vilnius university eleonora šeimienė impact of congruencies

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VILNIUS UNIVERSITY
ELEONORA ŠEIMIENĖ
IMPACT OF CONGRUENCIES BETWEEN BRAND PERSONALITY,
TYPICAL BRAND USER AND CONSUMER PERSONALITY ON PURCHASE
INTENTION
Summary of Doctoral Dissertation
Social Sciences, Management (03 S)
Vilnius, 2015
The doctoral dissertation has been prepared at the Marketing Department, Faculty of
Economics, Vilnius University in 2010 – 2015.
Scientific supervisor – prof. dr. Vytautas Dikčius (Vilnius University, Social
Sciences, Management – 03 S).
The Dissertation will be defended at the Council of Management Science.
Chairman – prof. dr. Danuta Diskienė (Vilnius University, Social Sciences,
Management – 03 S).
Members:
prof. dr. Jūratė Banytė (Kaunas University of Technology, Social Sciences,
Management – 03 S);
prof. dr. Ilona Bučiūnienė (ISM University of Management and Economics,
Social Sciences, Management – 03 S);
prof. dr. Đurđana Ozretić Došen (University of Zagreb, Croatia, Social
Sciencies, Economics – 04 S);
prof. dr. Regina Virvilaitė (Kaunas University of Technology, Social
Sciences, Management – 03 S).
The official defence of the dissertation will be held at 2 p.m. on the 19th of June, 2015 at
the public session of the Council of Management Science at the Vilnius University
Faculty of Economics, 403 auditorium.
Address: Saulėtekio av. 9, II block, LT–10222, Vilnius, Lithuania.
The Summary of the Doctoral Dissertation is sent out on 19th of May, 2015. This
Dissertation is available at the library of Vilnius University and on VU webpage:
www.vu.lt/lt/naujienos/ivykiu-kalendorius.
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VILNIAUS UNIVERSITETAS
ELEONORA ŠEIMIENĖ
PREKĖS ŽENKLO ASMENYBĖS, TIPINIO PREKĖS ŽENKLO VARTOTOJO
IR VARTOTOJO ASMENYBĖS SUTAPIMŲ ĮTAKA KETINIMUI PIRKTI
Daktaro disertacijos santrauka
Socialiniai mokslai, vadyba (03 S)
Vilnius, 2015
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Disertacija rengta 2010 – 2015 m. Vilniaus universiteto Ekonomikos fakulteto
Rinkodaros katedroje.
Mokslinis vadovas – prof. dr. Vytautas Dikčius (Vilniaus universitetas, socialiniai
mokslai, vadyba – 03 S)
Disertacija ginama Vilniaus universiteto Vadybos mokslo krypties taryboje:
Pirmininkė – prof. dr. Danuta Diskienė (Vilniaus universitetas, socialiniai
mokslai, vadyba – 03 S).
Nariai:
prof. dr. Jūratė Banytė (Kauno technologijos universitetas, socialiniai
mokslai, vadyba – 03 S);
prof. dr. Ilona Bučiūnienė (ISM Vadybos ir ekonomikos universitetas,
socialiniai mokslai, vadyba – 03 S);
prof. dr. Đurđana Ozretić Došen (Zagrebo universitetas, Kroatija, socialiniai
mokslai, ekonomika – 04 S);
prof. dr. Regina Virvilaitė (Kauno technologijos universitetas, socialiniai
mokslai, vadyba – 03 S).
Disertacija bus ginama viešame Vadybos mokslo krypties tarybos posėdyje 2015 m.
birželio mėn. 19 d. 14 val. Vilniaus universiteto Ekonomikos fakulteto 403 auditorijoje.
Adresas: Saulėtekio al. 9, II rūmai, LT–10222, Vilnius, Lietuva.
Disertacijos santrauka išsiuntinėta 2015 m. gegužės 19 d.
Disertaciją galima peržiūrėti Vilniaus universiteto bibliotekoje ir VU interneto svetainėje
adresu: www.vu.lt/lt/naujienos/ivykiu-kalendorius.
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INTRODUCTION
Relevance of the research. It is universally accepted that a brand together with
its functional features has also a symbolic meaning i.e. brand personality. The main
function of a brand personality is to create a stronger brand by providing consumers the
possibility to express themselves and by forming the relationship between the consumer
and the brand (Aaker, 1997; Lin, 2010; Maehle & Shneor, 2010). Nowadays the
concepts “emotional marketing” and “emotional positioning” are spread all around the
world and are broadly used in practice. Brand personality, which could be understood as
an emotional connection between the consumer and the brand, acquires even a more
important role in creating, developing and maintaining a successful brand. As several
decades ago it was thought that a consumer buys a brand not only because of its
functional features, but also because of its symbolic meaning (Keller, 1993; Elliott,
1997). This means that while intending to buy a brand the consumer compares his or her
personality with the personality of the brand so that the purchased brand could help
strengthen consumer’s self-esteem or acquire features that the consumer lacks at the
moment but desires to have.
A person can seek to identify not only with the brand personality, but also with
the perceived typical brand consumer (Escalas & Bettman, 2003; Albert & Merunka,
2013). It is argued that consumer’s identification with other brand users creates a
stronger brand attachment (Algesheimer et al., 2005). In the organizational context the
company with a high consumer identification enjoys a stronger customer loyalty (Keh &
Xie, 2009). When discussing consumer identification with brand users Escalas and
Bettman (2003) distinguish two groups which consumers seek to identify with: in one
case it can be the group to which a person already belongs to, in another case – the group
to which a person wants to belong to. In the second case the brand, consumer’s
perception of a typical brand users and whether he or she would like to identify with
them become very important. That means that the measurement of congruence between a
typical brand user and consumer personality becomes a new direction in the research of
consumer behaviour.
Brand personality and a typical brand user are important concepts in the research
of consumer behaviour and marketing. It is argued that the match of consumer
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personality with the brand personality or a typical brand user has an impact on brand
preferences (Jamal & Goode, 2001; Govers & Shoormans, 2005; Parker, 2009; Lin,
2010; Maehle & Shneor, 2010), brand attitude (Ibrahim & Najjar, 2008; Rhee &
Johnson, 2012), loyalty (Lin, 2010), quality perception (Erdogmus & Budeyri-Turan,
2012), satisfaction (Jamal & Goode, 2001) and attachment (Sirgy, 1985; Fournier, 1998;
Malar et al., 2011).
In order to ensure a stronger position of the brand in the market and to strengthen
the relationship between the consumer and the brand, companies create relationship both
through brand personality and typical brand user. Unfortunately, scientific research does
not provide a clear answer to the question of what is more important - consumer’s
personality congruence with the brand personality or with a typical brand user and how
this functions in different involvement product categories.
