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

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Table of Contents List of Figures................................................................................................................... xii List of Tables ...................................................................................................................xiii Acknowledgements.......................................................................................................... xiv CHAPTER 1 - INTRODUCTION...................................................................................... 1 <strong>State</strong>ment of the Problem................................................................................................ 2 Justification..................................................................................................................... 3 Objectives ....................................................................................................................... 4 Limitations and Delimitations ........................................................................................ 5 Definition of Key Terminology ...................................................................................... 5 References....................................................................................................................... 7 CHAPTER 2 - REVIEW OF LITERATURE................................................................... 10 Brands and Customer-based Brand Equity................................................................... 10 Personality and Self-Concept........................................................................................ 11 Brand Image and Brand Personality ............................................................................. 12 Brand Loyalty ............................................................................................................... 16 Hypotheses Development and Conceptual Framework................................................ 18 Brand Personality Congruence.................................................................................. 18 Trust .......................................................................................................................... 20 Satisfaction................................................................................................................ 22 Conceptual Framework............................................................................................. 24 References..................................................................................................................... 26 CHAPTER 3 - METHODOLOGY................................................................................... 33 Phase One ..................................................................................................................... 33 Survey Instrument..................................................................................................... 34 Pre-test and Pilot Study............................................................................................. 36 Data Collection ......................................................................................................... 36 Data Analyses ........................................................................................................... 38 Phase Two: Theoretical Model Testing....................................................................... 39 viii
Survey Instrument..................................................................................................... 39 Data Collection ......................................................................................................... 41 Data Analyses ........................................................................................................... 44 References..................................................................................................................... 46 CHAPTER 4 - EXPLORING THE MEASUREMENT OF BRAND PERSONALITY CONGRUENCE IN THE CASUAL DINING INDUSTRY............................................ 48 Abstract......................................................................................................................... 48 Introduction................................................................................................................... 49 Review of Literature ..................................................................................................... 50 Brand Personality...................................................................................................... 50 Brand Personality Congruence.................................................................................. 52 Methodology................................................................................................................. 53 Survey Instrument..................................................................................................... 54 Data Collection ......................................................................................................... 54 Data Analyses ........................................................................................................... 55 Results and Discussion ................................................................................................. 56 Brand Personality.................................................................................................. 58 Customer Personality............................................................................................ 60 Brand Personality Congruence ............................................................................. 62 Implications .................................................................................................................. 64 Future Research ............................................................................................................ 65 References..................................................................................................................... 67 CHAPTER 5 - EXPLORING BRAND PERSONALITY CONGRUENCE: AN ANTECEDENT TO POSTPURCHASE CONSUMER EVALUATION AND BEHAVIOR ........................................................................................................................................... 71 Abstract......................................................................................................................... 71 Introduction................................................................................................................... 72 Review of Literature and Hypotheses Development .................................................... 73 Definition of Key Constructs .................................................................................... 73 Brand Personality.................................................................................................. 73 Brand Loyalty ....................................................................................................... 74 ix
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: elationship between BPC and satisfa
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
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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depressed), openness to experience
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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
Page 75 and 76:
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
Page 91 and 92:
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
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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
Page 113 and 114:
ecause satisfaction has no signific
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ehavior. Additionally, image, conce
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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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