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The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers

Long‐Yi Lin (Associate Professor, Graduate School of Management Sciences, Aletheia University, Taipei, Taiwan)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 2 March 2010

28774

Abstract

Purpose

The purpose of this study is to explore the relationship of consumer personality trait, brand personality and brand loyalty.

Design/methodology/approach

The convenience sampling method was used to collect primary data. A total of 400 adult consumers were interviewed who looked round or bought toys and video games in Taipei City Mall, and 387 effective questionnaires were collected; the effective response rate was 96.75 per cent. Regression analysis was adopted to test hypotheses.

Findings

The major findings were: a significantly positive relationship between extroversion personality trait and excitement brand personality; a significantly positive relationship between agreeableness personality trait and excitement brand personality, sincerity brand personality and competence brand personality; competence and sophistication brand personality have a significantly positive influence on affective loyalty; competence, peacefulness and sophistication brand personality have a significantly positive influence on action loyalty; agreeableness and openness personality trait have a significantly positive influence on affective loyalty; agreeableness and openness personality trait have a significantly positive influence on action loyalty.

Research limitations/implications

The restriction on selecting countries and brands, and the restraint of the sampling coverage present limitations. The paper verifies that consumers with different personality traits will have different cognizance towards brand personality, which can also be applied to the toy and video game industries. The paper proves that a distinct brand personality can appeal to more brand loyalty. It shows that agreeableness and openness of personality traits have a positive influence on brand loyalty.

Practical implications

The paper highlights the value of brand personality that benefits a company. It emphasizes the importance of brand loyalty for a company. Consumers who register in agreeableness and openness are the target audience for BANDAI.

Originality/value

The extra value of the paper is to link the theory and practice, and explore the relationship of consumer personality trait, brand personality and brand loyalty.

Keywords

Citation

Lin, L. (2010), "The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers", Journal of Product & Brand Management, Vol. 19 No. 1, pp. 4-17. https://doi.org/10.1108/10610421011018347

Publisher

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Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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