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

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Temporal, P. (2002). Advanced brand management: From vision to valuation. Singapore: John Wiley & Sons (Asia) Pte Ltd. Upshaw, L.B. (1995). Building brand identity: a strategy for success in a hostile marketplace. New York: John Wiley & Sons, Inc. Wee, T.T.T. (2004, April). Extending human personality to brands: The stability factor. Journal of Brand Management, 11 (4), 317-330. Yi, Y.J. (1990). A critical review of consumer satisfaction. In V. Zeithaml (Ed.), Review of marketing (pp 68-123). Chicago: American Marketing Association. Yi, Y.J., & La, S. (2004). What influences the relationship between customer satisfaction and repurchase intention? Psychology and Marketing, 21, 351-373. 32
CHAPTER 3 - METHODOLOGY The overall objective of this research study was to establish the relationship between Brand Personality Congruence (BPC) and the postpurchase consumer evaluations of trust, satisfaction, and brand loyalty. This section includes a discussion of the two phases designed to address the research’s objectives: scale development (Figure 3.1) and theoretical model testing (Figure 3.4). Phase I primarily focused on the development of the BPC scale based on the existing Brand Personality Scale (Aaker 1997). In addition, scales for trust and brand loyalty were tested for reliability and unidimensionality. Phase II involved testing the relationship between BPC and brand loyalty and the mediating effects of satisfaction and trust on that relationship. Because the study involved gathering data from human subjects, an approval from the Institutional Review Board (IRB) was obtained prior to the commencement of Phase I. A copy of the approval is in the researcher’s permanent file in the academic unit. Phase One Figure 3.1 illustrates the overall research design for Phase I. A questionnaire was designed to explore the application of Aaker’s (1997) 42-item Brand Personality Scale in the measurement of BPC in the casual dining industry. A review of the literature showed no previous scales measuring this construct, thus the primary objective of this phase was to explore the appropriateness, reliability, and validity of using the Brand Personality Scale to calculate BPC. In addition, modified scales for trust and brand loyalty were examined for reliability. The sampling frame used was the Faculty and Staff Directory (2005-2006) published by a midwestern university, which contained a database of more than 4,000 possible respondents. As an incentive to increase the response rate during the pilot test and data collection, respondents were asked to choose one of three charities (Manhattan’s Boys and Girls Club, Manhattan Bread Basket, and the university Foundation’s Changing Lives 33
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 and 42: Azoulay, A., & Kapferer, J. (2003).
Page 43 and 44: Hennig-Thurau, T., Gwinner, K.P., &
Page 45: Onkvisit, S. & Shaw, J. (1987). Sel
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
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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
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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