دانلود رایگان مقاله انگلیسی زنجیره ی اثرات شخصیت برند و هم نهشتی کاربردی مراحل وفاداری به برند - امرالد 2017

Abstract

Purpose - The main purpose of this study is to identify the impacts of brand personality and functional congruity on various components of brand loyalty (i.e., cognitive, affective and conative) by examining the moderating role of gender. Design/methodology/approach - The proposed model is examined by considering a car as a product brand stimulus. Using a self-structured questionnaire, 263 usable responses are considered for data analysis by applying the structural equation modelling method. Findings - The findings indicate that all hypotheses on the relationships between brand personality, functional congruity, and stages of brand loyalty are supported except for the relationship between brand personality and conative loyalty, whereby brand personality indirectly have impacts on conative brand loyalty via functional congruity. The outcome of the multi-group analysis shows that the impact of brand personality and functional congruity on cognitive, affective and conative brand loyalty varies across gender groups. Practical implications - The results indicate that if marketing managers are willing to create cognitive, affective as well as conative brand loyalty among consumers, they ought to tally their consumers’ purchasing and evaluation criteria with the functional and symbolic attributes. If the target consumers were motivated to purchase the product based on the symbolic attributes (as preferred by females in the present study), more attention should be focused on communicating and delivering the symbolic attributes during their marketing campaign; on the other hand, if the consumers were inclined to buy product based on the utilitarian functions (as preferred by males in the current study), more emphasis should be placed on the functional values and attributes. Originality/value - This study is the first to utilize self-congruity and the ELM (Elaboration Likelihood Model) model to explain the influence of brand personality and functional congruity on each component of brand loyalty within the Automobile industry’s context. This study on the moderating role of gender shows that the effect of brand personality and functional congruity is different across gender groups. The findings can help marketers to design an effective brand positioning and marketing strategies in order to stay competitive.

Limitation and Future Research Direction

Even though the study has made a number of contributions to the body of knowledge practically and theoretically, there are still some limitations which should be acknowledged and be addressed for future study. Firstly, to validate the outcome of this study, future research is encouraged to examine this hypothesized model in different cultural, as well as industrial, settings. Secondly, it will be very interesting for future studies to test the impacts of brand personality’s dimensions on cognitive, affective, and conative brand loyalty. This examination can add value to the findings and provide more insights into identifying which component of brand personality can impact more on various stages of brand loyalty. Thirdly, the current study’s focus is only on attitudinal components of brand loyalty; action loyalty was not considered due to the difficulties in measuring as well as observing action loyalty. Moreover, it will be useful if behavioural loyalty is also included in the model.