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Coffee shops are becoming more aware that brand loyalty can be an effective strategy for securing a competitive edge in business. To supplement current understanding of the importance of coffee shop branding, this study investigates the role of personality traits and congruity in the formation of brand loyalty. This study finds that personality traits have direct effects on congruity and customer satisfaction, the two defining factors of brand loyalty. Overall, our results suggest that the interaction of personality traits, congruity, and satisfaction is essential to the process of influencing coffee shop customers’ brand loyalty.

The purpose of this paper is to understand how congruence influences product evaluations in an international Latin culture context, as moderated by the public vs private nature of the product and user-image vs product-personality congruence.

Participants were recruited from two universities in Spanish-speaking, Latin cultures: Spain – Latin Europe (n=340) and Uruguay – Latin America (n=400). All participants were asked to indicate product-personality congruence (i.e. congruence between one’s self and the product) and user-image congruence (i.e. congruence between a product’s typical user and the product) for two private and two public products.

Two types of congruence (product-personality and user-image) positively influence brand evaluations more for publicly consumed than for privately consumed brands for consumers in both Latin cultures, with effect sizes being greater than prior research in other cultures.

This research supports congruence theory in showing that similarity between a consumer and a brand leads to more favorable attitudes. Limitations include the sole use of student subjects and examination in only two countries of Latin culture.

Regardless of a brand’s personality, brands should seek consumers with similar personality traits, especially in Latin cultures.

This research addresses several limitations in prior research by examining both publicly and privately consumed products in one study, exploring congruence across Latin cultures, and testing products not confounded by addictive properties.

Beyond their functional utility products have a symbolic meaning. Parts of this symbolic meaning are accounted for by concepts like brand personality and product‐user image, which describe the symbolic meaning associated with the brand or product class. However, the physical product also carries symbolic meaning. That part of the symbolic meaning that refers to the physical product itself, and is described with human personality characteristics, is called product personality. The purpose of this article is to show that product personality positively influences consumer preference through a congruence effect.

A two‐phase study was conducted. In the first phase, product‐personality congruence was measured. The second phase was used to establish user‐image congruence.

The results indicate that people prefer products with a product personality that matches their self‐image. Moreover, this positive effect of product‐personality congruence is found to be independent of the user‐image congruence effect.

Previous research has shown that product variants can be designed to have a specific personality. This study has shown that product‐personality congruence has a positive effect on consumer preference.

The literature on product design/development (PD) has attempted to understand the consumer but has not provided a comprehensive framework for product marketers and designers. Thus, this paper aims to compile and link the main topics in the literature on PD to create a foundation for strategic development in this field.

This research adopted a “fit-for-purpose” methodology, a cross-referencing method and a meta-narrative approach that are appropriate for reviewing studies in a field involving complex topics and areas in which the literature is still developing.

To enhance the quality of product development, there is a need for PD strategy based on a clear understanding of many factors: the consumer; the complex interrelations among a product’s values, dimensions and personalities; PD theories; and other related variables.

This study found that PD studies should concentrate more on codifying strategies to enhance product development success. This is particularly important in view of consumers’ varied and changeable tastes in the global market and the differing insights of product marketers and designers.

This comprehensive systematic review is a unique study that contributes to future business-to-consumer and business-to-business research by compiling scattered and hidden strategies, theories and variables in the PD/development literature.

Quality function deployment (QFD) is a suitable tool for understanding the expectations of hotel guests from services provided to them and designing the new one. It is also a well-known technique for improving service and product quality in general. First applied by Yoji Akao in 1960, the idea behind QFD is to understand the customer needs and determine the problem which might be associated with product or service provided by an enterprise. The purpose of this paper is to present how check-in operations in hospitality business can be improved with the help of QFD.

In this study, deep interview was employed as main data gathering instrument. Once customer expectations were assessed, a House of Quality scheme was established. Consequently, the QFD matrix was being analyzed as a whole.

The results of the study demonstrate that customers do not want to wait in queue or for any process on the front desk.

The research contributes to the literature a new technical term on hospitality industry, “Voice of Hotel.”

To identify QFD best practices and understand factors that contribute to successful QFD application.

A field research study is presented that summarises the use of QFD in a number of companies operating in Brazil. The paper reports multiple case studies conducted in organizations that have already achieved maturity in QFD implementation.

