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IMPACT OF BRAND PERSONALITY ON

RELATIONAL CONSEQUENCES TOWARDS

PEPSI

Submitted by:

Ms. Zi ll -e-Arsh Saleem

(08-0054)

Supervised by:

Mr. Hasan Javid

Program

Bachelors of Business Administration (BBA)

Spring 2012

FAST-School of Business

 National University of Computer & Emerging Science

FAST School of Management,

Karachi campus

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FAST SCHOOL OF MANAGEMENT

Recommendation for External Examination

This final year project, hereto attached, titled, “Impact of Brand Personality on relational

consequences towards Pepsi”,  prepar ed and submitted by “Ms. Zill-e-Arsh Saleem”, in partial

fulfilment of the requirements for the degree of Bachelors of Business Administration (BBA), is

hereby forwarded for appropriate action.

Mr. Hasan Javid

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FAST SCHOOL OF MANAGEMENT

Certificate of Completion

This final year project, hereto attached, titled, “Impact of Brand Personality on relational

consequences towards Pepsi”,  prepared and submitted by “Ms. Zill-e-Arsh Saleem”, in partial

fulfilment of the requirements for the degree of Bachelors of Business Administration (BBA),

is hereby forwarded for appropriate action.

Mr. Hasan Javid

Advisor

Dr. Manzoor Anwar Khalidi

Head of FAST School of Management

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Abstract

The purpose of this research is to find impact of Pepsi’s perceived brand personality on three

major relational consequences: trust, attachment, and commitment to the brand. In addition to

the links between brand personality and its relational consequences, the interdependence links

amongst these consequences are also considered.

The data were collected from a convenience sample 227 university students questioned about

the brand Pepsi, which enjoys strong awareness with that target.

All the nine personality traits of Pepsi studied in this research impact directly on at least one

of the three relational consequences under study: trust, attachment, and commitment to the

 brand. In addition they have an indirect influence on commitment via trust and attachment to

the brand.

The research demonstrates that brand personality affects the type and strength of the

relationship that consumers maintain with brands. It is a useful tool for managers to direct or

reinforce the lasting relationship they want to develop or maintain between their brands and

the consumers they target. Relational paths from brand personality to the variables trust,

attachment, and commitment are suggested in this research.

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Acknowledgement

I would like to express my gratitude towards Mr. Dider Loius and Mr. Cindy Lombart for

allowing me to carry out research based on their proposed model (See Appendix VIII: E-mail

of Dider Loius)

I take immense pleasure in thanking my project advisor Mr. Hasan Javid for having permitted

me to carry out this research work and also for his encouragement, proficient guidance and

useful suggestions throughout the research, which helped me in completing the research work

in time. He has given his precious time to go through the research and make necessary

correction as and when needed.

My deep sense of gratitude is to Dr. Manzoor Anwar Khalidi (H.O.D) for continuous support

and effective guidance. His direction proved to be useful tool in making the report a quality

one.

I also wish to thank Mr. Amir Adam for helping me out during earlier phase of this research.

Without his direction and assistance I would not be able to build strong foundation of this

research project. I would also thank my Institution and my faculty members without whom

this final year project would have been a distant reality.

I would like to thank my class mates and friends (especially Asma Asghar, Sidra Irshad and

Roomana Murad) for their encouragement and support. Without their interests and

cooperation I could not have produced this study.

Finally I would like to thank my parents for their support and encouragement that motivated

me to work with great determination for successfully completing this research project.

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Table of ContentsTITLE PAGE…………………………………………………………………………………………………………………..………………  i

RECOMMENDATION FOR EXTERNAL EXAMINATION ……………………………………………………………………. ii

CERTIFICATE OF COMPLETION ……………………………………………………………………………………..…………….  iii

ABSTRACT ………………………………………………………………………………………………………………………………….  iv

ACKNOWLEDGEMENT ………………………………………………………………………………………………………..………. v

LIST OF TABLES ……………………………………………………………………………………………..…………………………….  ix

LIST OF FIGURES …………………………………………………………………………………………………………..…………….. x

EXECUTIVE SUMMARY…………………………………………………………………………………………………..…………….  xi

CHAPTER 1: INTRODUCTION ..................................................................................... 1

1.0 Introduction................................................................................................................. 1

1.1 Background .................................................................................................................. 1

1.2 Problem ....................................................................................................................... 2

1.3 Research Objective ...................................................................................................... 2

1.4 Research Questions ..................................................................................................... 2

1.5 Analysis Model ............................................................................................................ 3

1.6 Variables ...................................................................................................................... 3

1.7 Hypothesis ................................................................................................................... 4

1.8 Rationale ..................................................................................................................... 6

1.9 Scope ........................................................................................................................... 6

1.10 Target Group ............................................................................................................... 7

CHAPTER 2: LITERATURE REVIEW ...................................................................... 82.1 Consumer Loyalty ........................................................................................................ 8

2.1.1 Behavioural Loyalty .............................................................................................. 8

2.1.2 Attitudinal Loyalty ................................................................................................ 8

2.1.3 Mixed Approach of Loyalty .................................................................................. 9

2.2 Relational Marketing ................................................................................................... 9

2.2.1 Brand Identity .................................................................................................... 10

2.2.2 Brand Image ....................................................................................................... 10

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2.2.3 Brand Equity ....................................................................................................... 11

2.3 Brand Personality ...................................................................................................... 11

2.3.1 Human Personality Traits ................................................................................... 12

2.3.2 Origin of Brand personality from Human personality ....................................... 13

2.3.3 Concept of Brand Personality ............................................................................ 14

2.3.4 The creation of Brand Personality ..................................................................... 14

2.3.5 Theory of Animism ............................................................................................. 15

2.3.6 Importance of Brand personality ....................................................................... 15

2.3.6 Brand Personality Scales .................................................................................... 17

2.4 Brand Personality and its consequences .................................................................. 18

2.4.1 Influence of Brand personality on three relational consequence ..................... 20

2.4.2 Trust in the brand .............................................................................................. 20

2.4.3 Attachment with the brand ............................................................................... 23

2.4.4 Commitment with the brand ............................................................................. 24

2.4.5 Link between consumer trust, attachment and commitment with the Brand . 26

CHAPTER 3: METHODOLOGY ............................................................................... 27

3.1 Research Design ........................................................................................................ 27

3.2 Population ................................................................................................................. 27

3.3 Sample Size ................................................................................................................ 27

3.4 Sampling Method ...................................................................................................... 27

3.5 Research Instrument ................................................................................................. 27

3.6 Questionnaire Preparation ........................................................................................ 27

3.7 Plan of Analysis .......................................................................................................... 30

3.8 Software Employed ................................................................................................... 30

CHAPTER 4: FINDINGS ............................................................................................. 31

4.1 Demographics............................................................................................................ 31

4.2 Brand Personality of Pepsi ........................................................................................ 35

4.3 Trust, Attachment and Commitment ........................................................................ 40

4.4 Linkage between Brand Personality of Pepsi and Consumer’s Trust, Attachment and

Commitment with this brand ............................................................................................... 45

4.4 Hypothesis Testing .................................................................................................... 59

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CHAPTER 5: DISCUSSION........................................................................................ 62

5.1 Discussion .................................................................................................................. 62

5.2 Limitations of the study ............................................................................................ 65

5.3 Recommendations .................................................................................................... 66

5.4 Conclusion ................................................................................................................. 67

