search query: @indexterm Purchasing / total: 606
reference: 108 / 606
| Author: | Bauer, H. H. Mader, R. Huber, F. |
| Title: | Markenpersonlichkeit als Determinante von Markenloyalitat |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
2003 : DEC, VOL. 54:8, p. 687-709 |
| Index terms: | BRANDS PRODUCT QUALITY PURCHASING CONSUMERS |
| Language: | ger |
| Abstract: | 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, the authors investigate consequences of congruity between brand personality and consumer self-concept from a post- purchase perspective. The authors use brand loyalty as an ultimate dependent variable for the authors' model. In order to improve the understanding of self-congruity, the authors 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 (original in German). |
SCIMA