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IMPACT OF BRAND PERSONALITY ON
RELATIONAL CONSEQUENCES TOWARDS
PEPSI
Submitted by:
Ms. Zi ll -e-Arsh Saleem
(08-0054)
Supervised by:
Mr. Hasan Javid
Program
Bachelors of Business Administration (BBA)
Spring 2012
FAST-School of Business
National University of Computer & Emerging Science
FAST School of Management,
Karachi campus
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FAST SCHOOL OF MANAGEMENT
Recommendation for External Examination
This final year project, hereto attached, titled, “Impact of Brand Personality on relational
consequences towards Pepsi”, prepar ed and submitted by “Ms. Zill-e-Arsh Saleem”, in partial
fulfilment of the requirements for the degree of Bachelors of Business Administration (BBA), is
hereby forwarded for appropriate action.
Mr. Hasan Javid
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FAST SCHOOL OF MANAGEMENT
Certificate of Completion
This final year project, hereto attached, titled, “Impact of Brand Personality on relational
consequences towards Pepsi”, prepared and submitted by “Ms. Zill-e-Arsh Saleem”, in partial
fulfilment of the requirements for the degree of Bachelors of Business Administration (BBA),
is hereby forwarded for appropriate action.
Mr. Hasan Javid
Advisor
Dr. Manzoor Anwar Khalidi
Head of FAST School of Management
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Abstract
The purpose of this research is to find impact of Pepsi’s perceived brand personality on three
major relational consequences: trust, attachment, and commitment to the brand. In addition to
the links between brand personality and its relational consequences, the interdependence links
amongst these consequences are also considered.
The data were collected from a convenience sample 227 university students questioned about
the brand Pepsi, which enjoys strong awareness with that target.
All the nine personality traits of Pepsi studied in this research impact directly on at least one
of the three relational consequences under study: trust, attachment, and commitment to the
brand. In addition they have an indirect influence on commitment via trust and attachment to
the brand.
The research demonstrates that brand personality affects the type and strength of the
relationship that consumers maintain with brands. It is a useful tool for managers to direct or
reinforce the lasting relationship they want to develop or maintain between their brands and
the consumers they target. Relational paths from brand personality to the variables trust,
attachment, and commitment are suggested in this research.
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Acknowledgement
I would like to express my gratitude towards Mr. Dider Loius and Mr. Cindy Lombart for
allowing me to carry out research based on their proposed model (See Appendix VIII: E-mail
of Dider Loius)
I take immense pleasure in thanking my project advisor Mr. Hasan Javid for having permitted
me to carry out this research work and also for his encouragement, proficient guidance and
useful suggestions throughout the research, which helped me in completing the research work
in time. He has given his precious time to go through the research and make necessary
correction as and when needed.
My deep sense of gratitude is to Dr. Manzoor Anwar Khalidi (H.O.D) for continuous support
and effective guidance. His direction proved to be useful tool in making the report a quality
one.
I also wish to thank Mr. Amir Adam for helping me out during earlier phase of this research.
Without his direction and assistance I would not be able to build strong foundation of this
research project. I would also thank my Institution and my faculty members without whom
this final year project would have been a distant reality.
I would like to thank my class mates and friends (especially Asma Asghar, Sidra Irshad and
Roomana Murad) for their encouragement and support. Without their interests and
cooperation I could not have produced this study.
Finally I would like to thank my parents for their support and encouragement that motivated
me to work with great determination for successfully completing this research project.
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Table of ContentsTITLE PAGE…………………………………………………………………………………………………………………..……………… i
RECOMMENDATION FOR EXTERNAL EXAMINATION ……………………………………………………………………. ii
CERTIFICATE OF COMPLETION ……………………………………………………………………………………..……………. iii
ABSTRACT …………………………………………………………………………………………………………………………………. iv
ACKNOWLEDGEMENT ………………………………………………………………………………………………………..………. v
LIST OF TABLES ……………………………………………………………………………………………..……………………………. ix
LIST OF FIGURES …………………………………………………………………………………………………………..…………….. x
EXECUTIVE SUMMARY…………………………………………………………………………………………………..……………. xi
CHAPTER 1: INTRODUCTION ..................................................................................... 1
1.0 Introduction................................................................................................................. 1
1.1 Background .................................................................................................................. 1
1.2 Problem ....................................................................................................................... 2
1.3 Research Objective ...................................................................................................... 2
1.4 Research Questions ..................................................................................................... 2
1.5 Analysis Model ............................................................................................................ 3
1.6 Variables ...................................................................................................................... 3
1.7 Hypothesis ................................................................................................................... 4
1.8 Rationale ..................................................................................................................... 6
1.9 Scope ........................................................................................................................... 6
1.10 Target Group ............................................................................................................... 7
CHAPTER 2: LITERATURE REVIEW ...................................................................... 82.1 Consumer Loyalty ........................................................................................................ 8
2.1.1 Behavioural Loyalty .............................................................................................. 8
2.1.2 Attitudinal Loyalty ................................................................................................ 8
2.1.3 Mixed Approach of Loyalty .................................................................................. 9
2.2 Relational Marketing ................................................................................................... 9
2.2.1 Brand Identity .................................................................................................... 10
2.2.2 Brand Image ....................................................................................................... 10
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2.2.3 Brand Equity ....................................................................................................... 11
2.3 Brand Personality ...................................................................................................... 11
2.3.1 Human Personality Traits ................................................................................... 12
2.3.2 Origin of Brand personality from Human personality ....................................... 13
2.3.3 Concept of Brand Personality ............................................................................ 14
2.3.4 The creation of Brand Personality ..................................................................... 14
2.3.5 Theory of Animism ............................................................................................. 15
2.3.6 Importance of Brand personality ....................................................................... 15
2.3.6 Brand Personality Scales .................................................................................... 17
2.4 Brand Personality and its consequences .................................................................. 18
2.4.1 Influence of Brand personality on three relational consequence ..................... 20
2.4.2 Trust in the brand .............................................................................................. 20
2.4.3 Attachment with the brand ............................................................................... 23
2.4.4 Commitment with the brand ............................................................................. 24
2.4.5 Link between consumer trust, attachment and commitment with the Brand . 26
CHAPTER 3: METHODOLOGY ............................................................................... 27
3.1 Research Design ........................................................................................................ 27
3.2 Population ................................................................................................................. 27
3.3 Sample Size ................................................................................................................ 27
3.4 Sampling Method ...................................................................................................... 27
3.5 Research Instrument ................................................................................................. 27
3.6 Questionnaire Preparation ........................................................................................ 27
3.7 Plan of Analysis .......................................................................................................... 30
3.8 Software Employed ................................................................................................... 30
CHAPTER 4: FINDINGS ............................................................................................. 31
4.1 Demographics............................................................................................................ 31
4.2 Brand Personality of Pepsi ........................................................................................ 35
4.3 Trust, Attachment and Commitment ........................................................................ 40
4.4 Linkage between Brand Personality of Pepsi and Consumer’s Trust, Attachment and
Commitment with this brand ............................................................................................... 45
4.4 Hypothesis Testing .................................................................................................... 59
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CHAPTER 5: DISCUSSION........................................................................................ 62
5.1 Discussion .................................................................................................................. 62