Current state of research. For the most part scientific publications on marketing
and consumer behaviour argue that consumers choose a brand with the personality
similar to theirs. However, this conclusion is often based on general assumptions and
attitudes from psychological studies (Carli et al., 1991; Johar et al., 1991; Arrindell &
Luteijn, 2000). It is important to note that not all assumptions of general psychological
can be easily transferred to marketing or consumer behaviour fields.
Even though it is commonly stated that consumers choose a brand with the
personality similar to theirs, the scientific research in this domain presents contradictory
results. Firstly, the dimensions of consumer personality and brand personality do not
fully overlap, therefore, it remains unclear which brand is chosen in case the dimensions
do not match (Lin, 2010; Maehle & Shneor, 2010). An assumption might be raised that
not all types of personalities choose the brand similar to their self-perception or not
necessary there might the match between brand personality and consumer personality.
Secondly, there are cases mentioned in the scientific literature where a consumer
chooses a brand with a different personality to theirs or his/her self-concept. This means
that the brand personality can be aspirational or opposite to consumer personality. When
consumers choose a brand they acquire some wishful features and achieves their ideal
self (Malar et al., 2011). However, in some of the studies that were conducted on the
topic of brand personality and consumer personality or self-concept congruence,
consumer personality or self-concept was not measured as real self and ideal self, only
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general consumer personality or self-concept was researched (Jamal & Goode, 2001;
Govers & Schoormans, 2005; Parker, 2009; Lin, 2010; Maehle & Shneor, 2010;
Erdogmus & Budeyri-Turan, 2012; Liu et al, 2012). It is not enough to measure the
congruence between the brand personality and the consumer personality only as this
might be the reason why the match between dimensions of consumer and brand
personalities is not found (for example, research of Lin (2010), Maehle & Shneor
(2010)). Moreover, the research that integrated both real and ideal selves shows that
brand personality congruencies with real self or ideal self can have a different impact on
brand preference, brand attitude and satisfaction (Ibrahim & Najjar, 2008; Malar et al.,
2011; Rhee & Johnson, 2012). However, the fact that the results of the studies that
integrated and measured congruence of brand personality with both real and ideal selves
vary, shows the existing gap in the scientific research on this topic. In their research
Ibrahim and Najjar (2008), Rhee and Johnson (2012) prove the importance of ideal self.
On the other hand, the research of Malar et al. (2011) argues that brand personality
congruence with the real self-concept has a stronger impact on brand emotional
attachment compared to brand personality congruence with the ideal self-concept.
Thirdly, some research conducted in the marketing and consumer behaviour field
(Escalas & Bettman, 2003; Govers & Schoormans, 2005; Parker, 2009; Liu et al., 2012;
Albert & Merunka, 2013) argue, that a brand can be chosen not only when the
congruence with the brand personality is searched for, but also when consumers search
for congruence with a typical brand user. Some studies in this field show, that, for
example, the match of consumer personality with the perceived typical brand user is
more important than the match with the perceived brand personality (Liu et al., 2012).
However, there are only a few studies that integrated consumer personality congruence
with both the brand personality and a typical brand user (for example, the research of
Govers and Schoormans (2005), Liu et al. (2012)).
Summing up the literature review, it could be stated that it is difficult to arrive at a
common and definite conclusion about congruencies impact on purchase intention and
there is a lack of systematic and comprehensive research describing the congruence
between the brand personality, a typical brand user and the consumer personality (both
real and ideal) and the impact of congruencies on purchase intention. First of all, real and
ideal consumer personality was not measured in the context of both congruence with the
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brand personality and congruence with a typical brand user. Secondly, different studies
examined relationships between different constructs: between consumer personality and
brand personality (Parker, 2009; Maehle & Shneor, 2010; Lin, 2010; Liu et al., 2012;
Erdogmus & Budeyri-Turan, 2012); between self-concept and a brand or product
personality (Govers & Schoormans, 2005; Malar et al., 2011) or a typical brand user
(Parker, 2009; Liu et al., 2012); between consumer self-concept and a brand or product
image (Jamal & Goode, 2001; Rhee & Johnson, 2012).
Thirdly, the non-existence of a common opinion could be influenced by the fact
that different authors analysed different outcomes of the brand personality, typical brand
user and consumer personality congruence. In scientific literature it was analysed, how
the connection (match) between constructs has impact on: brand attitude (Ibrahim &
Najjar, 2008; Parker, 2009; Erdogmus & Budeyri-Turan, 2012; Liu et al., 2012); loyalty
(Lin, 2010; Erdogmus & Budeyri-Turan, 2012; Liu et al., 2012); brand emotional
attachment (Malar et al., 2011); brand or product preference (Jamal & Goode, 2001;
Govers & Schoormans, 2005; Maehle & Shneor, 2010; Lin, 2010; Rhee & Johnson,
2012); brand satisfaction (Jamal & Goode, 2001; Ibrahim & Najjar, 2008) and
behavioural intentions towards the brand (Ibrahim & Najjar, 2008).
After performing the literature review, the author of the dissertation states that at
the moment scientific literature has a research gap in analysing the congruence between
brand personality, typical brand user and consumer personality (real and ideal) and
relating these congruencies with brand purchase intention. This question is not widely
analysed in different product categories and usually does not include such factors as
individual involvement in category and self-esteem. While analysing involvement in
category it is also difficult to arrive at a common conclusion: some authors working in
this area prove the importance of ideal self-concept (Ibrahim & Najjar, 2008), others–
the importance of real self-concept (Malar et al., 2011) or the impact of both concepts
depending on other variables (Rhee & Johnson, 2012). Even though it is stated that high
and low self-esteem influence different purchase decisions (Ramirez & Fox, 2007), selfesteem was analysed only in one study on the dissertation topic (Malar et al., 2011).
According to the dissertation author, answering the research question would not only fill
the existing gap in the scientific literature, but also reveal the variety of congruence
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between the brand personality, a typical brand user and the consumer personality in
different involvement categories.
The dissertation research question: how the congruence between the perceived
brand personality, the perceived typical brand user and the consumer personality (real
and ideal) impacts the brand purchase intention in different involvement product
categories.
The aim of the dissertation – to determine the impact of congruencies between
the brand personality, a typical brand user and the consumer personality (real and ideal)
on the brand purchase intention in different involvement product categories.
The tasks in order to achieve the aim of the dissertation:
1. To describe the concepts of “consumer personality” and self-concept and
their development.
2. To define the construct of “brand personality” and its impact on consumers‘
decision taking.
3. To describe the consumer behaviour based on the general theories of
consumer behaviour and depending on the involvement in the product category.
4. To analyse and generalize the scientific research conducted by other authors
on the topic of congruencies between the brand personality, a typical brand user and the
consumer personality and reveal the impact of congruencies on different outcomes of
consumers’ behaviour.
5. To construct a research model in order to measure the impact of congruencies
of the brand personality, a typical brand user and the consumer personality on purchase
intention in different involvement categories.
