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The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification

Kuenzel, S and Halliday, SV (2010) The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification Journal of Targeting, Measurement and Analysis for Marketing, 18 (3-4). pp. 167-176.

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Abstract

Very few previous studies have looked at brand identification, which is surprising considering it is such an important variable to influence brand loyalty. This study investigates the influences of brand personality congruence and reputation on brand identification and loyal behaviour. A theoretical model is proposed and evaluated with a sample of car owners in Germany. It was found that brand personality congruence and reputation affect brand identification, which in turn impacts on brand loyalty. Furthermore, it was shown that brand identification only partially mediates the influences of brand personality congruence and reputation as these variables also affect brand loyalty directly. The study provides important managerial and theoretical implications. © 2010 Macmillan Publishers Ltd.

Item Type: Article
Authors :
NameEmailORCID
Kuenzel, SUNSPECIFIEDUNSPECIFIED
Halliday, SVs.halliday@surrey.ac.ukUNSPECIFIED
Date : 1 September 2010
Identification Number : https://doi.org/10.1057/jt.2010.15
Depositing User : Symplectic Elements
Date Deposited : 16 May 2017 15:06
Last Modified : 16 May 2017 15:06
URI: http://epubs.surrey.ac.uk/id/eprint/817288

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