Objectives. Creating loyal customers is one of the most important aims organisations have. However, most marketing departments try to create loyal customers through customer loyalty programmes only. This study aims at investigating the influence of the brand’s image (i.e., brand personality; Aaker, 1997) on brand loyalty. 
Method. Study 1 (N = 360) was used to derive a valid single-item measure from a multi-item scale for the three inter-culturally stable brand personality dimensions (sincerity, excitement, sophistication; Aaker, Benet-Martinez, & Garolera, 2001). Study 2, using an automobile customer sample (N = 1032), assessed the influence of brand personality on brand loyalty while controlling for previous purchases and customer personality. 
Results. Previous purchases and customers’ conscientiousness were significant determinants of brand loyalty. Additionally, all three brand personality dimensions explained incremental variance (ΔR² = .28) of customers’ loyalty.
Conclusion. Practical implications for the application of brand personality in loyalty campaigns are derived

Bekk, Magdalena

Natter, Martin

Pösl, Miriam

Skatulla, Veronika

Spörrle, Matthias

English

Open Access LMU

Magdalena Bekk 1, Veronika Skatulla 2, Miriam Pösl 3, Martin Natter ² & Matthias Spörrle 31 Ludwig-Maximilians-University, Munich, 2 Johann Wolfgang Goethe-University, Frankfurt a. Main, 3 University of Applied Sciences, ErdingAbstractObjectives. Creating loyal customers is one of the most important aimsorganisations have. However, most marketing departments try to create loyalcustomers through customer loyalty programmes only. This study aims atinvestigating the influence of the brand’s image (i.e., brand personality;Aaker, 1997) on brand loyalty.Method. Study 1 (N = 360) was used to derive a valid single-item measurefrom a multi-item scale for the three inter-culturally stable brand personalitydimensions (sincerity, excitement, sophistication; Aaker, Benet-Martinez,& Garolera, 2001).Study 2, using an automobile customer sample (N = 1032), assessed theinfluence of brand personality on brand loyalty while controlling for previouspurchases and customer personality.Results. Previous purchases and customers’ conscientiousness weresignificant determinants of brand loyalty. Additionally, all three brandpersonality dimensions explained incremental variance (∆R² = .28) ofcustomers’ loyalty.Conclusion. Practical implications for the application of brand personality inloyalty campaigns are derived.ResultsStudy 2: A multiple regression analysis, F(11, 1020) = 52.28; p < .001; R²adj. = .35, indicated thatonly conscientiousness had a significant influence on customers’ loyalty. When entering brandpersonality, conscientiousness did no longer significantly predict loyalty. Previous purchasingbehaviour had a strong and significant influence on loyalty. Additionally, all brand personalitydimensions incrementally predicted customer loyalty (∆R² = .28).β SE β SE ∆R²Brand personality and its influence on brand loyalty -Do sophisticated brands have more brand loyal customers?IntroductionFurnishing a company’s brand with a strong image is an effective wayof creating loyal customers. Confirming this, previous researchindicates a direct association of the brand’s image with customer loyalty(e.g., Andreassen & Lindestad, 1998; Ball, Coelho, & Machás, 2004).The image of a brand, in turn, can best be assessed through brandpersonality (Moser, 2001), which can be defined as a set of humancharacteristics associated with a brand (Aaker, 1997).Contact: magdalena.bekk@campus.lmu.de, spoerrle@psy.uni-muenchen.deMethodStudy 1: 360 participants (180 male, 180 female) with an average ageof 25.82 years (SD = 8.01, Range: 13 to 73) rated three brands (Apple,Mercedes, Nike) on three brand personality dimensions (sincerity,excitement, sophistication). These particular brand personalitydimensions were chosen as they proved to be stable across culturallyvery diverse countries (USA, Japan, Spain; Aaker, Benet-Martinez, &Garolera, 2001). The most representative single-item was selected foreach dimension, respectively, by using the corrected Item-to-totalcorrelation (which should be high) as well as correlations with theremaining two brand personality dimensions (which should be low).Study 2: 1032 customers (877 male, 155 female) of an automotivecompany with an average age of 43.58 years (SD = 12.18, Range = 18to 79) completed an online questionnaire regarding their loyalty towardsthe company (Aydin, Özer, & Arasil, 2005; Bennett & Rundle-Thiele,2001; Narayandas, 2005; Cronbach’s α = .93), their previouspurchasing behaviour of products of this company („Did you ever buy acar of [company]?“), their personality (Single-Item measure; Woods &Hampson, 2005) as well as the company’s brand personality along thethree items (sincere, exciting, elegant) derived from Study 1.Table 1: Multiple regression analysis predicting customer loyalty* p < .05; *** p < .001ReferencesAaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347–356.Aaker, J. L., Benet-Martinez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Psychology, 81, 492–508.Andreassen, T. W., & Lindestad, B. (1998). The effect of corporate image in the formation of customer loyalty. Journal of Service Research, 1, 82–92.Aydin, S., Özer, G., & Arasil, Ö. (2005). Customer loyalty and the effect of switching costs as a moderator variable: A case in the Turkish mobile phone market. Marketing Intelligence and Planning, 23, 89–103. Ball, D., Coelho, P. S., & Machás, A. (2004). The role of communication and trust in explaining  customer loyalty. European Journal of Marketing, 38, 1272–1293.Bennett, R., & Rundle-Thiele, S. (2002). A comparison of attitudinal loyalty measurement approaches. Brand Management, 9, 193–209.Chang, C. (2001). The impacts of personality differences on product evaluations. Advances in Consumer Research, 28, 26–33.Moser, K. (2001). Die Psychologie der Marke [The psychology of the brand]. Wirtschaftspsychologie, 10–17.Narayandas, D. (1998). Measuring and managing the benefits of customer retention: An empirical investigation. Journal of Service Research, 1, 108–128.Woods, S. A., & Hampson, S. E. (2005). Measuring the Big Five with single items using a bipolar response scale. European Journal of Personality, 19, 373–390.Age -.07* .03 -.03 .03Sex .03 .03 .04 .03Customer personalityExtraversion .05 .03 .04 .03Neuroticism .00 .03 .03 .03Conscientiousness .07* .03 .05 .03Agreeableness .06 .03 .04 .03Openness .04 .03 .02 .03Purchase behaviour .27*** .06 .23*** .05Brand personalitySincerity .28*** .03Excitement .15*** .03Sophistication .22*** .03.28***DiscussionThe results indicated that customer personality had only little influence on brand loyalty.Previous purchasing behaviour, however, emerged as a relevant predictor of brand loyalty. Mostimportant for companies, brand personality substantially contributed to the prediction of brandloyalty. If further studies can replicate these results, companies would be well advised to createstrong brand images in addition to customer loyalty programmes in order to increase loyalty.The aim of this study is to deepen our understanding of this associationbetween brand loyalty and brand personality, as a central determinantof the brand’s image, by additionally including the number of previouspurchases of products of the brand as well as customer personality.Customer personality was shown in previous studies to be an importantpredictor of consumer behaviour and consumer attributes (e.g., Chang,2001).