5.5 Future Line of Research............................................................................................. 68

References 

Appendices

Appendix I: Reliability Test

Appendix II: Paired Sample t-test

Appendix III: Symmetric Measures (Cross Tabulation)

Appendix IV: Linear Regression

Appendix V: Questionnaire

Appendix VI: Code Book

Appendix VII: Code Sheet  

Appendix VIII: E-mail of Dider Louis

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List of TablesTable 1: Brand Personality Scale of various studies ............................................................................. 18

Table 2: Brand Personality Scale Proposed By (Laure Ambroise J.-M. F., 2004) ............................... 28

Table 3: Age Frequency ........................................................................................................................ 31

Table 4: Gender Frequency ................................................................................................................... 32Table 5: Personal Income Frequency .................................................................................................... 33

Table 6: Consumers & Non-Consumer Frequency ............................................................................... 33

Table 7: Number of Soft Drink Glasses per Week  ............................................................................... 34

Table 8: Mean Score of Brand Personality of Pepsi ............................................................................. 36

Table 9: Ranks of Brand Personality Traits of Pepsi ............................................................................ 36

Table 10: Brand Personality of Pepsi with respect to Gender  .............................................................. 37

Table 11: Ranks of Brand Personality of Pepsi with respect to Gender  ............................................... 38

Table 12: Brand Personality of Pepsi with respect to Consumers & Non-Consumers ......................... 38

Table 13: Ranks of Brand Personality Traits of Pepsi with respect to Cola consumers & Non-

Consumers ............................................................................................................................................ 39

Table 14: Mean Scores of trust, attachment & commitment of Pepsi................................................... 40

Table 15: Mean Score of Trust in Pepsi (Credibility, integrity & benevolence), Attachment with Pepsi

and Commitment (continuance, affective) with Pepsi .......................................................................... 42

Table 16: Mean Score of Trust, Attachment and Commitment for Pepsi with respect to Gender  ........ 43

Table 17: Mean Score of Trust, Attachment and Commitment for Pepsi on the basis of Soft Drink

consumers and Non-consumers ............................................................................................................ 44

Table 18: Gamma Parameters (γ) and t-value for relation between Brand Personality and Trust in

Pepsi...................................................................................................................................................... 45

Table 19: Gamma Parameters (γ) and t-value for relation between Brand Personality Attachment with

Pepsi...................................................................................................................................................... 47

Table 20: Gamma Parameters (γ) and t-value for relation between Brand Personality Commitment

with Pepsi .............................................................................................................................................. 48

Table 21: Beta Parameters and t-value for relation between Trust, Attachment and Commitment with

Pepsi...................................................................................................................................................... 49

Table 22: Gamma Parameter (γ) & t-values of relation between Brand Personality and Trust in Pepsi

(Gender) ................................................................................................................................................ 50

Table 23: Gamma Parameter (γ) & t-values of relation between Brand Personality and Attachment

with Pepsi (Gender) .............................................................................................................................. 52

Table 24: Gamma Parameter (γ) & t-values of relation between Brand Personality and Attachmentwith Pepsi (Gender) .............................................................................................................................. 53

Table 25: Beta Parameters and t-value for relation between Trust and Attachment with Pepsi (Gender)

 .............................................................................................................................................................. 54

Table 26: Beta Parameters and t-value for relation between Trust, Attachment and Affective

Commitment with Pepsi (Gender) ........................................................................................................ 54

Table 27: Beta Parameters and t-value for relation between Trust, Attachment and Continuance

Commitment with Pepsi (Gender) ........................................................................................................ 55

Table 28: Gamma Parameter (γ) & t-values for Trust in Pepsi (Soft Drink consumers) ...................... 56

Table 29: Gamma Parameter (γ) & t-values for Attachment with Pepsi (Soft Drink Consumers) ....... 57

Table 30: Gamma Parameter (γ) & t-values for Commitment with Pepsi (Soft Drink Consumers) ...... 58

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Table 31: Beta parameter and t-value for Trust, Attachment and Commitment with Pepsi (Soft Drink

Consumers) ........................................................................................................................................... 59

List of Figures

Figure 1: Analysis Model of Research .................................................................................................... 3

Figure 2: Big Five Personality Model ................................................................................................... 12

Figure 3: Brand Personality Scale proposed by Aaker  ......................................................................... 13

Figure 4: Dimensions of Trust in a Brand ............................................................................................. 21

Figure 5: Components of Commitment with a Brand ........................................................................... 25

Figure 6: (Laure Ambroise J.-M. F., 2004) Brand Personality Scale ................................................... 28

Figure 7: Age Frequency ...................................................................................................................... 31

Figure 8: Gender Frequency ................................................................................................................. 32

Figure 9: Personal Income .................................................................................................................... 32

Figure 10: Consumers & Non-Consumer Frequency............................................................................ 33

Figure 11: Number of Soft Drink Glasses per Week  ............................................................................ 34

Figure 12: Brand Personality of Pepsi .................................................................................................. 35

Figure 13: Brand Personality of Pepsi for entire sample ...................................................................... 36

Figure 14: Brand Personality of Pepsi with respect to Gender  ............................................................. 37

Figure 15: Brand Personality of Pepsi with respect to Consumers & Non-Consumers ........................ 39

Figure 16: Mean Scores of trust, attachment & commitment of Pepsi ................................................. 40

Figure 17: Trust, Attachment and Commitment with Pepsi ................................................................. 41

Figure 18: Mean Score of Trust in Pepsi (Credibility, integrity & benevolence), Attachment with

Pepsi and Commitment (continuance, affective) with Pepsi ................................................................ 42Figure 19: Mean Score of Trust, Attachment and Commitment for Pepsi with respect to Gender  ...... 43

Figure 20: Mean Score of Trust, Attachment and Commitment for Pepsi on the basis of Soft Drink

consumers and Non-consumers ............................................................................................................ 44

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Executive Summary

At the present time a fierce competition exists between organizations to achieve and retain

maximum market share. Building and managing brands to increase consumer loyalty can help

to outclass competitors in this battle. Marketers use positioning schemes at developing and

sustaining a long term relation with customers. Developing brand image that fosters

consumer loyalty is important in this regard. Brand personality pays an important role in

establishing a favourable image of brand. The influence of brand personality on consumer

loyalty increases its importance towards brand performance and brand management. This

research takes into account impact of brand personality on relational consequences towards

Pepsi. Relational consequences for a brand are Trust in brand, Attachment with a brand and

commitment with a brand. The research thoroughly investigates impact of perceived brand

 personality of Pepsi on commitment with this brand via attachment and trust in Pepsi.

Pepsi is currently the market leader in consumer soft drink industry. Pakistani soft drink

market has a strong liking towards Pepsi over other cola drinks. So the research explores

 brand personality of Pepsi on the basis of its popularity with Pakistani consumers. The

research investigates brand personality of Pepsi and finds its impact on consumer’s trust,

attachment and commitment with this Brand. Research also examines relation between

consumer trust in Pepsi, his attachment with Pepsi and his commitment with this Pepsi.

To get deep insights research particularly examines brand personality of Pepsi for consumers

and non-consumers of soft drinks and also for males and females. Further the research finds

relation of brand personality perceived by these groups on consumer’s trust, attachment and

commitment with Pepsi. Also relation between trust, attachment and commitment for Pepsi

for these groups is analyzed.

