[ La personnalité de la marque : Relations avec la congruence de soi avec l’image de la marque, la congruence fonctionnelle et la fidélité à la marque dans le secteur de la téléphonie mobile en Tunisie ]
Volume 24, Issue 3, October 2018, Pages 1081–1098
KLABI Fethi1
1 Marketing and Electronic Commerce Department, College of Business, King Khalid University, Abha, Kingdom of Saudi Arabia
Original language: French
Copyright © 2018 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Nowadays, brand personality is one of the most studied concepts regarding the brand-consumer relationship. However, the antecedents of this concept have received little interest from researchers. Our empirical investigation, applied to a sample of 309 Tunisian customers of three mobile telephony operators, shows that the perception of a brand personality depends on the level of self-congruence with some components of brand image. Functional congruence that assesses the matching between utilitarian performances of products and customers’ needs is also shown to influence brand personality. The results of our research also confirm that self-image congruence has a significant effect on functional congruence. In theoretical terms, this work contributes in a better understanding of the way brand personality (and so brand image) is formed in the spirit of a customer. It also confirms that brand personality, self-image congruence and functional congruence play a significant role in enhancing brand loyalty. The extracted results also present to marketing managers in the mobile telephony sector and in other sectors, precise recommendations for the implementation of sound and successful brand, differentiation and communication strategies.
Author Keywords: brand personality, brand image, self-image congruence, functional congruence, brand loyalty, mobile telephone operators, Tunisia.
Volume 24, Issue 3, October 2018, Pages 1081–1098
KLABI Fethi1
1 Marketing and Electronic Commerce Department, College of Business, King Khalid University, Abha, Kingdom of Saudi Arabia
Original language: French
Copyright © 2018 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
Nowadays, brand personality is one of the most studied concepts regarding the brand-consumer relationship. However, the antecedents of this concept have received little interest from researchers. Our empirical investigation, applied to a sample of 309 Tunisian customers of three mobile telephony operators, shows that the perception of a brand personality depends on the level of self-congruence with some components of brand image. Functional congruence that assesses the matching between utilitarian performances of products and customers’ needs is also shown to influence brand personality. The results of our research also confirm that self-image congruence has a significant effect on functional congruence. In theoretical terms, this work contributes in a better understanding of the way brand personality (and so brand image) is formed in the spirit of a customer. It also confirms that brand personality, self-image congruence and functional congruence play a significant role in enhancing brand loyalty. The extracted results also present to marketing managers in the mobile telephony sector and in other sectors, precise recommendations for the implementation of sound and successful brand, differentiation and communication strategies.
Author Keywords: brand personality, brand image, self-image congruence, functional congruence, brand loyalty, mobile telephone operators, Tunisia.
Abstract: (french)
De nos jours, la personnalité de la marque est un des concepts les plus étudiés de la relation marque-consommateur. Toutefois, les antécédents de ce concept semblent attirer peu d'intérêt de la part des chercheurs. Notre investigation empirique, appliquée à un échantillon de 309 clients tunisiens de trois opérateurs téléphoniques, montre que la perception d’une personnalité de la marque dépend du niveau de congruence de soi avec certaines composantes de l’image d’une marque. La congruence fonctionnelle qui mesure le niveau de correspondance des performances utilitaires d’un produit ou d’un service avec les attentes des clients influence également la perception de la personnalité d’une marque. Les résultats de notre étude montrent également que la congruence soi-image de la marque exerce un effet sur la congruence fonctionnelle. Sur un plan théorique, cette recherche contribue dans une meilleure compréhension de la façon dont une personnalité de la marque (et donc l’image d’une marque) se forme dans l’esprit d’un consommateur. Elle confirme également que la personnalité de la marque, la congruence soi-image de la marque et la congruence fonctionnelle jouent un rôle important dans l’accroissement de la fidélité à la marque. Les résultats nous permettent de présenter aux responsables marketing dans le secteur de téléphonie mobile et dans d’autres secteurs, des recommandations précises et orientées pour la mise en place des stratégies d’images, de différenciation et de communication efficaces.
Author Keywords: personnalité de la marque, image de la marque, congruence de soi avec l’image de la marque, congruence fonctionnelle, fidélité à la marque, opérateurs téléphoniques, Tunisie.
How to Cite this Article
KLABI Fethi, “Brand Personality : Relationships with self-image congruence, functional congruence and brand loyalty in the mobile telephony sector in Tunisia,” International Journal of Innovation and Applied Studies, vol. 24, no. 3, pp. 1081–1098, October 2018.
