Journal of Business Economics

, Volume 87, Issue 4, pp 511–531 | Cite as

Traits grow important with increasing age: customer age, brand personality and loyalty

  • Magdalena BekkEmail author
  • Matthias Spörrle
  • Miriam Landes
  • Klaus Moser
Original Paper


Increasing customer loyalty is important to brands. Using an automobile customer sample (N = 1032), this research examines the relative importance of the joint effects of different brand personality dimensions on customer loyalty both directly as well as indirectly—via customer trust and satisfaction. Results indicate that not all brand personality dimensions are equally important to enhance customer loyalty, trust or satisfaction. Furthermore, analyses address customer age in this context. Older customers tend to rely more directly upon brand personality as a schema-based form of evaluation than younger customers; older customers are less influenced by the more affective and temporarily variable concepts of satisfaction and trust. The results indicate the relevance of an elaborate brand personality, especially for mature markets. The results provide guidance for managers in their communication to specific age-selected target groups to generate and increase their loyalty.


Brand personality Loyalty Trust Customer satisfaction Customer age 

JEL Classification

M310 (Marketing) 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2016

Authors and Affiliations

  • Magdalena Bekk
    • 1
    Email author
  • Matthias Spörrle
    • 2
  • Miriam Landes
    • 3
  • Klaus Moser
    • 4
  1. 1.Department of Marketing and Brand ManagementUniversity of CologneCologneGermany
  2. 2.Private University Castle Seeburg (Privatuniversität Schloss Seeburg), Business PsychologySeekirchen am WallerseeGermany
  3. 3.University of Applied Management (UAM), Economic and Work PsychologyErdingGermany
  4. 4.Department of Business and EconomicsFriedrich-Alexander-University Erlangen-NurembergNurembergGermany

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