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The Impact Of Brand Personality On Brand Preference And Loyalty: Empirical Evidence From Malaysia

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Listed:
  • Bamini KPD.Balakrishnan
  • Samuel Lee
  • Azlinda Shazneem Md.Shuaib
  • Najihah Hanisah Marmaya

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.

Suggested Citation

  • Bamini KPD.Balakrishnan & Samuel Lee & Azlinda Shazneem Md.Shuaib & Najihah Hanisah Marmaya, 2009. "The Impact Of Brand Personality On Brand Preference And Loyalty: Empirical Evidence From Malaysia," Business Education and Accreditation, The Institute for Business and Finance Research, vol. 1(1), pages 109-119.
    • Handle: RePEc:ibf:beaccr:v:1:y:2009:i:1:p:109-119
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    References listed on IDEAS

    as
    1. Mick, David Glen, 1986. "Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 196-213, September.
    2. Holt, Douglas B, 1995. "How Consumers Consume: A Typology of Consumption Practices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 1-16, June.
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    Cited by:

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    More about this item

    Keywords

    Brand personality; Starbucks; Coffee Bean; Personality Inventory; Malaysia;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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