Relationship between Brand Personality, Customer Satisfaction, and Brand Loyalty, and its Application to Branding Strategy
Journal of Customer Satisfaction Management, Vol. 10, No. 2, pp. 137-152
16 Pages Posted: 27 Dec 2017
Date Written: August 20, 2008
This study examines relationships between brand personality and customer satisfaction, and between brand personality and brand loyalty, and explores applications of the relationships to branding strategy. Data are collected from mobile communications service consumers in South Korea and analyzed using factor analysis, structural equation modeling method. The results of the study suggest that there are significant relationship between brand personality and customer satisfaction, but not significant between brand personality and brand loyalty. Managerial implications for formulating branding strategy and further research directions are suggested.
Keywords: Customer satisfaction, customer loyalty, brand personality, brand loyalty, branding strategy, marketing communications, mobile communications service
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