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

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CHAPTER 2 - REVIEW OF LITERATURE This chapter summarizes literature related to branding, personality and self-concept, brand image and brand personality, and brand loyalty. The conceptual framework and hypotheses development are discussed. Related literature pertaining to congruence, satisfaction, and trust is summarized. The majority of sources for this chapter are research journals in marketing, psychology, and hospitality. Brands and Customer-based Brand Equity Brand research is abundant in marketing literature. It covers a broad array of topics because the term “brand” encompasses symbols or features such as a name, term, or design that sets apart one seller’s good or service from those of other sellers (American Marketing Association, 2006). With this in mind, many research tracks have emerged, particularly because brands provide different types of benefits to consumers: functional, experiential, and symbolic (Keller, 1993, 1998); each of which play different roles in the study of marketing, consumer behavior, and related fields. One area that has been gaining attention is brand equity research, or the study of the “marketing effects uniquely attributable to the brand” (Keller, 1993, p.1). The two main research foci are financial-based brand equity, which primarily deals with asset valuation (Keller, 1993), and customer-based brand equity, which studies the differential effect of a brand on consumer behavior (Keller, 1998). Studying brand equity is important in the foodservice industry because it can affect restaurant choice, the frequency in which the brand is chosen in its class, and the corresponding price premium that consumers are willing to pay for branded concepts as compared to independent restaurants (Chrzan & Fisher, 2006). Keller (1993) asserts that an integral component of building positive customer-based brand equity is brand knowledge. The theoretical framework proposed by Keller (1993) states that brand knowledge has two primary dimensions: brand awareness and brand image. Brand awareness is “the ability for a buyer to recognize or recall that a brand is a member of a certain product category” (Aaker, 1991, p.61). Brand image is “the set of associations 10
linked to the brand that consumers hold in memory” (Keller, 1993, p.2). Both of these dimensions play a role in affecting consumer decision making by increasing the probability that the customer will choose the specific brand over other brands offering the same product or service. Keller (1993) suggested that brands offer three benefits for a consumer: functional, experiential, and symbolic. Of these, brand personality addresses the symbolic or self- expressive function (Aaker, 1997; Siguaw et al, 1999; Keller, 1993; Wee, 2004) and these benefits impact the customer’s behavior towards a brand. Dolich (1969) suggested that a consumer can maintain or enhance one’s self by using products or brands that are symbolically similar to the self. Research has shown that consumers tend to support brands and services whose personalities closely match their own (Fournier, 1994; Kotler, 2003; Siguaw et al., 1999; Sirgy, 1982; Wee, 2004). This underlines the importance of creating favorable, strong, and unique brand associations in the customer’s memory (Keller, 1993). Increased levels of brand knowledge then can lead to greater profits and sustained brand loyalty, even in the presence of switching motivators. Personality and Self-Concept Self-concept and personality have been used interchangeably in existing marketing and psychology literature. Rosenberg (1979) defined self-concept as the “totality of the individual’s thoughts and feelings having reference to himself as an object” (p.7). Onkvisit and Shaw (1987) augmented that definition by saying that an individual compares himself to other objects in a frame of reference that is socially determined. In consumer research it is generally accepted that self-concept (also referred to as self-image) has four aspects: actual self (how a person sees himself/herself), social self (how others see him/her), ideal self (how a person would like to see himself/herself), and ideal social self (how a person would like others to see him/her (Sirgy, 1982). There are two general types of personality research in the literature; one which considers personality as a set of internal traits that dictate a person’s consistent and characteristic response to stimuli which explain a person’s behavioral tendencies (Kotler, 2003; McShane & Von Glinow, 2005, p.57; Sheth & Mittal, 2004), and the other, as an interaction of the individual and the external situation he/she is in (Wee, 2004). Both 11
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 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: Upshaw, L.B. (1995). Building brand
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
Page 65 and 66: depressed), openness to experience
Page 67 and 68: purchased in the marketplace.” Li
Page 69 and 70: Based on the pilot test, a response
Page 71 and 72: Indicators (Aaker, 1997) Brand Pers
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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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