This document discusses the importance of brand personality in building customer loyalty. It reviews past research that found loyal customers are more profitable than acquiring new customers, as retaining customers costs less. The paper presents a conceptual model examining how brand personality influences customer loyalty. It explores the concept of brand personality and analyzes factors that lead to customer loyalty. The goal is to understand how brand personality affects a positive attitude toward a brand and makes customers loyal.
MODELING THE BRAND IMAGE OF COSMETICS AND ITS IMPACT ON CUSTOMER SATISFACTION...IAEME Publication
The research made an attempt to evaluate the impact of brand image of face cream on the customer satisfaction and the loyalty intention of the customer. The study addresses the following issues. What is brand image? How brand image, impacts the customer satisfaction and loyalty intention? Is brand image and customer satisfaction are correlated? These are the major research issues. Hence the researcher undertook a scientific enquiry to evaluate the brand image of face cream and it is impact on satisfaction and loyalty intention of the customer located in Trichy city.
The Impact of Packaging Design to Purchase Behavior through Brand Trustinventionjournals
This study was conducted to identify the importance of packaging design in influencing the purchasing behavior at the same time identifying the mediating role of trust in the brand packaging design relationship with purchasing behavior. This study uses a survey approach to data collection and use of data analysis techniques Covariance-Based Structural Equation Modelling (CBSEM). This study was conducted on 100 housewives spread in Sidoarjo, Krian and Surabaya. This study proves that packaging design has positive and significant influence on purchasing behavior and brand trust and prove that trust the brand also has a positive and significant impact on buying behavior.
MODELING THE BRAND IMAGE OF COSMETICS AND ITS IMPACT ON CUSTOMER SATISFACTION...IAEME Publication
The research made an attempt to evaluate the impact of brand image of face cream on the customer satisfaction and the loyalty intention of the customer. The study addresses the following issues. What is brand image? How brand image, impacts the customer satisfaction and loyalty intention? Is brand image and customer satisfaction are correlated? These are the major research issues. Hence the researcher undertook a scientific enquiry to evaluate the brand image of face cream and it is impact on satisfaction and loyalty intention of the customer located in Trichy city.
The Impact of Packaging Design to Purchase Behavior through Brand Trustinventionjournals
This study was conducted to identify the importance of packaging design in influencing the purchasing behavior at the same time identifying the mediating role of trust in the brand packaging design relationship with purchasing behavior. This study uses a survey approach to data collection and use of data analysis techniques Covariance-Based Structural Equation Modelling (CBSEM). This study was conducted on 100 housewives spread in Sidoarjo, Krian and Surabaya. This study proves that packaging design has positive and significant influence on purchasing behavior and brand trust and prove that trust the brand also has a positive and significant impact on buying behavior.
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...inventionjournals
In modern time, researchers and practitioners in the field of marketing has paid enormous attention to brand. Currently, the brand is no longer a competent tool in the managers’ hands. Brand is a strategic requisite which helps companies to make more value to customers and also to build up sustainable competitive advantages. Successful brands increase trust in products and intangible services, and customer will be able to better visualize and identify their services. Brand image is the awareness of the product or services for the customer through which the image of the organization is built. Customer satisfaction is also linked with it and positively related with each other which are considered the important tool for marketing strategy. This paper examines the influence of brand image on customer retention under the mediation effect of customer satisfaction.
Customer satisfaction and brand loyalty in the hotel industrySamaan Al-Msallam
Abstract
Most of marketing literature recognizes customer satisfaction as a significant antecedent to Brand loyalty. Further, the relationships between both
satisfaction constructs with Brand loyalty have mostly been studied separately.
The purpose of this study is to explore the effects of three customer perceptions (brand image , price fairness) on customer satisfaction and Brand
loyalty. A combination of a convenience and judgmental sample survey of 584 guests of three different hotels in Damascus was used to the test the
hypotheses. The results illustrate that customer satisfaction significantly affects customer loyalty . Also, the factors of brand image and price
fairness affect Brand loyalty. Customer perception of brand image and price fairness are almost equally to build up the satisfaction . We suggest
that managers should consider price fairness as foundations to build up customer satisfaction , Brand loyalty and, also to improve brand image as an
added on value for customers .
