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dc.contributor.authorKuenzel, S.
dc.contributor.authorHalliday, S.V.
dc.date.accessioned2011-10-27T10:01:09Z
dc.date.available2011-10-27T10:01:09Z
dc.date.issued2010-09-01
dc.identifier.citationKuenzel , S & Halliday , S V 2010 , ' The chain of effects from reputation and brand personality congruence to brand loyalty : The role of brand identification ' , Journal of Targeting, Measurement and Analysis for Marketing , vol. 18 , no. 3-4 , pp. 167-176 . https://doi.org/10.1057/jt.2010.15
dc.identifier.issn0967-3237
dc.identifier.urihttp://hdl.handle.net/2299/6815
dc.descriptionOriginal article can be found at: http://www.palgrave-journals.com/ Copyright Palgrace Macmillan [Full text of this article is not available in the UHRA]
dc.description.abstractVery few previous studies have looked at brand identification, which is surprising considering it is such an important variable to influence brand loyalty. This study investigates the influences of brand personality congruence and reputation on brand identification and loyal behaviour. A theoretical model is proposed and evaluated with a sample of car owners in Germany. It was found that brand personality congruence and reputation affect brand identification, which in turn impacts on brand loyalty. Furthermore, it was shown that brand identification only partially mediates the influences of brand personality congruence and reputation as these variables also affect brand loyalty directly. The study provides important managerial and theoretical implications.en
dc.format.extent10
dc.language.isoeng
dc.relation.ispartofJournal of Targeting, Measurement and Analysis for Marketing
dc.titleThe chain of effects from reputation and brand personality congruence to brand loyalty : The role of brand identificationen
dc.contributor.institutionDepartment of Marketing and Enterprise
dc.contributor.institutionSocial Sciences, Arts & Humanities Research Institute
dc.contributor.institutionCentre for Research on Management, Economy and Society
dc.description.statusPeer reviewed
dc.identifier.urlhttp://www.scopus.com/inward/record.url?scp=78650566791&partnerID=8YFLogxK
rioxxterms.versionofrecord10.1057/jt.2010.15
rioxxterms.typeJournal Article/Review
herts.preservation.rarelyaccessedtrue


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