The Relationships Between Brand Personality And Brand Loyalty

Brand personality is a series of personality characteristics reflected by a brand and perceived by consumers. Brand personality which researched in the area of marketing field is an intangible asset, and psychology-related empirical research has just begun.Aaker first expanded the brand personality dimension and scale for the United States in 1997, then Japan and Spain's brand personality dimensions and scales also have been appeared. But, in China the related researches are still in the initial stage, not only related theories but also empirical researches should be strengthened.In the areas of products, there is a increasing demand for commodities, consumers'goods requirements about individual characteristics began to noticeable. In such an environment, a brand's image, especially its anthropomorphic characteristics have begun to play an important role. Studies have shown that, consumers often be more willing to buy the brand which close to their own personality, this self-consistency for a consumer has also contributed to the brand loyalty.Based on these, questionaire survey was taken as the main method, statistical techniques such as independent sample T test, variance analysis, correlation analysis, hierarchical regression analysis were applied for date analysis to explore the brand personality and the relationships between relevant variables. The main conclusions are as follows:Firstly, the research discussed the demographical variable's effects on brand personality. We found that grade had significant effect on sophistication; years used mobile phone had significant effects on competence; gender, age, discipline, living expenses had no significant effects on dimensions of brand personalitySecondly, the research discussed the relationship between brand personality and outcome variables. We reach the conclusions as follows: three dimensions which were sincerity, competence, sophistication can positively predict social self-congruity; sincerity, sophistication can positively predict real self-congruity; sincerity, competence can positively predict brand loyalty.Thirdly, the research discussed the mediate effects of self-congruity by hierarchical regression analysis. The results showed that social self-congruity partly mediated the relationship between brand personality and brand loyalty, but real self-congruity did not mediate the relationship between brand personality and brand loyalty.