Research of the Relationship Between the Characteristics of Consumer Personality, Brand Personality and Consumer Loyalty
Istraživanje odnosa između karakteristika ličnosti potrošača, ličnosti brenda i lojalnosti potrošača
Abstract
Modern marketing practice has shown that consumers are loyal to brands that are in line with their image and personal characteristics. Buying brands that reflect the personality and image of consumers allows consumers to articulate themselves and achieve the ideal of themselves. In that sense, if the brand image is more consistent with the image of the consumer‘s personality, they are more loyal to the brand because it meets the criteria of consumers in terms of what they think and feel about themselves. Therefore, brands in modern conditions become „personalities“ whose characteristics should coincide with the personality characteristics of consumers who buy and own them, and especially with their personal image. Starting from the existing theoretical views, the aim of the author is to explore the relationships between brand personality, consumer personality and consumer loyalty to the brand. Empirical research will be realized on the example of brands of mobile phones and cars that are established on the market of the Republic of Serbia. The intention is to look at the relationship between personality characteristics and individual dimensions of the brand personality on the basis of the obtained empirical data, on the basis of which the direct and indirect connection of these variables with consumer loyalty will be identified. Based on the identified relations between the examined variables, it will be possible to compare with the results of existing research and formulate recommendations necessary for modern brand management. The results of theoretical and empirical research will be the basis for further research that will be based on the inclusion of additional variables that will allow a more relevant analysis of the relationships between the studied variables.
Apstrakt
Savremena marketinška praksa pokazala je da su potrošači lojalni brendovima koji su u skladu sa njihovim imidžom i ličnim karakteristikama. Kupovina brendova koji odražavaju ličnost i imidž potrošača omogućava potrošačima da artikulišu sebe i ostvare ideal o sebi. U tom smislu, ukoliko je imidž brenda konzistentniji sa imidžom ličnosti potrošača to su oni lojalniji brendu jer on ispunjava kriterijume potrošača u pogledu onoga što oni misle i osećaju o sebi. Zbog toga brendovi u savremenim uslovima postaju „ličnosti“ čije karakteristike treba da se podudaraju sa karakteristikama ličnosti potrošača koji ih kupuju i poseduju, a posebno sa njihovim ličnim imidžom. Polazeći od postojećih teorijskih stavova, cilj autora je da istraže relacije između ličnosti brenda, ličnosti potrošača i lojalnosti potrošača brendu. Empirijsko istraživanje biće realizovano na primeru brendova mobilnih telefona i automobila koji su etabilirani na tržištu Republike Srbije. Namera je da se na osnovu dobijenih empirijskih podataka sagleda odnos između karakteristika ličnosti i pojedinih dimenzija ličnosti brenda, na osnovu kojih će biti identifikovana direktna i indirektna veza ovih varijabli sa lojalnošću potrošača. Identifikovane relacije između ispitivanih varijabli omogućile su komparaciju sa rezultatima postojećih istraživanja i formulisanje preporuka neophodnih za savremeni brend menadžment. Rezultati teorijskog i empirijskog istraživanja biće osnova za dalja istraživanja koja će biti zasnovana na uključivanju dodatnih varijabli koje će omogućiti relevantniju analizu odnosa između istraživanih varijabli.
References
- Aaker, D. A. (1996). Building Strong Brand. New York: Free Press.
- Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34 (3), 347-356. doi:10.2307/3151897.
- Allport, G.W. (1961). Pattern and Growth in Personality. New York, NY: Holt, Rinehart & Winston,
- Arora, R., Stoner, C. (2009). A mixed Method Approach to Understanding Brand Personality. Journal of Product & Brand Management, 18 (4), 272–283. doi:10.1108/10610420910972792.
- Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15, 139-168. doi:10.1086/209154.
- Biel, A. L. (1993). Converting Image Into Equity. In D. A. Aaker & A. L. Biel (Eds.), Brand equity and advertising (pp. 67–82). Hillsdale, NJ: Lawrence Erlbaum Associates.
- Brakus, J. J., Schmitt, B. H., Zarantonello, L. (2009). Brand Experience: What is it? How is it measured?Does it Affect Loyalty? Journal of Marketing, 73 (3), 52–68. doi:10.1509/jmkg.73.3.052.
- Chow, S.Y., Chen, C.W., Chang, W.S. (2004). A study of Relationship Between Human Personality and Brand Personality: Sports Shoes as An Example. Chung Hua Journal of Management, 5 (3), 1-16.
- Dyson, P., Farr, A., Hollis, N.S. (1996). Understanding Measuring, and Using Brand Equity. Journal of Advertising Research, 36 (6), 9-22.
- Ekinenci Y., Hosany S. (2006). Destination Personality: An Application of Brand Personality to Tourism Destinations. Journal of Travel Research, 45, 127-139. doi:10.1177/0047287506291603.
- Freling, T. H., Forbes, L. P. (2005). An Empirical Analysis of the Brand Personality Effect. Journal of Product & Brand Management, 14 (7), 404–413. doi:10.1108/10610420510633350.
- Geuens, M., Weijters, B., De Wulf, K. (2009). A New Measure of Brand Personality. International Journal of Research in Marketing, 26 (2), 97–107. doi:10.1016/j. ijresmar.2008.12.002.
