The influence of brand personality and relative brand identification on brand loyalty in the European mobile phone market

Chung, Sunghun and Park, Jooyoung (2015) The influence of brand personality and relative brand identification on brand loyalty in the European mobile phone market. Canadian Journal of Administrative Sciences, . doi:10.1002/cjas.1321


Author Chung, Sunghun
Park, Jooyoung
Title The influence of brand personality and relative brand identification on brand loyalty in the European mobile phone market
Journal name Canadian Journal of Administrative Sciences   Check publisher's open access policy
ISSN 1936-4490
0825-0383
Publication date 2015-05-11
Sub-type Article (original research)
DOI 10.1002/cjas.1321
Open Access Status Not yet assessed
Total pages 16
Place of publication Chichester, West Sussex, United Kingdom
Publisher John Wiley & Sons
Collection year 2016
Language eng
Abstract This study investigates the influence of brand personality on consumer loyalty and the moderating role of relative brand identification for multiple brands in the same product category. Survey data were collected from 1,651 respondents in the United Kingdom, France, and Germany. Results indicate that dimensions of brand personality that are positively associated with consumer brand loyalty vary across brands in the mobile phone category. Furthermore, relative brand identification not only positively affects consumer loyalty, it also moderates the relationship between brand personality and consumer loyalty.
Keyword Brand loyalty
Brand personality
Consumer loyalty
Dimensions
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Early view of article. Published online 11 May 2015.

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
UQ Business School Publications
 
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