Key words: customer satisfaction, brand loyalty, brand image, price fairness.
Sales Force – Customer Relationship and Ethical Behaviours in the Nigerian Ba...IOSRJBM
This study examined ‘Sales force – Customer Relationship and Ethical Behaviours in Nigerian Banking Industry. The objectives include: to assess the differences in the ethical behaviours of bank sales force; to determine the effects of sales quotas, social ties and personal moral judgment on salespeople’s ethical behaviours; to identify the congruence between bank salespeople’s and customers’ perceptions of ethical behaviours. Survey research design and six banks were used for the study. 203 bank salespeople and 150 customers were sampled. Convenience sampling technique was used for selecting respondents. Questionnaire was used for data collection. The reliability of the research instrument yielded 0.83 co-efficient using Cronbach Alpha test. ANOVA, Regression Analysis and Pearson’s Product Moment Correlation were used to test hypotheses. Findings show a significant difference in the salespeople’s ethical behaviours; sales target, social ties and low personal moral judgment are responsible for salespeople’s unethical behaviours; there is a significant congruence between the salespeople’s and customers’ perceptions of ethical behaviours and there is a strong negative influence of bank’s corporate code of ethics on salespeople’s ethical behaviours. This study is a case of ethical dilemma. The study recommends that the bank management should adopt discretional measures in approaching ethical issues
The Effects of the Determinants of Customer Satisfaction on Brand LoyaltySamaan Al-Msallam
ABSTRACT:- Most of marketing literature recognizes customer satisfaction as a significant antecedent to Brand loyalty. Further, the relationships between both satisfaction constructs with Brand loyalty have mostly been studied separately. The purpose of this study is to explore the effects of three customer perceptions (perceived quality, brand image, price fairness) on customer satisfaction and Brand loyalty. A combination of a convenience and judgmental sample survey of 584 mobile phone users, from undergraduate students of major universities in Damascus, was used to the test the hypotheses. The results illustrate that customer satisfaction significantly affects customer loyalty. Also, the factors of perceived quality , brand image and price fairness affect Brand loyalty. Customer perception of perceived quality, brand image and price fairness are almost equally to build up the satisfaction. We suggest that managers should consider perceived quality and price fairness as foundations to build up customer satisfaction, Brand loyalty and, also to improve brand image as an added on value for customers.
"An analysis of brand relationship with the the perceptive of customer based ...shafaq arif
This project deals with the development of customer relationship through preferred brand. A brief discussion of brand resonance has been made by analyzing various brand related factors.
The aim of thispaperis to measure the strength of a brand with a comprehensive model that
combines the brand knowledge and brand relationshipon a brand perspective and measureswhether brand
knowledge and brand relationships have a positive relationship and significantly influence currentpurchase
variables and future purchase variables.
Customer-based brand equity has many dimensions, however a general acceptance as to which dimensions to use when measuring customer-based brand equity has not being decided. This study reviews empirical results of literatures that utilized Aaker’s and Keller’s model in measuring brand equity and sum up the main or significant customer-based brand equity. The findings indicate that it is empirical difficult differentiating between brand awareness and brand association.
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...inventionjournals
In modern time, researchers and practitioners in the field of marketing has paid enormous attention to brand. Currently, the brand is no longer a competent tool in the managers’ hands. Brand is a strategic requisite which helps companies to make more value to customers and also to build up sustainable competitive advantages. Successful brands increase trust in products and intangible services, and customer will be able to better visualize and identify their services. Brand image is the awareness of the product or services for the customer through which the image of the organization is built. Customer satisfaction is also linked with it and positively related with each other which are considered the important tool for marketing strategy. This paper examines the influence of brand image on customer retention under the mediation effect of customer satisfaction.
Customer satisfaction and brand loyalty in the hotel industrySamaan Al-Msallam
Abstract
Most of marketing literature recognizes customer satisfaction as a significant antecedent to Brand loyalty. Further, the relationships between both
satisfaction constructs with Brand loyalty have mostly been studied separately.
