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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 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: Azoulay, A., & Kapferer, J. (2003).
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
Page 73 and 74: unique .68 young .66 original .64 i
Page 75 and 76: Table 4.4 Standardized Factor Loadi
Page 77 and 78: 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
Page 85 and 86: CHAPTER 5 - EXPLORING BRAND PERSONA
Page 87 and 88: BPC, defined as the gap between the
Page 89 and 90: marketing practitioners should expl
Page 91 and 92: was modified where congruence was o
Page 93 and 94:
match their own (Kassarjian, 1971;
Page 95 and 96:
Survey Instrument Because the sampl
Page 97 and 98:
Baltimore, Denver, Pittsburg, Portl
Page 99 and 100:
Table 5.1 Demographic Characteristi
Page 101 and 102:
Table 5.2 Means, Standard Deviation
Page 103 and 104:
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
Page 111 and 112:
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
Page 123 and 124:
O’Shaughnessy, J., & O’Shaughne
Page 125 and 126:
CHAPTER 6 - SUMMARY AND CONCLUSIONS
Page 127 and 128:
loaded on the customer personality
Page 129 and 130:
XYZ as a person, please indicate a
Page 131 and 132:
help managers determine what is imp
Page 133 and 134:
The BPC framework presented in the
Page 135 and 136:
References Aaker, J. L. (1997). Dim
Page 137 and 138:
Dear Faculty/Staff member: Appendix
Page 139 and 140:
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Document version for non-HTML email
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