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| Author: | Matzler, K. (et. al) |
| Title: | Personality, person-brand fit and brand community: an investigation of individuals, brands and brand communities |
| Journal: | Journal of Marketing Management
2011 : AUG, VOL. 27:9-10, p. 874-890 |
| Index terms: | brand names sampling consumers relationship marketing data analysis loyalty |
| Language: | eng |
| Abstract: | Brand communities have received substantial and warranted attention from marketing researchers and practitioners, as they can be important sources of information for both the firm and other customers, and they have a key role in building and maintaining strong brands. However, a decent understanding about the antecedents of brand community identification, such as individual differences between consumers in the propensity to connect with brand communities, has not been achieved. We hypothesise that the enduring personality traits extraversion and agreeableness forecast identification with the [brand] community, which in turn, and along with product attachment, is connected to brand trust and brand loyalty. Product attachment itself is hypothesised to act as a function of person-brand congruity, the perceived person-brand fit. The relationships are tested and supported in data from a sample of 662 car enthusiasts, who attended a large brand community meeting or 'brandfest'. |
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