The purpose of this study is to explore the effects of three customer perceptions (brand image , price fairness) on customer satisfaction and Brand
loyalty. A combination of a convenience and judgmental sample survey of 584 guests of three different hotels in Damascus was used to the test the
hypotheses. The results illustrate that customer satisfaction significantly affects customer loyalty . Also, the factors of brand image and price
fairness affect Brand loyalty. Customer perception of brand image and price fairness are almost equally to build up the satisfaction . We suggest
that managers should consider price fairness as foundations to build up customer satisfaction , Brand loyalty and, also to improve brand image as an
added on value for customers .
Key words: customer satisfaction, brand loyalty, brand image, price fairness.
Sales Force – Customer Relationship and Ethical Behaviours in the Nigerian Ba...IOSRJBM
This study examined ‘Sales force – Customer Relationship and Ethical Behaviours in Nigerian Banking Industry. The objectives include: to assess the differences in the ethical behaviours of bank sales force; to determine the effects of sales quotas, social ties and personal moral judgment on salespeople’s ethical behaviours; to identify the congruence between bank salespeople’s and customers’ perceptions of ethical behaviours. Survey research design and six banks were used for the study. 203 bank salespeople and 150 customers were sampled. Convenience sampling technique was used for selecting respondents. Questionnaire was used for data collection. The reliability of the research instrument yielded 0.83 co-efficient using Cronbach Alpha test. ANOVA, Regression Analysis and Pearson’s Product Moment Correlation were used to test hypotheses. Findings show a significant difference in the salespeople’s ethical behaviours; sales target, social ties and low personal moral judgment are responsible for salespeople’s unethical behaviours; there is a significant congruence between the salespeople’s and customers’ perceptions of ethical behaviours and there is a strong negative influence of bank’s corporate code of ethics on salespeople’s ethical behaviours. This study is a case of ethical dilemma. The study recommends that the bank management should adopt discretional measures in approaching ethical issues
The Effects of the Determinants of Customer Satisfaction on Brand LoyaltySamaan Al-Msallam
ABSTRACT:- Most of marketing literature recognizes customer satisfaction as a significant antecedent to Brand loyalty. Further, the relationships between both satisfaction constructs with Brand loyalty have mostly been studied separately. The purpose of this study is to explore the effects of three customer perceptions (perceived quality, brand image, price fairness) on customer satisfaction and Brand loyalty. A combination of a convenience and judgmental sample survey of 584 mobile phone users, from undergraduate students of major universities in Damascus, was used to the test the hypotheses. The results illustrate that customer satisfaction significantly affects customer loyalty. Also, the factors of perceived quality , brand image and price fairness affect Brand loyalty. Customer perception of perceived quality, brand image and price fairness are almost equally to build up the satisfaction. We suggest that managers should consider perceived quality and price fairness as foundations to build up customer satisfaction, Brand loyalty and, also to improve brand image as an added on value for customers.
"An analysis of brand relationship with the the perceptive of customer based ...shafaq arif
This project deals with the development of customer relationship through preferred brand. A brief discussion of brand resonance has been made by analyzing various brand related factors.
The aim of thispaperis to measure the strength of a brand with a comprehensive model that
combines the brand knowledge and brand relationshipon a brand perspective and measureswhether brand
knowledge and brand relationships have a positive relationship and significantly influence currentpurchase
variables and future purchase variables.
Customer-based brand equity has many dimensions, however a general acceptance as to which dimensions to use when measuring customer-based brand equity has not being decided. This study reviews empirical results of literatures that utilized Aaker’s and Keller’s model in measuring brand equity and sum up the main or significant customer-based brand equity. The findings indicate that it is empirical difficult differentiating between brand awareness and brand association.
Changing Dynamics of IT and Marketing Teams in the Procurement of Marketing T...Anurag Anwariya
With the increase of digitization in marketing, marketers are steering towards the purchase of technologies which enables them to make informed decisions. Initially marketers in association with their agencies were making the purchase decision of these marketing technologies without defining technical specifications. This ultimately led to the role conflict between IT and Marketing due to implementation challenges and lack of IT compliance. This white paper tries to bring forth the necessary viewpoints on how IT can play a vital role in executing marketing strategies and be the revenue generator of the organization. By collaborating both IT and Marketing teams can define each other’s responsibilities, draw a strategy road map and work towards the shared goal of the organization.