5.2 Limitations of the study ............................................................................................ 65
5.3 Recommendations .................................................................................................... 66
5.4 Conclusion ................................................................................................................. 67
5.5 Future Line of Research............................................................................................. 68
References
Appendices
Appendix I: Reliability Test
Appendix II: Paired Sample t-test
Appendix III: Symmetric Measures (Cross Tabulation)
Appendix IV: Linear Regression
Appendix V: Questionnaire
Appendix VI: Code Book
Appendix VII: Code Sheet
Appendix VIII: E-mail of Dider Louis
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List of TablesTable 1: Brand Personality Scale of various studies ............................................................................. 18
Table 2: Brand Personality Scale Proposed By (Laure Ambroise J.-M. F., 2004) ............................... 28
Table 3: Age Frequency ........................................................................................................................ 31
Table 4: Gender Frequency ................................................................................................................... 32Table 5: Personal Income Frequency .................................................................................................... 33
Table 6: Consumers & Non-Consumer Frequency ............................................................................... 33
Table 7: Number of Soft Drink Glasses per Week ............................................................................... 34
Table 8: Mean Score of Brand Personality of Pepsi ............................................................................. 36
Table 9: Ranks of Brand Personality Traits of Pepsi ............................................................................ 36
Table 10: Brand Personality of Pepsi with respect to Gender .............................................................. 37
Table 11: Ranks of Brand Personality of Pepsi with respect to Gender ............................................... 38
Table 12: Brand Personality of Pepsi with respect to Consumers & Non-Consumers ......................... 38
Table 13: Ranks of Brand Personality Traits of Pepsi with respect to Cola consumers & Non-
Consumers ............................................................................................................................................ 39
Table 14: Mean Scores of trust, attachment & commitment of Pepsi................................................... 40
Table 15: Mean Score of Trust in Pepsi (Credibility, integrity & benevolence), Attachment with Pepsi
and Commitment (continuance, affective) with Pepsi .......................................................................... 42
Table 16: Mean Score of Trust, Attachment and Commitment for Pepsi with respect to Gender ........ 43
Table 17: Mean Score of Trust, Attachment and Commitment for Pepsi on the basis of Soft Drink
consumers and Non-consumers ............................................................................................................ 44
Table 18: Gamma Parameters (γ) and t-value for relation between Brand Personality and Trust in
Pepsi...................................................................................................................................................... 45
Table 19: Gamma Parameters (γ) and t-value for relation between Brand Personality Attachment with
Pepsi...................................................................................................................................................... 47
Table 20: Gamma Parameters (γ) and t-value for relation between Brand Personality Commitment
with Pepsi .............................................................................................................................................. 48
Table 21: Beta Parameters and t-value for relation between Trust, Attachment and Commitment with
Pepsi...................................................................................................................................................... 49
Table 22: Gamma Parameter (γ) & t-values of relation between Brand Personality and Trust in Pepsi
(Gender) ................................................................................................................................................ 50
Table 23: Gamma Parameter (γ) & t-values of relation between Brand Personality and Attachment
with Pepsi (Gender) .............................................................................................................................. 52
Table 24: Gamma Parameter (γ) & t-values of relation between Brand Personality and Attachmentwith Pepsi (Gender) .............................................................................................................................. 53
Table 25: Beta Parameters and t-value for relation between Trust and Attachment with Pepsi (Gender)
.............................................................................................................................................................. 54
Table 26: Beta Parameters and t-value for relation between Trust, Attachment and Affective
Commitment with Pepsi (Gender) ........................................................................................................ 54
Table 27: Beta Parameters and t-value for relation between Trust, Attachment and Continuance
Commitment with Pepsi (Gender) ........................................................................................................ 55
Table 28: Gamma Parameter (γ) & t-values for Trust in Pepsi (Soft Drink consumers) ...................... 56
Table 29: Gamma Parameter (γ) & t-values for Attachment with Pepsi (Soft Drink Consumers) ....... 57
Table 30: Gamma Parameter (γ) & t-values for Commitment with Pepsi (Soft Drink Consumers) ...... 58
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Table 31: Beta parameter and t-value for Trust, Attachment and Commitment with Pepsi (Soft Drink
Consumers) ........................................................................................................................................... 59
List of Figures
Figure 1: Analysis Model of Research .................................................................................................... 3
Figure 2: Big Five Personality Model ................................................................................................... 12
Figure 3: Brand Personality Scale proposed by Aaker ......................................................................... 13
Figure 4: Dimensions of Trust in a Brand ............................................................................................. 21
Figure 5: Components of Commitment with a Brand ........................................................................... 25
Figure 6: (Laure Ambroise J.-M. F., 2004) Brand Personality Scale ................................................... 28
Figure 7: Age Frequency ...................................................................................................................... 31
Figure 8: Gender Frequency ................................................................................................................. 32
Figure 9: Personal Income .................................................................................................................... 32
Figure 10: Consumers & Non-Consumer Frequency............................................................................ 33
Figure 11: Number of Soft Drink Glasses per Week ............................................................................ 34
Figure 12: Brand Personality of Pepsi .................................................................................................. 35
Figure 13: Brand Personality of Pepsi for entire sample ...................................................................... 36
Figure 14: Brand Personality of Pepsi with respect to Gender ............................................................. 37
Figure 15: Brand Personality of Pepsi with respect to Consumers & Non-Consumers ........................ 39
Figure 16: Mean Scores of trust, attachment & commitment of Pepsi ................................................. 40
Figure 17: Trust, Attachment and Commitment with Pepsi ................................................................. 41
Figure 18: Mean Score of Trust in Pepsi (Credibility, integrity & benevolence), Attachment with
Pepsi and Commitment (continuance, affective) with Pepsi ................................................................ 42Figure 19: Mean Score of Trust, Attachment and Commitment for Pepsi with respect to Gender ...... 43
Figure 20: Mean Score of Trust, Attachment and Commitment for Pepsi on the basis of Soft Drink
consumers and Non-consumers ............................................................................................................ 44
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Executive Summary
At the present time a fierce competition exists between organizations to achieve and retain
maximum market share. Building and managing brands to increase consumer loyalty can help
to outclass competitors in this battle. Marketers use positioning schemes at developing and
sustaining a long term relation with customers. Developing brand image that fosters
consumer loyalty is important in this regard. Brand personality pays an important role in
establishing a favourable image of brand. The influence of brand personality on consumer
loyalty increases its importance towards brand performance and brand management. This
research takes into account impact of brand personality on relational consequences towards
Pepsi. Relational consequences for a brand are Trust in brand, Attachment with a brand and
commitment with a brand. The research thoroughly investigates impact of perceived brand
personality of Pepsi on commitment with this brand via attachment and trust in Pepsi.
Pepsi is currently the market leader in consumer soft drink industry. Pakistani soft drink
market has a strong liking towards Pepsi over other cola drinks. So the research explores
brand personality of Pepsi on the basis of its popularity with Pakistani consumers. The
research investigates brand personality of Pepsi and finds its impact on consumer’s trust,
attachment and commitment with this Brand. Research also examines relation between
consumer trust in Pepsi, his attachment with Pepsi and his commitment with this Pepsi.
To get deep insights research particularly examines brand personality of Pepsi for consumers
and non-consumers of soft drinks and also for males and females. Further the research finds
relation of brand personality perceived by these groups on consumer’s trust, attachment and
commitment with Pepsi. Also relation between trust, attachment and commitment for Pepsi
for these groups is analyzed.
