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Chinese Consumers' Brand Loyalty For Consumer Products: Importance Of Brand Personality As Major Antecedent Of Brand Loyalty

Brand personality has been viewed as an efficient means of distinguishing a brand from its competitors, thereby enhancing the effectiveness of advertising and marketing communications. Given the high potential usability of this method for marketers and brand managers, the current study investigat...

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Main Authors: B. Kim, Renee, Zhao, Monica
Format: Article
Language:English
Published: Asian Academy of Management (AAM) 2014
Subjects:
HD28-70 Management. Industrial Management
Online Access:http://eprints.usm.my/36612/1/Art_1_%281-15%29.pdf
http://eprints.usm.my/36612/
http://web.usm.my/aamj/19012014/Art%201%20(1-15).pdf
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spelling my.usm.eprints.36612 http://eprints.usm.my/36612/ Chinese Consumers' Brand Loyalty For Consumer Products: Importance Of Brand Personality As Major Antecedent Of Brand Loyalty B. Kim, Renee Zhao, Monica HD28-70 Management. Industrial Management Brand personality has been viewed as an efficient means of distinguishing a brand from its competitors, thereby enhancing the effectiveness of advertising and marketing communications. Given the high potential usability of this method for marketers and brand managers, the current study investigates the determinant roles of brand personality on Chinese consumers' brand preferences. This study conceptualises and investigates the impact of brand personality on Brand Trust, Brand Affect, and Brand Loyalty. The overall findings indicate that different brand personality dimensions influence Brand Trust and Brand Affect in different ways, which in turn may increase the level of Brand Loyalty. The Sincerity dimension of brand personality was found to have a greater impact on the level of Brand Trust than on Brand Affect, while the other four dimensions (Excitement, Competence, Sophistication and Ruggedness) of brand personality were found to have a greater influence on Brand Affect. In addition, Brand Affect was found to have a substantially greater effect on Brand Loyalty than Brand Trust across all five Brand Personality dimensions Asian Academy of Management (AAM) 2014 Article PeerReviewed application/pdf en http://eprints.usm.my/36612/1/Art_1_%281-15%29.pdf B. Kim, Renee and Zhao, Monica (2014) Chinese Consumers' Brand Loyalty For Consumer Products: Importance Of Brand Personality As Major Antecedent Of Brand Loyalty. Asian Academy of Management Journal (AAMJ), 19 (1). pp. 1-15. ISSN 1394-2603 http://web.usm.my/aamj/19012014/Art%201%20(1-15).pdf
institution Universiti Sains Malaysia
building Hamzah Sendut Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Sains Malaysia
content_source USM Institutional Repository
url_provider http://eprints.usm.my/
language English
topic HD28-70 Management. Industrial Management
spellingShingle HD28-70 Management. Industrial Management
B. Kim, Renee
Zhao, Monica
Chinese Consumers' Brand Loyalty For Consumer Products: Importance Of Brand Personality As Major Antecedent Of Brand Loyalty
description Brand personality has been viewed as an efficient means of distinguishing a brand from its competitors, thereby enhancing the effectiveness of advertising and marketing communications. Given the high potential usability of this method for marketers and brand managers, the current study investigates the determinant roles of brand personality on Chinese consumers' brand preferences. This study conceptualises and investigates the impact of brand personality on Brand Trust, Brand Affect, and Brand Loyalty. The overall findings indicate that different brand personality dimensions influence Brand Trust and Brand Affect in different ways, which in turn may increase the level of Brand Loyalty. The Sincerity dimension of brand personality was found to have a greater impact on the level of Brand Trust than on Brand Affect, while the other four dimensions (Excitement, Competence, Sophistication and Ruggedness) of brand personality were found to have a greater influence on Brand Affect. In addition, Brand Affect was found to have a substantially greater effect on Brand Loyalty than Brand Trust across all five Brand Personality dimensions
format Article
author B. Kim, Renee
Zhao, Monica
author_facet B. Kim, Renee
Zhao, Monica
author_sort B. Kim, Renee
title Chinese Consumers' Brand Loyalty For Consumer Products: Importance Of Brand Personality As Major Antecedent Of Brand Loyalty
title_short Chinese Consumers' Brand Loyalty For Consumer Products: Importance Of Brand Personality As Major Antecedent Of Brand Loyalty
title_full Chinese Consumers' Brand Loyalty For Consumer Products: Importance Of Brand Personality As Major Antecedent Of Brand Loyalty
title_fullStr Chinese Consumers' Brand Loyalty For Consumer Products: Importance Of Brand Personality As Major Antecedent Of Brand Loyalty
title_full_unstemmed Chinese Consumers' Brand Loyalty For Consumer Products: Importance Of Brand Personality As Major Antecedent Of Brand Loyalty
title_sort chinese consumers' brand loyalty for consumer products: importance of brand personality as major antecedent of brand loyalty
publisher Asian Academy of Management (AAM)
publishDate 2014
url http://eprints.usm.my/36612/1/Art_1_%281-15%29.pdf
http://eprints.usm.my/36612/
http://web.usm.my/aamj/19012014/Art%201%20(1-15).pdf
_version_ 1643708833287110656
score 13.211869

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