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The Relationships between Brand Personality and Brand Loyalty

Author: YouBin
Tutor: LiYongZuo
School: Henan University
Course: Applied Psychology
Keywords: Brand Personality Social self- consistency Actual self-consistency Brand Loyalty
CLC: F273.2
Type: Master's thesis
Year: 2011
Downloads: 113
Quote: 0
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Abstract


The brand personality is a set of personality traits reflected in consumer brand perception. Brand personality is the product of intangible assets, it has been the scope of marketing research, psychology empirical research has just begun. Aaker is the first time in 1997 to expand the brand personality dimensions and scale of the United States, followed by Japan and Spain, the brand personality dimensions and scale have been born. Brand personality dimensions and scale of China is still in its infancy, the relevant theoretical and empirical research should be strengthened. In the field of consumer goods, the goods increasing the personalized consumer demand gradually highlights. In this environment, a brand's image, especially anthropomorphic personality traits effect increasing. Studies have shown that consumers tend to be more willing to buy close to the brand with their own personality, are also increasingly significant consumer of this self-consistency of the importance of improving brand loyalty. This study is the basis of this questionnaire as the main research method to explore the relationship of brand personality and its related variables, using independent samples T-test, analysis of variance, correlation analysis, regression analysis and other statistical techniques to obtain conclusions are as follows: First, different grades of the students on the brand personality fine dimension differences significantly with; different phones using the useful lives of the students on the brand personality capacity dimension differences significantly with; different gender, age, professional, monthly living expenses of students on the brand personality of each dimension differences not significant. Brand personality and social self-consistency, practical self-consistency, brand loyalty, a significant positive correlation; brand personality of social self-consistency, practical self-consistency, brand loyalty has a significant positive prediction. Specifically: brand personality, honest, fine dimension of social self-consistency has extremely significant positive prediction; capacity dimension of social self-consistency has a significant positive prediction; brand personality in good faith, fine dimension of the actual self consistency is extremely significant positive prediction; brand personality in good faith, ability dimension of brand loyalty has a significant positive predictor of social self-consistency between brand personality and brand loyalty from the part of the intermediary role; actual self-consistent sex, there is no intermediary role between the brand personality and brand loyalty.

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