Variables of the research are Brand Personality of Pepsi, Trust in Pepsi, Attachment with
Pepsi and Commitment with Pepsi. Population of the study is university students of Karachi.
Sample size is 227. Quantitative analysis technique is used for this research. Self
administered questionnaires are used to gather information form respondents.
SPSS is employed to perform analysis of the research. Mean, frequency, paired sample t-test,
cross tabulation and linear regression are the various statistical tests performed to get results
of the research.
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Results of the research confirmed that Brand Personality of Pepsi impacts trust in Pepsi,
Attachment with Pepsi and Commitment with Pepsi. Negative traits (misleading, introvert,
conscientious) negatively impacts trust, attachment and commitment with Pepsi. Positive
traits (Original, Friendly, Charming, Elegant) positively affects trust, attachment and
commitment with Pepsi. Trust in Pepsi leads to attachment with Pepsi, attachment with Pepsi
leads to commitment with Pepsi. Trust in Pepsi also results in consumer’s commitment with
Pepsi. The linkage between attachment and commitment with Pepsi is strongest.
Brand Personality of Pepsi impacts relational consequences towards this brand. Brand
Managers of Pepsi should manage brand personality of Pepsi in a way that it is associated
with friendly and original traits. They should also try to minimise Pepsi’s association with
introvert, misleading and conscientious trait. Brand strategies of Pepsi should also focus on
building consumer’s strong commitment with the brand.
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CHAPTER 1: INTRODUCTION
1.0 IntroductionThe research is based upon the affects of perceived brand personality towards relational
consequences of Pepsi. Relational consequences towards a brand are Trust in the Brand,
Attachment with the Brand and Commitment with the Brand. The research examines
perceived brand personality of Pepsi and analyzes how it affects consumer’s relation towards
the brand. The brand personality perceived by consumers is crucial in forming a relation with
the brand. Perceived brand personality results in establishing liking or disliking towards a
brand which ultimately affects relational developments towards the brand. Marketers should
have the knowledge about brand personality perceived by consumers so they can tactfully
shape the image of the brand to make it more appealing to the consumers.
1.1 Background
How to boost consumer’s loyalty? This investigation is actually a foremost dispute for
professionals and constitutes an endless study topic for researchers. Brand pertains to the
everyday life of persons who might be passionate towards some of them. The concept of
brand relationship forces Marketers to use positioning schemes at developing and sustaining a
long term relation with customer and brand. For a consumer to be considered truly loyal to a
brand he or she should not only buy that brand in a repeated manner, but should also develop
positive attitudes towards it. One of the most interesting filed of investigation is certainly the
evaluation and better understanding of the impact of brand personality on key concepts like
attitude towards the brand, brand commitment, brand preference, brand choice or brand
loyalty. The influence of brand personality on consumer loyalty increases its importance
towards brand performance and brand management. Trust, attachment and commitment are
three relational consequences that serve as building blocks in developing strong brand
commitment. The research will try to investigate that how brand personality will affect these
three relational consequences in achieving strong relationship with the brand.
The brand studied in this research is Pepsi. The reason for the selection of this particular
brand is its popularity in Pakistan. The brand directly competes with Coca-Cola in Pakistan.
Although Coca-Cola is preferred worldwide the situation is quite opposite in Pakistan where
consumer liking is more towards Pepsi. In Pakistan Pepsi’s market share is 65% while that of
Coca-Cola is only 35%. The study of brand personality of Pepsi according to perceptions of
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Pakistani consumer will provide us insights on the most favourable brand personality traits
perceived by the local consumers and how these approving brand personality traits helps in
establishing strong relation with Pepsi which helps Pepsi to dominate soft drink market in
Pakistan.
1.2 Problem
In the present competitive scenario Marketer’s major concern is retaining customers. The key
focus is on building strong relationship with the customers. Customer loyalty is the only way
an organization can save itself from heavy losses due to customer attrition. Building and
communicating brand personality is important in Brand management. The research will
investigate interrelationship of brand personality and customer loyalty in terms of trust
attachment and commitment towards the brand. The findings of the research will give
important insights that will help in achieving customer loyalty through establishing and
managing favourable brand personality.
1.3 Research Objective
To find the impact of perceived brand personality on consumer’s trust, attachment and
commitment with Pepsi.
To find the relationship between trust in Pepsi, attachment with Pepsi and commitment
with Pepsi.
To find the dominant brand personality traits resulting in high trust, attachment and
commitment with Pepsi.
1.4 Research Questions
The research will answer the following question
1. Is there a relation between brand personality of Pepsi and consumer trust,
attachment and commitment with this brand?
2. Is there relation between consumer’s trust in Pepsi, his attachment with Pepsi and
his commitment with Pepsi?
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1.5 Analysis Model
1.6 Variables
Linkage between Brand Personality and relational consequences of Brand:
In this context linkage between brand personality and trust, attachment, commitment with
Pepsi is tested.
– Brand Personality (independent variable)
– Trust in Pepsi (dependent variable)
– Attachment with Pepsi (dependent variable)
– Commitment with Pepsi (dependent variable)
Linkage between consumer’s trust, attachment and commitment with the brand:
In this context linkage between trust, attachment and commitment with Pepsi is tested.
– Trust in Pepsi (independent variable)
– Attachment with Pepsi (dependent variable & independent variable)
– Commitment with Pepsi (dependent variable)
Brand
Personality
Commitment
to the Brand
Attachment with
the Brand
Trust in the
Brand
Figure 1.1: Analysis Model of ResearchFigure 1: Analysis Model of Research
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NOTE: Attachment with Pepsi is used as dependent and independent variable for
investigating linkage between consumer’s trust, attachment and commitment with
Pepsi because first impact of Trust in Pepsi on Attachment with Pepsi is
investigated for which attachment with Pepsi is used as dependent variable.
Secondly impact of Attachment with Pepsi on Commitment is found for which
Attachment with Pepsi is used as an independent variable. See Hypothesis No. 4
and Hypothesis No. 5 for this.
1.7 Hypothesis
After the identification of the important variable and the relationship among them through
logical reasoning in the theoretical framework, the research has following several testable
statements or hypothesis.
The influence of brand personality on consumer trust in the brand
Hypothesis No. 1
H o There is no causal link between brand personality of Pepsi and consumer trust in this
brand.
H a There is a causal link between brand personality of Pepsi and consumer trust in this
brand.
In Hypothesis No. 1, Brand Personality of Pepsi is used as independent variable whereas trust
in Pepsi is used as a dependent variable.
The influence of brand personality on consumer attachment to the Brand
Hypothesis No. 2
H o There is no causal link between brand personality of Pepsi and consumer attachmentwith this brand.
H a There is a causal link between brand personality of Pepsi and consumer attachmentwith this brand.
In Hypothesis No. 2, Brand Personality of Pepsi is used as independent variable whereas
attachment with Pepsi is used as a dependent variable.
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The influence of brand personality on consumer commitment to the Brand
Hypothesis No. 3
H o There is no causal link between brand personality of Pepsi and consumer commitmentwith this brand.
H a There is a causal link between brand personality of Pepsi and consumer commitmentwith this brand.
In Hypothesis No. 3, Brand Personality of Pepsi is used as independent variable whereas
commitment with Pepsi is used as a dependent variable.
