5 research outputs found
Expanding Brand Personality Congruence to Brand Personality Fit: The Importance of Customer Value Proposition as aModerating Fit on Brand Performance
Get PDFThis research demonstrates that brand performance can be enhanced not only through brand personality congruence with customer personality, but also through brand personality fit, namely the moderating fit of customer value proposition to brand personality. Through a study covering 125 brands, the result demonstrates that the moderating fit between brand personality and the different level of customer value proposition positively affects brand performance. Price-quality relationship for attribute-based customer value, self-construal for consequences-based customer value and self-regulatory focus as goal-based customer value are used to test this moderating fit relationship. Other findings show that this moderating fit is strongest toward the brand cognitive performance. Finally, the result of this study suggests marketers to incorporate the brand personality design into their positioning statement so that the overall customer value proposition can be developed in a more integrated manner, leading to higher brand performanc
Expanding Brand Personality Congruence to Brand Personality Fit: The Importance of Customer Value Proposition as a Moderating Fit on Brand Performance
No full textThis research demonstrates that brand performance can be enhanced not only through brand personality congruence with customer personality, but also through brand personality fit, namely the moderating fit of customer value proposition to brand personality. Through a study covering 125 brands, the result demonstrates that the moderating fit between brand personality and the different level of customer value proposition positively affects brand performance. Price-quality relationship for attribute-based customer value, self-construal for consequences-based customer value and self-regulatory focus as goal-based customer value are used to test this moderating fit relationship. Other findings show that this moderating fit is strongest toward the brand cognitive performance. Finally, the result of this study suggests marketers to incorporate the brand personality design into their positioning statement so that the overall customer value proposition can be developed in a more integrated manner, leading to higher brand performanc
ASEAN Marketing Journal : Vol.V, Issue 2, Desember 2013
No full text1. Expanding Brand Personality Congruence to Brand Personality Fit : The Importance of Customer Value Proposition as a Moderating Fit on Brand Performance
2. Anxiety, Sadness and Emotion Specificity : The Role of Music in Consumer Emotion and Advertisement Evaluation
3. Different Perspective Between Product and Marketing Division towards Product Critical Success Factors and Its Strategic Importance in Telecommunication Sectors
4. Doctors\u27 Perceptions towards Domestic and Multinational Pharmaceutical Products : An Investigation from Developing Country
5. Specialty Store and Multi-Brand Store Loyalty : An Indian Consumer Perspectiv
Expanding Brand Personality Congruence to Brand Personality Fit: The Importance of Customer Value Proposition as aModerating Fit on Brand Performance
No full textThis research demonstrates that brand performance can be enhanced not only through brand personality congruence with customer personality, but also through brand personality fit, namely the moderating fit of customer value proposition to brand personality. Through a study covering 125 brands, the result demonstrates that the moderating fit between brand personality and the different level of customer value proposition positively affects brand performance. Price-quality relationship for attribute-based customer value, self-construal for consequences-based customer value and self-regulatory focus as goal-based customer value are used to test this moderating fit relationship. Other findings show that this moderating fit is strongest toward the brand cognitive performance. Finally, the result of this study suggests marketers to incorporate the brand personality design into their positioning statement so that the overall customer value proposition can be developed in a more integrated manner, leading to higher brand performanceKeywords: brand personality, brand personality congruence, customer value hierarchy, price-quality relationship, self-construal, and self-regulatory focu