6. To develop a research methodology based on the constructed research model
in order to measure the impact of congruencies between the brand personality, a typical
brand user and the consumer personality on purchase intention.
7. To execute an empirical research revealing the impact of distinguished
congruencies (between the brand personality and the real consumer personality, the
brand personality and the ideal consumer personality, a typical brand user and the real
consumer personality, a typical brand user and the ideal consumer personality),
involvement in category and self-esteem on brand attitude and brand purchase intention
in the product categories of different involvement.
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8. To empirically evaluate theimpact of congruencies between the brand
personality and the real consumer personality, the brand personality and the ideal
consumer personality, a typical brand user and the real consumer personality, a typical
brand user and the ideal consumer personality on brand attitude and purchase intention in
categories of different involvement.
9. To empirically evaluate the impact of involvement in category and selfesteem on brand attitude and purchase intention in categories of different involvement.
10. To present recommendations for the brand positioning and communication
relating brands with the brand personality or a typical brand user depending on the
product category.
Methods of research and data analysis. In the theoretical part of the dissertation
and literature review these methods were used: the comparative and logic analysis of
scientific literature, synthesis and generalization. The empirical research of the
dissertation was executed in three stages. During the first stage (qualitative study, 10 indepth interviews with experts) different involvement categories and brands were selected
and the Aaker brand personality scale was adapted for Lithuania. During the second
stage a pilot quantitative study was conducted (N=45). During the third stage main
quantitative study was carried out in three different involvement categories in Lithuania:
cars, sports apparel and mineral water (N=604). Hermeneutic analysis was used for
analysing qualitative research data. The data of the pilot and the main quantitative
studies was analysed with the data analysis and statistical software IBM SPSS Statistics
22. Exploratory factor analysis, reliability analysis (Cronbach’s Alpha), ANOVA, t-tests,
correlation analysis and multiple linear regression analysis were the methods for the data
analysis.
The scientific novelty of dissertation and contribution to science:
1. The systemic and comprehensive empirical research is conducted by
analysing congruencies between the brand personality, a typical brand user and the
consumer personality (real and ideal) and the impact of these congruencies on purchase
intention and brand attitude in different involvement product categories.
2. While researching the impact of congruencies on purchase intention and
brand attitude additional factors that are rarely researched in this topic were included: the
involvement in product category on the individual level and self-esteem.
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3. Aaker’s brand personality scale was adapted and modified to include five
dimensions and 27 traits and the suitability of this scale to Lithuania and to the
measurement of both the brand personality and the consumer personality was ensured.
4. The scientific research on exploring the consumer personality (not selfconcept) as real and ideal was expanded.
5. The scales of category involvement (the adopted scale consists from 10 pairs
of statements) and purchase intention (the adopted scale consists from 3 statements) were
adapted ensuring the suitability of these scales to Lithuania.
6. The congruence between a typical brand user and the real and the ideal
consumer personality was analysed for the first time while researching different
congruencies.
7. A new method objectively, comprehensively and clearly measuring the
congruencies not only between the brand personality, but also between a typical brand
user and the consumer personality (real and ideal) was suggested and applied.
8. For the first time the impact of demographic characteristics (gender and age)
on purchase intention was measured.
9. The scientific research on exploring the impact of congruencies on purchase
intention and brand attitude in medium involvement categories was expanded.
10. The impact of different congruencies in high and medium involvement
categories was proved: in the high involvement category the purchase intention is
determined by the congruence between the brand personality and the ideal consumer
personality, in the medium involvement – by the congruence between a typical brand
user and the ideal consumer personality.
The practical significance of the research:
1. For the first time in Lithuania a representative study of 25−50 y. o. Lithuanian
residents was conducted (internet users, N=604) while analysing the impact of
congruencies on purchase intention and brand attitude. This means that the results of the
empirical research can be reliably used in order to describe behaviour of Lithuanian
residents as consumers of brands.
2. The importance of the ideal, not the real consumer personality is revealed in
Lithuania and its impact on purchase intention and brand attitude in both high and
medium involvement categories.
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3. The results of the empirical research provide the possibility to compare
different product categories and the factors that impact the purchase intention and the
brand attitude in those categories.
4. The research was conducted in the medium involvement categories as well,
which had received very little attention up to now.
5. The results reveal that while forming consumers’ attitude towards the brand the
attention should be paid to the congruence between the brand personality and the ideal
consumer personality irrespectively of a to product category.
6. While encouraging consumer to buy the brand in the high involvement
category the attention should be paid to the congruence between the brand personality
and the ideal consumer personality, in the medium involvement category – between a
typical brand user and the ideal consumer personality.
7. The results of the empirical research revealed the differences in consumer
behaviour based on demographic characteristics (gender and age) which means that the
results may be applied to creating communication to a specific target group or
differentiating communication according to target groups.
Limitation of the research. One of the main limitations of the research is that
even though in the empirical research three different involvement categories are
analysed, they are of high and medium involvement, but there is no low involvement
category. The category of mineral water after the qualitative study according to opinion
of experts was treated as low involvement, however, the main quantitative study showed
that this category in Lithuania should be perceived as medium involvement.
Other limitation is due to the chosen method of data analysis (multiple linear
regression analysis). This method does not allow to reveal the impact of moderators or
mediators on the analysed constructs or the relations between those constructs. Structural
equation modelling could reveal different relations between analysed constructs.
Another limitation is due to the fact that the category of sports apparel was chosen
for the research. Apparel as a category is usually treated as high involvement category
(Bloch, 1986; Kapferer & Laurent, 1986; Goldsmith & Emmert, 1991). During the
qualitative study the experts mentioned that the apparel category might be of a very
different individual involvement, which in general makes it medium involvement. This
may result in difficulties summing up the results in the sports apparel category.
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And final limitation is the low response rate (11.1%) during the main quantitative
study. The reason for this may be the fact that the research was conducted online and
respondents might have been apprehensive of a long questionnaire.
Structure of the dissertation. The dissertation consists of the introduction, eight
parts, scientific discussion, conclusions and recommendations for future research,
recommendations for business, references and appendixes. The volume of the
dissertation without appendixes – 244 pages (with appendixes 323 pages). 333 references
have been used.