The links between consumer trust, attachment, and commitment to the brand
Hypothesis No. 4
H o There is no causal link between consumer trust in Pepsi and his attachment with this brand
H a There is a causal link between consumer trust in Pepsi and his attachment with this brand.
In Hypothesis No. 4, trust in Pepsi is used as independent variable whereas attachment with
Pepsi is used as a dependent variable.
Hypothesis No. 5
H o There is no causal link between consumer attachment with Pepsi and his commitmentwith this brand.
H a . There is a causal link between consumer attachment with Pepsi and his commitmentwith this brand.
In Hypothesis No. 5, attachment with Pepsi is used as independent variable whereas
commitment with Pepsi is used as a dependent variable.
Hypothesis No. 6
H o There is no causal link between consumer trust in Pepsi and his commitment with this brand.
H a There is a causal link between consumer trust Pepsi and his commitment with this brand.
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In Hypothesis No. 6, trust in Pepsi is used as independent variable whereas commitment with
Pepsi is used as a dependent variable.
1.8 Rationale
The study will give the following insights;
Strong relations with customers set the foundation for customer loyalty. Brand plays a
distinct role in establishing and maintaining long lasting relations with the customers.
Brand management is central to the success of an organization because it involves
activities that are directed at maintaining a powerful emotional connection with
customer. Managing a brand effectively ensures that customers will be attracted and
retained.
The impression of a brand’s personality in terms of its real and imaginary qualities
constructs a brand image in consumer’s mind. Having knowledge and understanding
of personality traits associated with a brand helps evaluating its brand personality.
Brand personality illuminates consumer’s perception of the brand. Complete
knowledge of this will assist Marketers to spot problem areas in overall brand image.
Further more information regarding the impact of brand personality on customer’s
trust, attachment and commitment towards the brand will help to shape brand
personality traits for accomplishing enduring customer relationship.
Knowledge of appropriate personality traits that can foster customer loyalty will
facilitate in developing and communicating a brand image that can results in high
customer attraction and retention.
On the whole the focus of brand personality is on achieving strong customer loyalty
that will save organization from heavy losses due to customer attrition and help
gaining effectiveness in marketing programs.
1.9 Scope
This study will provide a research model that will assess consumer loyalty based on
perceived brand personality. The research will be conducted on Pepsi to find out how
perceived brand personality of Pepsi affects consumer’s trust, attachment and commitment to
the brand. . Brand personality of Pepsi will be determined using Brand Personality scale
developed by Ambroise (Laure Ambroise J.-M. F., 2004), The study will be conducted only
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in Karachi which is the largest metropolitan city of Pakistan. The audience of this research
will be the university students of Karachi. The model can be replicated for other brands also.
The study will have implications in brand management. The findings of the study will help to
build and communicate brand personality based on dominant personality traits that will help
to achieve long lasting customer loyalty.
1.10 Target Group
The research focused on university students of Karachi who are consumers of cola soft drinks
particularly Pepsi. The research specifically target university students because cola soft
drinks are most popular among youth. Majority of university students comprises of youth
who are quite familiar with soft drinks especially Pepsi as it is the most favourite soft drink
brand having a dominating share in the market.
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CHAPTER 2: LITERATURE REVIEW
2.1 Consumer Loyalty
Consumer loyalty is an endless area of research with a focus of retaining customers for life
time period and to make them profitable ones. Loyalty towards brands is defined as
approving inclination towards it. Favourable propensity towards the brand can be attitudinal,
behavioural or mixed (Lombart, 2010). Definitions of loyalty can be singular this means that
they can focus on a single concept that can either be attitudinal or behavioural where as a
complex definition of loyalty takes on a combined approach of attitudinal and behavioural
loyalty.
2.1.1 Behavioural Loyalty
For different contacts of customer with the products or services behavioural loyalty has
different measures. For Brand customer loyalty is measured by share of category expenditure
where hundreds of choices are available for customers within a category, loyalty is measure
in terms of how much the customer has spent on a brand relative to the competing brand of
the same product category. The more the customer has spent on a brand relative to the
competing brand the more is he or she is loyal towards it. Portfoli o size loyalty is also used
for the brand. This means that the larger the number of brands in the portfolio of customer the
lesser will be the loyalty. For service brand the behavioural loyalty can be the length of usage
of the service (Robert East, 2005).
2.1.2 Attitudinal Loyalty
Attitudinal loyalty is measured by the consumer attitude towards the brand. The feeling of the
consumer turns out to develop a certain attitude towards the brand. Consumer liking towardsa brand results in retention. Satisfaction that a consumer achieves by using a brand in terms
that the brand has delivered promised benefits develops a positive attitude towards the brand
and ultimately increases the consumer loyalty towards it. Commitment towards the brand
develops customer ’s strong favourable attitude towards the brand. Consumer commitment
towards the brand is the result of strong positive attitude that a consumer has develop towards
the brand and that has been nurtured though out the consumer-brand relationship (Robert
East, 2005). Trust also constructs a positive attitude towards the brand, when consumers
perceive the brand to be a faithful solution to their problem and believe that the brand is
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competent of delivering on the required needed or value added results from its usage than a
positive relation with the brand in the form of trust is developed (Hunt, 1994).
2.1.3 Mixed Approach of Loyalty
In Jacoby and Chestnut has proposed definition of loyalty that has both the components of
attitude and behaviour (Robert East, 2005). This approach to the conceptualisation of loyalty
partly related to a deficiency to present the need for justifications of loyalty, and partly
semantic, that this is what the term ‘loyalty’ means. Semantic debates delivers a scientific
aspect but the concept that attitude-behaviour congruence is wanted for loyalty becomes
visible unwell founded.
2.2 Relational Marketing
Customer loyalty can be enhanced through relational marketing. Relational marketing
activities involve attracting, retaining and servicing customers to build a strong and long
lasting relation with them. Relational marketing is focusing on marketing oriented activities
for providing value added service to the customers that are become your ultimate partners
(Hunt, 1994). To develop strong relational exchanges with the customer, the producer of the
goods and services can rely on brands. Brand can assure the customer of high value and
prestige that the relational exchange can bestow them with. Brands are the sources on which
buyer ’s and seller ’s relation can be built upon. Acting as a mile stone in this relation, brands
are the decisive tools that ensure customer retention. But customer retention cannot solely
rely on brands there are certain efforts that make brands so powerful that they can act as
strong bridge of relationship between the producer and the consumer. Brands are the subject
of great deal of study for the purpose of developing the insights that can raise consumer
loyalty. The following concepts are the areas where brand are excessively studied to find the
important factors in developing strong and long term relation between brands and customers.
Brand identity gives brand the identification in the mind of consumers. Relevant
and favourable brand associations are created in customer’s perception that
sketches the overall picture of the brand in the mind of consumers. Brand identity
develops an image of the brand.
Brands have to create an image according to the desires of their targeted
customers or consumers. Creating an image that is favourable in the perception of
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targeted customers ensures them loyalty of repeat purchase and retention. So
brand image is very important.
Brand equity then determines the value of the brand that the customer has
perceived irrespective of the objective monetary value of the brand. The stronger
the brand equity in consumer’s mind the greater is the chance for success of the
brand in terms of strong relation with customers.