Variables of the research are Brand Personality of Pepsi, Trust in Pepsi, Attachment with

Pepsi and Commitment with Pepsi. Population of the study is university students of Karachi.

Sample size is 227. Quantitative analysis technique is used for this research. Self

administered questionnaires are used to gather information form respondents.

SPSS is employed to perform analysis of the research. Mean, frequency, paired sample t-test,

cross tabulation and linear regression are the various statistical tests performed to get results

of the research.

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Results of the research confirmed that Brand Personality of Pepsi impacts trust in Pepsi,

Attachment with Pepsi and Commitment with Pepsi. Negative traits (misleading, introvert,

conscientious) negatively impacts trust, attachment and commitment with Pepsi. Positive

traits (Original, Friendly, Charming, Elegant) positively affects trust, attachment and

commitment with Pepsi. Trust in Pepsi leads to attachment with Pepsi, attachment with Pepsi

leads to commitment with Pepsi. Trust in Pepsi also results in consumer’s commitment with

Pepsi. The linkage between attachment and commitment with Pepsi is strongest.

Brand Personality of Pepsi impacts relational consequences towards this brand. Brand

Managers of Pepsi should manage brand personality of Pepsi in a way that it is associated

with friendly and original traits. They should also try to minimise Pepsi’s association with

introvert, misleading and conscientious trait. Brand strategies of Pepsi should also focus on

 building consumer’s strong commitment with the brand. 

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CHAPTER 1: INTRODUCTION

1.0 IntroductionThe research is based upon the affects of perceived brand personality towards relational

consequences of Pepsi. Relational consequences towards a brand are Trust in the Brand,

Attachment with the Brand and Commitment with the Brand. The research examines

 perceived brand personality of Pepsi and analyzes how it affects consumer’s relation towards

the brand. The brand personality perceived by consumers is crucial in forming a relation with

the brand. Perceived brand personality results in establishing liking or disliking towards a

 brand which ultimately affects relational developments towards the brand. Marketers should

have the knowledge about brand personality perceived by consumers so they can tactfully

shape the image of the brand to make it more appealing to the consumers.

1.1 Background

How to boost consumer’s loyalty? This investigation is actually a foremost dispute for

 professionals and constitutes an endless study topic for researchers. Brand pertains to the

everyday life of persons who might be passionate towards some of them. The concept of

 brand relationship forces Marketers to use positioning schemes at developing and sustaining a

long term relation with customer and brand. For a consumer to be considered truly loyal to a

 brand he or she should not only buy that brand in a repeated manner, but should also develop

 positive attitudes towards it. One of the most interesting filed of investigation is certainly the

evaluation and better understanding of the impact of brand personality on key concepts like

attitude towards the brand, brand commitment, brand preference, brand choice or brand

loyalty. The influence of brand personality on consumer loyalty increases its importance

towards brand performance and brand management. Trust, attachment and commitment are

three relational consequences that serve as building blocks in developing strong brand

commitment. The research will try to investigate that how brand personality will affect these

three relational consequences in achieving strong relationship with the brand.

The brand studied in this research is Pepsi. The reason for the selection of this particular

 brand is its popularity in Pakistan. The brand directly competes with Coca-Cola in Pakistan.

Although Coca-Cola is preferred worldwide the situation is quite opposite in Pakistan where

consumer liking is more towards Pepsi. In Pakistan Pepsi’s market share is 65% while that of

Coca-Cola is only 35%. The study of brand personality of Pepsi according to perceptions of

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Pakistani consumer will provide us insights on the most favourable brand personality traits

 perceived by the local consumers and how these approving brand personality traits helps in

establishing strong relation with Pepsi which helps Pepsi to dominate soft drink market in

Pakistan.

1.2  Problem

In the present competitive scenario Marketer’s major concern is retaining customers. The key

focus is on building strong relationship with the customers. Customer loyalty is the only way

an organization can save itself from heavy losses due to customer attrition. Building and

communicating brand personality is important in Brand management. The research will

investigate interrelationship of brand personality and customer loyalty in terms of trust

attachment and commitment towards the brand. The findings of the research will give

important insights that will help in achieving customer loyalty through establishing and

managing favourable brand personality.

1.3  Research Objective

  To find the impact of perceived brand personality on consumer’s trust, attachment and

commitment with Pepsi.

  To find the relationship between trust in Pepsi, attachment with Pepsi and commitment

with Pepsi.

  To find the dominant brand personality traits resulting in high trust, attachment and

commitment with Pepsi.

1.4 Research Questions

The research will answer the following question

1.  Is there a relation between brand personality of Pepsi and consumer trust,

attachment and commitment with this brand?

2.  Is there relation between consumer’s trust in Pepsi, his attachment with Pepsi and

his commitment with Pepsi?

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1.5   Analysis Model

1.6  Variables

Linkage between Brand Personality and relational consequences of Brand:

In this context linkage between brand personality and trust, attachment, commitment with

Pepsi is tested.

 –  Brand Personality (independent variable) 

 –  Trust in Pepsi (dependent variable) 

 –  Attachment with Pepsi (dependent variable) 

 –  Commitment with Pepsi (dependent variable)

Linkage between consumer’s trust, attachment and commitment with the brand: 

In this context linkage between trust, attachment and commitment with Pepsi is tested.

 –  Trust in Pepsi (independent variable) 

 –  Attachment with Pepsi (dependent variable & independent variable) 

 –  Commitment with Pepsi (dependent variable) 

Brand

Personality

Commitment

to the Brand

Attachment with

the Brand

Trust in the

Brand

Figure 1.1: Analysis Model of ResearchFigure 1: Analysis Model of Research

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NOTE:  Attachment with Pepsi is used as dependent and independent variable for

investigating linkage between consumer’s trust, attachment and commitment with

Pepsi because first impact of Trust in Pepsi on Attachment with Pepsi is

investigated for which attachment with Pepsi is used as dependent variable.

Secondly impact of Attachment with Pepsi on Commitment is found for which

Attachment with Pepsi is used as an independent variable. See Hypothesis No. 4 

and Hypothesis No. 5 for this.

1.7  Hypothesis

After the identification of the important variable and the relationship among them through

logical reasoning in the theoretical framework, the research has following several testable

statements or hypothesis.

The influence of brand personality on consumer trust in the brand

Hypothesis No. 1

H o   There is no causal link between brand personality of Pepsi and consumer trust in this

 brand. 

H a   There is a causal link between brand personality of Pepsi and consumer trust in this

 brand.

In Hypothesis No. 1, Brand Personality of Pepsi is used as independent variable whereas trust

in Pepsi is used as a dependent variable.

The influence of brand personality on consumer attachment to the Brand

Hypothesis No. 2

H o   There is no causal link between brand personality of Pepsi and consumer attachmentwith this brand.

H a   There is a causal link between brand personality of Pepsi and consumer attachmentwith this brand.

In Hypothesis No. 2, Brand Personality of Pepsi is used as independent variable whereas

attachment with Pepsi is used as a dependent variable.

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The influence of brand personality on consumer commitment to the Brand

Hypothesis No. 3

H o   There is no causal link between brand personality of Pepsi and consumer commitmentwith this brand.

H a   There is a causal link between brand personality of Pepsi and consumer commitmentwith this brand.

In Hypothesis No. 3, Brand Personality of Pepsi is used as independent variable whereas

commitment with Pepsi is used as a dependent variable.