- Govers, P. C. M., Schoormans, J. P. L. (2005). Product Personality and its Influence on Consumer Preference. Journal of Consumer Marketing, 22 (4), 89-97. https://doi.org/10.1108/07363760510605308
- Guo, L. J. (2003). The Effects of Personality Trait and Brand Personality on Brand Preference. Hsinchu: Graduate Institute of Management Science, National Chiao Tung University.
- Ha, H.Y., Janda, S. (2013). Predicting Consumer Intentions to Purchase Energy Efficient Products. Journal of Consumer Marketing, 29 (7), 461-469. doi:10.1108/07363761211274974.
- Keller, L. K. (2013). Strategic Brand Management, Building, Measuring, and Managing Brand Equity. 4th Edition, Pearson.
- Kermani, Z. Z. (2011). The relationship Between the ”Big Five” Personality Traits and Customer Satisfaction: A Case Study of Melli Bank Kerman, Iran. Journal of Business and Retail Management Research, 6 (1), 1-7. doi:10.24052/JBRMR/115.
- Kim, C. K., Han, D., Park, S. B. (2001). The effect of Brand Personality and Brand Identification on Brand Loyalty: Applying the Theory of Social Identification. Japanese Psychological Research, 43 (4), 195–206. doi:10.1111/1468-5884.00177.
- Kotler, P., Keller, K. L. (2005). Marketing Management, 12th ed. Prentice-Hall, Englewood Cliffs, NJ.
- Kumar, R., Luthra, A., Datta, G. (2006). Linkages Between Brand Personality and Brand Loyalty: A Qualitative Study in an Emerging Market in the Indian context. South Asian Journal of Management, 13 (2), 11-35.
- Leary, M., June, P. (2003). Handbook of Self and Identity. New York: Guilford Press.
- Levy, S. J. (1959). Symbols for Sales. Harvard Business Review, 37 (4), 17-24.
- Lin, L. (2010). The relationship of Consumer Personality Trait, Brand Personality and Brand Loyalty: An Empirical Study of Toys and Video Games Buyers. Journal of Product & Brand Management, 19 (1), 4-17. doi: 10.1108/10610421011018347.
- Louis, D., Lombart, C. (2010). Impact of Brand Personality on Three Major Relational Consequences (Trust, Attachment, and Commitment to the Brand). Journal of Product & Brand Management, 19, 114–130. doi: 10.1108/10610421011033467.
- Maehle, N., Otnes, C., Supphellen, M. (2011). Consumers‘ Perceptions of the Dimensions of Brand Personality. Journal of Consumer Behaviour, 10(5), 290–303. doi:10.1002/cb.355.
- Maričić, B. (2011). Ponašanje potrošača, deveto izdanje. Beograd: CID Ekonomski fakultet.
- Matzler, K., Bidmon, S., Grabner-Kräuter, S. (2006). Individual Determinants of Brand Affect: The Role of the Personality Traits of Extroversion and Openness to Experience. Journal of Product & Brand Management, 15 (7), 427-34. doi:10.1108/10610420610712801.
- McCrae, R. R., Costa, P. T. (1990). Personality in Adulthood. New York: Guildford Press.
- Mengxia, Z. (2007). Impact of Brand Personality on PALI: A Comparative Research Between Two Different Brands. International Management Review, 3 (3), 36-46.
- Nguyen, Thuy T. T., Thanh, Q. (2016). An Analysis of Brand Personality on Brand Loyalty in Frozen Seafood Supermarkets in Ho Chi Minh City. Journal Aquaculture, Research and Development, 7 (3), 1-8.
- Oliver, R. L. (1999). Whence Consumer Loyalty?Journal of Marketing, 63 (4), 33-44.
- Plummer, J. T. (2000). How Personality Makes a Difference. Journal of Advertising Research, 40 (6), 79-84. doi:10.2501/JAR-40-6-79-83.
- Roy, S. (2019). Analysing the Influence of Brand-Customer Personality Consonance in Stimulating Brand Loyalty: The Case of Automobile Brands. Journal of Marketing Vistas, 9 (1), 46-57.
- Schiffman, L. G., Kanuk, L. L. (2000). Consumer Behavior, 7th ed. NJ: Prentice-Hall, Inc., Englewood Cliffs.
- Sirgy, M. J. (1982). Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, 9 (3), 287-300. doi: 10.1086/208924.
- Solomon, M. R. (1983). The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective. Journal of Consumer Research, 10 (3), 319-329. doi:10.1086/208971.
- Starčević, S. (2013). Istraživanje koncepta ličnosti brenda u marketing. Marketing, 44 (2), 149-172.
- Sternberg, R. J. (2000). Pathways to Psychology, 2nd ed., New York: Harcourt, A Division of Thomson Learning, Inc.
- Sung, Y., Tinkham, S. F. (2005). Brand Personality Structures in the United States and Korea: Common and Culture-Specific Factors. Journal of Consumer Psychology, 15, 334-350. doi:10.1207/s15327663jcp1504_8.
- Tesser, A., Paulhus, D. (1983). The definition of Self: Private and Public Self-Evaluation Maintenance Strategies. Journal of Personality and Social Psychology, 44, 672-682.
- Veljković, S., Đorđević, A., (2010). Vrednost brenda za potrošače i preduzeća. Marketing, 41 (1), 3-16.
