Relationship between Consumer Identity and Brand Personality as a Factor of Brand Commitment

4341

Abstract

The article analyzes the relationship between consumer identity and brand personality as a factor of consumer commitment to the brand. We hypothesized that: a) there is a link between consumer identity and preferred brand’s personality; b) the higher the similarity between the consumer identity and preferred brand’s personality, the higher the brand commitment. The sample included 150 subjects aged 18—25. Methods: the method of J. Aaker was used to study brand personality, and its modification was used to study consumer identity. The questionnaire of J. Brovkina was used to study brand loyalty. Results: high correlations between consumer identity and brand personality were obtained on the scales Ruggedness, Sophistication, Excitement, and high correlations between brand loyalty and deltas of the values of consumer identity and brand personality on the same scales were also discovered. On the scales of Competence and Sincerity the correlations were lower, although important as well. Thus, the hypotheses were confirmed: a) it is shown that there is a correlation between consumer identity and brand personality; b) the higher this correlation is, the higher is the commitment to the preferred brand. The article was prepared within the framework of the Academic Fund Program at the National Research University Higher School of Economics (HSE) in 2015 (grant №(№15-05-0052) and supported within the framework of a subsidy granted to the HSE by the Government of the Russian Federation for the implementation of the Global Competitiveness Program.

General Information

Keywords: brand, brand communication, brand-consumer relationship, brand commitment, brand personality, consumer identity

Journal rubric: Applied Research and Practice

Article type: scientific article

DOI: https://doi.org/10.17759/sps.2015060409

For citation: Antonova N.V., Morozova V.D. Relationship between Consumer Identity and Brand Personality as a Factor of Brand Commitment. Sotsial'naya psikhologiya i obshchestvo = Social Psychology and Society, 2015. Vol. 6, no. 4, pp. 123–138. DOI: 10.17759/sps.2015060409. (In Russ., аbstr. in Engl.)