The links between consumer trust, attachment, and commitment to the brand

Hypothesis No. 4

H o   There is no causal link between consumer trust in Pepsi and his attachment with this brand 

H a There is a causal link between consumer trust in Pepsi and his attachment with this brand.

In Hypothesis No. 4, trust in Pepsi is used as independent variable whereas attachment with

Pepsi is used as a dependent variable.

Hypothesis No. 5

H o   There is no causal link between consumer attachment with Pepsi and his commitmentwith this brand.

H a . There is a causal link between consumer attachment with Pepsi and his commitmentwith this brand.

In Hypothesis No. 5, attachment with Pepsi is used as independent variable whereas

commitment with Pepsi is used as a dependent variable.

Hypothesis No. 6

H o   There is no causal link between consumer trust in Pepsi and his commitment with this brand.

H a   There is a causal link between consumer trust Pepsi and his commitment with this brand.

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In Hypothesis No. 6, trust in Pepsi is used as independent variable whereas commitment with

Pepsi is used as a dependent variable.

1.8  Rationale

The study will give the following insights;

  Strong relations with customers set the foundation for customer loyalty. Brand plays a

distinct role in establishing and maintaining long lasting relations with the customers.

Brand management is central to the success of an organization because it involves

activities that are directed at maintaining a powerful emotional connection with

customer. Managing a brand effectively ensures that customers will be attracted and

retained.

  The impression of a brand’s personality in terms of its real and imaginary qualities

constructs a brand image in consumer’s mind. Having knowledge and understanding

of personality traits associated with a brand helps evaluating its brand personality.

  Brand personality illuminates consumer’s perception of the brand. Complete

knowledge of this will assist Marketers to spot problem areas in overall brand image.

  Further more information regarding the impact of brand personality on customer’s

trust, attachment and commitment towards the brand will help to shape brand

 personality traits for accomplishing enduring customer relationship.

  Knowledge of appropriate personality traits that can foster customer loyalty will

facilitate in developing and communicating a brand image that can results in high

customer attraction and retention.

  On the whole the focus of brand personality is on achieving strong customer loyalty

that will save organization from heavy losses due to customer attrition and help

gaining effectiveness in marketing programs.

1.9  Scope

This study will provide a research model that will assess consumer loyalty based on

 perceived brand personality. The research will be conducted on Pepsi to find out how

 perceived brand personality of Pepsi affects consumer’s trust, attachment and commitment to

the brand. . Brand personality of Pepsi will be determined using Brand Personality scale

developed by Ambroise (Laure Ambroise J.-M. F., 2004), The study will be conducted only

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in Karachi which is the largest metropolitan city of Pakistan. The audience of this research

will be the university students of Karachi. The model can be replicated for other brands also.

The study will have implications in brand management. The findings of the study will help to

 build and communicate brand personality based on dominant personality traits that will help

to achieve long lasting customer loyalty.

1.10 Target Group

The research focused on university students of Karachi who are consumers of cola soft drinks

 particularly Pepsi. The research specifically target university students because cola soft

drinks are most popular among youth. Majority of university students comprises of youth

who are quite familiar with soft drinks especially Pepsi as it is the most favourite soft drink

 brand having a dominating share in the market.

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CHAPTER 2: LITERATURE REVIEW

2.1  Consumer Loyalty

Consumer loyalty is an endless area of research with a focus of retaining customers for life

time period and to make them profitable ones. Loyalty towards brands is defined as

approving inclination towards it. Favourable propensity towards the brand can be attitudinal,

 behavioural or mixed (Lombart, 2010). Definitions of loyalty can be singular this means that

they can focus on a single concept that can either be attitudinal or behavioural where as a

complex definition of loyalty takes on a combined approach of attitudinal and behavioural

loyalty.

2.1.1  Behavioural Loyalty

For different contacts of customer with the products or services behavioural loyalty has

different measures. For Brand customer loyalty is measured by share of category  expenditure

where hundreds of choices are available for customers within a category, loyalty is measure

in terms of how much the customer has spent on a brand relative to the competing brand of

the same product category. The more the customer has spent on a brand relative to the

competing brand the more is he or she is loyal towards it. Portfoli o size  loyalty is also used

for the brand. This means that the larger the number of brands in the portfolio of customer the

lesser will be the loyalty. For service brand the behavioural loyalty can be the length of usage

of the service (Robert East, 2005).

2.1.2  Attitudinal Loyalty

Attitudinal loyalty is measured by the consumer attitude towards the brand. The feeling of the

consumer turns out to develop a certain attitude towards the brand. Consumer liking towardsa brand results in retention. Satisfaction  that a consumer achieves by using a brand in terms

that the brand has delivered promised benefits develops a positive attitude towards the brand

and ultimately increases the consumer loyalty towards it. Commitment towards the brand

develops customer ’s  strong favourable attitude towards the brand. Consumer commitment

towards the brand is the result of strong positive attitude that a consumer has develop towards

the brand and that has been nurtured though out the consumer-brand relationship (Robert

East, 2005). Trust also constructs a positive attitude towards the brand, when consumers

 perceive the brand to be a faithful solution to their problem and believe that the brand is

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competent of delivering on the required needed or value added results from its usage than a

 positive relation with the brand in the form of trust is developed (Hunt, 1994).

2.1.3  Mixed Approach of Loyalty

In Jacoby and Chestnut has proposed definition of loyalty that has both the components of

attitude and behaviour (Robert East, 2005). This approach to the conceptualisation of loyalty

 partly related to a deficiency to present the need for justifications of loyalty, and partly

semantic, that this is what the term ‘loyalty’ means. Semantic debates delivers a scientific

aspect but the concept that attitude-behaviour congruence is wanted for loyalty becomes

visible unwell founded.

2.2  Relational Marketing

Customer loyalty can be enhanced through relational marketing. Relational marketing

activities involve attracting, retaining and servicing customers to build a strong and long

lasting relation with them. Relational marketing is focusing on marketing oriented activities

for providing value added service to the customers that are become your ultimate partners

(Hunt, 1994). To develop strong relational exchanges with the customer, the producer of the

goods and services can rely on brands. Brand can assure the customer of high value and

 prestige that the relational exchange can bestow them with. Brands are the sources on which

 buyer ’s and seller ’s relation can be built upon. Acting as a mile stone in this relation, brands

are the decisive tools that ensure customer retention. But customer retention cannot solely

rely on brands there are certain efforts that make brands so powerful that they can act as

strong bridge of relationship between the producer and the consumer. Brands are the subject

of great deal of study for the purpose of developing the insights that can raise consumer

loyalty. The following concepts are the areas where brand are excessively studied to find the

important factors in developing strong and long term relation between brands and customers.

  Brand identity gives brand the identification in the mind of consumers. Relevant

and favourable brand associations are created in customer’s perception that

sketches the overall picture of the brand in the mind of consumers. Brand identity

develops an image of the brand.

  Brands have to create an image according to the desires of their targeted

customers or consumers. Creating an image that is favourable in the perception of

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targeted customers ensures them loyalty of repeat purchase and retention. So

 brand image is very important.

  Brand equity then determines the value of the brand that the customer has

 perceived irrespective of the objective monetary value of the brand. The stronger

the brand equity in consumer’s mind the greater is the chance for success of the

 brand in terms of strong relation with customers.

  Brand personality which forms the overall personality of the brand by linking

appealing human personality traits to the brand so that consumers or customers

can perceive the brand optimistically and have ease of connectivity with the brand

that builds on a healthier and long lasting relationship.

