Personality and branding: the role of consumer personality traits on brand loyalty
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School of Business |
Bachelor's thesis
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Authors
Date
2022
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Mcode
Degree programme
Markkinointi
Language
en
Pages
36
Series
Abstract
As brands have become more and more anthropomorphised, the interest towards personality related studies has risen drastically. With the growing popularity of branding concepts such as brand personality, the marketing field has even more intertwined with the field of psychology. For this reason, it has become increasingly important to understand the human personality and how it relates to this new era of branding. The purpose of this thesis is to investigate what role do consumer personality traits play on brand loyalty, and how brand personality and its associated traits influence this role as a mediating variable. This inspection is done through a thorough literature review on existing research and academic literature on the topic. Main findings of this thesis are: 1) consumer personality traits generally have a positive role on brand loyalty, 2) the consumer personality traits that positively influence brand loyalty is not a ‘one fits all’ situation, 3) the role consumer personality plays in brand loyalty varies depending on the research layout, and 4) the effect consumer personality traits have on brand loyalty is mediated by brand personality.Description
Thesis advisor
Blakaj, HedonKeywords
personality, consumer personality traits, branding, brand loyalty, brand personality