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

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

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 re...

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Bibliographic Details
Main Authors: Ardi Wirdamulia, Adi Zakaria Afiff
Format: Article
Language:English
Published: Universitas Indonesia 2013-12-01
Series:Asean Marketing Journal
Subjects:
brand personality
brand personality congruence
customer value hierarchy
price-quality relationship
self-construal
and self-regulatory focu
self regulatory focus
Online Access:http://journal.ui.ac.id/index.php/amj/article/view/3054

Internet

http://journal.ui.ac.id/index.php/amj/article/view/3054

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