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Brand Personalities and Consumer-brand Relationships PDF

192 Pages·2011·2.58 MB·English
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Schriften aus der Fakultät Sozial- und Wirtschaftswissenschaften 3 der Otto-Friedrich Universität Bamberg Brand Personalities and Consumer-brand Relationships as Elements of Successful Brand Management von Katharina S. Güse UNIVERSITY OF BAMBERG PRESS Schriften aus der Fakultät Sozial- und Wirtschaftswissenschaften der Otto-Friedrich-Universität Bamberg 3 Schriften aus der Fakultät Sozial- und Wirtschaftswissenscha ften der Otto-Friedrich-Universität Bamberg Band 3 University of Bamberg Press 2011 Brand Personalities and Consumer-brand Relationships as Elements of Successful Brand Management von Katharina S. Güse University of Bamberg Press 2011 Bibliographische Information der Deutschen Nationalbibliothek Die Deutsche Nationalbibliothek verzeichnet diese Publikation in der Deutschen Nationalbibliographie; detaillierte bibliographische Informationen sind im Internet über http://dnb.ddb.de/ abrufbar Diese Arbeit hat der Fakultät Sozial- und Wirtschaftswissenschaften der Otto-Friedrich-Universität als Dissertation vorgelegen 1. Gutachter: Prof. Dr. Björn Ivens 2. Gutachter: Prof. Dr. Brigitte Müller 3. Gutachter: Prof. Dr. Susanne Rässler 4. Gutachter: Prof. Dr. Sandra Praxmarer Tag der mündlichen Prüfung: 12. Januar 2011 Dieses Werk ist als freie Onlineversion über den Hochschulschriften- Server (OPUS; http://www.opus-bayern.de/uni-bamberg/) der Universitätsbibliothek Bamberg erreichbar. Kopien und Ausdrucke dürfen nur zum privaten und sonstigen eigenen Gebrauch angefertigt werden. Herstellung und Druck: docupoint GmbH, Magdeburg Umschlaggestaltung: Dezernat Kommunikation und Alumni © University of Bamberg Press Bamberg 2011 http://www.uni-bamberg.de/ubp/ ISSN: 1867-6197 ISBN: 978-3-86309-000-5 (Druckausgabe) eISBN: 978-3-86309-001-2 (Online-Ausgabe) URN: urn:nbn:de:bvb:473-opus-3085 Acknowledgements Writing this thesis was a challenging and fascinating process – a life- changing journey – and I would like to thank everyone who accompa- nied me during the past years. Special thanks go to my advisor Bjoern Ivens. There are many reasons for which I am extremely grateful to have met him. He gave me the chance to start my project under optimal cir- cumstances. His commitment, his constant support, and his empathy eased some of the difficult moments that every life-changing journey carries. His constant respect was always refreshing and created out- standing working conditions from the very beginning. He introduced me to the world of research and taught me what it means to become a mem- ber of a faculty and research community. I am looking forward to con- tinuing working with him on interesting and promising projects. I would like to express my gratitude to Brigitte Muller who supported me through various phases of my PhD studies. She kindly agreed to be an external member of my dissertation committee and provided very helpful feedback on my thesis. I sincerely hope that we will continue to work on further promising questions. I am glad that Susanne Raessler agreed to serve as an internal expert and I am grateful for her comments. It also was a pleasure to have Sandra Praxmarer on my thesis committee. I wish to thank my former colleagues at University of Lausanne for the many stimulating discussions and the valuable comments during the process of writing this thesis. The formalized PhD program of Lausanne’s doctoral school was challenging, but it sparked my interest in research. The strong research focus of the University of Lausanne had a forming influence on my way and I am glad to have started under these circumstances. I am grateful to all of my friends for distracting me and enriching my life in and outside the office and for their being there despite the dis- tance that separated us most of the time. 5 I also want to thank my fellow PhD students and colleagues at the chair of Marketing in Bamberg. It was a pleasure to spend the last year of this journey with them. I thank them for their support and the moments we shared. Last but not least, my thanks and sincerest gratitude go to my family. They largely contributed to this thesis through their unconditional sup- port and caring love. Thank you for being there for me at all times. 6 Contents ACKNOWLEDGEMENTS............................................................... 5 CONTENTS ...................................................................................... 7 LIST OF TABLES........................................................................... 11 LIST OF FIGURES......................................................................... 13 Chapter 1. Introduction.............................................................. 14 1.1 Brand management research ............................................... 14 1.1.1 Defining brands.......................................................... 14 1.1.2 Measuring brand value................................................ 16 1.2 Academic and managerial relevance................................... 18 1.3 Research Objective............................................................. 19 1.4 Epistemological position .................................................... 21 1.5 Research structure.............................................................. 22 Chapter 2. Customers’ Brand Personality Perceptions: A Taxonomic Analysis.................................................. 23 2.1 Introduction ....................................................................... 23 2.2 A taxonomic analysis of brand personality perceptions ....... 25 2.2.1 Brand personality research.......................................... 25 2.2.2 A taxonomic perspective on brand personality styles ... 34 2.2.3 Brand personality patterns and brand evaluation.......... 35 2.3 Empirical study.................................................................. 