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Traits grow important with increasing age: customer age, brand personality and loyalty

Author

Listed:
  • Magdalena Bekk

    (University of Cologne)

  • Matthias Spörrle

    (Private University Castle Seeburg (Privatuniversität Schloss Seeburg), Business Psychology)

  • Miriam Landes

    (University of Applied Management (UAM), Economic and Work Psychology)

  • Klaus Moser

    (Friedrich-Alexander-University Erlangen-Nuremberg)

Abstract

Increasing customer loyalty is important to brands. Using an automobile customer sample (N = 1032), this research examines the relative importance of the joint effects of different brand personality dimensions on customer loyalty both directly as well as indirectly—via customer trust and satisfaction. Results indicate that not all brand personality dimensions are equally important to enhance customer loyalty, trust or satisfaction. Furthermore, analyses address customer age in this context. Older customers tend to rely more directly upon brand personality as a schema-based form of evaluation than younger customers; older customers are less influenced by the more affective and temporarily variable concepts of satisfaction and trust. The results indicate the relevance of an elaborate brand personality, especially for mature markets. The results provide guidance for managers in their communication to specific age-selected target groups to generate and increase their loyalty.

Suggested Citation

  • Magdalena Bekk & Matthias Spörrle & Miriam Landes & Klaus Moser, 2017. "Traits grow important with increasing age: customer age, brand personality and loyalty," Journal of Business Economics, Springer, vol. 87(4), pages 511-531, May.
    • Handle: RePEc:spr:jbecon:v:87:y:2017:i:4:d:10.1007_s11573-016-0834-4
    DOI: 10.1007/s11573-016-0834-4
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    References listed on IDEAS

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    Cited by:

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    2. Vikrant Kaushal & Nurmahmud Ali, 2020. "University Reputation, Brand Attachment and Brand Personality as Antecedents of Student Loyalty: A Study in Higher Education Context," Corporate Reputation Review, Palgrave Macmillan, vol. 23(4), pages 254-266, November.
    3. Hohenberger, Christoph & Grohs, Reinhard, 2020. "Old and exciting? Sport sponsorship effects on brand age and brand personality," Sport Management Review, Elsevier, vol. 23(3), pages 469-481.

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    More about this item

    Keywords

    Brand personality; Loyalty; Trust; Customer satisfaction; Customer age;
    All these keywords.

    JEL classification:

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

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