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Titolo:
The effect of brand personality and brand identification on brand loyalty:Applying the theory of social identification
Autore:
Kim, CK; Han, D; Park, SB;
Indirizzi:
Sung Kyun Kwan Univ, Sch Business Adm, Chongno Ku, Seoul, South Korea SungKyun Kwan Univ Seoul South Korea m, Chongno Ku, Seoul, South Korea Seoul Womens Univ, Sch Business Adm, Nowon Ku, Seoul, South Korea Seoul Womens Univ Seoul South Korea s Adm, Nowon Ku, Seoul, South Korea
Titolo Testata:
JAPANESE PSYCHOLOGICAL RESEARCH
fascicolo: 4, volume: 43, anno: 2001,
pagine: 195 - 206
SICI:
0021-5368(200111)43:4<195:TEOBPA>2.0.ZU;2-V
Fonte:
ISI
Lingua:
ENG
Soggetto:
ORGANIZATIONAL IDENTIFICATION; SELF;
Keywords:
brand personality; word-of-mouth reports; brand loyalty; social identification; self-expression;
Tipo documento:
Article
Natura:
Periodico
Settore Disciplinare:
Social & Behavioral Sciences
Citazioni:
20
Recensione:
Indirizzi per estratti:
Indirizzo: Kim, CK Sung Kyun Kwan Univ, Sch Business Adm, Chongno Ku, 3-53 Myungnyun Dong, Seoul, South Korea Sung Kyun Kwan Univ 3-53 Myungnyun Dong Seoul South Korea Korea
Citazione:
C.K. Kim et al., "The effect of brand personality and brand identification on brand loyalty:Applying the theory of social identification", JPN PSY RES, 43(4), 2001, pp. 195-206

Abstract

This study investigated the effect of brand personality on brand asset management by using the concept of consumers' identification with a brand. Thefocus was on one Important type of high-technology product, the cellular phone. The authors develop a conceptual framework to explain the effect of brand identification on brand loyalty, The important variables of this framework include the attractiveness of the brand personality, the distinctiveness of the brand personality, the self-expressive value of the brand personality, positive word-of-mouth reports of the brand, and brand loyalty. The empirical results indicated that there are positive relationships between attractiveness, distinctiveness, and self-expressive value of brand personality. These relationships had a statistically significant effect on consumers' identification with a brand. Furthermore, brand identification had a direct effect on word-of-mouth reports and an indirect effect on brand loyalty. The theoretical and managerial implications of the empirical results are presented, and suggestions are made regarding both the limitations of the present study and future directions for research.

ASDD Area Sistemi Dipartimentali e Documentali, Università di Bologna, Catalogo delle riviste ed altri periodici
Documento generato il 05/12/20 alle ore 13:53:24