Record Details

Expanding Brand Personality Congruence to Brand Personality Fit: The Importance of Customer Value Proposition as aModerating Fit on Brand Performance

ASEAN Marketing Journal

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Field Value
 
Title Expanding Brand Personality Congruence to Brand Personality Fit: The Importance of Customer Value Proposition as aModerating Fit on Brand Performance
 
Creator Ardi Wirdamulia; Universitas Indonesia
Adi Zakaria Afiff; Universitas Indonesia
 
Description This research demonstrates that brand performance can be enhanced not only through brand personality congruence with customer personality, but also through brand personality fit, namely the moderating fit of customer value proposition to brand personality. Through a study covering 125 brands, the result demonstrates that the moderating fit between brand personality and the different level of customer value proposition positively affects brand performance. Price-quality relationship for attribute-based customer value, self-construal for consequences-based customer value and self-regulatory focus as goal-based customer value are used to test this moderating fit relationship. Other findings show that this moderating fit is strongest toward the brand cognitive performance. Finally, the result of this study suggests marketers to incorporate the brand personality design into their positioning statement so that the overall customer value proposition can be developed in a more integrated manner, leading to higher brand performanceKeywords: brand personality, brand personality congruence, customer value hierarchy, price-quality relationship, self-construal, and self-regulatory focus
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2014-08-21
 
Type Peer-reviewed Article
 
Format application/pdf
application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/3054
 
Source ASEAN Marketing Journal; Vol 5, No 2 (2013): December 2013
 
Language en