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TABLE OF CONTENTS
DICTIONARY OF MAIN CONCEPTS AND ABREVIATIONS
INTRODUCTION
1. PERCEPTION OF PERSONALITY ACORDING TO DIFFERENT
ATTITUDES AND SELF-CONCEPT
1.1 The Concept of Human Personality
1.2 The Self-concept and Self-esteem
2. PERCEPTION OF BRAND PERSONALITY
2.1 Brand, Brand Attitude and Brand Image
2.2 The Concept of Brand Personality and Its Benefit
2.3 Factors That Have an Impact on Brand Personality Perception
2.4 The Typology of Brand Personality
3. THEORIES EXPLAINING THE IMPACT OF CONGRUENCIES BETWEEN
CONSUMER PERSONALITY, BRAND PERSONALITY AND TYPICAL
BRAND USER ON CONSUMER BEHAVIUOR
3.1 Theories of Consumer Behaviour
3.2 Involvement in Category
4. THE CONGRUENCE OF CONSUMER PERSONALITY OR SELFCONCEPT WITH BRAND PERSONALITY OR TYPICAL BRAND USER
5. RESEARCH METHODOLOGY OF CONSUMER PERSONALITY
CONGRUENCE WITH BRAND PERSONALITY AND TYPICAL BRAND
USER
5.1 Grounding of Research, Research Model and Aim
5.2 Hypotheses of Dissertation
5.3 Research Methodology, Instruments and Methods of Analysis
5.3.1 Phases of Empirical Research
5.3.2 Choosing Categories of Different Involvement, Brands and the Adaptation of
Aaker Scale
5.3.3 The Impact of Congruencies on Purchase Intention in Different Involvement
Categories
5.3.3.1 Research Instrument, Measure of Constructs and Methods of Analysis
5.3.3.2 Characteristic and Sample of Pilot Study
5.3.3.3 Characteristic and Sample of Main Study
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5.3.3.4 Preparation of Main Study’s Data and Data Quality
5.3.3.5 Social-demographic Characteristics of Respondents in Main Study
5.3.3.6 Reliability of Used Scales
6. RESEARCH RESULTS OF CHOOSING CATEGORIES OF DIFFERENT
INVOLVEMENT, BRANDS AND THE ADAPTATION OF AAKER SCALE
6.1 Different Involvement Categories
6.2 Brands in Different Involvement Categories
6.3 Adaptation and Modification of Aaker Scale
7. RESULTS OF THE PILOT STUDY: ADAPTATION OF SCALES
8. RESEARCH RESULTS ON BRAND PERSONALITY AND TYPICAL
BRAND USER RELATION WITH CONSUMER PERSONALITY
8.1 General Results on Measuring Brand Attitude, Purchase Intention, Involvement in
Category and Self-esteem
8.2 General Results on Evaluating Brand Personalities and Typical Brand Users
8.3 Brand Attitude
8.4 Brand Purchase Intention
8.4.1 Purchase Intention in Different Involvement Categories
8.4.2 Impact of Demographic Characteristics on Purchase Intention
8.5 Impact of Congruencies, Involvement in Category and Self-esteem on Brand
Attitude and Purchase Intention: Generalization of Results
SCIENTIFIC DISCUSSION
CONCLUSIONS AND RECOMMENDATIONS FOR FUTURE RESEARCH
RECOMMENDATIONS FOR BUSINESS
REFERENCES
APPENDIXES
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REVIEW OF DISSERTATION’S CONTENT
1. PERCEPTION
OF
PERSONALITY
ACCORDING
TO
DIFFERENT
ATTITUDES AND SELF-CONCEPT
Chapter “1.1 The Concept of Human Personality” analyses personality, stating
that the concept of personality is rather abstract which is why it is difficult to define.
Various authors define the concept very differently. In the context of this dissertation the
definition of personality is the following: personality is a set of individual traits
impacting particular behaviour of a person. Scientific literature distinguishes four main
attitudes towards how people become distinctive personalities: psychoanalytical (Freud,
1920, 1964, 1989; Adler, 1956; Erickson, 1963; Jung, 1990), personality traits (Allport,
1965; Eysenck, 1967, 1990; Goldberg, 1990), humanistic (Maslow, 1970; Rogers, 1980)
and social-cognitive (Bandura, 1986; Seligman, 1975, 1991; Inglehart, 1990). Each of
the attitudes describes the personality differently, proving that personality as a
phenomenon is difficult to define. The author of this dissertation considers the theory of
personality traits and the theory of humanistic attitude) as the most important ones. The
latter because it analyses self-perception and states that self-evaluation and behaviour of
the person is influenced by how much the real self is far away from the ideal self and the
former theory because it provides scientific grounds to measure human personality. In
the current marketing and consumer behaviour research personality traits and humanistic
approaches are often combined together: it is believed that persons may evaluate their
self-concept by themselves, and the personality is determined by asking a person to
describe himself or herself by attributing particular traits to themselves.
Chapter “1.2 The Self-concept and Self-esteem” presents and describes in
detail the terms of self-concept and self-esteem. Self-perception or self-concept was
started to be analysed in the consumer behaviour studies several decades ago (e.g.
research of Dolich (1969), Sirgy (1982)). However, it remains important and is still
studied (e.g. research of Ibrahim and Najjar (2008), Malar et al. (2011), Rhee and
Johnson (2012)). Self-concept may be described as a general image of how the person
perceives himself or herself (Ekinci & Riley, 2002).
Generally, the concepts “personality” and “self-perception” (self-concept) should
be considered as different, because self-perception should be understood as how person
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sees himself or herself and how integral the self-perception is (how real self is congruent
with ideal self). The personality should be understood as what personality traits are
prescribed by individual to himself or herself. Typologies of self-perception presented by
different authors state that the main parts of self that have impact on consumer behaviour
are real and ideal selves.
Self-esteem is one of the dimensions that describes self-concept; self-esteem is
perceived as how much the consumer is satisfied with himself or herself (Rosenberg,
1965, 1979; Grubb & Grathwohl, 1967; Sirgy, 1982; Banister & Hogg, 2004). Selfesteem is closely related with self-concept. If a person thinks negatively about himself or
herself, his or her self-esteem would also be low (Dunning, 2007). Behaviour of a person
as a consumer differs depending on whether their self-esteem is high or low (Sirgy,
1982; Baumeister, 1998; Ramirez & Fox, 2007; Bishop & Barber, 2012).
2. PERCEPTION OF BRAND PERSONALITY
Chapter “2.1 Brand, Brand Attitude and Brand Image” presents and analyses
the concepts “brand”, “brand attitude” and “brand image” and their origins. The chapter
provides many definitions and viewpoints at the “brand” concept stressing the different
elements or perspectives. Summing them all up a “brand” may be defined as a complex
integration of various elements (physical, symbolic, emotional) which form the
distinctive perception of the brand in consumers’ minds and deliver its extra value (Bhat
& Reddy, 1998; Keller, 2003; D. Aaker, 2010).
In the literature on marketing “brand attitude” is most often described as
consumer’s general (positive or negative) evaluation of a brand (Mitchell & Olson, 1981;
Wilkie, 1986). It is important to note that the attitude towards the brand is directly
related to consumer behaviour: brand consideration, brand preference, purchase
intention, purchase, repeated purchase, brand recommendation (Keller, 1993; Park et al.,
2010; Shimp, 2010). Brand attitude is closely related to brand image, however, it is still
debated whether the brand image impacts the brand attitude or vice versa (Keller, 1993;
Helgeson & Supphellen, 2004).
