brand relationships shows which aspects play a role in consumers' most common interpretation of the construct. This provides an opportunity to assess the validity of existing conceptualizations of brand relationships. Knowing which aspects are most relevant for consumers’ brand relationships allows brands to make adjustments as needed and improve at establishing and maintaining relationships with consumers.
... Our analysis underscores a positive association between these two constructs, substantiated by statistical evidence (β = 0.482, t = 9.476, p < 0.000). These findings align with existing research conducted by Lin (2010), (Xu, Zhang et al. 2023), suggesting that consumers with a cognitive and sophisticated thinking style tend to perceive brand personalities, particularly the aspect of Sincerity, in a positive light. ...
This cross-sectional research probes the nexus of Consumer Personality, Brand Personality, and Purchase Intentions among diverse shoppers in Punjab's malls. Employing a self-administered questionnaire and robust sampling, 450 participants were engaged to reflect the demographic spectrum. Leveraging structural equation modeling with Smart PLS-SEM, the study unveils Consumer Personality's positive impact on Brand Personality. Notably, Brand Personality mediates the path to Purchase Intentions. The findings contribute insights into cognitive mechanisms governing purchase decisions, fostering theoretical enrichment. This research provides a compass for marketers seeking resonance in today's evolving consumer landscape.
Purpose
This paper aims to model the impact of corporate social responsibility practices (CSRP) on job seekers’ organisational attractiveness (JSA) with particular reference to two Indian states, i.e. Andhra Pradesh (AP) and Odisha (OD). Further, the paper examines whether there are any significant variations in the perception of job seekers in these two states.
Design/methodology/approach
The sample for this exploratory research consisted of 943 business management students of AP and OD. The model was developed using the hierarchical component model method, and the associations were examined using partial least squares structural equation modeling (PLS-SEM). Furthermore, PLS-multi group analysis (PLS-MGA) was used to analyse the specific differences between two sample groups.
Findings
The study found that the CSR constructs, i.e. economical, legal, ethical and philanthropic, have a positive significant effect on CSRP for both groups of job seekers. The study also argued that the company selection by job seekers based on high or low CSR practices has no moderating effect on both sample groups for economical, legal, ethical and philanthropic dimensions. Further, the result revealed that the age and gender variables could not make any significant differences in the perceptions of job seekers.
Practical implications
The study provides research-based insights to relevant stakeholders (institutions, corporate, government and policymakers) that would be used in formulating strategies to strengthen the relationship between CSRP and JSA.
Originality/value
The study investigates CSR’s effect on organisational attractiveness from the theoretical lens of Carroll’s pyramid for two groups of job seekers. Limited studies have examined the complexity of this association with such a research context. The result guides educators, corporate, governments, practitioners and job seekers working on CSRP and JSA.
This study examines the impact of electronic banking services on customer loyalty, emphasizing the mediating role of trust at the Ayandeh Bank branches in Mashhad. The statistical population includes all 407 employees of Ayandeh Bank in Mashhad. For data collection, three standard questionnaires related to electronic banking services, customer loyalty, and trust were used. Data analysis was conducted using descriptive and inferential statistical methods, particularly structural equation modeling with SPSS and LISREL software. The results indicated that electronic banking services have a positive and significant impact on both customer loyalty and their trust. Additionally, trust plays an important mediating role in enhancing customer loyalty. In other words, the greater the customers’ trust in electronic banking services, the higher their loyalty is likely to be. These findings highlight the importance of building and maintaining trust in electronic banking environments to strengthen customer loyalty and can serve as guidance for banks to improve customer relationships and increase their competitiveness in the market.
Marketing giác quan là lĩnh vực nghiên cứu thu hút sự quan tâm những năm gần đây. Trong ngành du lịch, nhiều nghiên cứu đã xác định mối quan hệ giữa marketing giác quan với sự hài lòng và ý định quay trở lại của du khách. Các nghiên cứu này liên kết các giác quan như một khía cạnh quan trọng của hình ảnh điểm đến, ảnh hưởng đến cảm xúc và trải nghiệm của du khách. Với mẫu khảo sát là 367 người, nghiên cứu này tập trung xem xét tác động của marketing giác quan tới sự hài lòng của du khách đến Thành phố Cần Thơ, từ đó đề xuất các giải pháp đẩy mạnh marketing giác quan nhằm nâng cao sự hài lòng của du khách, góp phần thúc đẩy sự phát triển ngành du lịch của Thành phố Cần Thơ.
Unconscious thoughts more than often are seen to precede conscious contemplations of the surroundings. The Present chapter attempts to explore how subliminal priming of known and unknown human faces could impact product selection and decision-making time of consumers. 2 (Known face X Unknown face) X 2 (Product selection X Decision-making time) within-subject design was used for the study. A stimulus-priming experiment designed in E-prime software was used to subliminally expose the participants to both known and unknown human faces They were then asked to select a product that they were willing to buy from an option of four products, of which one of the products was primed along with Human face (Known Vs Unknown). The product selection rates as well as the time taken to select the product were recorded. A total of 100 Participants falling in the age category of young adults (18-39) took part in the study. The chapter discusses the results and dives deeper into the implications that they hold in the world of marketing.