One of the main topics in marketing area is customer satisfaction. The literature is full of research in
this regard and this term is highly cited in marketing research articles related to consumer behavior. Brand
personality is a new term in comparison to customer satisfaction. Despite customer satisfaction which has been in
place for more than a decade, brand personality has just been introduced and hence there is a dearth of research in
literature for this term. Therefore, the aim of this study is to see what the effect of brand personality on customer
satisfaction is. Since one important variable which is highly effective is demographic variables, in this study we
will see the effect of this variable as a moderator on the relation between customer satisfaction and brand
personality. Results showed that brand personality has a direct effect on customer satisfaction and demographic
variable has moderator effect on the relationship between brand personality and customer satisfaction.
Importance of Perceived Brand Ranking for B2B Customers in Making High Risk P...IOSRJBM
Brand Building and Brand promotions are undoubtedly means of generating large revenues in today’s B2B industrial market. However, due to globalization and access to multiple information data base, the organizations with equal brand equities and brand image exists in the Industrial segments. Therefore, it become extremely difficult for the Buying Center in B2B segment to arrive quickly on the purchasing decision. Therefore, in today’s intense marketing era, a deliberate attempt is needed to improve the perceived Brand Ranking in the minds of buying center. Strong brand ranking thus has become a very important factor that influences customer perceptions of a brand. In the success of Brand Management, Brand ranking is gaining significant importance alongwith brand equity from understanding and managing them correctly. Today’s marketing professionals need to pay deliberate attention to Brand ranking so as to produce strong attributes that will influence customers when making their choices.This research paper focuses on the importance brand ranking and how it is being perceived by B2B customers while making purchasing decision. This is based on the assumption that the other dimensions such as brand promotions, brand equity are at the same level and the customers knowingly and unknowingly makes a comparison based on the rank of the brand.However, this research paper aims to find out if the perceived financial and business risks in the minds of the members of buying center significantly impacts the perceived Brand Ranking. Brand awareness was treated separately from other dimensions because of the difference in scale.A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only eightytwo questionnaires were received out of which seventy six has been realized. The study surveyed four dimensions of perceived risk, value proposition, brand Imageand brand ranking of two top brands in lubricants. Among these dimensions, brand image appears to have the least brand ranking rating by consumers than the other dimensions. However, all these dimensions more or less influence the perceived brand ranking by the customer.
The current study analyzes the impact of various communicational avenues (Controlled communication,
uncontrolled communication) and brand name over brand attitude in the context of Retail Industry in Bangladesh.
The nature of the study will be co relational, and the researcher will conduct questionnaire survey for further
analyses to examine the relationships among research variables. The researcher will use statistical techniques such
as mean, correlation, regression, and standard deviation in this study. The results of the correlation analyses will
provide full support to all the research hypotheses; however regression analyses will provide partial support to the
research hypotheses.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
A Study of Consumers Buying Behaviour in reference to Brand Positioningprofessionalpanorama
Brand positioning is to do something with the company’s products and
services offerings to its existing as well as prospective customers, for the
placement of brand in customer’s mind and to create a space for brand
according to customer’s expectations in market. Marketers understand the
needs of consumers to own a product of a brand for tangible and intangible
reasons. So, consumer’s buying behaviour and brand positioning is very
crucial area of research and development for marketers. This story shows
the effects of the consumer’s buying behaviour on brand positioning. It also
reveals the effects of demographic factor on consumer’s buying behaviour
THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...paperpublications3
Abstract: The study investigate the impact of service quality and brand awareness on brand loyalty. The participants of the survey were 400 mobile telecommunication subscribers from the fourteen local government areas of Zamfara state derived using Taro Yamane sample size formula. Regression analysis was the statistical tools used to test for the two hypotheses using version 22 SPSS. The findings suggested that that there exist significant positive influence between brand awareness and brand loyalty, service quality and brand loyalty. The present research provides resourceful and clear findings for telecommunication companies which can be harnessed in their effort to create and implement successful customer loyalty strategies. Future research can also look into other sub-variables under brand awareness like traditional advertisement, non-traditional advertising, sales promotion, leveraging on the web, sponsoring local and social events and their ratio of relative significance on brand loyalty.