Brand identity, Brand image and Brand Equity are the important aspects of Branding

resulting in consumer loyalty.

2.2.1  Brand Identity

David Aaker has developed the brand identity system--a framework for brand evaluation.

According to David Aaker when creating a brand identity, the firm should consider four

dimensions of brand identity: brand as a product, organization, person, and symbol

(Tudorica, 2001). Brand identity constitutes of all elements forming the existence of the

 brand. The concept allows companies, through the six emission facets of the brand identity

 prism  –   physical facet, personality, culture, relationship, reflected consumer and consumer

metallization –  to specify the meaning, the project, the designing of their brands. Conversely,

 brand image is a reception concept. It is the result of the consumers’ interpretation of all the

signs emitted by the brand (brand name, visual symbols, communications, etc) or external

sources. As a result, brand identity comes before brand image. The brand identity created by

the firm is communicated to consumers, who then interpret it as the brand image (Lombart,2010).

2.2.2  Brand Image

Brand image is defined as “as perceptions about a brand as reflected by the brand

associations held in consumer memory” (Keller, 1993). In consumer’s mind there are

informational nodes linked to brand node. These informational nodes represent brand

associations. Consumer can have various associations with the brand. Like for edible cooking

oil consumer can have associations of motherly, delicious, healthy, unique, strong heart, old

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and so on. The stronger, favourable and unique these associations are the more favourable or

 positive brand knowledge consumer has about the brand and the more favourably consumer

will value or evaluate the brand. Relevant and stronger brand image lies on this concept.

Positively associated consumer traits will build a good image of the brand in consumer’s

 perception. More stress should be laid on the brand associations. While building brands

through research should be done on consumer profiling and target market preferences. Based

on the findings brands should be designed that fit into the consumer preferences and

automatically generates favourable response.

2.2.3  Brand Equity

Customer based brand equity has been defined by (Keller, 1993) as “the differential effect

of brand knowledge on consumer response to marketing of brand” . Differential effect is

the difference of customer response to the marketing of a brand with respect to the marketing

of other brand. Brand Knowledge is the customer’s awareness of the brand. It is how the

customer has perceive the brand and what perceptions the customer has in his or her mind

about the brand memorized in terms of brand association. Consumer response to the

marketing of the brand is in the form of preferences, liking and disliking. Brand Equity can

 be said to have positive or favourable response of customers to the marketing efforts (Price,

Product, Place and Promotion) of a brand as compared to the competing brand. The

favourable impact of the brand knowledge on consumer’s mind can results in high rank of the

 brand in consumer’s perception. Brand knowledge is based on brand associations, so to have

 brand association that clearly makes the brand prestigious or more valuable is very important.

The more the consumer has brand awareness and the more favourably they interpret the brand

associations the greater will be chances of a positive behaviour of consumer towards the

 brand. As a result consumers consider the brand not a prototype but distinguishing brand with

a promise of exceptional performance which the ordinary ones are incapable of. The higher

the brand equity in the mind of customers the more revenues brand is earning for the

organization so profitability is greatly enhanced.

2.3  Brand Personality

The first ever definition of brand personality was proposed by Aaker. She defines brand

 personality as a set of human characteristics associated with a brand (Aaker, 1997). So a

 better and relevant definition of brand personality has been put forward as the set of human

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 personality traits that are both applicable and relevant to the brand (Kapferer, 2003). As cited

 by (Lombart, 2010), Ferrandi and Valette-Florence in 2002 conceptualise brand personality

as all personality traits used to characterise individual associated with a brand. So brand

 personality can be described as “the set of human traits associated with the brand” (Laure

Ambroise S. B., 2005).

The last definition proves to have the true meanings of brand personality in which a

consumer associates himself with the brand on the basis of perception of his personality traits

so either he likes or dislikes and accepts or rejects it.

2.3.1  Human Personality Traits

Multi-Dimensional factors such as individual’s behaviour, appearance, attitude and belief are

found to be the determinants of human personality traits. Demographic characteristics are

also influential on human personality traits (Rajagopal, 2006). The Human personality traits

are generally being defined by Costa and McCrae as “tendencies to show consistent

patterns of thought, feelings and action”. Personality traits are considered as psychological

signals. Human actions and behaviours are dependent on them. Conceptualization and

understanding of human personality is done by trait approach which considers personality as

a set of traits and is defined as “any distinctive and relatively durable way in which one

individual differs from other” (Tudorica, 2001). 

Based on the trait approach, human personality structure is thoroughly defined by “Five

Factor Model”, generally known as “Big Five” human personality dimensions. This model

describes human personality through Big Five characteristics.

Big Five Personality Model

Openness to

experience

Agreeableness

Extraversion

Conscientiousness

 Neuroticism 

Figure 2.1: Big Five Personality Model Figure 2: Big Five Personality Model 

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2.3.2  Origin of Brand personality from Human personality

Brands are perceived by the consumer on a person’s personality dimension and they further

relate it to brand. Dimension of brand personality are derived and defined from the

dimensions of human personality (Rajagopal, 2006). Based on the human personality traits of

Big Five Model, personality traits related to brand were identified by (Aaker, 1997). Aaker

describe forty two traits and five brand personality characteristics which are as follow;

(Aaker, 1997) (Laure Ambroise S. B., 2005).

Brand personality dimensions proposed by (Aaker, 1997) relates to the human personality

dimension proposed by the Big Five Model. The human personality trait Conscientiousness

and brand personality dimension Competence presents pure skills, precaution and attention to

extra detail. Extraversion and excitement are notions of enthusiasm. The idea of

agreeableness and sincerity is of kindness, authenticity and gentleness. Brand personality

dimension of sophistication and ruggedness is not linked to any of the human personality

traits. This reason has been justified as these brand personality dimensions operate within

different passages or influence consumer preference in different ways (Aaker, 1997).

The personality traits defined by her can include ad hoc terms that even not exist in

 personality measurement tool. Scale proposed by (Aaker, 1997) has personality traits that are

not equivalent in terms of personality trait like sophistication and also personality traits

matches to social appreciation like upper class and up-to-date (Laure Ambroise J.-M. F.,

2004) (Lombart, 2010). Contrasting the concept of brand image, brand personality should be

(Aaker, 1997) Brand

Personalit Scale

Sincerity Sophistication CompetenceExcitement  Ruggedness 

Figure 2.2: Brand Personality Scale proposed by Aaker Figure 3: Brand Personality Scale proposed by Aaker

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applicable across product categories. Items used to measure to brand image are category

specific and also sometimes brand specific whereas items used to measure brand personality

should be applied across categories, cultures and brands. It should also offer the opportunity

to transfer meaning from human personality of consumers to brand personality of brands they

 purchase, prefer or reject.

2.3.3  Concept of Brand Personality

The concept of brand personality is derived from human personality. In this concept brands

are linked to human personality traits .Plummer in 1984 has proposed that brands might be

differentiated on three aspects that are physical attributes (red colour), functional

characteristics or benefits associated with the brand (remove stains without damaging

clothes) and personality traits (youthful) associated with the brand (Laure Ambroise S. B.,

2005) . Concept of brand personality in the field of marketing was first applied to advertising

so that consumers can easily associate brands with favourable personality traits that result in

favourable brand image (Laure Ambroise S. B., 2005). Brand personality in marketing is

generally used to build an overall image of the brand by using it as a tactic appealing large

groups of targeted audience. For instance Coca-Cola can be perceived family oriented while

Pepsi as youthful. This might be true due to the marketer’s or advertiser’s strategy to

 personify the brand so that when consumer thinks about a particular brand they associate

human personality trait with the brand that results in brand differentiation (O. Bouhlel, 2009).

