The Impact of Services Brand Personality on Consumer Brand Relationship Quality
المؤلف | Ghantous, Nabil |
تاريخ الإتاحة | 2021-09-01T10:02:46Z |
تاريخ النشر | 2016 |
اسم المنشور | Services Marketing Quarterly |
المصدر | Scopus |
الملخص | 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. |
اللغة | en |
الناشر | Routledge |
الموضوع | Brand personality credibility loyalty relationship satisfaction self-congruity |
النوع | Article |
الصفحات | 185-199 |
رقم العدد | 3 |
رقم المجلد | 37 |
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