Even though the concept of “brand image” was introduced in scientific marketing
literature 50 years ago (Gardner & Levy, 1955), there are still discussions about its
definition. Brand image is concurrent with brand’s symbolic value or symbolic image;
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however, it is argued that both parts of the brand image (functional and symbolic/
emotional) have an impact on consumer behaviour.
Chapter “2.1 The Concept of Brand Personality and Its Benefit” describes the
concept of “brand personality”, its origins and importance. Presently it is universally
accepted that a brand has not only functional attributes, but also a symbolic meaning,
called “brand personality”, which has impact on brand choice (Aaker, 1997; Lin, 2010;
Maehle & Shneor, 2010). Aaker (1997) presents one of the most well-known
descriptions of “brand personality” and describes it as a set of human characteristics
associated with the brand. The brand personality could be described using the same
characteristics as human’s personality: social-demographic (sex, age, social class, etc.),
lifestyle (leisure time, hobbies, interests, etc.) and specific traits and attributes of
character (friendly, warm, calm, bold, careless, independent, self-assured, etc.) (Aaker,
1997).
Scientific research argues that the brand personality has a positive impact on
brand preferences, loyalty, attitude towards the brand, and creates a competitive
advantage (Malhotra, 1988; Biel, 1993; Fournier, 1998; Kapferer, 2010; Lin, 2010).
Distinctive brand personality creates a set of unique and positive characteristics in
consumer’s memory thus forming and enlarging brand equity (Keller, 1993, 2006;
Johnson et al., 2000; Phau & Lau, 2000) and making functional characteristics of the
brand unique (Wee, 2004). The brands personality makes the consumer decision process
easier (Phau & Lau, 2000) and helps to create connection with the target audience (de
Chernatony, 2010). To sum up, the main role of the brand personality is to create a
stronger brand allowing consumers to express themselves, to create relationships
between the consumer and the brand and at the same time to communicate functional
characteristics of the brand.
Chapter “2.3 Factors That Have Impact on Brand Personality Perception”
analyses different factors that have an impact on the brand personality perception. The
author sums up different scientific resources and argues that all factors impacting brand
personality perception could be divided into having a direct impact and an indirect
impact. Elements that impact brand personality directly are: celebrity or heroes
endorsement in advertisement; company’s personnel, CEO; the consumers of the brand
and a typical brand user. Factors having an indirect impact are divided into two groups:
18
related to the product or the brand (product category; brand name, logo, colours;
packaging; price; product features; country of origin) and unrelated to the product or the
brand (actions of the brand in the market; communication and advertising style; logistics;
image of company, reputation).
Chapter “2.4 The Typology of Brand Personality” presents both qualitative
and quantitative research methods that are used for the research and the measurement of
the brand personality. J. Aaker (1997) researched brand personalities and identified the
following five dimensions consisting of 42 traits: Sincerity, Excitement, Competence,
Sophistication and Ruggedness. Despite the fact that the brand personality scale
developed by Aaker has been partly or fully used in a lot of studies on consumer
behaviour (Okazaki, 2006; Supphellen & Gronhaug, 2003; Venable et al., 2003) it has
been criticized, too. Main criticism is received trying to find out whether the brand
personality scales really measure the brand personality. Azoulay and Kapferer (2003)
argue that the concept of Aaker’s brand personality is not defined properly and merges
together a number of dimensions of a brand identity. Structural and semantic validity of
Aaker’s brand personality scale is also questioned, especially when it comes to the usage
of the scale in culturally different contexts (Achouri & Bouslama, 2010). Because of
these reason the scale is usually adapted to the particular market or country (Lin, 2010).
Due to the criticism of Aaker’s brand personality scale Geuens et al. (2009) developed a
new scale for measuring brand personality. This scale was proved to be reliable for
comparing the brand and the category, comparing brands within the category and for
respondent comparison. Moreover, the scale was also proved to be reliable and valid in
cross-cultural studies. Therefore even though Aaker’s brand personality scale has
received a lot of criticism, it still remains one of the most widely used scales and its
adaptation to a particular country or a product category ensures that scale’s drawbacks
are overcome.
3. THEORIES EXPLAINING THE IMPACT OF CONGRUENCIES BETWEEN
CONSUMER PERSONALITY, BRAND PERSONALITY AND TYPICAL
BRAND USER ON CONSUMER BEHAVIUOR
Chapter “3.1 Theories of Consumer Behaviour” presents and analyses several
theories of consumer behaviour that are relevant to the dissertation topic. First is
19
Heider’s balance theory and its modifications/ implications (Heider, 1958; Woodside &
Chebat, 2001). In the context of the dissertation the theory may be used to explain the
wish of the consumer to choose the brand with a personality similar to his or her own.
Second group of theories: theory of reasoned action by Fishbein and Ajzen, theory of
planned behaviour and modification of both – integrated behaviour model. The most
relevant to this dissertation is the theory of planned behaviour that explains the
relationship between attitude towards behaviour, behaviour intentions and behaviour.
Moreover, the model states that the behaviour of the consumer is determined also by his
or her personality characteristics (Ajzen & Madden, 1986; Ajzen, 1991; Ajzen & Driver,
1991; Ajzen & Fishbein, 2005). Third theory – social identity theory that is closely
related to self-perception and self-esteem (Tajfel & Turner, 1979; Turner et al., 1987;
Hogg & Abrams, 1988; Abrams & Hogg, 2008). Social identity theory is useful in
explaining why consumers seek to identify with typical brand users or wish to belong to
brand users group.
Chapter “3.2 Involvement in Category” describes the term “involvement in
category” and its origins, and provides evidence of the impact of the involvement in
category on different outcomes of consumer behaviour and the purchase intention. The
product involvement should be understood as the involvement in category, when the
consumer is deciding purchasing the product or the brand (Zaichkowsky, 1985; Mittal,
1995; de Wulf et al., 2001; Bloch et al., 2009). When the consumer is extensively
searching for information, the decision process is long and the product is important, the
involvement in category is high (Celsi & Olson, 1988; Browne & Kaldenberg, 1997;
Punyatoya, 2011). On the other hand when the consumer puts less effort in researching
the product and the product itself is less important, consumer’s involvement is low
(Chung & Zhao, 2003). It is important to note, that the involvement in category could be
analysed on a general level (researching the behaviour of the consumer in a particular
category), and on an individual level (how important the researched product is to the
consumer and how it impacts his or her behaviour).
20
4. THE CONGRUENCE OF CONSUMER PERSONALITY OR SELFCONCEPT WITH BRAND PERSONALITY OR TYPICAL BRAND USER
The fourth part of the dissertation analyses scientific articles on the topic of the
dissertation. It is important to mention that the congruence between the consumer
personality or self-concept and the brand personality or the brand image is researched
more often compared to the congruence with typical brand user. Two approaches are
distinguished in the scientific literature on congruence. First approach, “Identic
approach”, states that the consumer chooses the brand either with the personality or the
image that is consistent with the consumer personality or self-concept or with a typical
user similar to the consumer personality or self-concept. Second approach, “Differential
approach”, argues that the consumer chooses the brand that has a different personality,
image or a typical brand user compared to the consumer personality or self-concept.
