THE IMPACT OF BRAND PERSONALITY ON BRAND PREFERENCE AND LOYALTY: EMPIRICAL EVIDENCE FROM MALAYSIA

Bamini KPD.Balakrishnan, Samuel Lee, Azlinda Shazneem Md.Shuaib and Najihah Hanisah Marmaya

Business Education and Accreditation, 2009, vol. 1, issue 1, 109-119

Abstract: This article examines the roles of the perception of brand personality in consumers’ brand preference and loyalty. This research conducts a survey of 300 adults in Malaysia with regard to brand personality, brand preference and loyalty in investigating two foreign brand coffee outlets, Starbucks and Coffee Bean. A questionnaire was used to gather data from respondents in various cities in Malaysia using purposive and convenience sampling methods. Statistical tests including factor analysis, reliability analysis and multiple regressions were utilized. The results of the analysis revealed that there are differences in consumer’s perception on brand personality attributed to foreign coffee outlet brands. The results indicate that Starbucks is a better brand than Coffee bean. The result shows that brand personality has a strong effect and influence on brand preference and consumer loyalty. This study suggests that intangible attributes contribute to brand perceptions, consumer preference and loyalty. The research findings provide useful insights for practitioners, brand managers and academicians.

Keywords: Brand personality; Starbucks; Coffee Bean; Personality Inventory; Malaysia (search for similar items in EconPapers)
JEL-codes: M3 M31 (search for similar items in EconPapers)
Date: 2009
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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