2.3.4  The creation of Brand Personality

All contact of consumer with the brand whether direct or indirect results in perception of

 brand personality traits in the mind of consumer (Lombart, 2010). Direct contact can be the

result of user imagery with the brand that is the human personality traits associated by

common users of the brand. The perception of brand personality in a direct way is established

 by human personality traits associated with the brand, perception of the producer of the brand

and of the person who indorses the brand. Indirectly consumer’s perception of brand

 personality is established through product category association of brand, price and brand

symbols (name, logo e.t.c.)

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2.3.5  Theory of Animism

Brand is not a living object; it is only a perception or a collection of association that resides in

the mind of consumers. Brand are mere mental image of positive or negative associations that

consumer develop in their minds. This means that certain efforts can be put forward by

Marketers in developing perceptions related to brand in the mind of consumers to acquire a

 positive attitude towards brands. One way of establishing perception about brands is relating

 brands to human characteristics so that consumers easily grab the concept of the brand and

develop associations in their mind that results in positive attitude towards brands. Theory of

Animism further explains this concept that there is a need of human beings to

anthropomorphize objects in order to establish a contact with imagery or non material world

(Fournier, 1998). Consumers can ascribe human personality traits to brands so that they canhave a well-built linkage with them because by relating the brands with human qualities

consumer think of the brand like themselves and strongly relate to them (Aaker, 1997).

Theories of Animism also explain the ways through which brand personality can be

established leading to stronger brands (Fournier, 1998) as;

  Brand personality can be attributed to the person using the brand like members of the

reference groups can be friends and colleagues.

  Brand personality can be associated with the person endorsing the brand or

spokesperson of the brand like if a Sports man is endorsing a brand the brand can be

 perceive as rugged.

  Brand personality can also be linked to the person who has gifted the branded product

to an individual like if the person is trustworthy the brand can be perceived as sincere.

  Brand personality is developed overtime indirectly though pricing (high or low),

 product features (benefits), store location (imagery associations), product packaging

(size, colour) and symbols that are communicated by media advertising and sales

 promotion to the consumers.

2.3.6  Importance of Brand personality

  Brand personality is considerably important to persuade the consumers towards the

 brand

  Brand personality is an excellent way of distinguishing brand from the competitors

thereby increasing the effectiveness of marketing communication because they are

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 based on different brand personalities (Tudorica, 2001). Intense competition between

 brands makes it very difficult for marketers and brand managers to differentiate brand

solely on the basis of functional attribute. Incorporating brand personality in

marketing communication campaigns helps distinguishing brand form its competitors

on symbolic level. Also it helps to evaluate that whether marketing communication

efforts to position the brand are successful or not. Although there are various ways

through which consumers learn about the brand such as product-usage experience,

social communication and the marketing environment but understanding and

knowledge about brand construct in terms of brand personality and image will help

achieving successful differentiation (Yongjun Sung, 2010).

  Consumer use the brand because they want to create, reinforce and communicate their

self concepts so consumer select and purchase the brand they like as they find the

 brand consistent with their self image and personalities. So brand personality

construct can help Marketers to better understand consumers who want to express

themselves through the commercial brand they use or purchase. That is why brand

 personality is considered to the focal point in the establishment of positive attitude

and preference towards the brand. (Yongjun Sung, 2010)

  Implementing concept of brand personality guarantees a strong consumer and brand

relationship (Yongjun Sung, 2010). Perceiving favourable brand personality is

 positively perceived by the consumer and they view brand as relationship partner in

consumer brand relationship (Tudorica, 2001).

  Perceiving brand personality consumer can interpret brand image that is personally

more meaningful. Consumer takes more active part in processing perceives brand

 personality so they are more involve in the brand (Tudorica, 2001).

  The examination of brand personalities across dissimilar places can deliver awareness

regarding the cultural differences in consumer psychology and behaviour which leads

to directing the expansion of more persuasive (either standardized or adapted)

advertising and branding strategies. So that for practitioners any person, who handle

global account assertions, the grasp of brand personality across cultures will assist

them to write very productive global marketing communication strategies (Yongjun

Sung, 2010).

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2.3.6  Brand Personality Scales

The first ever scale was developed by (Aaker, 1997). Different brand personality scales has

 been developed to study the brand personality of various brand. Scales are developed in

different cultural context to find the relevant personality traits associated with brand in that

 particular culture. Also brand personality scales are developed for different product

categories and brands. Following is the table that shows various studies of brand personality

dimension (Patel, 2009) (Laure Ambroise J.-M. F., 2004).

Brand Personality Scales used for various studies

Author (s) Product/Brand Sample (N) Brand Personality

Dimensions

Aaker (1997) Four product groups

/ 37 brands

 National, N=631 Sincerity,

Sophistication,Ruggedness,

Competence and

Excitement

Ferrandi,Valette –  

Florence and

Fine-Faley

(2000)

Three productgroups / 12 brands

Convenience(students) France

 N = 246

Sincerity,Dynamism,

Femininity,

Robustness and

Conviviality

Aaker (2000) Cruise line Cologne Convenience

(graduate students

in United statesand Tokyo)

 N=74

Mall intercept (at two West

Coast grocery stores).

 N = 198

Sincerity,

Sophistication,

Competence,Excitement and

Peaceful

Aaker, Benet-

Martinez, and

Garolera

(2001)

Study 1: Four

 product groups / 25

 brands

Japanese national

mail panel

 N=1495

Excitement,

Sincerity,

Sophistication,

Competence and

 peaceful

Study 2: Four

 product groups / 25

 brands

Japanese graduate

students / US

Japanese exchange

students N=90

Excitement,

Sincerity,

Sophistication,

Competence and

 peaceful

Study 3: Four

 product groups / 25

 brands

Spanish national

mail panel N=692

Excitement,

Sincerity,

Sophistication,

 peaceful and

 passion

Ambroise, Two product groups/ Convenience sample of 161 Friendly

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Ferrandi and

Merunka

(2004)

Four brands business students of France Creative

Charming

Ascendant

Misleading

Original

ElegantConscientious

Introvert

Table 1: Brand Personality Scale of various studies

2.4  Brand Personality and its consequences

The concept of Brand personality is found to have an impact on the consumer-brand

relationship (Lombart, 2010) (Laure Ambroise S. B., 2005). Brand personality well defines

the consumer behaviour pertaining to different brands. The concept of brand personality is

about how consumer’s perceived the personality traits of a brand and based on that what their

 possible attitude is? Consumers develop liking towards the brand because they have

associated the brand with their favourable brand personality traits so that they are more

inclined towards it usage and ultimately adopting it to their regular usage pattern and

 becoming heavy user or highly loyal towards the brand.

The various consequences of the brand personality can be;

  Perceived brand quality

  Attitude towards the brand

  Intentions of future behaviour

  Attachment with the brand

  Commitment towards the brand

  Trust in the brand

  Involvement in the brand

  Loyalty towards the brand

Some of the past findings exhibiting the consequences of brand personality are discussed as

follow.

