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Markenpersönlichkeit als Determinante von Markenloyalität

Author

Listed:
  • Hans H. Bauer

    (Universität Mannheim)

  • Ralf Mäder

    (Universität Mannheim)

  • Frank Huber

    (Universität Mainz)

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.

Suggested Citation

  • Hans H. Bauer & Ralf Mäder & Frank Huber, 2002. "Markenpersönlichkeit als Determinante von Markenloyalität," Schmalenbach Journal of Business Research, Springer, vol. 54(8), pages 687-709, December.
    • Handle: RePEc:spr:sjobre:v:54:y:2002:i:8:d:10.1007_bf03372692
    DOI: 10.1007/BF03372692
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    References listed on IDEAS

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    Cited by:

    1. Hans H. Bauer & Ralf Mäder & Sandra-Nadine Wagner, 2006. "Übereinstimmung von Marken- und Konsumentenpersönlichkeit als Determinante des Kaufverhaltens — Eine Metaanalyse der Selbstkongruenzforschung," Schmalenbach Journal of Business Research, Springer, vol. 58(7), pages 838-863, November.

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    Keywords

    M31;

    JEL classification:

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

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