36 2.3.1 Study design............................................................... 36 2.3.2 Measures .................................................................... 38 2.3.3 Data analysis .............................................................. 40 2.3.4 Cluster description...................................................... 41 2.3.5 Validation of the cluster solution................................. 46 2.3.6 Brand personality style, satisfaction, attitude, and preference................................................................... 53 7 2.3.7 Distribution of brands across clusters...........................56 2.4 Discussion ..........................................................................58 2.4.1 Summary of the research .............................................58 2.4.2 Theoretical implications ..............................................58 2.4.3 Managerial implications ..............................................59 2.5 Limitations and future research ...........................................61 2.6 Conclusion .........................................................................63 Chapter 3. An empirical comparison of the stereotype content model and the Aaker scale of brand personality in purchasing processes.................................................64 3.1 Introduction........................................................................64 3.2 The brand personality concept.............................................64 3.2.1 Origins and definition..................................................64 3.2.2 The five-factor model of brand personality...................65 3.2.3 Research based on the five-factor model ......................66 3.2.4 Difficulties related to the five-factor model and its measurement ...............................................................66 3.3 Alternative perspective on the brand personality concept: the stereotype content model.....................................................67 3.4 Model development ............................................................69 3.5 Empirical study...................................................................70 3.5.1 Study design................................................................70 3.5.2 Measures.....................................................................72 3.6 Results................................................................................72 3.6.1 Brand personality model..............................................72 3.6.2 Stereotype content model ............................................74 3.6.3 Model comparison.......................................................76 3.7 Discussion ..........................................................................78 3.7.1 Theoretical implications ..............................................78 3.7.2 Managerial implications ..............................................79 3.7.3 Limitations and future research....................................80 Chapter 4. Consumer-Brand Relationships: A State-of-the-Art Review and Future Research Directions...................81 4.1 Introduction........................................................................81 8 4.2 Article selection method..................................................... 82 4.3 Conceptual framework about consumer-brand relationships 84 4.4 Empirical Studies on consumer-brand relationships ............ 90 4.4.1 Characteristics of the empirical studies........................ 90 4.4.2 Empirical results........................................................103 4.5 Review of critical issues....................................................109 4.5.1 Conceptual issues ......................................................109 4.5.2 Methodological issues................................................111 4.6 Discussion ........................................................................114 Chapter 5. Do relational norms influence consumer behavior? An analysis of mediating effects in consumer-brand relationships.............................................................116 5.1 Introduction ......................................................................116 5.2 Relationship Quality Research...........................................118 5.3 Relational norms research..................................................122 5.3.1 Introduction to Relational Exchange Theory...............122 5.3.2 Applicability of Relational Exchange Theory .............123 5.3.3 Norms that Govern Consumer-brand Relationships ....124 5.4 Model Development..........................................................127 5.5 Empirical Study ................................................................134 5.5.1 Study Design .............................................................134 5.5.2 Measures ...................................................................136 5.6 Results ..............................................................................136 5.6.1 Measure Validation Procedure ...................................136 5.6.2 Hypotheses Testing....................................................140 5.7 Discussion ........................................................................145 5.7.1 Research Contribution ...............................................145 5.7.2 Limitations and Future Research Directions ...............147 5.7.3 Managerial implications.............................................149 Chapter 6. Discussion ................................................................152 6.1 Overview ..........................................................................152 6.2 Summary of the results......................................................152 6.3 Academic implications ......................................................155 6.4 Managerial implications ....................................................158 9

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