IDEAS home Printed from https://ideas.repec.org/a/tjm/journl/2018-3-2-2.html
   My bibliography  Save this article

Do The Effects Of Brand Personality Dimensions On Brand Loyalty Change According To Consumers’ Personalities?

Author

Listed:
  • Ahmet TUZCUOÄžLU, Sema Nur FAYDA, Yasenkare TUNIYAZI, Zübeyde ÖZ

Abstract

Mobile phones, especially the smart ones are becoming a main need for millions of people from all ages. Producers pay attention to develop a repeat purchasing behavior among their customers, aiming to resale their updated models. Brands play an important role in facilitating and affecting customer’s choice process, especially for high-technology products. Brand loyalty concerns the behavior of rebuying and at the same time, the antecedents causing that actual behavior. This study aims to study the relationships between consumer personality, brand personality and brand loyalty with data collected from 394 participants by two questionnaires (for Samsung and Apple) using convenience sampling method. Questionnaires are designed by using CAD scale of Cohen (1967), brand personality scale of Aaker (1997) and brand loyalty scale of Chaudhuri and Holbrook (2001). Four groups of hypotheses were tested with regression analyses and one group by comparing means. Findings include statistically significant results.

Suggested Citation

  • Ahmet TUZCUOÄžLU, Sema Nur FAYDA, Yasenkare TUNIYAZI, Zübeyde ÖZ, 2018. "Do The Effects Of Brand Personality Dimensions On Brand Loyalty Change According To Consumers’ Personalities?," Turkish Journal of Marketing, Ali ÇaÄŸlar Çakmak, vol. 3(2), pages 1-24.
  • Handle: RePEc:tjm:journl:2018-3-2-2
    as

    Download full text from publisher

    File URL: http://www.tujom.org/index.php/1/article/view/35
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Odin, Yorick & Odin, Nathalie & Valette-Florence, Pierre, 2001. "Conceptual and operational aspects of brand loyalty: an empirical investigation," Journal of Business Research, Elsevier, vol. 53(2), pages 75-84, August.
    2. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    3. Caprara, Gian Vittorio & Barbaranelli, Claudio & Guido, Gianluigi, 2001. "Brand personality: How to make the metaphor fit?," Journal of Economic Psychology, Elsevier, vol. 22(3), pages 377-395, June.
    4. Malhotra, Naresh K., 1988. "Self concept and product choice: An integrated perspective," Journal of Economic Psychology, Elsevier, vol. 9(1), pages 1-28, March.
    5. Milas, Goran & Mlacic, Boris, 2007. "Brand personality and human personality: Findings from ratings of familiar Croatian brands," Journal of Business Research, Elsevier, vol. 60(6), pages 620-626, June.
    6. Truong, Yann & Klink, Richard R. & Simmons, Geoff & Grinstein, Amir & Palmer, Mark, 2017. "Branding strategies for high-technology products: The effects of consumer and product innovativeness," Journal of Business Research, Elsevier, vol. 70(C), pages 85-91.
    7. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    8. Aaker, Jennifer & Benet-Martinez, Veronica & Garolera, Jordi, 2001. "Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs," Research Papers 1668r, Stanford University, Graduate School of Business.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
    2. Avis, Mark, 2012. "Brand personality factor based models: A critical review," Australasian marketing journal, Elsevier, vol. 20(1), pages 89-96.
    3. Vytautas Dikcius & Eleonora Seimiene & Ramunas Casas, 2018. "Brand Personality Scale: Is It Applicable For A Small Emerging Country?," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 9(2).
    4. Viktoria Maria Radler, 2018. "20 Years of brand personality: a bibliometric review and research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 370-383, July.
    5. Tischer, Sven, 2012. "Measuring the impact of critical incidents on brand personality," SFB 649 Discussion Papers 2012-064, Humboldt University Berlin, Collaborative Research Center 649: Economic Risk.
    6. repec:hum:wpaper:sfb649dp2012-064 is not listed on IDEAS
    7. Ahmet Tan & Emre Çolakoglu & Emre Öztosun, 2016. "The Relation between Consumer and Brand Personality: Example of yemeksepeti.com," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(12), pages 1-15, December.
    8. Ranfagni, Silvia & Crawford Camiciottoli, Belinda & Faraoni, Monica, 2016. "How to Measure Alignment in Perceptions of Brand Personality Within Online Communities: Interdisciplinary Insights," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 70-85.
    9. Ingrid Moons & Patrick De Pelsmacker, 2015. "Self-Brand Personality Differences and Attitudes towards Electric Cars," Sustainability, MDPI, vol. 7(9), pages 1-18, September.
    10. Gopal Das & Kalyan Kumar Guin & Biplab Datta, 2013. "Impact of Store Personality Antecedents on Store Personality Dimensions: An Empirical Study of Department Retail Brands," Global Business Review, International Management Institute, vol. 14(3), pages 471-486, September.
    11. Theo Lieven, 2017. "How to create reproducible brand personality scales," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 592-608, November.
    12. Lombart, Cindy & Louis, Didier, 2012. "Consumer satisfaction and loyalty: Two main consequences of retailer personality," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 644-652.
    13. Stadler Blank, Ashley & Koenigstorfer, Joerg & Baumgartner, Hans, 2018. "Sport team personality: It’s not all about winning!," Sport Management Review, Elsevier, vol. 21(2), pages 114-132.
    14. Das, Gopal, 2014. "Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 130-138.
    15. Liu, Zhihong & Huang, Songshan (Sam) & Hallak, Rob & Liang, Mingzhu, 2016. "Chinese consumers' brand personality perceptions of tourism real estate firms," Tourism Management, Elsevier, vol. 52(C), pages 310-326.
    16. Rauschnabel, Philipp A. & Krey, Nina & Babin, Barry J. & Ivens, Bjoern S., 2016. "Brand management in higher education: The University Brand Personality Scale," Journal of Business Research, Elsevier, vol. 69(8), pages 3077-3086.
    17. Chen, Ching-Fu & Phou, Sambath, 2013. "A closer look at destination: Image, personality, relationship and loyalty," Tourism Management, Elsevier, vol. 36(C), pages 269-278.
    18. Carlos Manuel Súcia Búrcio & Rui Manuel Vinhas Da Silva & Maria de Fátima Salgueiro, 2015. "The influence of country personality dimensions on intentions to recommend visiting: The preponderance of assiduousness and wickedness," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 3(1), pages 61-80, May.
    19. Nobre, Helena & Simões, Cláudia, 2019. "NewLux Brand Relationship Scale: Capturing the scope of mass-consumed luxury brand relationships," Journal of Business Research, Elsevier, vol. 102(C), pages 328-338.
    20. Matzler, Kurt & Strobl, Andreas & Stokburger-Sauer, Nicola & Bobovnicky, Artur & Bauer, Florian, 2016. "Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions," Tourism Management, Elsevier, vol. 52(C), pages 507-520.
    21. Japutra, Arnold & Molinillo, Sebastian, 2019. "Responsible and active brand personality: On the relationships with brand experience and key relationship constructs," Journal of Business Research, Elsevier, vol. 99(C), pages 464-471.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:tjm:journl:2018-3-2-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ali Çağlar Çakmak (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.