The study identified areas of QFD best practice such as the development of matrices and voice of customers, interaction with other organizational practices (e.g. TQC system and other methods and techniques), and less traditional QFD applications (concept definition, strategic planning, and developing a global product). The study also identifies QFD implementation success factors related to organizational characteristics (e.g. management support for QFD and cross‐functional involvement in QFD project), data sources (e.g. existing data sources and QFD‐driven data sources), and QFD tools and techniques such as use of advanced phases of quality deployment (e.g. development of different matrices, comprehensive QFD, integration of analytical techniques and QFD).

A useful source to be used by organizations that have been implementing QFD for product development or for those that plan to employ the method.

The paper offers practical and applied information on QFD implementation while identifying areas of best practice within a variety of situations. It will be useful for both academics and practitioners.

The purpose of this paper is twofold: to incorporate the symbolic relationships among the attributes of customer requirements (CRs) and engineering characteristics (ECs) as well as to factor in the values numerically to enhance the prioritization process for an improved, comprehensive quality function deployment (QFD) analysis. The aim is to develop the concept of assimilating and factoring in the often-ignored interrelationships among CRs and ECs utilizing the weighted average method for the CR and EC correlations with overall calculations.

After a brief literature review of the methods utilized, the research paper discusses the framework for the correlation triangle challenge and introduces a novel mathematical solution utilizing triangle values in conjunction with computed initial raw weights for CRs and initial priority scores for ECs. The capability and applicability of the proposed model are demonstrated with a real-life example.

Through the proposed technique, the roof and the interrelationship triangle's signs and symbols are translated into numerical values for each permutation of ECs and CRs, and then the prioritization values are processed and finalized. The proposed model successfully modifies and removes vagueness from an otherwise overlooked part of the QFD process.

The illustrated case study aptly proves that the proposed methodology yields more revealing and informative outcomes for engineers and designers, thus adding much-needed reliability to the outcome and its analysis. The validation conducted through the rank comparison endorses the premise, and the results obtained reflect the strength and accuracy of the progressive QFD as a product planning tool.

The research article proposes a fresh and unique QFD approach that solves typical procedural complications encountered in a regular QFD. Whereas the traditional methods neglect the interrelationships among CRs and ECs, this new methodology employs them in an improved, numerical way by incorporating them in quantitative analysis, which leads to judicious and improved decision-making.

The purpose of this paper is to propose a subcontractor selection model to fully consider the impact of construction enterprise demands on subcontractor selection. The objectives are to understand the translating process of specific enterprise demands to the evaluating criteria and the weight calculation process.

A three-stage model of subcontractor selection was designed based on quality function deployment (QFD), analytic hierarchy process (AHP) and improved grey correlation analysis (IGCA). In the proposed model, specific enterprise demands are translated by the QFD method, and the weights of the criteria are determined by the IGCA. The AHP is used to quantify the exporters' experience and construct the judgment matrix, which is used as inputting of the grey correlation analysis.

The proposed model provides a feasible process for subcontractor selection by fully considering the actual requirements of the project. By combining the company requirements and project requirement to put forward the requirements of the target subcontractor, the selection process ensures that the selected subcontractor and the project have a higher “fit”

Few researches on construction subcontractor selection have taken into account the “voice” of the company's stakeholders. Therefore, this paper designs a three-stage construction subcontractor selection model by introducing QFD to achieve the transmission of “voice” in the subcontractor selection process, so as to take full consideration of the project objectives and the needs of the company's stakeholders. Meanwhile, in order to decrease the subjective of weight calculation, this paper designs an AHP-IGCA allocation method to determine the weight of relevant indicators. By integrating the proposed weight calculation method and QFD method, the subcontractor selection results become more reasonable and objective.

Value congruence (VC) (the similarity between personal and object‐relevant values (such as a product or service)) rarely appears in studies of services, despite its importance for affective commitment. Existing research also neglects moderator variables. The purpose of this paper is to explore the impact of VC on affective commitment to service brands and examine the moderating effects of selected psychological, situational, and demographic characteristics in two services contexts.

Four retail clothing brands and four major bank brands provide input for the empirical research. In total, 1,037 respondents completed an online questionnaire with items pertaining to VC, affective commitment, preference for consistency (PFC), switching costs (SC) and demographics.

The positive impact of VC on affective commitment is stronger when the levels of PFC and SC are higher. Demographic characteristics of consumers, including gender, age, and education, do not moderate the effect of VC on affective commitment.

Increasing VC for all consumers may not be sufficient to secure consumer affective commitment. Instead, service providers should focus on consumers with high levels of PFC or create situations with high SC.

The paper demonstrates how PFC, SC and demographics moderate the relationship between VC and affective commitment.

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

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.

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.

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.

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.

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.