An investigation into three consumer constructs: explaining the nature of relations influencing brand relationship quality

Understanding brands and consumer brand relationships is imperative in contemporary marketing practice. Corporations recognise the need to protect and grow brand equities. From an internal company perspective brands are viewed as important corporate assets; from a consumer perspective it has been argued that brand image is a collective concept consisting of all accumulated consumer knowledge inclusive of functional, emotional and intangible brand meanings. Understanding how a brand’s image impacts the level of consumer loyalty is the primary motivation for this study.

Brand personality is viewed as analogous to human personality which purports that brands can develop trait-like personality characteristics. The objective of this study is to understand the effect of brand personality on the consumer-brand nexus in relation to brand personality and brand loyalty. Specifically, the analysis pays particular attention to the effect brand personality has on Brand Relationship Quality (BRQ). To better understand the dynamics that exist between brand personality and BRQ, various structural models are examined. An extensive literature review demonstrates there is considerable interest in each individual domain; however, studies exploring relations between these constructs have been relatively sparse. Additionally, the investigation explores the impact of product class involvement as a moderator of this relationship. To address the research goals, data were collected which canvassed consumer perceptions and attitudes to 12 well-known brands. Given the non-normal data characteristics and a complex structural model, PLS path modelling was used. Standard research practice was applied and extended to analyse the three main higher-order constructs domains.

The results reveal that all measurement models were adequate with the exception of the Probability of Mispurchase construct within the Consumer Involvement Profile (CIP), which was removed prior to the main analyses being undertaken. The measurement models for brand personality were also tested using Confirmatory Vanishing Tetrad Analysis to further assess path directionality. These findings maintain brand personality as a reflective orientation which supplements the existing brand personality literature. The main analyses reveal that there is a strong positive linear relationship between brand personality and BRQ. In addition, CIP is shown to have a small and significant linear moderating effect on this main effects relationship. Furthermore, when involvement is grouped into low, medium and high involvement classifications, the effect of the moderator is more pronounced for higher involvement groupings. The type of moderation is established as quasi-moderation. These results suggest that brand personality is important in fostering brand relations with this relationship being more pronounced as involvement increases. The models demonstrate a strong predictive capacity.

This study advances PLS path modelling and outlines suitable analytical process for models incorporating higher-order constructs (with interactions). The findings have a high degree of managerial relevance with many practical branding and communication tactical implications outlined. The value of involvement as a key segmentation variable is particularly highlighted throughout and supported within the findings.