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Brand Personality, Consumer Satisfaction, and Loyalty: A Perspective from Denim Jeans Brands
Author(s) -
Su Jin,
Tong Xiao
Publication year - 2016
Publication title -
family and consumer sciences research journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.372
H-Index - 31
eISSN - 1552-3934
pISSN - 1077-727X
DOI - 10.1111/fcsr.12171
Subject(s) - denim , personality , brand loyalty , attractiveness , loyalty , advertising , psychology , flexibility (engineering) , brand management , brand extension , brand awareness , perspective (graphical) , marketing , business , social psychology , mathematics , management , economics , political science , psychoanalysis , law , geometry
This study employed Aaker's brand personality framework to empirically investigate the personality of denim jeans brands and to examine the impact of brand personality on consumer satisfaction and brand loyalty based on data collected from 474 college students. Results revealed that the personality of denim jeans brands can be described in six dimensions with 51 personality traits: attractiveness, practicality, ruggedness, flexibility, friendliness, and honesty. The results indicated that consumers associate particular brand personality dimensions with denim jeans brands. Also, the various dimensions of brand personality have different effects on consumer satisfaction and consumer brand loyalty.