The human mind is constantly being influenced by a vast number of external stimuli that are perceived consciously as well as unconsciously. The chapter attempts to explore how unconscious (subliminal) priming of known and unknown human faces could impact product selection and decision-making time of consumers. 2 (Known face X Unknown face) X 2 (Product selection X Decision-making time) within-subject design was used for the study. A pilot study was conducted to estimate the subliminal time threshold of the population. It was found to be 17ms. A stimulus-priming experiment designed in Opensesame software was used to subliminally expose the participants to both known and unknown human faces. They were then asked to select a product that they were willing to buy from an option of four products, of which one of the products was primed along with human face (known vs. unknown). The product selection rates as well as the time taken to select the product were recorded. A total of 100 participants falling in the age category of young adults (18-39) took part in the study.
Purpose
This paper aims to understand the two-way interaction between corporate social responsibility (CSR) and the attractiveness of organization to job seekers (AOJS).
Design/methodology/approach
A system dynamics model is developed in the form of a causal loop diagram (CLD) that explains the CSR-AOJS interaction dynamically. To test the credibility of the developed model, the survey data are used to validate the causal relationships in the CLD.
Findings
This study found that developing an effective strategy or tool by capturing various essential CSR elements can attract potential job seekers.
Originality/value
The developed model is relevant to policymakers, decision-makers and managers when strategizing the CSR plan to attract potential job seekers.
This research explores air travelers’ consumption and approach behavior for airline goods products by building a robust theoretical framework encompassing product characteristics, nostalgic emotion, lovemarks, brand personality, and purchasing route. The results of this study uncovered the criticality of airline goods products and the characteristics in the aviation industry. This study also demonstrates that the specific characteristics of airline goods products hold considerable impact of consumer purchase intention for airline brands. The present research enriches the contemporary knowledge of the existing literature on the characteristics of airline goods products, while offering offering valuable insights for optimizing marketing and managing airline products and services.
Tujuan dari penelitian ini adalah untuk mengevaluasi karakter merek, ikatan merek, dan cinta merek dibandingkan dengan kesetiaan merek. Uji hipotesis digunakan untuk menggambarkan fitur hubungan, meningkatkan pemahaman tentang hubungan, dan memprediksi hasil dan kinerja. Sumber data diperoleh melalui survei kuesioner yang dikirim ke 160 orang melalui internet. Model Persamaan Sudut (SEM) dan program PLS (Partial Least Square) digunakan untuk menganalisis data. Studi ini menemukan bahwa ikatan merek dengan kesetiaan merek memiliki efek positif, cinta merek memiliki efek negatif, dan personalitas merek tidak memiliki efek. Penelitian ini diharapkan dapat membantu manajer perusahaan mempertimbangkan hal-hal ini. Dengan melakukan hal-hal berikut, Adidas, Nike, dan Converse dapat meningkatkan identitas merek, ikatan merek, cinta merek, dan kesetiaan merek: Meningkatkan desain produk agar terlihat lebih menarik dan elegan. Meningkatkan layanan dan produk agar pelanggan merasa puas. Melakukan pemasaran yang efektif untuk meningkatkan image merek. Mengembangkan program loyalitas yang menguntungkan pelanggan. Menurut strategi dan target pasar bisnis, upaya tersebut dapat dilakukan secara bersamaan atau secara bertahap.
تحقیق حاضر با هدف بررسی تاثیر فروشنده و مسئولیت اجتماعی بر وفاداری مشتریان با نقش میانجی اعتماد و رضایت مشتریان انجام گردیده است. روش پژوهش مورد استفاده، توصیفی پیمایشی می باشد. جامعه آماری این پژوهش کلیه مصرف کنندگان محصولات غذایی، شوینده و سلولزی شهر تهران در سال 1401 بوده است. حجم نمونه برابر با 384 نفر و به روش نمونه گیری تصادفی ساده بوده است، بنابراین برای نمونه گیری از افراد در دسترس استفاده گردید. ابزار جمع آوری داده ها، پرسشنامه استاندارد بوده که اعتبار سنجی ابزار گردآوری داده ها، از طریق روایی محتوایی و برای برآورد نهایی از آزمون آلفای کرونباخ استفاده گردیده است. نتایج تحقیق نشان می دهد که فروشنده و مسئولیت اجتماعی بر وفاداری مشتریان تاثیر مثبت دارند؛ به عبارت دیگر فروشنده و مسئولیت اجتماعی با ایجاد اعتماد در مشتریان اثر مثبت در وفاداری مشتریان و افزایش سود دهی سازمان دارند.