The ten scientific articles that according to the author of the dissertation best
describe the existing variety of researched constructs and congruence measurement
methods are analysed in detail. It is quite difficult to come to generalized and common
conclusions about the impact of the congruence between the consumer personality, the
brand personality and a typical brand user on the consumer behaviour. Firstly, it is due to
the fact that the scientific research analyses relationships between different constructs.
The relation was analysed: (1) between the consumer personality and the brand
personality (e.g., Parker, 2009; Liu et al., 2012; Erdogmus & Budeyri-Turan, 2012;
Maehle & Shneor, 2010; Lin, 2010); (2) between the consumer self-concept and the
brand personality, the product personality or a typical brand user (Govers &
Schoormans, 2005; Malar et al., 2011; Parker, 2009; Liu et al., 2012); (3) between the
consumer self-concept and a brand or product image (Jamal & Goode, 2001; Rhee &
Johnson, 2012; Ibrahim & Najjar, 2008).
Secondly, different authors research different outcomes of the congruence
between the brand personality, a typical brand user and the consumer personality or selfconcept. The congruence between the mentioned constructs might have impact on: brand
attitude, loyalty, the emotional attachment to the brand, brand or product preferences,
brand satisfaction, behavioural intentions towards a brand (Jamal & Goode, 2001;
Govers & Schoormans, 2005; Ibrahim & Najjar, 2008; Parker, 2009; Maehle & Shneor,
21
2010; Lin, 2010; Malar et al., 2011; Erdogmus & Budeyri-Turan, 2012; Liu et al., 2012;
Rhee & Johnson, 2012).
Such a variety of used constructs and researched relations results in the situation
where it becomes difficult to come to a common opinion. For example, in their research
some scientists prove the importance of the ideal self (Ibrahim & Najjar, 2008; Rhee &
Johnson, 2012), however other scientists find that the brand personality congruence with
consumer’s real self-concept has a stronger impact on the emotional attachment to the
brand (Malar et al., 2011).
Thirdly, it is important to understand that a brand may be chosen not only in the
case of searching for congruence with the brand personality, but also seeking a match
with a typical brand user. However, the conclusions regarding the match with a typical
brand user are also not unanimous: some authors state that the consumer personality
match with the perceived typical brand user is more important compared to the match
with the brand personality (Parker, 2009; Liu et al., 2012); others argue that the
congruence between the consumer personality and a typical brand user did not have an
impact on the brand preference (Govers & Shoormans, 2005).
Some studies were conducted in different product categories, however only one
study analysed the involvement in category as the moderator (Malar et al., 2011). It is
important to note that scientific articles that analyse the congruence topic either do not
include any moderators at all (just conduct the study in several product categories) or
analyse up to three-four moderators in one research.
5. RESEARCH METHODOLOGY OF CONSUMER PERSONALITY
CONGRUENCE WITH BRAND PERSONALITY AND TYPICAL BRAND
USER
Chapter “5.1 Grounding of Research, Research Model and Aim” presents and
justifies the dissertation’s research model and states the aim of the research. The research
model presents the idea (Figure 1), that the congruencies between the perceived brand
personality, the perceived typical brand user and the consumer personality (real and
ideal) have an impact on brand attitude and the purchase intention, purchase intention is
impacted by the brand attitude. Product involvement and self-esteem also have impact on
brand attitude and purchase intention.
22
The aim of the research is to determine the impact of the congruencies between
the perceived brand personality, the perceived typical brand user and the real and ideal
consumer personalities, self-esteem and the involvement in category on the brand
purchase intention in different involvement product categories.
Figure 1. The research model of the dissertation (created by the author)
The research model is developed by the author and is based on literature review
and research conducted by Ibrahim and Najjar (2008), Parker (2009), Malar et al. (2011),
Liu et al. (2012), Erdogmus and Budeyri-Turan (2012). The model sums up and
systematically integrates various possible congruencies and their impact on purchase
intention.
Chapter “5.2 Hypotheses of Dissertation” presents the following hypotheses
that are developed from the literature review:
H1: The congruence between the perceived brand personality and the real
consumer personality has a positive impact on brand attitude.
H2: The congruence between the perceived brand personality and the ideal
H3: The congruence between the perceived typical brand user and the real
23
H4: The congruence between the perceived typical brand user and the ideal
H5: Brand attitude has a positive impact on brand purchase intention.
consumer personality has a positive impact on brand purchase intention.
H8: The congruence between the perceived typical brand user and the real
H10: Involvement in category has a positive impact on brand attitude.
H11: Involvement in category has a positive impact on brand purchase intention.
consumer personality has the biggest impact on brand attitude compared to other
congruencies in high involvement (cars) category.
consumer personality has the biggest impact on brand purchase intention compared to
other congruencies in high involvement (cars) category.
congruencies in medium involvement (sports apparel) category.
other congruencies in medium involvement (sports apparel) category.
congruencies in low involvement (mineral water) category.
other congruencies in low involvement (mineral water) category.
H18: Self-esteem has a positive impact on brand attitude.
24
H19: Self-esteem has a positive impact on brand purchase intention.
Chapter “5.3 Research Methodology, Instruments and Methods of Analysis”,
its sections and subsections describe in detail the phases of dissertation’s empirical
research, research methodology of choosing categories of different involvement and
brands and adaptation of Aaker scale. Subsections of latter comprehensively present the
research instrument of both pilot and main studies, the measurements of constructs and
the methods of data analysis; provide characteristic and samples of both pilot and main
studies; describe the preparation of main studies’ data and the process of ensuring data
quality; present social-demographic characteristics of respondents in the main study and
reliability of used scales.
Figure 2. The stages of empirical research (created by the author)
The empirical research of the dissertation was conducted in three stages (Figure
2). During the first stage (qualitative study) different involvement categories and brands
in each of the category were selected and the Aaker brand personality scale was adapted
for Lithuania. The qualitative study had three main objectives: firstly, from the variety of
product categories to select three different involvement (high, medium and low)
categories for main quantitative study. 27 product categories were included into the
study based on TNS AtlasTM survey (2013), with the 45-50% usage among 18-50 y. o.
Lithuanian population. Second objective was to distinguish two popular and well-known
25
brands in Lithuania in each of experts’ chosen categories; the brands should have
distinctive and easily describable brand personalities; the list of brands was provided for
each of the category.
