The Impact of Services Brand Personality on Consumer Brand Relationship Quality

Abstract

This article investigates service brand personality's role as a driver of brand relationship quality. A research model links brand personality to four indicators of relationship quality: brand credibility, self-congruity, cumulative satisfaction, and loyalty. The model is tested with structural equation modeling using data from French retailing (N = 1188). The findings indicate very diverse effects of personality dimensions on the relationship quality: whereas competence has a very strong impact, other dimensions like agreeableness exert no significant effect. The research also highlights the pivotal role of self-congruity and brand credibility in mediating brand personality's impact on satisfaction and loyalty in services.