Brand Personality Theories
Research Theories
A. To validate the brand personality scales for vehicle exhaust sounds and to explore the relationship between brand personalities and customers’ satisfaction, we conducted experiments to evaluate vehicle exhaust sounds. The overall procedure of this study is as follows. First, we identified the brand personality scale for the vehicle exhaust sound through literature survey and an expert review. Second, experiments were conducted in order to verify the reliability and the validity of the brand personality of the vehicle exhaust sound. Finally, we explored the relationship between the brand personality and satisfaction of the vehicle exhaust sound through the statistical analysis.
B. CCB of (complainers and non-complainers)
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BBB reflects an employee’s affect for, and attitude about, the firm and, as such, creates a positive connection between the customer’s loyalty to the salesperson and loyalty toward the firm.
Research findings
A. The present study’s findings provide empirical support for the earlier studies on the relationship between brand personality and customer satisfaction. Some of the results were in agreement with previous studies, but some were not. As many researchers suggested, brand personality can increase customer satisfaction by building brand loyalty, preference, and identity
‘Confidence’ turned out to be positively related to customer satisfaction. It is consistent with earlier findings of a previous study (Lee et al., 2009). In a restaurant, when customers perceived the restaurant to be confident, their negative feeling decreased.
‘Sophistication’ seemed to have the most positive relationship with customer satisfaction among five dimensions of brand personality.
‘Competence’ refers to an ability to carry out something properly. Competence of engine sound means that the sound is reliable and trusted and seems to influence satisfaction
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According to findings reported in previous research (Morhart et al., 2009; Netemeyer, Maxham, & Pullig, 2005), IRBBB involves employees fulfilling the formally prescribed standards as brand representatives. These standards are usually set out in written job descriptions, performance evaluations forms, and other job-related documents. Typical requirements might be for salespeople to dress professionally, reply to customer calls, visit customers regularly, and update customer data logs. These standards are designed to both ensure consistency in the performance of all representatives and maintain congruence between representatives’ performance and the brand image and
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