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

See all articles by Young-Ei Kim

Young-Ei Kim

Seoul Digital University - Department of Business Administration

Jung Wan Lee

Boston University - Department of Administrative Sciences

Date Written: August 20, 2008

Abstract

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

Suggested Citation

Kim, Young-Ei and Lee, Jung Wan, Relationship between Brand Personality, Customer Satisfaction, and Brand Loyalty, and its Application to Branding Strategy (August 20, 2008). Journal of Customer Satisfaction Management, Vol. 10, No. 2, pp. 137-152. Available at SSRN: https://ssrn.com/abstract=3091377

Young-Ei Kim

Seoul Digital University - Department of Business Administration ( email )

Seoul, 04157
Korea, Republic of (South Korea)

Jung Wan Lee (Contact Author)

Boston University - Department of Administrative Sciences ( email )

808 Commonwealth Avenue
Boston, MA 02215
United States
617 358 5627 (Phone)
617 353 6840 (Fax)

HOME PAGE: http://www.bu.edu/met

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