Abstract
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 language | English |
---|---|
Title of host publication | Proceedings of the Academy of Marketing Conference 2011 |
Subtitle of host publication | marketing field forever |
Editors | A. Patterson, S. Oakes |
Place of Publication | Liverpool |
Publisher | Academy of Marketing |
Number of pages | 7 |
ISBN (Print) | 9780956112234 |
Publication status | Published - 2011 |
Externally published | Yes |
Event | Academy of Marketing Conference (44th : 2011) - Liverpool, UK Duration: 5 Jul 2011 → 7 Jul 2011 |
Conference
Conference | Academy of Marketing Conference (44th : 2011) |
---|---|
City | Liverpool, UK |
Period | 5/07/11 → 7/07/11 |