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India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
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Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
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2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
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1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
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2.[4 10]importance of brand personality to customer loyalty
1. New Media and Mass Communication www.iiste.org
ISSN 2224-3267 (Paper) ISSN 2224-3275 (Online)
Vol 1, 2011
Importance of Brand Personality To Customer Loyalty: A
Conceptual Study
Reshma Farhat1* Dr. Bilal Mustafa Khan2
1.Department of Business Administration, Aligarh Muslim university (AMU), PO box 202002, Aligarh,
Uttar Pradesh, India
2.Department of Business Administration, Aligarh Muslim university (AMU), PO box 202002, Aligarh,
Uttar Pradesh, India
* E-mail of the corresponding author: reshma.farhat2010@gmail.com
Abstract
Customer loyalty is viewed as the strengths of the relationship between an individual’s relative attitude
and repeat patronage. Here an attempt has been made to probe into the behaviour of a customers’
willingness to buy a brand/product, of what are the related factors which influences his buying
behaviour and attitude towards the brand. An investigation is done to highlight a point of what are the
influencing factors which compels him to be a loyal for a brand. The theoretical study and the
conceptual model, here, envisages the concept of brand loyalty by passing through the concept of brand
personality. The study findings suggest a conceptual model that combines the theories of brand
personality with the necessary dispositional variables to explain the customer’s loyalty processes. This
model also rises to the marketing challenge of building long-term consumer relationships. Customer’s
loyalty, therefore, might be strengthened or retained by keeping in consideration various other factors
through communicating a good brand relationship by involving the concept of brand personality, thus,
enhancing the customer relationship building with social and resource exchanges and thus positively
affecting the satisfaction of the customer. The theoretical framework will help the researches to further
investigate into the concept of brand personality enhancing the customer loyalty.
Keywords: Brand Personality, Customer Loyalty, Conceptual Model
1. Introduction
In building a brand value ‘perception is more important than reality’ (Duncan and Moriarty, 1998), and
as brands only exist in the minds of customers then the management of brands is all about the
management of perceptions. The brand manager’s job is to see that satisfaction of the customer is
maintained, in terms of product performance as well as perception. In this regard, in the present
prevailing competitive scenario, brands are new business warriors and customer retention plays a vital
role so that the customers are glued to an offering on a long-term basis. Hence the success of any
strategy to attract consumers largely depends on its capability to maintain its customer retention and to
build protected enclaves of consumers.
Today brand loyalty has become a focal point of interest for marketing researchers and practitioners.
Few of the researches summarises that the loyal customers spend more than non-loyal customers, act as
advocates for a brand by engaging in positive word of mouth, and are therefore "at the heart of a
company's most valuable customer group" (Ganesh et al., 2000, p. 65; Zeithaml et al.,1996). Moreover,
many studies reveal that brand loyal customers are willing pay any prices and are less price sensitive
(see e.g. Krishnamurthi and Raj, 1991). Perhaps the marketing cost is significantly less when the brand
enjoys a large group of loyal customers. However, the literature on brand loyalty is incomplete in
several important respects.
Many of the past researches reveal that it is more profitable to follow the strategy of customer retention
than to go for new customers. Capturing new customers is expensive because of advertising promotion
and sales cost, and start-up operating expenses (Reichheld, 1996). Also, promotion is also restrained in
the presence of brand loyalty there is less need of promotion. Brand loyal customers reduce the
marketing costs of the firm as the costs of attracting a new customer have been found to be about six
time higher than the costs of retaining an old one (Rosenberg and Czepiel, 1983).
