Corporate Brand Image According To Consumer Personality Characteristics

Abstract

The aim of this study was to compare and contrast the assessments on corporate brand image according to consumer personality characteristics and on its dimensions. For this purpose of the study, differences among the assessments on corporate brand image and its dimensions according to consumer personality characteristics and their demographic characteristics were analysed through t-test, variance analysis and Welch test on the data acquired from 280 consumers of Kahve Dünyas?. It was determined that service delivery and location are crucial while establishing a corporate brand image for each personality trait. It was also found that while establishing a corporate brand image, corporate social responsibility dimension is important in consumers with such personal characteristics as responsibility, emotional stability and openness to experience; overall impression dimension is important in consumers with such personal characteristics as extroversion, adaptability and emotional balance; being industrious dimension is important in consumers with such personal characteristics as adaptability, responsibility and openness to experience. Elements of corporate brand image are the basics of the interaction between brand and customers. Improving corporate brand image contributes to increasing brand value by providing brand familiarity, loyalty and competitive advantage.  The aim of brand administrators is to sustain development of brand image after customers’ experiences with that brand. This study, by determining the evaluations of customers with different personality characteristics about elements of corporate brand image after their brand experiences, helps brand administrators come up with customer-oriented strategies. A wider evaluation with a bigger sample in future studies might reveal more detailed results. Also, this study is limited to gender and income variables of young consumers, but corporate brand image elements might be evaluated in terms of consumers of different age, education and profession groups. Thus, brand administrators can determine the opportunities for improving the interaction between brand experience and image in consumers with different demographic characteristics.

Keywords: corporate brand image, personal characteristics, t –test, variance analysis, welch test