The telecommunications industry, especially mobile phones or smartphones, is an industry that is growing very rapidly. Currently, smartphones are also used as a lifestyle fulfillment, exchange information, and socialize. This study aims to examine the effect of brand uniqueness, brand personality, price perception, brand loyalty, and brand preference have a positive and significant effect on repeat purchase intentions on smartphone products. The population of this study are students who use smartphones in their daily activities. The sampling technique used is the convenience sampling method, with a sample of 134 respondents. This study uses a quantitative approach. The data used is primary data collected through questionnaires and distributed online. The data analysis method used descriptive analysis which was processed using SPSS software and SEM analysis which was processed using SmartPLS software. The results of this study indicate that brand uniqueness, brand personality, price perception, brand loyalty, and brand preference have a positive and significant effect on repeat purchase intentions
Purpose-This paper examined the influence of tour-ists' personality traits, the perception of tourist destinations , and attitudes toward a destination on the behav-ioral intention of members of Generation Z in Indonesia during the COVID-19 pandemic. Design/Methodology/Approach-A total of 682 responses were collected through an online survey using the convenience sampling method. After removing the input from respondents who did not meet the criteria and outliers, 619 responses were analyzed. Furthermore, six hypotheses were tested using structural equation modeling. Findings and Implications-The results affirm that personality traits influence the perception of tourist destinations and attitudes toward a destination. This perception significantly affects attitude and behavioral intention. Likewise, attitude toward a destination determines behavioral intention considerably. Limitations-Respondents were selected using the non-probability sampling method, so the findings are not representative of the entire tourist population worldwide. Therefore, the generalizability of the conclusions is likely limited. Originality-This research study contributes to expanding the existing knowledge about how personality Sažetak Svrha-Ovim se radom ispitao utjecaj osobina ličnosti turista, percepcije turističkih destinacija i stavova prema turističkoj destinaciji na namjere ponašanja pripadnika Generacije Z u Indoneziji tijekom pandemije COVID-19. Metodološki pristup-Prikupljena su ukupno 682 od-govora putem internetske ankete, korištenjem prigod-nog uzorkovanja. Nakon uklanjanja podataka ispitanika koji nisu zadovoljili kriterije i outliera, analizirano je 619 odgovora. Nadalje, šest hipoteza testirano je modelira-njem strukturnih jednadžbi. Rezultati i implikacije-Rezultati potvrđuju da osobi-ne ličnosti dokazano utječu na percepciju turističkih de-stinacija i stavove prema njima. Ta percepcija značajno utječe na stav i namjeru ponašanja. Isto tako, stav prema destinaciji značajno određuje namjeru ponašanja. Ograničenja-Ispitanici su odabrani metodom uzor-kovanja koja nije temeljena na vjerojatnosti pa nisu re-prezentativni za cjelokupnu turističku populaciju diljem svijeta. Stoga je generalizacija zaključaka ograničena. Doprinos-Istraživanje doprinosi proširenju postoje-ćeg znanja o tome kako se osobine ličnosti, percepcija i stavovi kombiniraju za povećanje namjere ponašanja u slučaju turizma. To je korak u opisivanju i produbljivanju proučavanja osobina ličnosti i njihovih ishoda u kontek-stu zemalja u razvoju. Očekuje se da će rezultati pomoći traits, perception, and attitude are combined to increase behavioral intention in the case of tourism. It is a step in describing and deepening the examination of personality traits and their outcomes in the context of emerging countries. The findings are expected to help confirm the importance of using market segmentation as a marketing strategy and shape travel advertisements that focus on personality traits as well as the attitudes and behaviors that are relevant to personality traits.
Brand extension is a common strategy for introducing new products to the market. To be successful, there has to be consistency of images and product categories of parent brand and brand extension. Since there is a gap in research of brand extension influence on parent brand personality (as one of the image main components), it represent main purpose and contribution of the paper. For empirical research, we have developed three versions of the questionnaire for measuring parent brand personality using Aaker's model. While the basic version of the questionnaire measured parent brand personality without presenting hypothetical brand extension, the other two versions measured parent brand personality after presenting the hypothetical brand extensions within the same and in the new product category. The results showed that the brand expansion within the same product category does not influence parent brand personality dimensions, while the brand extension in the new category influence.
The purpose of this research was to explain the relationship between the personality of brands with risk aversion and customer loyalty. This research was applied in terms of purpose, descriptive correlation one in terms of information gathering and based on structural equation modeling. The statistical population consisted of all customers with credible brands (5 famous and high-income brands such as Adidas, Nike, Puma, Al-Sport, and Asx) in East Azarbaijan province. With regard to the unlimited statistical population, 384 people were selected as the statistical sample based on Morgan's table. The brand personality standard questionnaire (Jones et al., 2009), Customer loyalty Anismawa (2007), and a researcher-made risk aversion questionnaire were used to collect data. The validity of the questionnaires, in addition to the supervisor's 194 M. Rostami, H. Foroghi Pour, R. Saboonchi approval, was confirmed by 10 supervised faculty members and the reliability of the questionnaire was 0.849, 0.867 and 0.957, respectively, using the Cronbach's alpha coefficient. The validity of the questionnaire structure was also confirmed by factor analysis. Data were analyzed using SPSS and Amos software. The results of structural equations showed that the brand personality has a direct and positive effect on risk aversion (factor = 0.359), attitudinal loyalty (factor = 0.575), behavioral loyalty of customers (factor = 0.548). Also, the model's indices show the fitness of the research communication model.
Objective: This study aimed to investigate the antecedents of brand authenticity and its consequences on brand usage intention. Theoretical framework: The growth of the local fashion brands in emerging countries is pivotal due their economic impact, however, the previous studies do still not confirm local brands as the predictable driver in consumer choice. The brand uniqueness value that lies in authenticity needs to be explored furtherly. Method: This study uses quantitative research methods with a multivariate PLS-SEM approach. Respondents were taken from Generation Z who bought and use local fashion brands. There were respondents that eligible for this study obtained by online questionnaire. Result: The result of this study has contributed two new insights to the marketing field. Firstly, this study established the relevant dimensionality of brand authenticity in the context of fashion brands. Secondly, so far this is the first study that demonstrated the link between marketing content to brand authenticity mediated by brand clarity communication, and further its impact on brand usage intention through brand relation quality. In addition, this study indicates the moderating role of brand involvement in the brand authenticity formation. Conclusion: this study contributes new insights into the marketing field, through established the dimensionality of brand authenticity in the context of fashion brands. Lasty but most important finding that this study revealed the brand authenticity as heart of branding process from content, mediated by brand clarity and outflow the impact on brand usage intent through the brand relation quality. The notable of brand building in local fashion is to pursue relationship as the important direction to develop long lasting brand for generation Z.