Brand personality which forms the overall personality of the brand by linking
appealing human personality traits to the brand so that consumers or customers
can perceive the brand optimistically and have ease of connectivity with the brand
that builds on a healthier and long lasting relationship.
Brand identity, Brand image and Brand Equity are the important aspects of Branding
resulting in consumer loyalty.
2.2.1 Brand Identity
David Aaker has developed the brand identity system--a framework for brand evaluation.
According to David Aaker when creating a brand identity, the firm should consider four
dimensions of brand identity: brand as a product, organization, person, and symbol
(Tudorica, 2001). Brand identity constitutes of all elements forming the existence of the
brand. The concept allows companies, through the six emission facets of the brand identity
prism – physical facet, personality, culture, relationship, reflected consumer and consumer
metallization – to specify the meaning, the project, the designing of their brands. Conversely,
brand image is a reception concept. It is the result of the consumers’ interpretation of all the
signs emitted by the brand (brand name, visual symbols, communications, etc) or external
sources. As a result, brand identity comes before brand image. The brand identity created by
the firm is communicated to consumers, who then interpret it as the brand image (Lombart,2010).
2.2.2 Brand Image
Brand image is defined as “as perceptions about a brand as reflected by the brand
associations held in consumer memory” (Keller, 1993). In consumer’s mind there are
informational nodes linked to brand node. These informational nodes represent brand
associations. Consumer can have various associations with the brand. Like for edible cooking
oil consumer can have associations of motherly, delicious, healthy, unique, strong heart, old
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and so on. The stronger, favourable and unique these associations are the more favourable or
positive brand knowledge consumer has about the brand and the more favourably consumer
will value or evaluate the brand. Relevant and stronger brand image lies on this concept.
Positively associated consumer traits will build a good image of the brand in consumer’s
perception. More stress should be laid on the brand associations. While building brands
through research should be done on consumer profiling and target market preferences. Based
on the findings brands should be designed that fit into the consumer preferences and
automatically generates favourable response.
2.2.3 Brand Equity
Customer based brand equity has been defined by (Keller, 1993) as “the differential effect
of brand knowledge on consumer response to marketing of brand” . Differential effect is
the difference of customer response to the marketing of a brand with respect to the marketing
of other brand. Brand Knowledge is the customer’s awareness of the brand. It is how the
customer has perceive the brand and what perceptions the customer has in his or her mind
about the brand memorized in terms of brand association. Consumer response to the
marketing of the brand is in the form of preferences, liking and disliking. Brand Equity can
be said to have positive or favourable response of customers to the marketing efforts (Price,
Product, Place and Promotion) of a brand as compared to the competing brand. The
favourable impact of the brand knowledge on consumer’s mind can results in high rank of the
brand in consumer’s perception. Brand knowledge is based on brand associations, so to have
brand association that clearly makes the brand prestigious or more valuable is very important.
The more the consumer has brand awareness and the more favourably they interpret the brand
associations the greater will be chances of a positive behaviour of consumer towards the
brand. As a result consumers consider the brand not a prototype but distinguishing brand with
a promise of exceptional performance which the ordinary ones are incapable of. The higher
the brand equity in the mind of customers the more revenues brand is earning for the
organization so profitability is greatly enhanced.
2.3 Brand Personality
The first ever definition of brand personality was proposed by Aaker. She defines brand
personality as a set of human characteristics associated with a brand (Aaker, 1997). So a
better and relevant definition of brand personality has been put forward as the set of human
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personality traits that are both applicable and relevant to the brand (Kapferer, 2003). As cited
by (Lombart, 2010), Ferrandi and Valette-Florence in 2002 conceptualise brand personality
as all personality traits used to characterise individual associated with a brand. So brand
personality can be described as “the set of human traits associated with the brand” (Laure
Ambroise S. B., 2005).
The last definition proves to have the true meanings of brand personality in which a
consumer associates himself with the brand on the basis of perception of his personality traits
so either he likes or dislikes and accepts or rejects it.
2.3.1 Human Personality Traits
Multi-Dimensional factors such as individual’s behaviour, appearance, attitude and belief are
found to be the determinants of human personality traits. Demographic characteristics are
also influential on human personality traits (Rajagopal, 2006). The Human personality traits
are generally being defined by Costa and McCrae as “tendencies to show consistent
patterns of thought, feelings and action”. Personality traits are considered as psychological
signals. Human actions and behaviours are dependent on them. Conceptualization and
understanding of human personality is done by trait approach which considers personality as
a set of traits and is defined as “any distinctive and relatively durable way in which one
individual differs from other” (Tudorica, 2001).
Based on the trait approach, human personality structure is thoroughly defined by “Five
Factor Model”, generally known as “Big Five” human personality dimensions. This model
describes human personality through Big Five characteristics.
Big Five Personality Model
Openness to
experience
Agreeableness
Extraversion
Conscientiousness
Neuroticism
Figure 2.1: Big Five Personality Model Figure 2: Big Five Personality Model
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2.3.2 Origin of Brand personality from Human personality
Brands are perceived by the consumer on a person’s personality dimension and they further
relate it to brand. Dimension of brand personality are derived and defined from the
dimensions of human personality (Rajagopal, 2006). Based on the human personality traits of
Big Five Model, personality traits related to brand were identified by (Aaker, 1997). Aaker
describe forty two traits and five brand personality characteristics which are as follow;
(Aaker, 1997) (Laure Ambroise S. B., 2005).
Brand personality dimensions proposed by (Aaker, 1997) relates to the human personality
dimension proposed by the Big Five Model. The human personality trait Conscientiousness
and brand personality dimension Competence presents pure skills, precaution and attention to
extra detail. Extraversion and excitement are notions of enthusiasm. The idea of
agreeableness and sincerity is of kindness, authenticity and gentleness. Brand personality
dimension of sophistication and ruggedness is not linked to any of the human personality
traits. This reason has been justified as these brand personality dimensions operate within
different passages or influence consumer preference in different ways (Aaker, 1997).
The personality traits defined by her can include ad hoc terms that even not exist in
personality measurement tool. Scale proposed by (Aaker, 1997) has personality traits that are
not equivalent in terms of personality trait like sophistication and also personality traits
matches to social appreciation like upper class and up-to-date (Laure Ambroise J.-M. F.,
2004) (Lombart, 2010). Contrasting the concept of brand image, brand personality should be
(Aaker, 1997) Brand
Personalit Scale
Sincerity Sophistication CompetenceExcitement Ruggedness
Figure 2.2: Brand Personality Scale proposed by Aaker Figure 3: Brand Personality Scale proposed by Aaker
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applicable across product categories. Items used to measure to brand image are category
specific and also sometimes brand specific whereas items used to measure brand personality
should be applied across categories, cultures and brands. It should also offer the opportunity
to transfer meaning from human personality of consumers to brand personality of brands they
purchase, prefer or reject.
2.3.3 Concept of Brand Personality
The concept of brand personality is derived from human personality. In this concept brands
are linked to human personality traits .Plummer in 1984 has proposed that brands might be
differentiated on three aspects that are physical attributes (red colour), functional
characteristics or benefits associated with the brand (remove stains without damaging
clothes) and personality traits (youthful) associated with the brand (Laure Ambroise S. B.,
2005) . Concept of brand personality in the field of marketing was first applied to advertising
so that consumers can easily associate brands with favourable personality traits that result in
favourable brand image (Laure Ambroise S. B., 2005). Brand personality in marketing is
generally used to build an overall image of the brand by using it as a tactic appealing large
groups of targeted audience. For instance Coca-Cola can be perceived family oriented while
Pepsi as youthful. This might be true due to the marketer’s or advertiser’s strategy to
personify the brand so that when consumer thinks about a particular brand they associate
human personality trait with the brand that results in brand differentiation (O. Bouhlel, 2009).
