Do the Effects of Brand Personality Dimensions on Brand Loyalty Change According to Consumers? Personalities?

Abstract

Mobile phones, especially the smart ones are becoming a main need for millions of people from all ages. Producers pay attention to develop a repeat purchasing behavior among their customers, aiming to resale their updated models. Brands play an important role in facilitating and affecting customer’s choice process, especially for high-technology products. Brand loyalty concerns the behavior of rebuying and at the same time, the antecedents causing that actual behavior. This study aims to study the relationships between consumer personality, brand personality and brand loyalty with data collected from 394 participants by two questionnaires (for Samsung and Apple) using convenience sampling method. Questionnaires are designed by using CAD scale of Cohen (1967), brand personality scale of Aaker (1997) and brand loyalty scale of Chaudhuri and Holbrook (2001). Four groups of hypotheses were tested with regression analyses and one group by comparing means. Findings include statistically significant results.

The antecedents and consequences of brand personality: a systematic review

“…These moderators fall into six themes: consumer-related, brand-related, product-related, company-related, demographics and others (see Table 9). The consumer-related factors, such as consumer ethnocentrism (Supphellen and Grønhaug, 2003), consumer personality (Tuzcuoglu et al , 2018) and consumer-brand congruity (Wang et al , 2009) positively moderated the relationship between BP and its consequences. Similarly, brand-related factors, such as brand attractiveness (Hayes et al , 2006), brand identification (Chung and Park, 2015) and brand endorser (Ambroise et al , 2014) strengthened the relationship of BP with its consequences.…”

The Influence of the Brand Personality Concept on Consumer Satisfaction and Loyalty

“…On the other hand, excitement had positive effects for Apple and negative effects for Samsung. This variation is explained by different characteristics of Samsung and Apple mobile phone users (Tuzcuoglu et al, 2018).…”

“…Several studies indicated that consumers are going to choose brands that match their personality the most (Seimiene, 2012;Tan et al, 2016;Tuzcuoglu et al, 2018). Seimiene (2012) in her theoretical model of emotional connection between brand and consumer personalities concluded that the main traits of both brand and consumer personalities should be similar; in that way consumers will more likely choose a certain brand.…”