Consumers have thousands of choices available for brands. The most important reason

 behind this is that brand personality successfully distinguishes one brand from other.

Consumer choose brand that they find more suitable for the purpose behind their purchase.

The usage or experience of the brand makes consumers habitual of them as they establish a

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strong liking for them. The favourable attitude of consumer over a long period of time is truly

 because by purchasing the brand they are ensure of quality and reliability  of their

 performance (Rajagopal D. , 2008). Perceived quality of a brand is strongly determined by

the traits of brand personality. The research conducted in India on Business Management

students taken Nokia as brand to be studied found that the most effective trait resulting in

consumer’s high perception of the Nokia brand is competence followed by ruggedness (Trott,

2011). A study in Korea suggests that different dimensions of brand personality influence

brand trust differently, for some brand personality traits perceived by the consumer the trust

is higher like sophistication trait perceived by Korean consumers’ results in strong trust in the

 brand (Yongjun Sung, 2010). Research conducted by Gouteron in 2005 suggested that all

significant personality traits have influence attachment with a brand  (Lombart, 2010).

Using an experiment, (Forbes, 2005) showed that consumers exposed to a product (bottle of

water) with a vignette presenting information about the brand personality of that product have

a more favourable attitude towards that brand than consumers exposed to the same product,

without brand personality information. Brand Personality positively affects not only

consumer brand preference but also purchase intention. The outcome remains true for both

high and low involvement products. But the effect of brand personality is higher for high

involvement products than low involvement products (Punyatoya, 2011). Commitment and

attachment with brand  depends upon the involvement in the product. High involvement

results in high attachment and commitment whereas the low involvement has the opposite

consequences. Brand personality builds involvement  in the brand which further results in

high attachment and strong commitment. This was proposed by (Laure Ambroise S. B., 2005)

when they conducted research on brand personality affects on Nike, Addidas, Coca-Cola and

Pepsi. Strong and favourable brand personality leads to complimentary product evaluations 

and brand associations so a distinct positive personality of brand enhances brand equity

(Forbes, 2005). Brand personality affects the consumer buying intention and loyalty even

through relatively new modes of advertising and mobile marketing. It was observed that

 brand personality affects the level of trust, commitment and attachment with the brand whose

advertising message is being sent through SMS. Attachment and commitment for the brand

enhances when the consumer perceive that the brand is sincere (O. Bouhlel, 2009). Brand

 personality enhances attachment to the brand. A study conducted in France showed that the

developed brand personality barometer results on an average 32.4 per cent attachment to the

 brand (Laure Ambroise J.-M. F., 2004) (Laure Ambroise S. B., 2005). A research conducted

in China’s largest metropolitan city Beijing on Brand personality of Nokia and Sony found

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that brand personality has a strong influence over the brand preference, brand attitude,

brand loyalty, and buying intent  of consumer. The results also suggest that the sense of

 brand for Chinese consumers is very strong (Mengxia, 2007). Consumer brand relationship is

determined by perceived brand personality and consumer’s own personality. The quality of

the brand is also important in this aspect. Consumer- brand relation is dynamic, the relation

merely not rests upon actual physical attribute of the brand but the physiological elements are

also very important in this regard (Helena M. Nobre, 2010). Affective loyalty and action

loyalty both are influenced by brand personality and human personality traits. Research

conducted in Taiwan on individuals buying video games and toys found that competence and

sophistication traits of brand personality results in high affective loyalty  whereas

agreeableness and openness traits of human personality leads towards action oriented loyalty

(Lin, 2010).

2.4.1  Influence of Brand personality on three relational consequence

Consumer’s relation with a brand has three relational outcomes; they are trust, attachment

and commitment with the brand. These three variables are the influencing factor of

consumer-brand relationship. Greater the level of trust, attachment and commitment with the

 brand stronger will be the relation with the brand (Lombart, 2010).

2.4.2  Trust in the brand

Trust is a very important factor in consumer-brand relationship. Trust is the willingness to

rely on exchange partner on which one has confidence. Brand Trust in a relationship is

 present when one partner (consumer) has the confidence that the exchanging partner (brand)

has the ability to deliver what it has promised. This means that the consumer is confident of

the brand’s integrity and reliability of delivering the benefits. Integrity of the brand is that the

 brand performs in a way that it has promised its target customers in marketing

communication activities. The benefits which the brand has promised are successfully

delivered to its customers. Reliability of the brand is that the brand has consistency of

 performing the benefits every time the customer purchases it. Brand is considered to be

reliable when on every usage or experience the customer enjoys the elevated performance

which the brand has claimed to the consumer. The relational marketing efforts are built on

Trust, which is vital to the success of the relationship. Lack of trust in the relation weakens

the relation making it unproductive and inefficient (Hunt, 1994).

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Brand trust is summarised by consumer trust and experience with the brand. Brand trust is

developed over time. As the customer uses the brand he or she goes through the learning

 process of how well the brand has worked with him. Brand trust is developed from the past

 brand experience and future intention to use the brand (Munuera-Alema´n, 2005). Trust in the

 brand is developed though experiential attribute by direct contact (trial and usage) and

indirect contact (marketing communication and word of mouth). The consumption of the

 brand gives the most relevant experience for developing brand trust. Through consumption

consumer develops feeling, thoughts and association that are extremely self relevant and

further impacts consumer perception of honesty of the brand.

Trust in brand from the consumer point of view is defined as “a psychological variable that

reflects a set of aggregated presumptions relating to the credibility, integrity and

benevolence that the consumer ascribes to the brand” (Lombart, 2010). Trust in the brand

is measured by credibility, integrity and benevolence dimensions.

2.4.2.1 Credibility

Credibility dimension of brand is consumer’s evaluation of the brand’s ability of fulfilling the

expected performance that it has claimed. Expected performance of the brand is the technical

 performance of the brand (Gurviez, Test of a Consumer-Brand Relationship Model, 2003).

This means that the brand is able to perform its basic functions. The functional abilities of the

 brand are able to fulfil consumer basic needs for which he or she has made the purchase like a

Trust in a brand

Credibility

Integrity

Benevolence

Figure 4: Dimensions of Trust in a Brand 

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cellular service enables its customers to make calls to other cellular and landline services. It is

the basic function of cellular service; if the cellular service is not able to deliver on its

functional ability of making calls then the subscribers of this service will not consider the

 brand trustworthy. The brand fails to fulfil consumer’s basic need of communication

eventually consumers establish low credibility for the brand.

2.4.2.2  Integrity

Integrity means that there is no distinction in what the brand says or promises or what it

actually does. Integrity of brand is that the brand fulfils all his claims or promises that are

made by it. Integrity of the brand is judged by the honesty of its “claims” (Gurviez, Test of a

Consumer-Brand Relationship Model, 2003). When the brand has established an excellent

level of integrity in the perception of consumers, then they will be positively motivated

towards the brand and level of loyalty for the brand will rise enormously. Consumer realizing

the honesty of the brand will develop favourable perception towards it becoming an advocate

of the brand which also helps the brand of favourable word-of-mouth.

2.4.2.3  Benevolence

Benevolence means that the brand takes into accounts consumer’s interest. The brand adopts

customer-oriented policy that facilitates customer at every step of the purchase process,

assists customer in using the product and further provides excellent service to the customer.