2.3.4 The creation of Brand Personality
All contact of consumer with the brand whether direct or indirect results in perception of
brand personality traits in the mind of consumer (Lombart, 2010). Direct contact can be the
result of user imagery with the brand that is the human personality traits associated by
common users of the brand. The perception of brand personality in a direct way is established
by human personality traits associated with the brand, perception of the producer of the brand
and of the person who indorses the brand. Indirectly consumer’s perception of brand
personality is established through product category association of brand, price and brand
symbols (name, logo e.t.c.)
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2.3.5 Theory of Animism
Brand is not a living object; it is only a perception or a collection of association that resides in
the mind of consumers. Brand are mere mental image of positive or negative associations that
consumer develop in their minds. This means that certain efforts can be put forward by
Marketers in developing perceptions related to brand in the mind of consumers to acquire a
positive attitude towards brands. One way of establishing perception about brands is relating
brands to human characteristics so that consumers easily grab the concept of the brand and
develop associations in their mind that results in positive attitude towards brands. Theory of
Animism further explains this concept that there is a need of human beings to
anthropomorphize objects in order to establish a contact with imagery or non material world
(Fournier, 1998). Consumers can ascribe human personality traits to brands so that they canhave a well-built linkage with them because by relating the brands with human qualities
consumer think of the brand like themselves and strongly relate to them (Aaker, 1997).
Theories of Animism also explain the ways through which brand personality can be
established leading to stronger brands (Fournier, 1998) as;
Brand personality can be attributed to the person using the brand like members of the
reference groups can be friends and colleagues.
Brand personality can be associated with the person endorsing the brand or
spokesperson of the brand like if a Sports man is endorsing a brand the brand can be
perceive as rugged.
Brand personality can also be linked to the person who has gifted the branded product
to an individual like if the person is trustworthy the brand can be perceived as sincere.
Brand personality is developed overtime indirectly though pricing (high or low),
product features (benefits), store location (imagery associations), product packaging
(size, colour) and symbols that are communicated by media advertising and sales
promotion to the consumers.
2.3.6 Importance of Brand personality
Brand personality is considerably important to persuade the consumers towards the
brand
Brand personality is an excellent way of distinguishing brand from the competitors
thereby increasing the effectiveness of marketing communication because they are
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based on different brand personalities (Tudorica, 2001). Intense competition between
brands makes it very difficult for marketers and brand managers to differentiate brand
solely on the basis of functional attribute. Incorporating brand personality in
marketing communication campaigns helps distinguishing brand form its competitors
on symbolic level. Also it helps to evaluate that whether marketing communication
efforts to position the brand are successful or not. Although there are various ways
through which consumers learn about the brand such as product-usage experience,
social communication and the marketing environment but understanding and
knowledge about brand construct in terms of brand personality and image will help
achieving successful differentiation (Yongjun Sung, 2010).
Consumer use the brand because they want to create, reinforce and communicate their
self concepts so consumer select and purchase the brand they like as they find the
brand consistent with their self image and personalities. So brand personality
construct can help Marketers to better understand consumers who want to express
themselves through the commercial brand they use or purchase. That is why brand
personality is considered to the focal point in the establishment of positive attitude
and preference towards the brand. (Yongjun Sung, 2010)
Implementing concept of brand personality guarantees a strong consumer and brand
relationship (Yongjun Sung, 2010). Perceiving favourable brand personality is
positively perceived by the consumer and they view brand as relationship partner in
consumer brand relationship (Tudorica, 2001).
Perceiving brand personality consumer can interpret brand image that is personally
more meaningful. Consumer takes more active part in processing perceives brand
personality so they are more involve in the brand (Tudorica, 2001).
The examination of brand personalities across dissimilar places can deliver awareness
regarding the cultural differences in consumer psychology and behaviour which leads
to directing the expansion of more persuasive (either standardized or adapted)
advertising and branding strategies. So that for practitioners any person, who handle
global account assertions, the grasp of brand personality across cultures will assist
them to write very productive global marketing communication strategies (Yongjun
Sung, 2010).
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2.3.6 Brand Personality Scales
The first ever scale was developed by (Aaker, 1997). Different brand personality scales has
been developed to study the brand personality of various brand. Scales are developed in
different cultural context to find the relevant personality traits associated with brand in that
particular culture. Also brand personality scales are developed for different product
categories and brands. Following is the table that shows various studies of brand personality
dimension (Patel, 2009) (Laure Ambroise J.-M. F., 2004).
Brand Personality Scales used for various studies
Author (s) Product/Brand Sample (N) Brand Personality
Dimensions
Aaker (1997) Four product groups
/ 37 brands
National, N=631 Sincerity,
Sophistication,Ruggedness,
Competence and
Excitement
Ferrandi,Valette –
Florence and
Fine-Faley
(2000)
Three productgroups / 12 brands
Convenience(students) France
N = 246
Sincerity,Dynamism,
Femininity,
Robustness and
Conviviality
Aaker (2000) Cruise line Cologne Convenience
(graduate students
in United statesand Tokyo)
N=74
Mall intercept (at two West
Coast grocery stores).
N = 198
Sincerity,
Sophistication,
Competence,Excitement and
Peaceful
Aaker, Benet-
Martinez, and
Garolera
(2001)
Study 1: Four
product groups / 25
brands
Japanese national
mail panel
N=1495
Excitement,
Sincerity,
Sophistication,
Competence and
peaceful
Study 2: Four
product groups / 25
brands
Japanese graduate
students / US
Japanese exchange
students N=90
Excitement,
Sincerity,
Sophistication,
Competence and
peaceful
Study 3: Four
product groups / 25
brands
Spanish national
mail panel N=692
Excitement,
Sincerity,
Sophistication,
peaceful and
passion
Ambroise, Two product groups/ Convenience sample of 161 Friendly
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Ferrandi and
Merunka
(2004)
Four brands business students of France Creative
Charming
Ascendant
Misleading
Original
ElegantConscientious
Introvert
Table 1: Brand Personality Scale of various studies
2.4 Brand Personality and its consequences
The concept of Brand personality is found to have an impact on the consumer-brand
relationship (Lombart, 2010) (Laure Ambroise S. B., 2005). Brand personality well defines
the consumer behaviour pertaining to different brands. The concept of brand personality is
about how consumer’s perceived the personality traits of a brand and based on that what their
possible attitude is? Consumers develop liking towards the brand because they have
associated the brand with their favourable brand personality traits so that they are more
inclined towards it usage and ultimately adopting it to their regular usage pattern and
becoming heavy user or highly loyal towards the brand.
The various consequences of the brand personality can be;
Perceived brand quality
Attitude towards the brand
Intentions of future behaviour
Attachment with the brand
Commitment towards the brand
Trust in the brand
Involvement in the brand
Loyalty towards the brand
Some of the past findings exhibiting the consequences of brand personality are discussed as
follow.
