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Exploring brand personality congruen...

Asperin, Amelia Estepa.

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Exploring brand personality congruence: Measurement and application in the casual dining restaurant industry.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Exploring brand personality congruence: Measurement and application in the casual dining restaurant industry./
Author:	Asperin, Amelia Estepa.
Description:	156 p.
Notes:	Advisers: Carol W. Shanklin; Ki-Joon Back.
Contained By:	Dissertation Abstracts International68-12A.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3291407
ISBN:	9780549364603

Exploring brand personality congruence: Measurement and application in the casual dining restaurant industry.
Asperin, Amelia Estepa.

Exploring brand personality congruence: Measurement and application in the casual dining restaurant industry. - 156 p.

Advisers: Carol W. Shanklin; Ki-Joon Back.

Thesis (Ph.D.)--Kansas State University, 2007.

This study was designed to explore the measurement and application of brand personality congruence (BPC), defined as the gap between the customer's own personality and a restaurant's brand personality as perceived by the customer. The study involved two phases: Phase I primarily focused on the development of the BPC scale based on the existing Brand Personality Scale (Aaker 1997), while Phase II involved testing the relationship between BPC and brand loyalty and the mediating effects of satisfaction and trust on that relationship. Both Phases used the online survey methodology for data collection.

ISBN: 9780549364603Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Exploring brand personality congruence: Measurement and application in the casual dining restaurant industry.
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020 $a 9780549364603
035 $a (UMI)AAI3291407
035 $a AAI3291407
040 $a UMI $c UMI
100 1 $a Asperin, Amelia Estepa. $3 1264836
245 1 0 $a Exploring brand personality congruence: Measurement and application in the casual dining restaurant industry.
300 $a 156 p.
500 $a Advisers: Carol W. Shanklin; Ki-Joon Back.
500 $a Source: Dissertation Abstracts International, Volume: 68-12, Section: A, page: 5140.
502 $a Thesis (Ph.D.)--Kansas State University, 2007.
520 $a This study was designed to explore the measurement and application of brand personality congruence (BPC), defined as the gap between the customer's own personality and a restaurant's brand personality as perceived by the customer. The study involved two phases: Phase I primarily focused on the development of the BPC scale based on the existing Brand Personality Scale (Aaker 1997), while Phase II involved testing the relationship between BPC and brand loyalty and the mediating effects of satisfaction and trust on that relationship. Both Phases used the online survey methodology for data collection.
520 $a Confirmatory factor analysis was used to test the dimensionality of brand personality. The five-factor solution was supported with the dimensions of sincerity, excitement, competence, sophistication, and ruggedness. Exploratory factor analysis showed that brand personality dimensions were not stable for measuring customer personality. Only characteristics most closely associated with the Big Five dimensions of agreeableness, extroversion, and conscientiousness significantly loaded on the customer personality scale. A confirmatory factor analysis of the reduced scale resulted in a 5-factor solution: successful, exciting, unique, sincere, and friendly. Because BPC was operationalized as the gap between the customer's perceived personality and the restaurant's brand personality as perceived by the customer, only indicators that were common between the two scales were used to establish the 17-item BPC scale consisting of the following dimensions: exciting, unique, sincere, and leader.
520 $a In Phase II, second-order structural equation modeling was used to test BPC as an antecedent of the post-purchase evaluations of trust, satisfaction, and brand loyalty. Results indicated strong positive relationships, which suggested that higher congruence with the brand's personality results in increased trust, satisfaction, and brand loyalty. BPC had the greatest direct effect on trust and also had indirect effects on satisfaction via trust and brand loyalty via trust and satisfaction. Additional analyses showed that trust and satisfaction partially mediated the relationship between BPC and brand loyalty. Trust also mediated the relationship between BPC and satisfaction. Results implied that as the restaurant brand earns a customer's trust over time, the customer's evaluation of overall satisfaction with the brand also increases and leads to stronger brand loyalty.
590 $a School code: 0100.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Home Economics. $3 1019236
690 $a 0338
690 $a 0386
710 2 $a Kansas State University. $b Department of Hotel, Restaurant, Institution Management and Dietetics. $3 1057518
773 0 $t Dissertation Abstracts International $g 68-12A.
790 $a 0100
790 1 0 $a Back, Ki-Joon, $e advisor
790 1 0 $a Fullagar, Clive $e committee member
790 1 0 $a Gwinner, Kevin $e committee member
790 1 0 $a Shanklin, Carol W., $e advisor
791 $a Ph.D.
792 $a 2007
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3291407