4|Page
www.iiste.org
2. New Media and Mass Communication www.iiste.org
ISSN 2224-3267 (Paper) ISSN 2224-3275 (Online)
Vol 1, 2011
Firms with large groups of loyal customers have been shown to have large market shares, and market
share, in turn, has been shown to be associated with higher rates of return on investment (Buzzell et al.,
1975; Raj, 1985; Reichheld and Sasser, 1990). Hence a loyal customer allow marketers to reap the
advantage of customer retention. Loyal customers are less likely to engage in an information search
and exhibit less openness to information that extols rival offerings.
So it becomes inevitable for the brand mangers of today to probe into the context of appropriate
relationship between the constructs such as brand personality and customer loyalty. It costs less to
serve loyal customers because familiarity with the company’s products and services makes customers
less dependent on its employees for help and information. In this study we assess the relative
importance of various antecedents to customer loyalty, including brand personality. Only a few
researchers, such as Plummer (1985) and David Aaker (1996) have pointed out the importance of brand
personality in building a competitive advantage and brand loyalty. This paper presents a theoretical
framework for understanding any affect of the personality on the brand loyalty.
The conceptual study presented here will be in the interest of the academicians as well as businessmen.
Furthermore, the consequences and the research implications will help in understanding the concept of
brand personality and its role in building a positive attitude towards the brand and hence making the
brand driven customers loyal towards the brand. Beyond such identifications, this study, examines how
brand personality affects brand loyalty.
The research here has borrowed the methodology and concepts of Aaker (1997) and investigates the
importance of brand personality to customer loyalty of brand personality.
The motivation of this study is formed to:
1. To explore the concept of brand personality,
2. To study the influence of brand personality on brand loyalty,
3. To analyse the factors leading to customer loyalty.
2. Literature Review
2.1 Studies of Brand Personality
In the business world of today, every company is trying to get the attention of the customers by
creating a distinctive brand image for their products. Pepsi is often perceived by consumers as more
“young,” Coke as more “real and honest,” Dr. Pepper as more “non-conformist and fun” (Aaker 1997,
p. 348). These kinds of human characteristics associated with the brand are called “brand personality”.
Brand personality mainly comes from three sources: the first one is the association consumers have
with a brand, secondly, the image a company tries hard to create. Aaker (1997) defines brand
personality as “a set of human characteristics associated to a brand.” Hence, brand personality offers
the functions of self symbolization and self-expression (Keller, 1993). Levy (1959) indicates that brand
personality contains demographic features, such as gender, age and social class, and they may be
directly influenced by the image of the brand users, personnel and product spokespersons, and
indirectly affected by product attributes as well.
The Brand Personality construct enjoys a certain consensus as an explanatory element for symbolic
consumption and the affective bonds that consumers establish with brands (Keller, 1993; J. Aaker &
Fournier, 1995; D. A. Aaker, 1996; J. Aaker, 1997; J. Aaker et al., 2004). Brand Personality is a
differentiating element in an environment of symbolic consumption (Lannon, 1993), which is presented
to the consumer as a vehicle of self expression and the expression of an ideal (Sirgy, 1982; Malhotra,
1988), and a source of personal and social meaning (Levy, 1959; Allen & Olson, 1995; J. Aaker, 1995,
1997). Brand Personality is thus a factor that influences consumer choice and preference (Biel, 1993)
and, as such, is an element that generates value for the consumer and for the company (D. A. Aaker,
1991, 1996).
Also a strong, favourable brand personality can provide consumers with emotional fulfilment, image
enhancement, an increased willingness to remain loyal to the brand, to try a new brand or brand
extension and to pay premium prices for a brand. BP can be the principle differentiation basis when
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there is little or no distinction other than the brand (Aaker 1997, Freling & Forbes 2005b, Venable et al
2005, Chang & Chieng 2006).
2.2 Studies of Brand Loyalty
Brand Loyalty is an important concept of today’s brand marketing world. Many definitions were being
proposed by many researchers, among which the most complete definition was being proposed by
Jacoby and Olson (1970). They defined brand loyalty as the result from non-random, long existence
behaviour response, and it was a mental purchase process formed by some certain decision units who
considered more than one brands. In early researches, researchers usually took the act of repurchase as
the method of measure brand loyalty. But some researchers indicate that to measure brand loyalty the
best way is to measure by affective loyalty (Bennett and Rundle-Thiele, 2000).
