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Markenpersönlichkeit als Determinante von Markenloyalität


Brand personality, a crucial part of brand image, can be conceived as a key to the emotional qualities of a product. To demonstrate the potential value of a brand’s personality for consumers and companies, we investigate consequences of congruity between brand personality and consumer self-concept from a post-purchase perspective. We use brand loyalty as an ultimate dependent variable for our model. In order to improve the understanding of self-congruity, we also introduce determinants of congruent consumer-brand relationships. For the first time, an application of self-congruity theory is embedded in a causal-analytical framework. The proposed framework provides insight into consumer-brand relationship mechanisms and is analyzed with a structural equation modeling approach.

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Bauer, H.H., Mäder, R. & Huber, F. Markenpersönlichkeit als Determinante von Markenloyalität. Schmalenbachs Z betriebswirtsch Forsch 54, 687–709 (2002).

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