A brand is considered benevolent if it values consumer interests more than its short term

 brand interest (Gurviez, Test of a Consumer-Brand Relationship Model, 2003). When the

 brand has benevolent brand policy then the customer feels secure of using the brand as he or

she has the perception in mind that the purchase is valuable and they are not at any loss by

using the brand. Like if the brand has offered return policy for defective items within a

specific period of time then the brand is considered compassionate enough to fulfil customer

looses then to reject the claim saving the brand from low revenues in the short run. But if the

 brand is considered not benevolent then in the long run the brand will suffer loses as

consumer has lost trust over it and perceived it as mean and dishonest brand.

Consumer trust in the product varies to a great extent. Consumer having strong belief of the

honest intentions of brand as well faith in the communication efforts by the brand might have

low level of trust for the technical abilities of the brand (Gurviez, Test of a Consumer-Brand

Relationship Model, 2003). For example if a consumer has purchased a brand’s new product

and has a disappointing experience because lack of deliverability of the expected

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 performance then the credibility level of the brand drop immediately but the integrity of the

 brand is completely diminished. A loss of integrity not only will prevent customer of the

repeat purchase but also results in bad word of mouth from the customer thus greatly

damaging the brand equity.

2.4.3  Attachment with the brand

Attachment with the brand is an emotional link between the customer and the brand in fact it

is key factor that strengthens the relationship between consumer and brand (Tsai, 2011).

Attachment is a bond that attaches an individual with a specific object. The individual might

 be the customer or the consumer and the target object is the brand being used or experienced

 by the customer (Alexander Fedorikhin, 2008). Customer-brand relations are greatly

influenced by the level of consumer attachment to the brand. Attachment to a brand

guarantees long term profitable relations with the customer. Two approaches in brand

marketing have supported the relevance of attachment to the brand. The first approach says

that brands are personified today by establishing favourable associations with the brand and

also developing brand personality. The result of this brand personification develops an

emotional relation with the brand. This emotional tie with the brand is customer’s attachment

with the brand (Behi, 2011). The second approach is about building strong and long term

relations with the customers which is the ultimate concept of marketing (Behi, 2011). Self

 brand has found to positively affect consumer attachment with the brand (Alexander

Fedorikhin, 2008). Self brand is a belief of consumer that the brand is related to them. The

consumer has a lot of linking towards the brand that they feel are like them or related to their

 personality. So the concept of brand personality is very important in this regard. It has also

 been observed the passionate love between brand and customer results in brand attachment

(Tsai, 2011). The four indicators are;

1.  There is a substantial chemistry between the brand and customer.

2.  The customer experiences dejected if he or she does not find the brand.

3.  The brand ideally matches the consumer’s self image. 

4.  It feels that the consumer and the brand are made for each other.

In 2000 Lacoeuilhe defines attachment with the brand as “a psychological variable that

reveals a lasting and inalterable affective relationship (separation is painful) to the

brand and expresses a relation of psychological closeness to it” (Lombart, 2010).

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2.4.4  Commitment with the brand

Commitment is a very important concept in marketing. Consumer commitment is thoroughly

studied in consumer behaviour. Commitment with the brand is ensures long term loyalty and

high profitability for which the businesses exists. Relational commitment is defined by (Hunt,

1994) as “an enduring desire to maintain a valued relationship”. Relational commitment

exists when the relational partners (customer and brand) believe that the ongoing relational is

very valuable and important for them so they ensure that relation is maintained. The

exchange partners make their best efforts to keep the relation strong and long so they will be

mutually benefited from it. Relational partners sacrifice short-term benefits for long-term

value (Tsai, 2011). Brand is advantaged by high profits while customer gains high value for

the money that he or she has exchanges in the form of benefits. Manufacturers of the brandconsider brand commitment as an indicator of superior performance so they try to build and

increase consumer loyalty by delivering superior benefits, establishing a positive image

(company’s value of social responsibility and trustworthy manufactures) about the

organization in consumer’s mind.  A favourable brand personality perceived by consumer

results in strong commitment with the brand, as consumer relates more to the brand assuming

that they have a linking or resemblance to the brand’s personality this results in positive

commitment to the brand (Laure Ambroise S. B., 2005). Brand loyalty is related to brand

commitment (Hunt, 1994) (Tsai, 2011).

Commitment is defined as “a desire to maintain a current relationship with a brand” 

(Fullerton, 2003). There are two components of commitment; one is affective commitment

and other is continuance commitment (Lombart, 2010).

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2.4.4.1   Affective Commitment

Affective commitment is based on identification and liking with the brand. Affective

commitment is built on emotional attachment between the brand and consumer, that the

highly committed consumer strongly identifies with the brand and enjoys a membership as

 being a user of the brand (Fullerton, 2003). Affective commitment by the consumer is

enduring desire to maintain a current relationship (Hunt, 1994). Identification, attachment

and shared values result in affective commitment towards the brand (Lombart, 2010).

Consumer identifies with a brand when a favourable perception about personality of the

 brand is developed in their mind. Affective commitment is a core of relationship with the

 brand (Fournier, 1998). Consumers highly relate themselves to the brand and experience

developing emotional attachment with the brand. Like the users of a brand consider the brand

trustworthy as they their selves think they are so they themselves relate to the brand. Being

related to a brand forces them to make the brand a daily part of their life so they become

frequent buyers and loyal users of the brand. This strong commitment is based on emotional

association that has been developed with the brand. On this basis the consumer will not

sacrifice usage of the brand and value their commitment and relation with the brand.

2.4.4.2  Continuance commitment

Continuance commitment to a brand exists when the consumer has no option of switching to

other brand. Consumer is highly dependent to the brand because no other suitable substitute

is available or the cost of switching to other brand is high (Lombart, 2010). The benefits

consumers getting from a brand are not replaceable by other brand so this prevents consumer

Figure 5: Components of Commitment with a Brand 

Commitment

with the brand

Affective

Commitment

Continuance

Commitment

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switching. Potential loss of losing the benefits associated with the brand is a key feature of

continuance commitment (Fullerton, 2003). Continuance commitment is the result of

dependence of consumer on the brand either due to lack of substitute or high switching cost

like for expensive product consumers are reluctant to switch over to other brands because

they have already highly invested in the brand and they do not want to again make high

investment so the stick to the brand they are currently using. This is particularly true when

the product is complex.

2.4.5  Link between consumer trust, attachment and commitment with the

Brand

Cited by (Lombart, 2010) Aurier et al. in 2001 found that perceived quality, value, trust and

attachment are positively related to each other which propose that trust in a brand leads to

attachment with the brand. Attachment to a brand tells us how consumer can be loyal to the

 brand, what makes consumer stick to one brand more than the other brand (Hunt, 1994).

Attachment to a brand links to commitment to the brand. The first step in a relationship with

the brand is trust in the brand. When consumers believe that the brand is trustworthy and

honest only then a connection can be build between consumer and brand. Having trust in the

 brand is because consumers are sure of its performance and deliverance of benefits. Trust in

the brand then further leads to attachment with the brand. Consumer being confident that the

 brand has strong ability to fulfil their needs by delivering superior performance chooses the

 brand again. Consumer establish an emotional link with the brand thus incorporation brand in

their regular usage patter. Consumer is loyal towards the brand and do not want to switch to

other available choices either because of strong emotional connection or practical reasons of

high switching cost (Tsai, 2011) (Hunt, 1994) (Fullerton, 2003). In this way attachment with

a brand results in strong commitment a brand.

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CHAPTER 3: MET