The effect of brand personality and congruity on customer-based brand equity and loyalty of personal computer brands

Stephanie Hooper, Aaron Gazley, Lay Peng Tan, Jayne Krisjanous

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


This study investigates the importance of tailoring a brand personality to a target customer's desired personality. The relationship between brand personality and a consumer's self-concept is theorised to drive customer satisfaction, preference and brand attachment. This study enhances the usefulness of self-brand congruity literature, selecting actual users to evaluate the post-purchase effects of personality congruity on the performance of personal computer brands. Based on previous literature a conceptual model was developed, and 142 responses were obtained from a sample of generation Y consumers. This study highlights the importance of congruity among specific personality dimensions, namely excitement and competence, as key drivers of personal computer brand equity and loyalty. This research provides further examination and empirical testing of personality congruity theories. It presents academics and marketing practitioners with a useful framework to design brand personalities that may achieve greater levels of customer satisfaction and loyalty, and enhance brand performance.
Original languageEnglish
Title of host publicationProceedings of the Academy of Marketing Conference 2011
Subtitle of host publicationmarketing field forever
EditorsA. Patterson, S. Oakes
Place of PublicationLiverpool
PublisherAcademy of Marketing
Number of pages7
ISBN (Print)9780956112234
Publication statusPublished - 2011
Externally publishedYes
EventAcademy of Marketing Conference (44th : 2011) - Liverpool, UK
Duration: 5 Jul 20117 Jul 2011


ConferenceAcademy of Marketing Conference (44th : 2011)
CityLiverpool, UK


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