References

  1. Antonova N.V. Problema lichnostnoi identichnosti v interpretatsii sovremennogo psikhoanaliza, interaktsionizma i kognitivnoi psikhologii. [Problem of personal identity in interpretation of contemporary psychoanalysis, interastionism and cognitive psychology]. // Voprosy psikhologii. 1996. no 1. pp. 131—143.
  2. Brovkina J. Sotsial’naya psikhologiya brend-kommunikatsii. [Social psychology of brand communication]. Dissertatsiya na soiskanie uchenoi stepeni doktora psikhologicheskikh nauk. Moscow, Gosudarstvennyi Universitet Upravleniya, 2009. 466 p.
  3. Vinokurov F.N. Sotsial’no-psikhologicheskie mekhanizmy potrebitel’skoi loyal’nosti. [Social­psychological mechanisms of consumer loyalty]. Diss. ... kand. psikhol. nauk. Moscow, 2012.
  4. Domnin V.N. Predpochteniya brenda-klyuchevoi faktor vliyaniya na potrebitel’skii spros i rynochnye pokazateli firmy. [Brand preference the key factor of influence the consumer demand and market performance of the company]. Brend-Menedzhment, 2009, no 3, pp. 130—144.
  5. Il’inykh S.A. Psikhologiya massovoi kommunikatsii. [Mass Communication Psychology]. Novosibirsk, NGUEU, 2006. 72 p.
  6. Marketing i torgovlya. Novyi anglo-russkii tolkovyi slovar’. [Marketing and Trade. The new English-Russian dictionary]. Pod obshchei red. Storchevogo M.A. Saint-Petersburg: «Ekonomicheskaya shkola», 2003. 648 p.
  7. Mel’nikova O.T., Folomeeva T.V., Chmykhalova D.A.Brend kak predmet kachestvennogo sotsial’no-psikhologicheskogo issledovaniya i ob’ekt sotsial’nogo vospriyatiya. [Brand as a subject of qualitative social-psychological investigation and an object of social perception]. // Mir psikhologii. 1999. №. 3. P. 112—120.
  8. Folomeeva T.V., Vinokurov F.N.Loyal’nost’ potrebitelei kak sotsial’naya ustanovka. [The consumer loyalty as a social attitude]. Psikhologicheskie issledovaniya, 2012, T. 5. no. 23. pp. 5. [Elektronnyi resurs] URL: http://psystudy.ru (data obrashcheniya: 12.09.2015). 0421200116/0029.
  9. Tsysar’ A. Loyal’nost’ pokupatelei: izmerenie i upravlenie. [Customer loyalty: measurement and control]. Novyi Marketing. [Elektronnyi resurs]. Rezhim dostupa: http:www.loyaltymarketing. ru/library/loyalty/customer/11-090405.htm (data obrashcheniya: 12.09.2015).
  10. Sharapova A.L. Predmet i napravleniya issledovaniya sotsial’noi psikhologii potrebitel’skogo povedeniya. [Subject and investigation approaches in social psychology of consumer behaviour]. [Elektronnyi resurs]. Rezhim dostupa: http://auts.esrae.ru/ pdf/2012/2/43.pdf. (data obrashcheniya: 12.09.2015).
  11. Aaker J., Garbinsky E. Cultivating admiration in brands: Warmth, competence, and landing in the “golden quadrant”. Journal of Consumer Psychology, 2012. Vol. 22, iss. 2, pp. 191—194. doi: 10.1016/j.jcps.2011.11.012
  12. Aaker J. Dimensions of Brand Personality. Journal of Marketing Research, 1997, vol. 4, iss. 3, pp. 347—356. doi: 10.2307/3151897
  13. Ajzen I. The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes. 1991, vol. 50, issue 2, pp. 179—211. doi: 10.1016/0749-5978(91)90020-T.
  14. Asendorpf J. B., Banse R., Mücke D. Double discrimination between implicit and explicit personality self-concept: The case of shy behavior. Journal of Personality and Social Psychology, 2002, vol. 83, № 2. P. 380—393.
  15. Belk R.W. Possessions and the Extended Self. Journal of Consumer Research, 1988, Vol. 15. Issue 2, P. 139—168. doi: 10/1086/209154.
  16. Breakwell G.M. Coping with threatened identities. L.; N.Y., Methuen, 1986. 222 p.
  17. Chung K., Dongchul H., Seung-Bae P. The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 2001, vol. 43, № 4, P. 195—206.
  18. Costa P.T. Jr., McCrae R.R. NEO PI-R professional manual. Odessa, FL: Psychological Assessment Resources, 1992. v. 396, p. 653—665.
  19. Dick A.S., Basu K. Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 1994, Vol. 22 Issue 2, pp. 99—113. doi: 10/1177/0092070394222001.
  20. Ericson E.H. Identity, youth and crisis. N.Y: W.W.Norton Company, 1968 . 336 p.
  21. Fetscherin M., Heinrich D. Consumer brand relationships research: a bibliometric citation meta-analysis. //Journal of Business Research, 2015. Vol. 68, iss. 2, P. 380—390. doi: 10.1016/j.busres.2014.06.010.
  22. Fournier S. Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 1998. Vol. 24, №. 4, P. 343—373. doi: 10.1086/209515
  23. Huang H.H., Mitchell V.-W., Rosenaum-Elliott R. Are Consumer and Brand Personalities the Same? Psychology and Marketing, 2012. V. 29, iss. 5, P. 334—349. doi: 10.1002/mar.20525
  24. Kyunghwa C., Chorong Y.,Yuri L. The influence of luxury brands’ cross-border acquisition on consumer brand perception. //Clothing and Textiles Research Journal, 2014. Vol. 32, P. 219—234, doi:10.1177/0887302X14538117
  25. Marcia J.E. Identity in adolescence // Handbook of adolescent psychology / Ed. By J.Adelson. N.Y.: John Willey, 1980. P. 213—231.
  26. Matzler K., Bidmon S., Grabner-Kräuter S. Individual determinants of brand affect: the role of the personality traits of extraversion and openness to experience.// Journal of Product & Brand Management, 2006. Vol. 15. iss: 7, p. 427—434. doi: 10.1108/10610420610712801.
  27. Orth U.R., Limon Y., Rose G. Store-evoked affect, personalities, and consumer emotional attachments to brands. //Journal of Business Research. 2010, 63 № 11, P. 1202—1208. doi: 10.1016/j.busres.2009.10.018
  28. Urska T. The role of consumer-brand identification in building brand relationships. Journal of Business Research, 2013, 66, p. 53—59. doi:10.1016/j.jbusres.2011.07.022

Information About the Authors

Natalia V. Antonova, PhD in Psychology, Associate Professor, National Research University “Higher School of Economics”, Moscow, Russia, ORCID: https://orcid.org/0000-0001-9009-1388, e-mail: nvantonova@hse.ru

Veronica D. Morozova, Bachelor (Psychology), MSc Student, member of the “Psychology of Consumer Behaviour” research and training group, National Research University Higher School of Economics, e-mail: vdmorozova@gmail.com

Metrics

Views

Total: 3680
Previous month: 28
Current month: 16

Downloads

Total: 4341
Previous month: 10
Current month: 5