The unique feeling created by the experience offered to the consumer has become one of the most important features that distinguish a brand from its competitors. It is also important to know whether the experience offered by brands triggers a sense of loyalty in the consumer and to determine whether brand love and brand trust have a role in this effect. This research was conducted in order to reveal the role of brand trust and brand love in the effect of brand experiences of individuals living in Turkey and owning vehicles at gas stations on brand loyalty. The questionnaire form prepared in line with the purpose of the research was applied to 406 individuals on a voluntary basis with online convenience sampling method. First of all, reliability analysis was made in the research, and then factor analysis was performed to test the factor structure validity of the scales measuring the participants' brand experience, brand loyalty, brand trust and brand love. Regression analysis was conducted to determine the mediating role of brand trust and brand love in the effect of brand experience on brand loyalty. As a result of the analysis, it was concluded that brand trust and brand love have a partial mediating role in the effect of brand experience on brand loyalty.
Yaşanan dijital gelişmelerle ortaya çıkan ve gelişerek varlığını devam ettiren dijital pazarlama kavramında dijital teknolojiler merkezde yer almaktadır. Bu pazarlama anlayışında tüketiciden, markalara, müşteri ilişkilerinden pazarlama iletişimine her alanda dijital teknolojiler kullanılmaktadır. Bununla birlikte ortaya çıkan yeni pazarlama kavramları ve dijitalin pazarlamaya etkileri bu kitapta farklı bölümlerle ele alınmıştır. Dördü ingilizce olmak üzere toplamda onbir bölümden oluşan bu kitapta yer alan konular uygulamalı çalışmalarla okuyuculara aktarılmıştır.
The present research examines the relationship between emotional vulnerability, economic vulnerability, and intentions to improve financial planning for American households in the post‐Covid‐19 era. Using a survey of 504 household financial decision markers, we show that the effects of psychological fears and concerns experienced during the pandemic (i.e., emotional vulnerability) on post‐pandemic household financial planning intentions are mediated by their perceived economic vulnerability. Specifically, for those who experience higher levels of emotional vulnerability, economic vulnerabilities are perceived to be harsher, further motivating them to raise their financial preparedness. Moreover, we identify an individual factor, personality trait of conscientiousness, as a boundary condition affecting this relationship. Specifically, individuals who are more conscientious tend to be more willing to learn from harsh pandemic experiences and are more willing to adapt in the long run.
If service quality relates to retention of customers at the aggregate level, as other research has indicated, then evidence of its impact on customers’ behavioral responses should be detectable. The authors offer a conceptual model of the impact of service quality on particular behaviors that signal whether customers remain with or defect from a company. Results from a multicompany empirical study examining relationships from the model concerning customers’ behavioral intentions show strong evidence of their being influenced by service quality. The findings also reveal differences in the nature of the quality-intentions link across different dimensions of behavioral intentions. The authors’ discussion centers on ways the results and research approach of their study can be helpful to researchers and managers.
This research argues that the meaning embedded in consumption symbols, such as commercial brands, can serve to represent and institutionalize the values and beliefs of a culture. Relying on a combined emic-etic approach, the authors conducted 4 studies to examine how symbolic and expressive attributes associated with commercial brands are structured and how this structure varies across 3 cultures. Studies 1 and 2 revealed a set of "brand personality" dimensions common to both Japan and the United States (Sincerity, Excitement, Competence, and Sophistication), as well as culture-specific Japanese (Peacefulness) and American (Ruggedness) dimensions. Studied 3 and 4, which extended this set of findings to Spain, yielded brand personality dimensions common to both Spain and the United States (Sincerity, Excitement, and Sophistication), plus nonshared Spanish (Passion) and American (Competence and Ruggedness) dimensions. The meaning of these brand personality dimensions is discussed in the context of cross-cultural research on values and affect, globalization issues, and cultural frame shifting.
This article reports on the results of a major R&D initiative to redefine brand loyalty and verify its importance. Respondents from five different studies were recontacted a year after they were originally interviewed. All of the key information on behavior, and attitudes, were collected from these consumers at both stages of the process. Market shares were gathered, on each of the 27 brands, at each stage. Loyalty was calculated for each respondent, across each brand, at each stage, so that movement across loyalty groups could be measured. Then, each respondent was classified by attitude toward the brand, and the conversion and retention of behavioral and attitudinal loyalty groups was tracked. This allowed for the calculation of whether attitude affects actual behavior. Finally, changes in market share were then compared to loyalty patterns to establish the predictive validity of a new loyalty-based model.
If service quality relates to retention of customers at the aggregate level, as other research has indicated, then evidence of its impact on customers' behavioral responses should be detectable. The authors offer a conceptual model of the impact of service quality on particular behaviors that signal whether customers remain with or defect from a company. Results from a multicompany empirical study examining relationships from the model concerning customers' behavioral intentions show strong evidence of their being influenced by service quality. The findings also reveal differences in the nature of the quality-intentions link across different dimensions of behavioral intentions. The authors' discussion centers on ways the results and research approach of their study can be helpful to researchers and managers.
