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Research on the Impact of Mobile Communications Brand Personality on Brand Loyalty

Author: LiNa
Tutor: DingZhan
School: Northeastern University
Course: Business management
Keywords: brand personality brand identification brand loyalty mediator effect
CLC: F626
Type: Master's thesis
Year: 2010
Downloads: 77
Quote: 1
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Abstract


With the restructuring of the communications industry and the issuance of 3G licenses, China’s mobile communications market is intensifying competition. In order to enhance their market competitiveness, the three mobile operators realize the importance of brand building in the long-term develop, hoping to improve competitiveness through brand marketing.In the consumer-oriented modern market, the brand personality is an important basis for consumers to differentiate products, whether the brand personality can gain the identification of the target customers or not is an important factor in establishing brand loyalty. Therefore,from the mobile communications industry’s specific background, we research on the relationship between brand personality and brand loyalty, and explore the intermediary role of brand identification in the impact on the relationship, which has guidance and practical significance for mobile communications company in the construction and development.Based on the other research, we study the mobile communications brand, using M-Zone as a test brand, and construct a conceptual model containing brand personality, brand identification and brand loyalty. This paper use statistical methods such as multiple regression analysis conducted an empirical study which concerning the brand personality and brand identification impact on the brand loyalty. The results:Brand personality has a significant positive effect on brand identification; Brand identification has a significant positive effect on brand loyalty; The four dimensions of brand personality as benevolence, Pleasure, wisdom, brave have significant positive effect on brand loyalty; Brand identification is a mediator variable on which brand personality has an effect on brand identification, brand personality has more effect on brand loyalty through brand identification. The role and status of brand personality dimensions are not equal. The result of this research has provided a theoretical basis for the mobile communications company to obtain customer’s brand loyalty, and has practical implications to enhance brand loyalty in marketing.

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