Asean Marketing Journal
##issue.vol## 5, ##issue.no## 2 (2013): December 2013

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


Ardi Wirdamulia ( Universitas Indonesia ) , Adi Zakaria Afiff ( Universitas Indonesia )



Article Info

Publish Date
13 Jun 2014

Abstract

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


Copyrights © 2014






Download : Full PDF (37.729 KB)
Original Source : http://journal.ui.ac.id/index.php/amj/article/view/3054
Google Scholar : Check in googleschoolar