The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers

摘要

Purpose - The purpose of this study is to explore the relationship of consumer personality trait, brand personality and brand loyalty.rnDesign/methodology/approach - The convenience sampling method was used to collect primary data. A total of 400 adult consumers wererninterviewed who looked round or bought toys and video games in Taipei City Mall, and 387 effective questionnaires were collected; the effectivernresponse rate was 96.75 per cent. Regression analysis was adopted to test hypotheses.rnFindings - The major findings were: a significantly positive relationship between extroversion personality trait and excitement brand personality;rna significantly positive relationship between agreeableness personality trait and excitement brand personality, sincerity brand personalityrnand competence brand personality; competence and sophistication brand personality have a significantly positive influence on affective loyalty;rncompetence, peacefulness and sophistication brand personality have a significantly positive influence on action loyalty; agreeableness and opennessrnpersonality trait have a significantly positive influence on affective loyalty; agreeableness and openness personality trait have a significantly positiverninfluence on action loyalty.rnResearch limitations/implications - The restriction on selecting countries and brands, and the restraint of the sampling coverage presentrnlimitations. The paper verifies that consumers with different personality traits will have different cognizance towards brand personality, which can alsornbe applied to the toy and video game industries. The paper proves that a distinct brand personality can appeal to more brand loyalty. It shows thatrnagreeableness and openness of personality traits have a positive influence on brand loyalty.rnPractical implications - The paper highlights the value of brand personality that benefits a company. It emphasizes the importance of brand loyaltyrnfor a company. Consumers who register in agreeableness and openness are the target audience for BANDAI.rnOriginality/value - The extra value of the paper is to link the theory and practice, and explore the relationship of consumer personality trait, brandrnpersonality and brand loyalty.