exploring brand personality congruence - K-REx - Kansas State ...

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Abstract This study was designed to explore the measurement and application of brand personality congruence (BPC), defined as the gap between the customer’s own personality and a restaurant’s brand personality as perceived by the customer. The study involved two phases: Phase I primarily focused on the development of the BPC scale based on the existing Brand Personality Scale (Aaker 1997), while Phase II involved testing the relationship between BPC and brand loyalty and the mediating effects of satisfaction and trust on that relationship. Both Phases used the online survey methodology for data collection. Confirmatory factor analysis was used to test the dimensionality of brand personality. The five-factor solution was supported with the dimensions of sincerity, excitement, competence, sophistication, and ruggedness. Exploratory factor analysis showed that brand personality dimensions were not stable for measuring customer personality. Only characteristics most closely associated with the Big Five dimensions of agreeableness, extroversion, and conscientiousness significantly loaded on the customer personality scale. A confirmatory factor analysis of the reduced scale resulted in a 5-factor solution: successful, exciting, unique, sincere, and friendly. Because BPC was operationalized as the gap between the customer’s perceived personality and the restaurant’s brand personality as perceived by the customer, only indicators that were common between the two scales were used to establish the 17-item BPC scale consisting of the following dimensions: exciting, unique, sincere, and leader. In Phase II, second-order structural equation modeling was used to test BPC as an antecedent of the post-purchase evaluations of trust, satisfaction, and brand loyalty. Results indicated strong positive relationships, which suggested that higher congruence with the brand’s personality results in increased trust, satisfaction, and brand loyalty. BPC had the greatest direct effect on trust and also had indirect effects on satisfaction via trust and brand loyalty via trust and satisfaction. Additional analyses showed that trust and satisfaction partially mediated the relationship between BPC and brand loyalty. Trust also mediated the
elationship between BPC and satisfaction. Results implied that as the restaurant brand earns a customer’s trust over time, the customer’s evaluation of overall satisfaction with the brand also increases and leads to stronger brand loyalty.
Page 1: EXPLORING BRAND PERSONALITY CONGRUE
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 and 18: on relational variables such as sat
Page 19 and 20: models, there was a need to reasses
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
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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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depressed), openness to experience
Page 67 and 68:
purchased in the marketplace.” Li
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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
Page 79 and 80:
personality dimensions among casual
Page 81 and 82:
References Aaker, J. L. (1997). Dim
Page 83 and 84:
Keller, K. L. (1998). Strategic bra
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CHAPTER 5 - EXPLORING BRAND PERSONA
Page 87 and 88:
BPC, defined as the gap between the
Page 89 and 90:
marketing practitioners should expl
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was modified where congruence was o
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match their own (Kassarjian, 1971;
Page 95 and 96:
Survey Instrument Because the sampl
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Baltimore, Denver, Pittsburg, Portl
Page 99 and 100:
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
Page 105 and 106:
Theoretical Model Testing Using a s
Page 107 and 108:
Table 5.5 Standardized correlations
Page 109 and 110:
Mediating Effect of Trust and Satis
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Figure 5.4 Structural model testing
Page 113 and 114:
ecause satisfaction has no signific
Page 115 and 116:
ehavior. Additionally, image, conce
Page 117 and 118:
directly and indirectly through tru
Page 119 and 120:
Back, K. J. (2005). The effects of
Page 121 and 122:
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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