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EFFECT OF BRAND PERSONALITY ON BRAND (品牌个性对品牌的影响)
EFFECT OF BRAND PERSONALITY ON BRAND LOYALTY IN
COMPANIES’ MICROBLOGS
Kem Z.K. Zhang, School of Management, University of Science and Technology of China,
Hefei, China, zzkkem@
Sasa Wang, School of Management, University of Science and Technology of China, Hefei,
China, wssvera@
Sesia J. Zhao, Management School, Anhui University, Hefei, China, sesia@
Abstract
Along with companies’ increasing engagement on microblogging sites, how to leverage the marketing
potential of t his kind of social platform remains an important concern for many marketers. The
purpose of this research is to address this gap by exploring the effect of brand personality on brand
loyalty in companies’ microblogs. Building upon prior research on brand personality, consumer
satisfaction, and brand loyalty, we propose and empirically test our research model with an online
survey study on an existing microblogging site in China. Our findings show that the four dimensions of
brand personality, including sincerity, competence, excitement, and sophistication, have positive
impacts on consumer satisfaction, which further increases consumers’ loyalty toward brands.
Consumer satisfaction is found to be a key mediator that connects brand personality and brand loyalty
in companies’ microblogs. We believe that the findings of this research can bring noteworthy
implications to both theory and practice. We provide new insight on how consumers’ brand loyalty
develops from the perspective of brand personality. The managers of enterprises can also utilize our
findings to strengthen their relationship marketing with consumers on microblogging sites.
Keywords: Brand Personality, Social media, Consumer Satisfaction, Market performance, Brand
Loyalty
1 INTRODUCTION
Social media have received much attention in
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