The Impact of Brand Personality and Self-Congruity on Brand Loyalty－A Study of International Chain Restaurants

• Main Authors: Tsui, Erh-Ya, 崔爾雅
• Other Authors: Sun, Lou-Hon
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/32664712037088677156

碩士 === 高雄餐旅學院 === 餐旅管理研究所 === 97 === Brand is the most important foundation for sustainable development of the enterprise. Nowadays, business environment for International Chain Restaurants is extremely competitive and changeable. In order to keep sustainable and superior Brand Loyalty of customers, how to create a unique Brand Personality catering customers’ self-conception to cause customers’ harmony is exactly a big challenge for the enterprise. Comparing to International Chain Restaurants, Chain Restaurants in Taiwan are incapable of capturing stable numbers of customers due to scattered business and the lack of Brand Personality. If Chain Restaurants can build the unique Brand Personality and deeply understand Self-Concept Congruence of target customers, great loyalty of customers can be built indeed. As a result, the impact of Brand Personality and Self-Congruity on Brand Loyalty is a valuable research issue and worthy to concern. In previous studies about restaurant business, researches focusing on Self-Congruity are seldom investigated. Although relevant researches about self-conception such as Actual Self and Ideal Self have been mostly discussed, researches from approaches such as Self-Concept Congruence and Self-Image Congruence is rarely explored. Therefore, in this study, based on Personality Brand Scalogram (PBS, hereafter) provided by Aaker (1997) and Sirgy’s (1982) Theory of Self-Congruity, This study integrates relevant research variables including Brand Personality, Self-Congruity, and Brand Loyalty, and then make famous International Chain Restaurants in Kaohsiung as research subjects. Moreover, This study utilizes Factor analysis, Pearson product-moment correlation, and Multiple regression analysis as research instruments to investigate and compare how Brand Personality and Self-Congruence influence on Brand Loyalty. According to research results, both Brand Personality and Self-Image Congruence have marked influences on Brand Loyalty, and Self-Conception Congruence is partially remarkable. Especially, both Brand Personality and Self- Conception Congruence perfectly effect on similar dimensions, ‘sincereness and reliability’. From the result of Self- Congruence, the measure about Self- Image Congruence in terms of integrity acquires better effectiveness and reliability. Furthermore, Self- Conception Congruence measuring through dimensional approach can be widely applied and spread.