Consumers have thousands of choices available for brands. The most important reason
behind this is that brand personality successfully distinguishes one brand from other.
Consumer choose brand that they find more suitable for the purpose behind their purchase.
The usage or experience of the brand makes consumers habitual of them as they establish a
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strong liking for them. The favourable attitude of consumer over a long period of time is truly
because by purchasing the brand they are ensure of quality and reliability of their
performance (Rajagopal D. , 2008). Perceived quality of a brand is strongly determined by
the traits of brand personality. The research conducted in India on Business Management
students taken Nokia as brand to be studied found that the most effective trait resulting in
consumer’s high perception of the Nokia brand is competence followed by ruggedness (Trott,
2011). A study in Korea suggests that different dimensions of brand personality influence
brand trust differently, for some brand personality traits perceived by the consumer the trust
is higher like sophistication trait perceived by Korean consumers’ results in strong trust in the
brand (Yongjun Sung, 2010). Research conducted by Gouteron in 2005 suggested that all
significant personality traits have influence attachment with a brand (Lombart, 2010).
Using an experiment, (Forbes, 2005) showed that consumers exposed to a product (bottle of
water) with a vignette presenting information about the brand personality of that product have
a more favourable attitude towards that brand than consumers exposed to the same product,
without brand personality information. Brand Personality positively affects not only
consumer brand preference but also purchase intention. The outcome remains true for both
high and low involvement products. But the effect of brand personality is higher for high
involvement products than low involvement products (Punyatoya, 2011). Commitment and
attachment with brand depends upon the involvement in the product. High involvement
results in high attachment and commitment whereas the low involvement has the opposite
consequences. Brand personality builds involvement in the brand which further results in
high attachment and strong commitment. This was proposed by (Laure Ambroise S. B., 2005)
when they conducted research on brand personality affects on Nike, Addidas, Coca-Cola and
Pepsi. Strong and favourable brand personality leads to complimentary product evaluations
and brand associations so a distinct positive personality of brand enhances brand equity
(Forbes, 2005). Brand personality affects the consumer buying intention and loyalty even
through relatively new modes of advertising and mobile marketing. It was observed that
brand personality affects the level of trust, commitment and attachment with the brand whose
advertising message is being sent through SMS. Attachment and commitment for the brand
enhances when the consumer perceive that the brand is sincere (O. Bouhlel, 2009). Brand
personality enhances attachment to the brand. A study conducted in France showed that the
developed brand personality barometer results on an average 32.4 per cent attachment to the
brand (Laure Ambroise J.-M. F., 2004) (Laure Ambroise S. B., 2005). A research conducted
in China’s largest metropolitan city Beijing on Brand personality of Nokia and Sony found
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that brand personality has a strong influence over the brand preference, brand attitude,
brand loyalty, and buying intent of consumer. The results also suggest that the sense of
brand for Chinese consumers is very strong (Mengxia, 2007). Consumer brand relationship is
determined by perceived brand personality and consumer’s own personality. The quality of
the brand is also important in this aspect. Consumer- brand relation is dynamic, the relation
merely not rests upon actual physical attribute of the brand but the physiological elements are
also very important in this regard (Helena M. Nobre, 2010). Affective loyalty and action
loyalty both are influenced by brand personality and human personality traits. Research
conducted in Taiwan on individuals buying video games and toys found that competence and
sophistication traits of brand personality results in high affective loyalty whereas
agreeableness and openness traits of human personality leads towards action oriented loyalty
(Lin, 2010).
2.4.1 Influence of Brand personality on three relational consequence
Consumer’s relation with a brand has three relational outcomes; they are trust, attachment
and commitment with the brand. These three variables are the influencing factor of
consumer-brand relationship. Greater the level of trust, attachment and commitment with the
brand stronger will be the relation with the brand (Lombart, 2010).
2.4.2 Trust in the brand
Trust is a very important factor in consumer-brand relationship. Trust is the willingness to
rely on exchange partner on which one has confidence. Brand Trust in a relationship is
present when one partner (consumer) has the confidence that the exchanging partner (brand)
has the ability to deliver what it has promised. This means that the consumer is confident of
the brand’s integrity and reliability of delivering the benefits. Integrity of the brand is that the
brand performs in a way that it has promised its target customers in marketing
communication activities. The benefits which the brand has promised are successfully
delivered to its customers. Reliability of the brand is that the brand has consistency of
performing the benefits every time the customer purchases it. Brand is considered to be
reliable when on every usage or experience the customer enjoys the elevated performance
which the brand has claimed to the consumer. The relational marketing efforts are built on
Trust, which is vital to the success of the relationship. Lack of trust in the relation weakens
the relation making it unproductive and inefficient (Hunt, 1994).
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Brand trust is summarised by consumer trust and experience with the brand. Brand trust is
developed over time. As the customer uses the brand he or she goes through the learning
process of how well the brand has worked with him. Brand trust is developed from the past
brand experience and future intention to use the brand (Munuera-Alema´n, 2005). Trust in the
brand is developed though experiential attribute by direct contact (trial and usage) and
indirect contact (marketing communication and word of mouth). The consumption of the
brand gives the most relevant experience for developing brand trust. Through consumption
consumer develops feeling, thoughts and association that are extremely self relevant and
further impacts consumer perception of honesty of the brand.
Trust in brand from the consumer point of view is defined as “a psychological variable that
reflects a set of aggregated presumptions relating to the credibility, integrity and
benevolence that the consumer ascribes to the brand” (Lombart, 2010). Trust in the brand
is measured by credibility, integrity and benevolence dimensions.
2.4.2.1 Credibility
Credibility dimension of brand is consumer’s evaluation of the brand’s ability of fulfilling the
expected performance that it has claimed. Expected performance of the brand is the technical
performance of the brand (Gurviez, Test of a Consumer-Brand Relationship Model, 2003).
This means that the brand is able to perform its basic functions. The functional abilities of the
brand are able to fulfil consumer basic needs for which he or she has made the purchase like a
Trust in a brand
Credibility
Integrity
Benevolence
Figure 4: Dimensions of Trust in a Brand
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cellular service enables its customers to make calls to other cellular and landline services. It is
the basic function of cellular service; if the cellular service is not able to deliver on its
functional ability of making calls then the subscribers of this service will not consider the
brand trustworthy. The brand fails to fulfil consumer’s basic need of communication
eventually consumers establish low credibility for the brand.
2.4.2.2 Integrity
Integrity means that there is no distinction in what the brand says or promises or what it
actually does. Integrity of brand is that the brand fulfils all his claims or promises that are
made by it. Integrity of the brand is judged by the honesty of its “claims” (Gurviez, Test of a
Consumer-Brand Relationship Model, 2003). When the brand has established an excellent
level of integrity in the perception of consumers, then they will be positively motivated
towards the brand and level of loyalty for the brand will rise enormously. Consumer realizing
the honesty of the brand will develop favourable perception towards it becoming an advocate
of the brand which also helps the brand of favourable word-of-mouth.
2.4.2.3 Benevolence
Benevolence means that the brand takes into accounts consumer’s interest. The brand adopts
customer-oriented policy that facilitates customer at every step of the purchase process,
assists customer in using the product and further provides excellent service to the customer.
