The Relationship between Self-Concept and Brand Personality
Read this study on the relationship between a consumer's self-concept and their emotional brand attachment. Consider the implications for marketers looking to develop strong emotional brand attachments, which leads to stronger brand loyalty and performance over time. Carefully review the four issues they discovered and the executive suggestions in the section on managerial implications.
Research Methodology
This is an applied research and the method of data collection is descriptive and based on structural equation modeling. The statistical population of this research are customers of Parsian Bank in Tehran, Iran and the time of the study was between January and July of 2018. To determine the sample size, the Cochran formula is used. The sampling takes place in two steps; selection of branches is done in a multistage method (in each area of the city one branch is chosen randomly) and we use available sampling to select customers. Since the present study is descriptive-correlational, the main tool for data collection is a questionnaire. The questionnaire used, consists of four parts; in the first part, the items are related to the brand personality of the Parsian Bank, second part is related to the actual self-concept and the third part asks items on ideal self-concept variable, each of which containing 12 items; The john's personality questionnaire was used in all three cases. In the next stage, respondents answered to variables of emotional attachment to the brand, self-esteem, public self-awareness and engagement in service; with 3, 4 ,4, 4 items respectively. To measure these variables, questionnaires of Thomson et al., Rosenberg, Fenigstein et al., Trijp et al. were used.
In the designed questionnaire, since the questions were of relative scales, we used the Likert spectrum and for the very low, low, moderate, high and very high options, the coefficients of 5, 4, 3, 2, 1 were considered respectively. In this way, the indicators were interpreted quantitatively and numerically and the criteria were determined in the calculations. We pre-tested our questionnaire and further refined it on the basis of the comments of business administration graduate students and respondents. It should be noted that in this research, a total of 410 questionnaires were distributed in person among the customers of the bank in 5 different branches in the city of Tehran, with 380 returning questionnaires being usable.