Last objective was to adapt the Aaker brand personality scale for Lithuania both
for measuring brand personalities in chosen categories and consumer personalities. The
scale was adapted over the in-depth interviews in several stages: (1) the scale was
translated by the author from English to Lithuanian; (2) the experts were given the scale
both in English and Lithuanian and were asked whether they agree or disagree with the
translation, to recommend their version of translation in Lithuanian, to name the traits
that are both suitable for the description of the brand personality and the consumer
personality and to name the possible traits that should be included in order to reflect
context and culture of Lithuania; (3) the scale was refined upon each of the interviews;
(4) the scale was sent to an English language translator and translated back into English
and the differences with the original scale were discussed; (5) finally, some of the traits
were removed and several new traits suggested by the experts were included.
During the qualitative study 10 in-depth interviews with experts (experts of
market research and consumer behaviour; theorists of consumer behaviour and
psychologists) were conducted. Hermeneutic analysis was used for the analysis of the
qualitative research data.
During the second stage a pilot quantitative study was executed. The objectives of
the pilot study were to adapt the Aaker brand personality scale after the qualitative study,
also to adapt for Lithuania the scales of involvement in category and purchase intention.
During the pilot study 50 respondents aged 25-50 y. o. (50% / 50% women / men; big
cities) were surveyed in high involvement category (cars: Toyota and Volkswagen),
answers of 45 respondents were used in the analysis (as some questionnaires were not
filled in correctly and had missing data). The questionnaire for the pilot study consisted
of 23 questions.
During the third stage the main quantitative study on the impact of congruencies
on purchase intention was carried out. The research was conducted in Lithuania through
the market research company TNS LT (JSC) which organized internet consumer panels
in three different involvement categories in Lithuania: cars (N=203) with brands Toyota
and Mercedes-Benz; sports apparel (N=198) with brands Audimas and Nike; and mineral
26
water (N=203) with brands Vytautas and Neptūnas. Overall 661 respondents were
surveyed and after the data quality check the questionnaires of 604 respondents were left
for analysis. The main study was a representative survey of 25-50 y. o. Lithuanian
internet users. The research was carried out on 7th of October – 11th of November, 2014.
The main objective of this study was to determine the impact of the congruencies
between the brand personality, a typical brand user and the consumer personality (both
real and ideal) on brand purchase intention in different involvement product categories.
After the pilot study the Volkswagen brand was removed (due to the fact that is was
perceived very similarly compared to the Toyota brand) and the brand Mercedes-Benz
was included into the research (after contacting the experts from the qualitative study).
The questionnaire for the main quantitative study consisted of 26 questions. The
average length of the questionnaire fulfilment – 19 min. Each respondent was asked
about one category and two brands. Both the brands and the statements of scales were
rotated. The questionnaire included the following questions:
1. Recruitment question: only the respondents who knew both brands from the
particular randomly prescribed category were participating in the survey.
2. Questions about the usage of the particular category and the brands
3. Questions in order to reveal the opinion of consumers about the brands,
measuring brand attitude, the perceived brand personality, the perceived
typical brand user and brand purchase intentions for each of the analysed
brands.
4. Questions about the involvement in category.
5. Questions in order to reveal respondents’ perception of their real and ideal
personalities.
6. Demographic questions: gender, age, geography, education, income.
Questionnaires of both the pilot and the main quantitative studies were composed
from constructs that were used in the previous scientific research. The brand personality,
a typical brand user and both the real and the ideal consumer personalities were
measured with the adapted and modified Aaker scale for Lithuania, consisting of five
dimensions and 27 traits (evaluated by 7 point Likert scale). Brand attitude was
measured with the construct developed by Gardner (1985), and used by Mitchell (1986),
MacKenzie and Lutz (1989), Miniard et al. (1990), Teng et al. (2007), Liu et al. (2012).
27
The construct consisted of three pairs of statements (evaluated by 7 point semantic
differential scale). Purchase intention was studied with the scale used by Dodds et al.
(1991), Grewal et al. (1998), also by Sweeney et al. (1999), Moon et al. (2008) Which
was adapted for Lithuania. The adapted construct was designed in three statements
(evaluated by 7 point Likert scale).
The involvement in category was the third scale adapted to Lithuania by the
author and composed from 10 pairs of statements (evaluated by 7 point semantic
differential scale). The scale originally was developed by Zaichkowsky (1985), also used
by Lichtenstein et al. (1990), Houston and Walker (1996), Mantel and Kardes (1999),
Krishnamurthy and Sivaraman (2002). Self-esteem was measured with the scale of four
statements (evaluated by 7 point Likert scale), the scale was adapted by Malar et al.
(2011) from Rosenberg’s (1965) scale.
The congruencies were calculated with the use of the following formula:
Congruence = 7 – ABS (1_construct – 2_construct)
Notice: ABS labels the absolute difference between the first and the second construct;
the first construct labels the perceived brand personality or the perceived typical brand user, the
second – the real or the ideal consumer personality.
This method for calculating congruencies was used by Erdogmus and BudeyriTuran (2012) for calculating the match between the brand personality and the consumer
personality while Liu et al. (2012) and Šeimienė and Jankovič (2014) calculated only the
absolute difference between the researched constructs. However, for the first time the
author applies this method for calculating the congruence between a typical brand user
and the real or the ideal consumer personality.
Table 1 presents the social-demographic profile of respondents. There was no
statistically significant difference between the groups of the three product categories,
therefore, the groups might be treated as homogeneous. Each of the three samples
consisted of about half men and women. Around 60% of respondents live in the bigger
cities with more than 200 thous. residents. Around 70% of respondents are with higher
education. This distribution of income is even: 2/5 of respondents have up to 1500 LTL
per month per 1 family member, 1/5 of respondents - from 1501 LTL to 2000 LTL per
person per month; and 2/5 of respondents have an income of more than 2001 LTL per
person per month.
28
In all cases (except for the construct of self-esteem in the categories of cars and
mineral water) Cronbach’s alpha of constructs is more than 0.8, therefore, all constructs
and the questionnaire in general should be treated as reliable.
Table 1. The social-demographic profile of respondents
Category of
cars,
N=203
Category of
sports
apparel,
N=198
Category of
mineral water,
N=203
Men
Women
25−35
36−50
47.3%
52.7%
47.2%
52.8%
44.9%
55.1%
47.5%
52.5%
45.3%
54.7%
46.3%
53.7%
More than 200 thous.
residents
58.6%
60.1%
62.6%
200 thous. residents and less
41.4%
39.9%
37.4%
Secondary, special secondary
Higher
Not finished high
High
Less than 1000 LTL
1001-1500 LTL
1501-2000 LTL
2001-2500 LTL
2501 LTL and more
9.3%
12.8%
8.4%
69.5%
21.7%
20.2%
23.6%
13.3%
21.2%
11.7%
11.1%
8.6%
68.7%
18.2%
23.4%
21.8%
15.7%
20.8%
6.9%
15.3%
5.4%
72.4%
20.8%
22.3%
17.3%
20.3%
19.3%
Social-demographic characteristics
Gender
Age
Size of city / town
Education
Average income
for one family
member
The data of the pilot and the main quantitative studies were analysed with the data
analysis and statistical software IBM SPSS Statistics 22. These methods of analysis were
used: exploratory factor analysis, reliability analysis (Cronbach’s Alpha), ANOVA, ttests, correlation analysis, multiple linear regression analysis.