Brand loyalty, in marketing, consists of a consumer's commitment to repurchase or otherwise continue
using the brand and can be demonstrated by repeated buying of a product or service or other positive
behaviours. Jacoby and Chestnut (1978) defined the concept of brand loyalty as: “The (a) biased, (b)
behavioural response, (c) expressed over time, (d) by some decision-making unit, (e) with respect to
one or more alternative brands out of a set of such brands, and (f) is a function of psychological
(decision-making, evaluation) processes”. This definition identifies six requirements of brand loyalty.
According to the study conducted by Oliver (1999), the brand loyalty was classified into four parts:
cognitive loyalty, affective loyalty, conation loyalty and action loyalty. Day (1996) added two
indicators, action and affection for brand loyalty and divided brand loyalty into true brand loyalty and
spurious brand loyalty. The spurious brand loyalty consumers may make repeated purchases only
because the brand they purchase is the only one choice in the stores. On the other hand, true brand
loyalty consumers should show both psychological and affective commitments in addition to
repurchase consistency. As shown in Figure 1, Dick and Basu (1994) classified loyalty into:
1. True loyalty.
2. Spurious loyalty.
3. Latent loyalty.
4. No loyalty.
Figure 1: Model of Loyalty
Repeat Purchase Possibility
High Low
High True Loyalty Latent Loyalty
Related Attitude
Low
Spurious Loyalty No Loyalty
(Source: Dick and Basu (1994, p.101))
Customer loyalty is viewed as the strength of the relationship between an individual’s relative attitude
and their repeat patronage. Kotler and Keller (2005) indicated that “based on a 20-80 principle, the top
20% of customers may create 80% of profit for a company.” Thus, the longer relationship between a
company and its customers may create more profit and benefit for the company. Studies have shown
that small reductions in customer defections can produce significant increase in profits because:
Loyal customers buy more products.
Loyal customers are less-price sensitive and pay less attention to competitors’ advertising.
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Servicing existing customers, who are familiar with the firm’s offerings and processes, is
cheaper.
Loyal customers spread positive word-of-mouth and refer other customers (Reichheld and
Sasser, 1990).
2.3 Relationship between Brand Personality and Brand Loyalty
Many of the studies are conducted to show the relationship between the brand personality and the
brand loyalty of the customer and the consequences have being analysed. Additionally, it is found that
by involving the concept of brand personality, the brand loyalty can be enhanced.
Guo (2003) also explored that brand personality has significant influence on brand preference.
Because brands have their own particular personalities, consumers may treat brands as real human
beings. In this case, consumers will expect the people’s words, attitudes, behavior or thoughts and so
on to meet their respective personality traits (Aaker, 1996).
It might be that consumers like the brands having more distinct brand personality, and it is also likely
that consumers are more familiar with the brands they prefer. Consumers may likely use the brand and
products in line with their own personality traits, in other words, all the marketing activities are aimed
at having consumers believe and recognize a brand personality, and reinforcing the communication
between the brand and the consumer (Govers and Schoormans, 2005), in order to enhance the brand’s
loyalty and equity.
Mengxia (2007) investigated the Influence of brand personality on consumers’ brand preference,
affection, loyalty and purchasing intention. The results of his study shows that brand personality has a
positive influence on brand preference, affection, loyalty and purchase intention. A brand personality
should be shaped to be long-lasting and consistent. Besides, it should also be different from other
brands and meet consumer’s demands (Kumar et al., 2006). Also a study conducted by Kumar et al.
(2006) sorted out the connection between brand personality and brand loyalty, and separately used
durable goods (cars), and consumer goods (tooth-pastes) to explore the relationship between brand
personality and brand loyalty. The result shows that brand personality may influence consumers’ brand
loyalty to consumable goods.