In the 45 years since Cattell used English trait terms to begin the formulation of his “description of personality,” a number of investigators have proposed an alternative structure based on 5 orthogonal factors. The generality of this 5-factor model is here demonstrated across unusally comprehensive sets of trait terms. In the first 3 studies, 1,431 trait adjectives grouped into 75 clusters were analyzed; virtually identical structures emerged in 10 replications, each based on a different factor-analytic procedure. A 2nd study of 479 common terms grouped into 133 synonym clusters revealed the same structure in 2 samples of self-ratings and in 2 samples of peer ratings. None of the factors beyond the 5th generalized across the samples. In the 3rd study, analyses of 100 clusters derived from 339 triat terms suggest their potential utility as Big-Five markers in future studies.
Proposes the concept of “An exclusive Value Principle”
as an explanation for the attainment of brandexclusivity. Argues that
positioning a brand carefully with prestige pricing approach reinforces
a positive, even exclusive, brand image in the mind of the customer.
Presents relationships between an exclusive value, market price, margin,
risk, and firm value. Identifies 17 marketing strategy alternatives for
achieving favourable high-price positioning.
Purpose
– Beyond their functional utility products have a symbolic meaning. Parts of this symbolic meaning are accounted for by concepts like brand personality and product‐user image, which describe the symbolic meaning associated with the brand or product class. However, the physical product also carries symbolic meaning. That part of the symbolic meaning that refers to the physical product itself, and is described with human personality characteristics, is called product personality. The purpose of this article is to show that product personality positively influences consumer preference through a congruence effect.
Design/methodology/approach
– A two‐phase study was conducted. In the first phase, product‐personality congruence was measured. The second phase was used to establish user‐image congruence.
Findings
– The results indicate that people prefer products with a product personality that matches their self‐image. Moreover, this positive effect of product‐personality congruence is found to be independent of the user‐image congruence effect.
Originality/value
– Previous research has shown that product variants can be designed to have a specific personality. This study has shown that product‐personality congruence has a positive effect on consumer preference.
Brands are perceived to possess a personality that consumers use as an avenue for self-expression or to experience the emotional benefits by which the brand differentiates itself from others. Despite developments made in this area, the focus has been solely on the role of brand attributes and their utilitarian functions in influencing consumer attitudes. Very little progress has been made to show how brands are used for self-expressive purposes. This review thus discusses how consumers have a part to play in influencing how brand personality is perceived. This is based on the fact that as consumers build trusting relationships with their preferred brand, they will reinforce positive attitudes towards the brand. To build the theoretical framework, issues pertaining to brand personality dimensions, such as self-concept, self-congruity between brands and their consumers and self-expression using brands, will be reviewed. Further, the paper examines the impact of cultural dimensions of individualism and collectivism on self-congruity. This provides a base for examining the fact that the cultural orientation of consumers may have an implication towards the proposed influence of the consumer's self on the personality of the brand. Finally, the review examines the effects of consumer demographic profiles on the consumer's self-congruity with brand personality. The review will generate and develop relevant research propositions. This will be justified by the conceptual and managerial implications that would radiate from the proposed study.Journal of Targeting, Measurement and Analysis for Marketing (2000) 9, 52-69; doi:10.1057/palgrave.jt.5740005
The analysis of natural language trait names and questionnaire scales has suggested that the five factors of Neuroticism, Extroversion, Openness, Agreeable-ness, and Conscientiousness constitute an adequate taxonomy of personality An alternative approach to comprehensive personality assessment based on clinical judgments is given by the California Q-Set (CQS, Block, 1961) When self-Q-sorts from 403 adult men and women were factored, the five factors closely resembled those found in adjectives, and showed convergent and discriminant validity against self-reports and peer- and spouse-ratings on measures of the five-factor model Results were replicated when interviewer Q-sort ratings were examined for a subset of subjects These findings strongly support the claim to comprehensiveness of the five-factor model
Purpose – The purpose of this paper is to explore the relationship among two personality traits (extraversion and openness), hedonic value, brand affect and loyalty. It argues that individual differences account for differences in the values sought by the consumer and in the formation of brand affect and loyalty. Design/methodology/approach – Two samples are drawn (running shoes and mobile phone users) and the effect of personality traits on the other constructs have been tested using the Partial Least Squares approach (PLS) to structural equation modeling. Findings – It was found that extraversion and openness are positively related to hedonic product value and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influence brand affect which in turn drives attitudinal and purchase loyalty. Research limitations/implications – The paper introduces personality as determinants of perceived value and brand affect. Future studies should aim at including the other personality traits of the Big-Five (Neuroticism, Agreeableness, and Conscientiousness) as possible determinants and utilitarian value as dependent variables. Practical implications – Combined with lifestyle segmentation approaches, personality variables can be useful to determine which market segments seek hedonic values and which tend more to experience high levels of brand affect, which in turn leads to higher loyalty. The results suggest that customers who score high on extraversion and openness respond stronger to affective stimuli. As a consequence, these findings are of relevance to market segmentation and targeting. Originality/value – Affective responses to brands are of central importance to brand management as they strongly drive brand loyalty. In this study we investigate the role of two personality traits (extraversion and openness) as antecedents of hedonic value sought by the consumer and brand affect, which have been neglected so far.
