Relating Brand Personality with Customers’ Brand Experience: A Case of Apple Brand in Thailand
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Published:
Jul 19, 2019
Keywords:
Brand personality Brand experience Survey Apple brand Thailand
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Abstract
This research study aims to examine the relationship between Apple’s brand personality and customers’ brand experience, which is exhibited through emotional attachment, satisfaction, and consumer loyalty, in Thailand. Participants were 200 Thai consumers, aged between 20 to 36 years old, who were current users of Apple products within the past 6 months. They were each asked to complete a survey questionnaire via online or offline channels. Results in the brand personality section shows that Apple’s brand personality is exceptional in terms of the sophistication dimensions. Sophistication dimension received the highest score, in which style is the highest facet. Results from customers' brand experience section showed a relatively high concerning emotional attachment to Apple brand products with high levels of customer satisfaction and consumer loyalty. The relationship between brand personality and brand experience, in terms of emotional attachment, satisfaction, and consumer loyalty, were all positive. This suggests brand personality is likely to have a positive effect on brand experience.
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References
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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.
Chen, M. (1998). A study on the relationship between brand personality, consumer satisfaction and customer loyalty. Graduate Institute of Department of Business Administration, Chang Gung University, Taoyuan.
Colucci, M., Montaguti, E., & Lago, U. (2008). Managing brand extension via licensing: An investigation into the high-end fashion industry. International Journal of Research in Marketing, 25(2), 129−137.
Dick, A. & Basu, K. (1994). Customer loyalty: Towards an integrated framework. Journal of the Academy of Marketing Science, 22(2), 99–113.
Dodds, B., Monroe, K., & Grewal, D. (1991). Effect of price, brands, and store information on buyers’ product evaluation. Journal of Marketing Research, 28(3), 307-319.
Doyle, P. (1990). Building successful brands: The strategic options. Journal of Consumer Marketing, 7(2), 5-20.
Fawcett, A. (1993), Integrated marketing marketers convinced: its time has arrived. Advertising Age, 11(6), 1-2.
Ferrandi, J.-M., & Valette-Florence, P. (2002). Premiers test et validation de la transposition d’une e ́ chelle de personnalite ́ humaine aux marques. Recherche et Applications en Marketing, 17(3), 21-40.
Ferrandi, J., Merunka, D., Valette-Florence, P., & Barnier, V. (2002). Brand personality: How well does a human personality scale apply to brands? Asia Pacific Advances in Consumer Research, 5, 53-60.
Fiske, J. (1989). Reading the popular. Boston, MA: Unwin Hyman.
Folse, J., Netemeyer, R., & Burton, S. (2012). Spokes characters: How the personality traits of sincerity, excitement, and competence help to build equity. Journal of Advertising, 41(1), 17–32.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24, 343−373.
Gentile, C., Spiller, N., & Giuliano, N. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395–410.
Geuens, M., Weijters, B., & Wulf, K. (2009). A new measure of brand personality. International Journal of Research in Marketing, 26(2), 97–107.
Gouteron, J. (2006). L’impact de la personnalite ́ de la marque sur la relation marque-consommateur, application au marche ́ du preˆt-a`-porter feminin. Revue Franc ̧aise du Marketing, 207, 43-59.
Gouteron, J. (2008). L’impact de la personnalite ́ de la marque sur la relation a` la marque dans le domaine de la te ́ le ́ phonie mobile. La Revue des Sciences de Gestion, 233(4), 115-27.
Govers, P., & Schoormans, J. (2005). Product personality and its influence on consumer preference. Journal of Consumer Marketing, 22(4), 189-197.
Grohmann, B. (2009). Gender dimensions of brand personality. Journal of Marketing Research, 46(2), 105–119.
Halliday, S. & Kuenzel, S. (2010). The chain effects from reputation and brand personality congruence to brand loyalty: The role of brand identification. Journal of Targeting, Measurement and Analysis, 18(3/4), 167-176.
Halliday, S., & Kuenzel, S. (2008). Investigating antecedents and consequences of brand identification. Journal of Product and Brand Management, 17(3), 293- 304.
Hellier, P., Geursen, G., Carr, R., & Rickard, J. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762–1800.
Helman, D., & de Chernatony, L. (1999), Exploring the development of lifestyle retail brands, Service Industry Journal, 19(2), 49–68.
Hoomburg, C., Wieseke, J., & Levy, E. (2009), Social identity and the service profit chain. Journal of Marketing, 73(3), 38-54.
Johnson, M., & Selnes, F. (2004). Customer portfolio management: Toward a dynamic theory of exchange relationships. Journal of Marketing, 68(2), 1-17.
Jung, J., Kim, J., & Sung, Y. (2010). The predictive roles of brand personality on brand trust and brand affect: A study of Korean consumers. Journal of International Consumer Marketing, 22(1), 5-17.
Kabiraj, S., & Shanmugan, J. (2011). Development of a conceptual framework for brand loyalty: A Euro-Mediterranean perspective. Brand Management, 18(4/5), 285-299.
Kapferer, J. (2008). The new strategic brand management (4th ed.). London: Kogan Page.
Keller, K. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K. (2001). Building customer-based brand equity: A blueprint for creating strong brands. Marketing Management, 10(July/August), 15-19.
Keller, K. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595–600.
Kim, C., Han, D., & Park, S. (2001), The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43(4), 195-206.
Knox, S., & Walker, D. (2001). Measuring and managing brand loyalty. Journal of Strategic Marketing, 9(2), 111-128.
Kotler, P., & Keller, K. (2007). Marketing management (12th ed.). Upper Saddle River, NJ: Pearson Education.
Kumar, S., & Advani, J. (2005). Factors affecting brand loyalty: A study in an emerging market on fast moving consumer goods. Journal of Customer Behavior, 4, 251–275.
Lannon, J. (1993). Asking the right questions: What do people do with advertising? In Brand. equity and advertising: Advertising's role in building strong brands. Hillsdale, NJ: Lawrence Erlbaum Associates.
Lin, L. (2010). The relationship of consumer personality trait, brand personality and brand loyalty: An empirical study of toys and video games buyers. Journal of Product & Brand Management, 19(1), 4–17.
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