3. Research Model
Brand loyalty is always developed post purchase. To develop brand loyalty, an organization should
know their niche market, target them, support their product, ensure easy access of their product,
provide customer satisfaction, bring constant innovation in their product and offer schemes on their
product so as to ensure that customers repeatedly purchase the product. It, therefore, creates the brand
trust in the minds of the customer towards the brand.
Fig. 2: Conceptual Model
Brand Satisfaction
Brand Personality
-Sincerity
Perceived Brand -Excitement Brand Loyalty
Quality -Competence
-Sophistication
-Ruggedness
It is proposed in the above model that there is a linkage from perceived brand quality through customer
satisfaction to create brand loyalty. Although the extant literature reports that customer satisfaction has
stronger impact on brand loyalty than perceived brand quality. With the specific brand personality
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(with dimensions of Sincerity, Excitement, Competence, Sophistication, Ruggedness), consumers of
varying personality traits will be attracted and their brand preference will then be further developed.
The customers go for a brand which ultimately suits his personality and once the concept of personality
matches with that of the choice of the consumer, the purchase intention takes place. The impact of
creation of brand personality in the minds of the customer is seen by the repetitive buying behaviour
and perceived brand satisfaction of the customer, wherein, he becomes loyal towards the perceived
brand quality.
Customer loyalty has been a major focus of strategic marketing planning (Kotler, 1984) and offers an
important basis for developing a sustainable competitive advantage – an advantage that can be realized
through marketing efforts. Although satisfaction measures seem to be an important barometer of how
customers are likely to behave in the future, there are two issues to consider:
Satisfaction measures are likely to be positively biased (Peterson & Wilson, 1992),
Establishing the relationship between satisfaction and repurchase behavior has been elusive
for many firms (Mittal & Kamakura, 2001).
In addition, a company can maintain a good relationship with customers through its brand personality
(Aaker and Biel, 1993). The direct impact of perceived brand quality on brand loyalty is examined in
this study. Consequently, perceived brand quality exhibits both direct and indirect effects on brand
loyalty. The indirect effect of perceived brand quality on brand loyalty through customer satisfaction is
indicated by the dotted arrows, and its direct effect on service loyalty is indicated by the solid line.
4. Discussion and Conclusion
Brand personality not only plays a crucial role in customer retention, but also has profound influence
on a company’s performance. A successful brand requires the building of a distinct brand personality
(Doyle, 1990; Kumar et al., 2006). By using various marketing approaches, a company may convey
their brand personality to consumers and have the consumers of varying personality traits believe and
recognize the company’s brand personality; thus, consumers may develop some kind of relationship
with the brand, which will further influence their brand loyalty.
The relationship between satisfaction and loyalty seems almost intuitive, and several researchers have
attempted to confirm this in their research (Cronin & Taylor, 1992; Newman & Werbel, 1973;
Woodside, Frey, & Daley, 1989). Over their buying lifetimes, customers’ loyal to a given seller may be
worth up to 10 times as much as its average customer (Health, 1997; Newell, 1997). Without customer
loyalty, even the best-designed e-business model will soon fall apart. In their quest to develop a loyal
customer base, most companies try their best to continually satisfy their customers and develop long-
run relationships with them.
Brand loyalty in consumer contexts is well researched (e.g., Ajzen and Fishbein. 1991: Baldinger and
Rubinson, 1996; Day, 1969; East and Hammond 1996, Ehrenberg;-1-988; Guest, 1942: Jacoby. 1971
Oliver, 1999). Academically, this study has the following theoretical implications. Unlike previous
research, this study probed into the possible relationships between various dimensions of brand
personality thus influencing the brand loyalty. Most of these relationships are supported by the current
data. In short, careful management of brand personality helps consumers to develop a favorable image
of the company.
By the above loyalty model, we can demonstrate support for many of the relationships identified in
previous research, as well as a conceptualization of the overall loyalty construct. The encouraging news
from this study is that brand personality consistently appear as most influential in fostering loyalty.
These results have direct implications for industrial marketing practitioners. Marketing practitioners
might consider focusing beyond customer satisfaction toward integrated marketing strategies that foster
brand trust and quality in the customer base in support of customer loyalty programs.
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