The influence of brand personality and relative brand identification on brand loyalty in the European mobile phone market

被引：15
|
作者：
Chung, Sunghun [1 ]
Park, Jooyoung [2 ]
机构：
[1] Univ Queensland, Brisbane, Qld, Australia
[2] Peking Univ, Beijing, Peoples R China
来源：
CANADIAN JOURNAL OF ADMINISTRATIVE SCIENCES-REVUE CANADIENNE DES SCIENCES DE L ADMINISTRATION | 2017年 / 34卷 / 01期
关键词：
consumer loyalty; brand loyalty; brand personality; relative brand identification; dimensions; SOCIAL IDENTITY THEORY; COMPANY IDENTIFICATION; PRODUCT INVOLVEMENT; MODERATING ROLE; CONSUMERS; ANTECEDENTS; DIMENSIONS; BEHAVIOR; EQUITY; SELF;
D O I：
10.1002/CJAS.1321
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study investigates the influence of brand personality on consumer loyalty and the moderating role of relative brand identification for multiple brands in the same product category. Survey data were collected from 1,651 respondents in the United Kingdom, France, and Germany. Results indicate that dimensions of brand personality that are positively associated with consumer brand loyalty vary across brands in the mobile phone category. Furthermore, relative brand identification not only positively affects consumer loyalty, it also moderates the relationship between brand personality and consumer loyalty. Copyright (C) 2015 ASAC. Published by John Wiley & Sons, Ltd.
引用
收藏
页码：47 / 62
页数：16
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