1. vyd. Přeloženo z angličtiny Na tit. s. uvedené 12. vyd. patří anglickému originálu
This research argues that the meaning embedded in consumption symbols, such as commercial brands, can serve to represent and institutionalize the values and beliefs of a culture. Relying on a combined emic-etic approach, the authors conducted 4 studies to examine how symbolic and expressive attributes associated with commercial brands are structured and how this structure varies across 3 cultures. Studies 1 and 2 revealed a set of "brand personality" dimensions common to both Japan and the United States (Sincerity, Excitement, Competence, and Sophistication), as well as culture-specific Japanese (Peacefulness) and American (Ruggedness) dimensions. Studied 3 and 4, which extended this set of findings to Spain, yielded brand personality dimensions common to both Spain and the United States (Sincerity, Excitement, and Sophistication), plus nonshared Spanish (Passion) and American (Competence and Ruggedness) dimensions. The meaning of these brand personality dimensions is discussed in the context of cross-cultural research on values and affect, globalization issues, and cultural frame shifting.
A rationale and procedures for the development of a taxonomic basis for personality research and theory construction are outlined. Some prior research efforts in this area are briefly reviewed and evaluated. Results of a series of studies are presented which employed primarily groups of university male Ss who varied in length and intimacy of previous associations. Data were obtained using peer nomination rating methods. These analyses yielded clear and consistent evidence for the existence of 5 relatively orthogonal, easily interpreted personality factors. Behavioral correlates of selected patterns of scores on these factors are briefly discussed and suggestions are made concerning subsequent research efforts warranted by these findings.
Considerable research in consumer experimental psychology has examined the self-expressive role of brands but has found little support for the premise that the interaction of the personality traits associated with a brand and those associated with an individual's self-concept influence attitudes. The current research focuses on the influence of the malleable self-concept on consumer attitudes toward a brand, based on the its personality associations. The results of two experiments demonstrate that traits that are made accessible by salient situational cues and those that are chronically accessible (schematic traits) positively influence consumer attitudes toward a brand based on its personality associations. More important, these effects are tested in a set of theory-based interactions that rely on the self-monitoring individual difference variable. Self congruity is enhanced for low versus high self-monitoring subjects, whereas situation congruity is enhanced for high versus low self-monitoring subjects. Together, these experiments shed light on the self-expressive use of brands and the role of the malleable self-concept in influencing consumer attitudes.
Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). To measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.
Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. They also understand that this relation is asymmetric. Although loyal consumers are most typically satisfied, satisfaction does not universally translate into loyalty. To explain the satisfaction–loyalty conundrum, the author investigates what aspect of the consumer satisfaction response has implications for loyalty and what portion of the loyalty response is due to this satisfaction component. The analysis concludes that satisfaction is a necessary step in loyalty formation but becomes less significant as loyalty begins to set through other mechanisms. These mechanisms, omitted from consideration in current models, include the roles of personal determinism (“fortitude”) and social bonding at the institutional and personal level. When these additional factors are brought into account, ultimate loyalty emerges as a combination of perceived product superiority, personal fortitude, social bonding, and their synergistic effects. As each fails to be attained or is unattainable by individual firms that serve consumer markets, the potential for loyalty erodes. A disquieting conclusion from this analysis is that loyalty cannot be achieved or pursued as a reasonable goal by many providers because of the nature of the product category or consumer disinterest. For some firms, satisfaction is the only feasible goal for which they should strive; thus, satisfaction remains a worthy pursuit among the consumer marketing community. The disparity between the pursuit of satisfaction versus loyalty, as well as the fundamental content of the loyalty response, poses several investigative directions for the next wave of postconsumption research.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
Considerable research in consumer experimental psychology has examined the self-expressive role of brands but has found little support for the premise that the interaction of the personality traits associated with a brand and those associated with an individual's self-concept influence attitudes. The current research focuses on the influence of the malleable self-concept on consumer attitudes toward a brand, based on the its personality associations. The results of two experiments demonstrate that traits that are made accessible by salient situational cues and those that are chronically accessible (schematic traits) positively influence consumer attitudes toward a brand based on its personality associations. More important, these effects are tested in a set of theory-based interactions that rely on the self-monitoring individual difference variable. Self congruity is enhanced for low versus high self-monitoring subjects, whereas situation congruity is enhanced for high versus low self-monitoring subjects. Together, these experiments shed light on the self-expressive use of brands and the role of the malleable self-concept in influencing consumer attitudes.
This paper describes a survey research system designed to place a financially related value on the consumer-based equity of brand images and associations. The two components of the system, the Consumer Value model and the BrandDynamics™ Pyramid, identify the value of individual respondents to a brand based on their predicted loyalty and explain the variation in that loyalty based on each person's attitudes toward the brand. The paper demonstrates how findings from the system can be used to help marketing decision makers manage their brand's equity and so maximize the value of their asset.
This study deals with the application of multivariate statistical methods to the data collected by automated air pollution monitoring stations in the territory of Prague. With respect to the results interpretation, an approach based on maximum daily values of pollutants was chosen. The method of discriminant analysis proved that the measurement of the sum of nitrogen oxides and a fraction of air-borne dust is useful. The application of cluster analysis to different stations pointed out the necessity of modification of the ozone concentration monitoring network and indicated possible release of some pollutants, such as airborne dust, carbon monoxide and nitrogen oxide. Relations between pollutants were analysed separately for the heating and summer periods.
Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the ''Big Five'' dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality, Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). Tc, measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.
