haku: @author Mader, R. / yhteensä: 1
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| Tekijä: | Bauer, H. H. Mader, R. Huber, F. |
| Otsikko: | Markenpersonlichkeit als Determinante von Markenloyalitat |
| Lehti: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
2003 : DEC, VOL. 54:8, p. 687-709 |
| Asiasana: | BRANDS PRODUCT QUALITY PURCHASING CONSUMERS |
| Kieli: | ger |
| Tiivistelmä: | 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). |
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