A comparison of attitudinal loyalty measurement approaches.

Customer loyalty and the effect of switching costs as a moderator variable: A case in the Turkish mobile phone market.

Dimensions of brand personality.

Measuring and managing the benefits of customer retention: An empirical investigation.

Measuring the Big Five with single items using a bipolar response scale.

The effect of corporate image in the formation of customer loyalty.

The impacts of personality differences on product evaluations.

The role of communication and trust in explaining customer loyalty.

Brand personality and its influence on brand loyalty - Do sophisticated brands have more brand loyal customers?

Universität München: Elektronischen Publikationen

Magdalena Bekk 1, Veronika Skatulla 2, Miriam Pösl 3, Martin Natter ² & Matthias Spörrle 3
1 Ludwig-Maximilians-University, Munich, 2 Johann Wolfgang Goethe-University, Frankfurt a. Main, 3 University of Applied Sciences, Erding
Abstract
Objectives. Creating loyal customers is one of the most important aims
organisations have. However, most marketing departments try to create loyal
customers through customer loyalty programmes only. This study aims at
investigating the influence of the brand’s image (i.e., brand personality;
Aaker, 1997) on brand loyalty.
Method. Study 1 (N = 360) was used to derive a valid single-item measure
from a multi-item scale for the three inter-culturally stable brand personality
dimensions (sincerity, excitement, sophistication; Aaker, Benet-Martinez,
& Garolera, 2001).
Study 2, using an automobile customer sample (N = 1032), assessed the
influence of brand personality on brand loyalty while controlling for previous
purchases and customer personality.
Results. Previous purchases and customers’ conscientiousness were
significant determinants of brand loyalty. Additionally, all three brand
personality dimensions explained incremental variance (∆R² = .28) of
customers’ loyalty.
Conclusion. Practical implications for the application of brand personality in
loyalty campaigns are derived.
Results
Study 2: A multiple regression analysis, F(11, 1020) = 52.28; p < .001; R²adj. = .35, indicated that
only conscientiousness had a significant influence on customers’ loyalty. When entering brand
personality, conscientiousness did no longer significantly predict loyalty. Previous purchasing
behaviour had a strong and significant influence on loyalty. Additionally, all brand personality
dimensions incrementally predicted customer loyalty (∆R² = .28).
β SE β SE ∆R²
Brand personality and its influence on brand loyalty -
Do sophisticated brands have more brand loyal customers?
Introduction
Furnishing a company’s brand with a strong image is an effective way
of creating loyal customers. Confirming this, previous research
indicates a direct association of the brand’s image with customer loyalty
(e.g., Andreassen & Lindestad, 1998; Ball, Coelho, & Machás, 2004).
The image of a brand, in turn, can best be assessed through brand
personality (Moser, 2001), which can be defined as a set of human
characteristics associated with a brand (Aaker, 1997).
Contact: magdalena.bekk@campus.lmu.de, spoerrle@psy.uni-muenchen.de
Method
Study 1: 360 participants (180 male, 180 female) with an average age
of 25.82 years (SD = 8.01, Range: 13 to 73) rated three brands (Apple,
Mercedes, Nike) on three brand personality dimensions (sincerity,
excitement, sophistication). These particular brand personality
dimensions were chosen as they proved to be stable across culturally
very diverse countries (USA, Japan, Spain; Aaker, Benet-Martinez, &
Garolera, 2001). The most representative single-item was selected for
each dimension, respectively, by using the corrected Item-to-total
correlation (which should be high) as well as correlations with the
