Traits grow important with increasing age: customer age, brand personality and loyalty

被引：0
作者：
Bekk M. [1 ]
Spörrle M. [2 ]
Landes M. [3 ]
Moser K. [4 ]
机构：
[1] Department of Marketing and Brand Management, University of Cologne, Albertus-Magnus-Platz, Cologne
[2] Private University Castle Seeburg (Privatuniversität Schloss Seeburg), Business Psychology, Seeburgstrasse 8, Seekirchen am Wallersee, 5201, Salzburg
[3] University of Applied Management (UAM), Economic and Work Psychology, Am Bahnhof 2, Erding
[4] Department of Business and Economics, Friedrich-Alexander-University Erlangen-Nuremberg, Lange Gasse 20, Nuremberg
来源：
Journal of Business Economics | 2017年 / 87卷 / 4期
关键词：
Brand personality; Customer age; Customer satisfaction; Loyalty; Trust;
D O I：
10.1007/s11573-016-0834-4
中图分类号：
学科分类号：
摘要：
Increasing customer loyalty is important to brands. Using an automobile customer sample (N = 1032), this research examines the relative importance of the joint effects of different brand personality dimensions on customer loyalty both directly as well as indirectly—via customer trust and satisfaction. Results indicate that not all brand personality dimensions are equally important to enhance customer loyalty, trust or satisfaction. Furthermore, analyses address customer age in this context. Older customers tend to rely more directly upon brand personality as a schema-based form of evaluation than younger customers; older customers are less influenced by the more affective and temporarily variable concepts of satisfaction and trust. The results indicate the relevance of an elaborate brand personality, especially for mature markets. The results provide guidance for managers in their communication to specific age-selected target groups to generate and increase their loyalty. © 2016, Springer-Verlag Berlin Heidelberg.
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页码：511 / 531
页数：20
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