A brand is considered benevolent if it values consumer interests more than its short term
brand interest (Gurviez, Test of a Consumer-Brand Relationship Model, 2003). When the
brand has benevolent brand policy then the customer feels secure of using the brand as he or
she has the perception in mind that the purchase is valuable and they are not at any loss by
using the brand. Like if the brand has offered return policy for defective items within a
specific period of time then the brand is considered compassionate enough to fulfil customer
looses then to reject the claim saving the brand from low revenues in the short run. But if the
brand is considered not benevolent then in the long run the brand will suffer loses as
consumer has lost trust over it and perceived it as mean and dishonest brand.
Consumer trust in the product varies to a great extent. Consumer having strong belief of the
honest intentions of brand as well faith in the communication efforts by the brand might have
low level of trust for the technical abilities of the brand (Gurviez, Test of a Consumer-Brand
Relationship Model, 2003). For example if a consumer has purchased a brand’s new product
and has a disappointing experience because lack of deliverability of the expected
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performance then the credibility level of the brand drop immediately but the integrity of the
brand is completely diminished. A loss of integrity not only will prevent customer of the
repeat purchase but also results in bad word of mouth from the customer thus greatly
damaging the brand equity.
2.4.3 Attachment with the brand
Attachment with the brand is an emotional link between the customer and the brand in fact it
is key factor that strengthens the relationship between consumer and brand (Tsai, 2011).
Attachment is a bond that attaches an individual with a specific object. The individual might
be the customer or the consumer and the target object is the brand being used or experienced
by the customer (Alexander Fedorikhin, 2008). Customer-brand relations are greatly
influenced by the level of consumer attachment to the brand. Attachment to a brand
guarantees long term profitable relations with the customer. Two approaches in brand
marketing have supported the relevance of attachment to the brand. The first approach says
that brands are personified today by establishing favourable associations with the brand and
also developing brand personality. The result of this brand personification develops an
emotional relation with the brand. This emotional tie with the brand is customer’s attachment
with the brand (Behi, 2011). The second approach is about building strong and long term
relations with the customers which is the ultimate concept of marketing (Behi, 2011). Self
brand has found to positively affect consumer attachment with the brand (Alexander
Fedorikhin, 2008). Self brand is a belief of consumer that the brand is related to them. The
consumer has a lot of linking towards the brand that they feel are like them or related to their
personality. So the concept of brand personality is very important in this regard. It has also
been observed the passionate love between brand and customer results in brand attachment
(Tsai, 2011). The four indicators are;
1. There is a substantial chemistry between the brand and customer.
2. The customer experiences dejected if he or she does not find the brand.
3. The brand ideally matches the consumer’s self image.
4. It feels that the consumer and the brand are made for each other.
In 2000 Lacoeuilhe defines attachment with the brand as “a psychological variable that
reveals a lasting and inalterable affective relationship (separation is painful) to the
brand and expresses a relation of psychological closeness to it” (Lombart, 2010).
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2.4.4 Commitment with the brand
Commitment is a very important concept in marketing. Consumer commitment is thoroughly
studied in consumer behaviour. Commitment with the brand is ensures long term loyalty and
high profitability for which the businesses exists. Relational commitment is defined by (Hunt,
1994) as “an enduring desire to maintain a valued relationship”. Relational commitment
exists when the relational partners (customer and brand) believe that the ongoing relational is
very valuable and important for them so they ensure that relation is maintained. The
exchange partners make their best efforts to keep the relation strong and long so they will be
mutually benefited from it. Relational partners sacrifice short-term benefits for long-term
value (Tsai, 2011). Brand is advantaged by high profits while customer gains high value for
the money that he or she has exchanges in the form of benefits. Manufacturers of the brandconsider brand commitment as an indicator of superior performance so they try to build and
increase consumer loyalty by delivering superior benefits, establishing a positive image
(company’s value of social responsibility and trustworthy manufactures) about the
organization in consumer’s mind. A favourable brand personality perceived by consumer
results in strong commitment with the brand, as consumer relates more to the brand assuming
that they have a linking or resemblance to the brand’s personality this results in positive
commitment to the brand (Laure Ambroise S. B., 2005). Brand loyalty is related to brand
commitment (Hunt, 1994) (Tsai, 2011).
Commitment is defined as “a desire to maintain a current relationship with a brand”
(Fullerton, 2003). There are two components of commitment; one is affective commitment
and other is continuance commitment (Lombart, 2010).
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2.4.4.1 Affective Commitment
Affective commitment is based on identification and liking with the brand. Affective
commitment is built on emotional attachment between the brand and consumer, that the
highly committed consumer strongly identifies with the brand and enjoys a membership as
being a user of the brand (Fullerton, 2003). Affective commitment by the consumer is
enduring desire to maintain a current relationship (Hunt, 1994). Identification, attachment
and shared values result in affective commitment towards the brand (Lombart, 2010).
Consumer identifies with a brand when a favourable perception about personality of the
brand is developed in their mind. Affective commitment is a core of relationship with the
brand (Fournier, 1998). Consumers highly relate themselves to the brand and experience
developing emotional attachment with the brand. Like the users of a brand consider the brand
trustworthy as they their selves think they are so they themselves relate to the brand. Being
related to a brand forces them to make the brand a daily part of their life so they become
frequent buyers and loyal users of the brand. This strong commitment is based on emotional
association that has been developed with the brand. On this basis the consumer will not
sacrifice usage of the brand and value their commitment and relation with the brand.
2.4.4.2 Continuance commitment
Continuance commitment to a brand exists when the consumer has no option of switching to
other brand. Consumer is highly dependent to the brand because no other suitable substitute
is available or the cost of switching to other brand is high (Lombart, 2010). The benefits
consumers getting from a brand are not replaceable by other brand so this prevents consumer
Figure 5: Components of Commitment with a Brand
Commitment
with the brand
Affective
Commitment
Continuance
Commitment
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switching. Potential loss of losing the benefits associated with the brand is a key feature of
continuance commitment (Fullerton, 2003). Continuance commitment is the result of
dependence of consumer on the brand either due to lack of substitute or high switching cost
like for expensive product consumers are reluctant to switch over to other brands because
they have already highly invested in the brand and they do not want to again make high
investment so the stick to the brand they are currently using. This is particularly true when
the product is complex.
2.4.5 Link between consumer trust, attachment and commitment with the
Brand
Cited by (Lombart, 2010) Aurier et al. in 2001 found that perceived quality, value, trust and
attachment are positively related to each other which propose that trust in a brand leads to
attachment with the brand. Attachment to a brand tells us how consumer can be loyal to the
brand, what makes consumer stick to one brand more than the other brand (Hunt, 1994).
Attachment to a brand links to commitment to the brand. The first step in a relationship with
the brand is trust in the brand. When consumers believe that the brand is trustworthy and
honest only then a connection can be build between consumer and brand. Having trust in the
brand is because consumers are sure of its performance and deliverance of benefits. Trust in
the brand then further leads to attachment with the brand. Consumer being confident that the
brand has strong ability to fulfil their needs by delivering superior performance chooses the
brand again. Consumer establish an emotional link with the brand thus incorporation brand in
their regular usage patter. Consumer is loyal towards the brand and do not want to switch to
other available choices either because of strong emotional connection or practical reasons of
high switching cost (Tsai, 2011) (Hunt, 1994) (Fullerton, 2003). In this way attachment with
a brand results in strong commitment a brand.
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CHAPTER 3: MET