remaining two brand personality dimensions (which should be low).
Study 2: 1032 customers (877 male, 155 female) of an automotive
company with an average age of 43.58 years (SD = 12.18, Range = 18
to 79) completed an online questionnaire regarding their loyalty towards
the company (Aydin, Özer, & Arasil, 2005; Bennett & Rundle-Thiele,
2001; Narayandas, 2005; Cronbach’s α = .93), their previous
purchasing behaviour of products of this company („Did you ever buy a
car of [company]?“), their personality (Single-Item measure; Woods &
Hampson, 2005) as well as the company’s brand personality along the
three items (sincere, exciting, elegant) derived from Study 1.
Table 1: Multiple regression analysis predicting customer loyalty
* p < .05; *** p < .001
References
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347–356.
Aaker, J. L., Benet-Martinez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A 
study of Japanese and Spanish brand personality constructs. Journal of Personality and Social 
Psychology, 81, 492–508.
Andreassen, T. W., & Lindestad, B. (1998). The effect of corporate image in the formation of customer 
loyalty. Journal of Service Research, 1, 82–92.
Aydin, S., Özer, G., & Arasil, Ö. (2005). Customer loyalty and the effect of switching costs as a 
moderator variable: A case in the Turkish mobile phone market. Marketing Intelligence and Planning, 
23, 89–103. 
Ball, D., Coelho, P. S., & Machás, A. (2004). The role of communication and trust in explaining  
customer loyalty. European Journal of Marketing, 38, 1272–1293.
Bennett, R., & Rundle-Thiele, S. (2002). A comparison of attitudinal loyalty measurement approaches. 
Brand Management, 9, 193–209.
Chang, C. (2001). The impacts of personality differences on product evaluations. Advances in 
Consumer Research, 28, 26–33.
Moser, K. (2001). Die Psychologie der Marke [The psychology of the brand]. Wirtschaftspsychologie, 
10–17.
Narayandas, D. (1998). Measuring and managing the benefits of customer retention: An empirical 
investigation. Journal of Service Research, 1, 108–128.
Woods, S. A., & Hampson, S. E. (2005). Measuring the Big Five with single items using a bipolar 
response scale. European Journal of Personality, 19, 373–390.
Age -.07* .03 -.03 .03
Sex .03 .03 .04 .03
Customer 
personality
Extraversion .05 .03 .04 .03
Neuroticism .00 .03 .03 .03
Conscientiousness .07* .03 .05 .03
Agreeableness .06 .03 .04 .03
Openness .04 .03 .02 .03
Purchase behaviour .27*** .06 .23*** .05
Brand 
personality
Sincerity .28*** .03
Excitement .15*** .03
Sophistication .22*** .03
.28***
Discussion
The results indicated that customer personality had only little influence on brand loyalty.
Previous purchasing behaviour, however, emerged as a relevant predictor of brand loyalty. Most
important for companies, brand personality substantially contributed to the prediction of brand
loyalty. If further studies can replicate these results, companies would be well advised to create
strong brand images in addition to customer loyalty programmes in order to increase loyalty.
The aim of this study is to deepen our understanding of this association
between brand loyalty and brand personality, as a central determinant
of the brand’s image, by additionally including the number of previous
purchases of products of the brand as well as customer personality.
Customer personality was shown in previous studies to be an important
predictor of consumer behaviour and consumer attributes (e.g., Chang,
2001).


https://epub.ub.uni-muenchen.de/11529/1/Bekk_Skatulla_Poesl_Natter_and_Spoerrle_ECP_2009.pdf

Brand personality and its influence on brand loyalty - Do sophisticated brands have more brand loyal customers?

Abstract

Similar works

Full text

Available Versions

Open Access LMU

Universität München: Elektronischen Publikationen