The Influence of the Brand Personality Concept on Consumer Satisfaction and Loyalty

Authors

  • Ivana Marković Western Serbia Academy of Applied Studies, Valjevo department, Serbia
  • Biljana Rabasović Western Serbia Academy of Applied Studies, Valjevo department, Serbia
  • Nikola Stojanović Western Serbia Academy of Applied Studies, Valjevo department, Serbia

DOI:

https://doi.org/10.7595/management.fon.2022.0001

Keywords:

brand, brand personality, satisfaction, loyalty

Abstract

Research Question: The goal of this research is to describe how the concept of brand personality and its dimensions affect customer satisfaction and loyalty. Motivation: Creating brand personality is an efficient differentiation strategy, used by numerous companies for building and sustaining competitive advantage. Brands with personality are considered as real people and can be described using human characteristics. Therefore, consumers can establish connection with them more easily, which increases customer satisfaction and brand loyalty. Idea: The main idea of this paper was to empirically evaluate the relationship between the concept of brand personality and its dimensions and customer satisfaction and loyalty. Data: The information for this purpose was gathered through a survey that included 191 participants. Tools: Collected data were statistically analyzed using descriptive statistics, reliability and regression analyses in order to test the hypothesis. Findings: The results have proved that the brand personality plays a significant part in building satisfaction and loyalty. Furthermore, results indicate a significant positive relationship between all five brand personality dimensions and satisfaction on loyalty, with excitement and competency as dominant.  Contribution: This paper provides new insights significant for the Serbian-speaking audience and is genuinely useful since it stresses the importance of brand personification and its influence on success. Therefore, it can be used by brand managers to aid the process of establishing and sustaining strong brands.

Author Biographies

Ivana Marković, Western Serbia Academy of Applied Studies, Valjevo department, Serbia

MA Ivana Marković is a lecturer at Marketing, Market Research and Brand Management courses at the Western Serbia Academy of Applied Studies, Valjevo department. Since 2011. she has also been engaged as a guest lecturer at Duale Hochschule Baden-Württemberg Stuttgat, Germany at the International marketing course. Besides lecturing, Ms. Marković deals with public relations and organization of public events as a PR manager at the Western Serbia Academy.  

Biljana Rabasović, Western Serbia Academy of Applied Studies, Valjevo department, Serbia

Biljana Rabasović is a professor with PhD in Marketing. She is employed at the Western Serbia Academy of Applied Studies, Valjevo department, where she teaches Consumer Behaviour, Marketing Services, Business and Market communication and Introduction to Tourism and Tourism Business. As a member of the VIPOS Research and Development Center team, she participated in a number of projects for business and non-business entities. She is the author of more than twenty scientific papers and a co-author of two books.

Nikola Stojanović, Western Serbia Academy of Applied Studies, Valjevo department, Serbia

Nikola Stojanović is an assistant teacher at the Western Serbia Academy of Applied Studies for HR management, Marketing and Entrepreneurship-related subjects. He earned his Master’s degree in HR management at Northeastern University (Boston, USA) and a Graduate certificate in Strategic management at Harvard University (Cambridge, USA). Currently pursuing a PhD degree at the Faculty of Organizational Sciences, University of Maribor.

 

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Published

2022-05-12

How to Cite

Marković, I., Rabasović, B., & Stojanović, N. (2022). The Influence of the Brand Personality Concept on Consumer Satisfaction and Loyalty. Management:Journal of Sustainable Business and Management Solutions in Emerging Economies, 27(2), 13–24. https://doi.org/10.7595/management.fon.2022.0001

Issue

Vol. 27 No. 2 (2022)

Section

Articles

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