Contents: Preface. D.A. Aaker, A.L. Biel, Brand Equity and Advertising: An Overview. Part I: A Global View on Building Brands. S. Owen, The Landor ImagePower Survey: A Global Assessment of Brand Strength. J. Moore, Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community. H. Tanaka, Branding in Japan. Part II: The Brand Personality and Brand Equity. A.L. Biel, Converting Image Into Equity. R. Batra, D.R. Lehmann, D. Singh, The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences. N. Smothers, Can Products and Brands Have Charisma? M. Blackston, Beyond Brand Personality: Building Brand Relationships. G. McCracken, The Value of the Brand: An Anthropological Perspective. Part III: The Role of Advertising in Creating Brand Equity. A. Kirmani, V. Zeithaml, Advertising, Perceived Quality, and Brand Image. J. Lannon, Asking the Right Questions: What Do People Do with Advertising? B. Wansink, M.L. Ray, Expansion Advertising and Brand Equity. J.A. Edell, M.C. Moore, The Impact and Memorability of Ad-Induced Feelings: Implications for Brand Equity. H.S. Krishnan, D. Chakravarti, Varieties of Brand Memory Induced by Advertising: Determinants, Measures, and Relationships. Part IV: Perspectives on Brand Equity. J. McQueen, C. Foley, J. Deighton, Decomposing a Brand's Consumer Franchise into Buyer Types. C.P. Haugtvedt, C. Leavitt, W.L. Schneier, Cognitive Strength of Established Brands: Memory, Attitudinal, and Structural Approaches. P.H. Farquhar, P.M. Herr, The Dual Structure of Brand Associations. Part V: Perspectives on Brand Extensions. K. Nakamoto, D.J. MacInnis, H-S. Jung, Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Extensions. D.M. Boush, Brands as Categories. E.M. Tauber, Fit and Leverage in Brand Extensions. Part VI: Case Studies and a Commentary. L. Winters, The Role of Corporate Advertising in Building a Brand: Chevron's Preconversion Campaign in Texas. D.A. Aaker, Are Brand Equity Investments Really Worthwhile? W.D. Wells, Brand Equities, Elephants and Birds: A Commentary.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
] This article examines the role of the perception of brand personality in consumers' brand preference, attitude, loyalty, and buying intent (PALI). A survey was carried out to measure, through a comparative approach, the opinions of 230 consumers of two brands: NIKE and SONY. After validating the brand personality inventory in China, a positive connotation is discovered. Theoretical Background Amongst the existing researches about brand equity, a key focus is devoted to the image of brand. Kapferer and Thoening (1994) indicated that brand image is the set of mental representations, emotional and/or cognitive, an individual or a group of individuals ascribe to a brand or to an organization. Brand personality is one of the essential elements of brand image. What is brand personality? Plummer (1985) defines brand personality as being perceptions of consumers about a brand. The brand has a special personality profile. According to David Aaker, in fact, any brand has an identity and nature, i.e. a brand personality profile. It tends to serve a symbolic or self-expressive function (Keller, 1993). Some researchers define brand personality from its expression. Upshaw (1995) thinks that the brand personality is same as the brand image or the brand reputation. In fact, the appearance of a brand is the external personality shown by the brand, like that of a person. All external personality is something that is given to the life of a brand, and it also serves as the link between the brand and the consumers either now or in the future. The more fascinating a brand, the more emotional is the communication with the consumers. Therefore, like the idea of Macrcac (1996), communication with consumers has the characteristics of variability dependent on brand personality profiles. Moreover, some researchers define the brand personality from its construction. Rajeev Batra (1999) thinks that the brand personality is the internal link of the whole brand image. It includes (but is not limited to) all of the relationships among the brand specialty, the brand identity, and the lifestyle and characteristics of a consumer. All such relationships create the entire image of a brand. Langmeyer (1994) thinks, a brand personality is constructed by its characteristics and the fascinating reaction process of consumers in the market environment, exactly like that the personality of a person is based on his or her heredity and his or her environment. Their researches show that the image of the product or the service can be measured independently, and it has no relation to the target consumers.
An experiment was arranged whereby all three judges independently classified into the four selected columns 300 representative words, drawn from the total list according to a principle of representative distribution. The results of this study may be expressed in percentages of the total number of terms that each pair of judges assigned to identically the same columns. Taking only the instances where all three judges agree, we find 141 words or 47 per cent of the list, whereas 6.25 per cent represents the chance expectation. Examining this average agreement more closely we next determine the peculiarities of each individual judge when his placements are compared with those of the other two judges. This analysis calls attention to perhaps the principal source of unreliability, namely the tendency of each judge to have a mental set of "leniency" favoring the inclusion of marginal or doubtful terms in one column rather than another. Four outside judges selected 130 of the 300 terms as strange and unfamiliar to them. The agreement of the three editors for this group of terms averaged only 45 per cent, as against 47 per cent for the total list, and 48 per cent for the remaining 170 more familiar terms. Apparently established usage and familiarity enhances but slightly the reliability of the placement.
Customer loyalty is viewed as the strength of the relationship between an individual’s relative attitude and repeat patronage.
The relationship is seen as mediated by social norms and situational factors. Cognitive, affective, and conative antecedents
of relative attitude are identified as contributing to loyalty, along with motivational, perceptual, and behavioral consequences.
Implications for research and for the management of loyalty are derived.
Can a brand's reputation be transferred successfully to other products?
What is the importance of a firm's reputation to the success or failure
of its brands? What is the effect on the firm's brands when a firm's
reputation, through either acquisition or restructuring, decays. How
important is it for a firm to maintain or enhance its reputation?
Describe a model of reputation creation and destruction and shows how
the brand extension decision can be addressed using the model.
Development of a two-dimensional brand loyalty concept compared to a purely behavioral definition.
Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. They also understand that this relation is asymmetric. Although loyal consumers are most typically satisfied, satisfaction does not universally translate into loyalty. To explain the satisfaction-loyalty conundrum, the author investigates what aspect of the consumer satisfaction response has implications for loyalty and what portion of the loyalty response is due to this satisfaction component. The analysis concludes that satisfaction is a necessary step in loyalty formation but becomes less significant as loyalty begins to set through other mechanisms. These mechanisms, omitted from consideration in current models, include the roles of personal determinism ("fortitude") and social bonding at the institutional and personal level. When these additional factors are brought into account, ultimate loyalty emerges as a combination of perceived product superiority, personal fortitude, social bonding, and their synergistic effects. As each fails to be attained or is unattainable by individual firms that serve consumer markets, the potential for loyalty erodes. A disquieting conclusion from this analysis is that loyalty cannot be achieved or pursued as a reasonable goal by many providers because of the nature of the product category or consumer disinterest. For some firms, satisfaction is the only feasible float for which they should strive; thus, satisfaction remains a worthy pursuit among the consumer marketing community. The disparity between the pursuit of satisfaction versus loyalty, as well as the fundamental content of the loyalty response, poses several investigative directions for the next wave of postconsumption research.
The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes product-level, category-related controls (hedonic value and utilitarian value) and brand-level controls (brand differentiation and share of voice). The authors compile an aggregate data set for 107 brands from three separate surveys of consumers and brand managers. The results indicate that when the product- and brand-level variables are controlled for, brand trust and brand affect combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn, leads to greater market share, and attitudinal loyalty leads to a higher relative price for the brand. The authors discuss the managerial implications of these results.
Discusses the new interest in branding strategies. Maintains that
quality and service as opposed to advertising, is the way to create
successful brands, discussing the development of these. Argues that
acquisition strategies fail to produce consistent portfolios of brands.
Concludes that brand extension as a strategy is dependent on the
similarity of positioning strategies between existing and new brands.
This is a comprehensive treatment of the subject, embracing the definition of personality and a history of characterology; a consideration of such fundamental concepts as heredity, growth, the self, the transformation of motives ("functional autonomy") and maturity; the structure of personality with special reference to traits, their specificity and consistency; methods of investigation, including psychography, rating, testing and experimental procedures; and the general problem of understanding personality through judgment, inference and intuition. These topics are discussed historically, expositionally and critically. The chief thesis of the work is the uniqueness of the individual. Supporting concepts are the consistency of traits and the functional autonomy (contemporaneousness) of motives. The author attempts, however, "to respect the many-sidedness of the subject-matter of this new science." Thorough documentation assists in this direction. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Results of factor analyses of personality have been inconsistent because of the use of different measures (ratings, behavior, questionnaires), biases of investigators, limited sampling of subjects and of aspects of personality, and varying naming of traits. The writer suggests that these difficulties may be overcome by a factor analysis of the entire 'sphere' of trait names, on the argument that these adequately represent personality. By grouping synonyms and opposites, Allport and Odbert's list of trait names was reduced to 150 categories, to which were added the names of 10 special abilities and 11 special interests. One hundred adults representative of the general population were each rated by an intimate as to whether the subject was above or below average on each trait. Tetrachoric correlations of the 171 traits were surveyed for clusters in which items intercorrelated above .45. Sixty such clusters are listed and interpretations deferred. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the Big Five dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). To measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.
The self-concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. This paper critically reviews self-concept theory and research in consumer behavior and provides recommendations for future research.
In the 45 years since Cattell used English trait terms to begin the formulation of his "description of personality," a number of investigators have proposed an alternative structure based on 5 orthogonal factors. The generality of this 5-factor model is here demonstrated across unusually comprehensive sets of trait terms. In the first of 3 studies, 1,431 trait adjectives grouped into 75 clusters were analyzed; virtually identical structures emerged in 10 replications, each based on a different factor-analytic procedure. A 2nd study of 479 common terms grouped into 133 synonym clusters revealed the same structure in 2 samples of self-ratings and in 2 samples of peer ratings. None of the factors beyond the 5th generalized across the samples. In the 3rd study, analyses of 100 clusters derived from 339 trait terms suggest their potential utility as Big-Five markers in future studies.
Companies that want to improve their service quality should take a cue from manufacturing and focus on their own kind of scrap heap: customers who won't come back. Because that scrap heap can be every bit as costly as broken parts and misfit components, service company managers should strive to reduce it. They should aim for "zero defections"--keeping every customer they can profitably serve. As companies reduce customer defection rates, amazing things happen to their financials. Although the magnitude of the change varies by company and industry, the pattern holds: profits rise sharply. Reducing the defection rate just 5% generates 85% more profits in one bank's branch system, 50% more in an insurance brokerage, and 30% more in an auto-service chain. And when MBNA America, a Delaware-based credit card company, cut its 10% defection rate in half, profits rose a whopping 125%. But defection rates are not just a measure of service quality; they are also a guide for achieving it. By listening to the reasons why customers defect, managers learn exactly where the company is falling short and where to direct their resources. Staples, the stationery supplies retailer, uses feedback from customers to pinpoint products that are priced too high. That way, the company avoids expensive broad-brush promotions that pitch everything to everyone. Like any important change, managing for zero defections requires training and reinforcement. Great-West Life Assurance Company pays a 50% premium to group health-insurance brokers that hit customer-retention targets, and MBNA America gives bonuses to departments that hit theirs.
Personality: Strategies and Issues
- R M Liebert
- L L Liebert
Building Strong Brand
- D A Aaker