Markenpersönlichkeit als Determinante von Markenloyalität

Hans H. Bauer, Ralf Mäder () and Frank Huber
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Hans H. Bauer: Universität Mannheim
Ralf Mäder: Universität Mannheim
Frank Huber: Universität Mainz

Schmalenbach Journal of Business Research, 2002, vol. 54, issue 8, 687-709

Abstract: Summary Brand personality, a crucial part of brand image, can be conceived as a key to the emotional qualities of a product. To demonstrate the potential value of a brand’s personality for consumers and companies, we investigate consequences of congruity between brand personality and consumer self-concept from a post-purchase perspective. We use brand loyalty as an ultimate dependent variable for our model. In order to improve the understanding of self-congruity, we also introduce determinants of congruent consumer-brand relationships. For the first time, an application of self-congruity theory is embedded in a causal-analytical framework. The proposed framework provides insight into consumer-brand relationship mechanisms and is analyzed with a structural equation modeling approach.

Keywords: M31 (search for similar items in EconPapers)
Date: 2002
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/BF03372692

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