Moderating role of self-congruence: Impact of brand personality on Brand attachment through the Mediating role of Trust

  • Asma Amjad Department of Management Sciences, National Textile University Faisalabad
  • Fiza Amjad GC University, Faisalabad
  • Khalid Jamil Govt College University, Faisalabad, Pakistan
  • Sharjeel Yousaf Govt College University, Faisalabad, Pakistan
DOI: https://doi.org/10.22610/imbr.v10i1.2144
Keywords: Brand Personality, Brand attachment, Brand trust, Self-congruence

Abstract

Increasingly companies are focused on searching for ways to create strong brand connections with consumers. It is illustrated that such connections lead to higher levels of consumer loyalty, which increases companies’ financial performance. The main purpose of this study is to explore the impact of brand personality on brand attachment through the mediating role of trust. Also investigate the moderating role of self-congruence on the relationship between brand personality and brand trust.  SPSS 23 is used to analyze the data. Data was collected through survey questionnaire technique and snow-ball sampling technique was used for data collection. Analysis reveal Brand personality have significant and positive relationship with brand trust. On the other side trust significantly enhance the brand attachment. While the results prove that self-congruence have significant moderating effect on the relationship between brand personality and brand trust. 

Downloads

Download data is not yet available.

References

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 3, 347-356. Baron, R. M. & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173-1182. Bennett, R. & Rundle-Thiele, S. (2002). A comparison of attitudinal loyalty measurement approaches. Journal of brand management, 9(3), 193-209. Chaplin, L. N. & Roedder John, D. (2005). The development of self-brand connections in children and adolescents. Journal of Consumer Research, 32(1), 119-129. Chaudhuri, A. (2002). How brand reputation affects the advertising-brand equity link. Journal of advertising research, 42(3), 33-43. Chaudhuri, A. & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93. Delgado-Ballester, E. & Luis Munuera-Alemán, J. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373. Fullerton, G. (2005). The impact of brand commitment on loyalty to retail service brands. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 22(2), 97-110. Gilmore, J. H. & Pine, B. J. (2007). Authenticity: What consumers really want: Harvard Business Press. Grohmann, B. (2009). Gender dimensions of brand personality. Journal of Marketing Research, 46(1), 105119. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2010). Multivariate data analysis (Vol. 7): Prentice Hall Upper Saddle River, NJ. Heath, A. P. & Scott, D. (1998). The self-concept and image congruence hypothesis: an empirical evaluation in the motor vehicle market. European Journal of Marketing, 32(11/12), 1110-1123. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 2, 1-22. Khayer, A., Naeemi, E. A. & Ahmadi, K. (2014). The Effect of Ethical Aspects of Brand on Increase of Corporates Reputation among Consumers in Shiraz. Kuwait Chapter of the Arabian Journal of Business and Management Review, 3(6A), 17. Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S. & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business research, 59(9), 955-964. Lastovicka, J. L. & Sirianni, N. J. (2011). Truly, madly, deeply: Consumers in the throes of material possession love. Journal of Consumer Research, 38(2), 323-342. Louis, D. & Lombart, C. (2010). Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand). Journal of product & brand management, 19(2), 114-130. Lynch, J. & De Chernatony, L. (2007). Winning hearts and minds: business-to-business branding and the role of the salesperson. Journal of marketing management, 23(1-2), 123-135. Mengxia, Z. (2007). Impact of brand personality on PALI: a comparative research between two different brands. International Management Review, 3(3), 36. Park, J. K. & John, D. R. (2010). Got to get you into my life: Do brand personalities rub off on consumers? Journal of Consumer Research, 37(4), 655-669. Pedersen, P. E., Nysveen, H. & Thorbjørnsen, H. (2003). Identity expression in the adoption of mobile services: The case of multimedia messaging services. Plummer, J. T. (1985). Brand personality: A strategic concept for multinational advertising. Paper presented at the Marketing educators' conference. Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300. Sung, M. & Yang, S. U. (2008). Toward the model of university image: The influence of brand personality, external prestige, and reputation. Journal of public relations research, 20(4), 357-376. Swaminathan, V., Stilley, K. M. & Ahluwalia, R. (2008). When brand personality matters: The moderating role of attachment styles. Journal of Consumer Research, 35(6), 985-1002. Thomson, M. (2006). Human brands: Investigating antecedents to consumers' strong attachments to celebrities. Journal of Marketing, 70(3), 104-119. Thomson, M., MacInnis, D. J. & Whan Park, C. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of consumer psychology, 15(1), 77-91. Whan Park, C., MacInnis, D. J., Priester, J., Eisingerich, A. B. & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.
Published
2018-04-10
How to Cite
Amjad, A., Amjad, F., Jamil, K., & Yousaf, S. (2018). Moderating role of self-congruence: Impact of brand personality on Brand attachment through the Mediating role of Trust. Information Management and Business Review, 10(1), 13-22. https://doi.org/10.22610/imbr.v10i1.2144
Issue
Vol 10 No 1 (2018)
Section
Research Paper

Copyright (c) 2018 Asma Amjad, Fiza Amjad, Khalid Jamil, Sharjeel Yousaf

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of revised paper in the light of suggestions of the reviewers, the editorial team  edits and formats manuscripts to bring uniformity and standardization in published material.

This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.