Expanding Brand Personality Congruence to Brand Personality Fit : The Importance of Customer Value Proposition as a Moderating Fit on Brand Performance
This research demonstrates that brand performance can be enhanced not only through brand personality congruence with customer personality, but also through brand personality fit, namely the moderating fit of customer value proposition to brand personality. Through a study covering 125 brands, the result demonstrates that the moderating fit between brand personality and the different level of customer value proposition positively affects brand performance. Price-quality relationship for attribute-based customer value, self-construal for consequences-based customer value and self-regulatory focus as goal-based customer value are used to test this moderating fit relationship. Other findings show that this moderating fit is strongest toward the brand cognitive performance. Finally, the result of this study suggests marketers to incorporate the brand personality design into their positioning statement so that the overall customer value proposition can be developed in a more integrated manner, leading to higher brand performance
Year of publication: |
2014
|
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Authors: | Wirdamulia, Ardi |
Other Persons: | Afiff, Adi (contributor) |
Publisher: |
[2014]: [S.l.] : SSRN |
Subject: | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Kundenwert | Customer value | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand |
Saved in:
freely available
Extent: | 1 Online-Ressource (14 p) |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | In: ASEAN Marketing Journal, December 2013, Vol. V, No. 2 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments August 26, 2014 erstellt |
Classification: | M31 - Marketing |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013048417
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