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Exploring the measurement of BPC offered many possibilities for the use of the BPC scale in relationship marketing research. Having a concise scale will lower likelihood of respondent fatigue or non-participation due to length, enabling researchers to study more constructs simultaneously. This is beneficial because studying the role and importance of BPC on important constructs such as trust, satisfaction, and loyalty will facilitate the development of marketing platforms to address these issues. Research in this area will aid branded restaurants in appropriating resources in the effort to create and effectively market a distinctive brand personality. Results of the research may have implications for global marketing schemes, particularly promotional and placement considerations across geographic locations. Because demographics and environmental stimuli are not homogenous across geographic locations (especially for multi-national brands), customer personality profiles may also be significantly different. Conclusions from this study may be used in designing cross-cultural and cross- national research to guide marketing managers, better enabling them to create a strong, yet globally identifiable and acceptable brand personality. Establishing a stable personality and knowing how this can be modified or enhanced to match the host country’s dominant personality will enable the company to achieve a sense of affinity with its target market while maintaining globally identifiable characteristics. Objectives The overall objective of this research study was to establish the relationship between Brand Personality Congruence (BPC) and the postpurchase evaluations of trust, satisfaction, and brand loyalty. In particular, the following research questions were answered: (1) Are the five dimensions of brand personality, as established by Aaker (1997), stable for the casual dining restaurant industry? (2) Are the personality attributes used for brand personality appropriate in measuring customer personality? (3) Does congruence between brand personality and the customer’s personality result in higher levels of overall satisfaction, trust, and ultimately, brand loyalty? (4) Is the relationship between BPC and brand loyalty mediated by trust and satisfaction? An important component in the study was the establishment of a scale that can appropriately measure BPC. Before BPC can be used in testing relationship marketing 4
models, there was a need to reassess Aaker’s framework for the application of the brand personality scale in foodservice research. Thus, the study was designed to explore the appropriateness, reliability, and validity of using Aaker’s (1997) scale to calculate BPC. In addition, the study was designed to establish the relationship between BPC and brand loyalty and to test the roles that trust and satisfaction play. Limitations and Delimitations As with any consumer-based research, the study was not free of limitations. Due to its exploratory nature, the results of this study cannot be generalized across all branded restaurant chain operations in the United States. Generalizations from the study are limited to outlets of the focal restaurant brand located in urban centers, as the sampling frame was limited to residents of the top 25 metropolitan areas in the United States. This excluded consumers in rural areas who may still dine in casual dining restaurants, although on more limited circumstances. However, the potential usefulness of this type of analysis for marketing professionals working for branded restaurant concepts warranted pursuing the research. Also, because the restaurant industry is service oriented, there are many variables that could not be controlled such as the consumer’s last experience in the restaurant, location, food quality, and consumer’s pre-conception about the dining experience. Since the constructs under study are global evaluations, the effect of these uncontrollable variables was minimized. Definition of Key Terminology Brand: “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and o differentiate them from those competitors” (Kotler, 2003, p 418) Brand Personality: “set of human characteristics associated with a brand” (Aaker, 1997, p.347) Brand Personality Congruence: the gap between the customer’s own personality and a restaurant’s brand personality as perceived by the customer 5
Page 1 and 2: EXPLORING BRAND PERSONALITY CONGRUE
Page 3 and 4: elationship between BPC and satisfa
Page 5 and 6: Copyright AMELIA ESTEPA ASPERIN 200
Page 7 and 8: elationship between BPC and satisfa
Page 9 and 10: Survey Instrument..................
Page 11 and 12: References.........................
Page 13 and 14: List of Tables Table 3.1 Mailing li
Page 15 and 16: CHAPTER 1 - INTRODUCTION As the num
Page 17: on relational variables such as sat
Page 21 and 22: References Aaker, J. L. (1997). Dim
Page 23 and 24: Upshaw, L.B. (1995). Building brand
Page 25 and 26: linked to the brand that consumers
Page 27 and 28: standing (Temporal, 2001), and cons
Page 29 and 30: emotional stability (i.e. stability
Page 31 and 32: eferent restaurant chain is Applebe
Page 33 and 34: Research has shown that consumers t
Page 35 and 36: once trust is built, this reliance
Page 37 and 38: satisfaction with the current dinin
Page 39 and 40: Figure 2.1 Conceptual framework of
Page 41 and 42: Azoulay, A., & Kapferer, J. (2003).
Page 43 and 44: Hennig-Thurau, T., Gwinner, K.P., &
Page 45 and 46: Onkvisit, S. & Shaw, J. (1987). Sel
Page 47 and 48: CHAPTER 3 - METHODOLOGY The overall
Page 49 and 50: espondents to evaluate the focal re
Page 51 and 52: Figure 3.2 Modified Tailored Design
Page 53 and 54: otation (SPSS, v.13) was then perfo
Page 55 and 56: Direct Personality Comparison. A si
Page 57 and 58: y-invitation only panel as the samp
Page 59 and 60: Figure 3.5 Phase II data analysis f
Page 61 and 62: Sobel, M. E. (1982). Asymptotic con
Page 63 and 64: Introduction As global competitiven
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Based on the pilot test, a response
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Indicators (Aaker, 1997) Brand Pers
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unique .68 young .66 original .64 i
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Table 4.4 Standardized Factor Loadi
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Table 4.5 Factor Loadings, Eigenval
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personality dimensions among casual
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References Aaker, J. L. (1997). Dim
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Keller, K. L. (1998). Strategic bra
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CHAPTER 5 - EXPLORING BRAND PERSONA
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BPC, defined as the gap between the
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marketing practitioners should expl
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was modified where congruence was o
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match their own (Kassarjian, 1971;
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Survey Instrument Because the sampl
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Baltimore, Denver, Pittsburg, Portl
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Table 5.1 Demographic Characteristi
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Table 5.2 Means, Standard Deviation
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ehavior rather than only the direct
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Theoretical Model Testing Using a s
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Table 5.5 Standardized correlations
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Mediating Effect of Trust and Satis
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Figure 5.4 Structural model testing
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ecause satisfaction has no signific
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ehavior. Additionally, image, conce
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directly and indirectly through tru
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Back, K. J. (2005). The effects of
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Graeff, T.R. (1996). Consumption si
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O’Shaughnessy, J., & O’Shaughne
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CHAPTER 6 - SUMMARY AND CONCLUSIONS
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loaded on the customer personality
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XYZ as a person, please indicate a
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help managers determine what is imp
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The BPC framework presented in the
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References Aaker, J. L. (1997). Dim
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Dear Faculty/Staff member: Appendix
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