6. RESEARCH RESULTS OF CHOOSING CATEGORIES OF DIFFERENT
INVOLVEMENT, BRANDS AND ADAPTATION OF AAKER SCALE
The sixth part and chapters “6.1 Different Involvement Categories”, “6.2
Brands in Different Involvement Categories” and “6.3 Adaptation and
29
Modification of Aaker Scale” present the results of the qualitative study (10 in-depth
interviews with experts). After the qualitative data analysis and summing up the opinion
of theexperts these categories and brands were chosen: the category of cars as high
involvement, brands Volkswagen and Toyota; the category of sports apparel as medium
involvement, Audimas and Nike; the category of mineral water as low involvement,
brands Vytautas and Neptūnas.
After the qualitative study the Aaker brand personality scale was adapted and
modified for further test in the pilot study. Compared to the original scale five traits were
removed from the adapted and modified scale: western, small-town, corporate, real and
hard-working. According to the experts these traits are not suitable for the context and
culture of Lithuania or are not applicable to the description of both the brand personality
and the consumer personality. Moreover, five traits were added to the scale as in the
experts’ opinion the original Aaker scale has a strong orientation on the extraversion
dimension, but lacks the traits of the introversion dimension that would be more suitable
for Lithuanians. Thus such traits as calm, equable, simple, solid and professional were
included.
7. RESULTS OF PILOT STUDY: ADAPTATION OF SCALES
The seventh part presents the results of the pilot study, during which the scales of
Aaker, the involvement in category and the purchase intention were adapted to
Lithuania. After performing the reliability analysis (Cronbach’s alpha) and the
exploratory factor analysis the final version of the Aaker scale suitable for measurement
of both the brand and the consumer personalities consisted of five dimensions and 27
traits (in the pilot study tested scale after qualitative study consisted from 42 traits). The
scale for measuring involvement in category comprised of 10 pairs of statements (during
the pilot study the tested version consisted of 17 pairs of statements) and the scale of
purchase intention –3 statements (in the pilot study – 6 statements).
8. RESEARCH RESULTS ON BRAND PERSONALITY AND TYPICAL BRAND
USER RELATION WITH CONSUMER PERSONALITY
The eighth part of the dissertation presents the results of the main quantitative
study. Chapters “8.1 General Results on Measuring Brand Attitude, Purchase
30
Intention, Involvement in Category and Self-esteem” and “8.2 General Results on
Evaluating Brand Personalities and Typical Brand Users” present the general results
of research constructs’ evaluation and analyses whether there are any statistically
significant differences according to demographic criteria.
Table 2. Involvement in category (average, 7 point semantic differential scale)
Category of
cars, N=203
Category of sports
apparel, N=198
Category of mineral water,
N=203
5.42
High
involvement category
4.77
Medium
4.93
Medium
It is important to mention that the results of the quantitative study revealed that
the category of mineral water should be treated as medium involvement category, not as
low involvement category as it was named by the experts in qualitative study (Table 2).
The author argues that the mineral water category might be perceived as medium
involvement due to fact that over the past several years consumers have become more
health conscious (TNS AtlasTM research, 2013) and the mineral water brands in their
communication (especially the brand Vytautas) stress the importance of mineral water to
health.
Chapter “8.3 Brand Attitude” analyses and presents the results of the impact of
the four distinguished congruencies (between the brand personality and the real
consumer personality, the brand personality and the ideal consumer personality, a typical
brand user and the real consumer personality, a typical brand user and the ideal
consumer personality), the involvement in category and self-esteem on brand attitude in
different involvement product categories. In case of each brand the multiple linear
regression model for brand attitude is constructed. The results of the multiple regression
analysis and the impact of factors on brand attitude are summed up in Table 3.
Even though the empirical research of the dissertation showed that the congruence
between the brand personality and the ideal consumer personality weakly explains the
variance of brand attitude in all researched categories, it is obvious that the ideal (not the
real) consumer personality is important and consumers seek identification with the ideal
31
self. Moreover, the congruence with the brand personality of the four researched
congruencies is important.
Table 3. Factors that have an impact on brand attitude
Categories of
products
Brands
Toyota
Cars
(high
involvement)
Sports
apparel
(medium
involvement)
MercedesBenz
Audimas
Factors that have an impact on brand attitude
(factors are reported on their impact‘s on brand attitude
decrease order)
The congruence between the brand personality and the ideal
consumer personality
R2
0.185
0.166
Involvement in category
0.176
Self-esteem
Nike
0.144
Self-esteem
Vytautas
Mineral
water
(medium
involvement)
0.154
Neptūnas
The congruence between a typical brand user and the ideal
consumer personality (reverse impact)
0.252
Self-esteem
Similarly to the previous chapter Chapter “8.4 Brand Purchase Intention”
presents and analyses results of the impact of the four distinguished congruencies, brand
attitude, the involvement in category and self-esteem on purchase intention in the
different involvement product categories. For each brand the multiple linear regression
model for purchase intention was constructed. Results presented in Section “8.4.1
Purchase Intention in Different Involvement Categories” are summed up in Table 4.
Table 4. Factors that have impact on purchase intention
Categories of
products
Brands
Cars
(high
involvement)
Toyota
Factors that have an impact on purchase intention
(factors are reported on their impact‘s on purchase intention
decrease order)
Brand attitude
32
R2
0.489
Brand attitude
MercedesBenz
0.447
Audimas
Brand attitude
0.520
Self-esteem
Sports
apparel
(medium
involvement)
Brand attitude
Nike
0.403
Self-esteem
Brand attitude
Mineral
water
(medium
involvement)
Vytautas
0.440
Brand attitude
Neptūnas
0.463
In the high involvement (cars’) category in case of brands Toyota and MercedesBenz from the four congruencies only the congruence between the brand personality and
the ideal consumer personality had an impact on purchase intention. In the medium
involvement category in case of mineral water brands Vytautas and Neptūnas and sports
apparel brand Nike the congruence between the typical brand user and the ideal
consumer personality had an impact on purchase intention. Meanwhile the purchase
intention of sports apparel brand Audimas was impacted by the same congruence as in
the cars’ category – the congruence between the brand personality and the ideal
consumer personality.
Section “8.4.2 Impact of Demographic Characteristics on Purchase
Intention” discusses the results of demographic characteristics’ impact on purchase
intention. Demographic characteristics as such are a rare object of research in scientific
studies conducted by other authors. It was not an object of research in this dissertation as
well, however, the analysis of purchase intention’s construct revealed that in cases of
Toyota, Audimas and Nike brands, the purchase intention has statistically significant
33
differences depending on gender and age. Therefore it was decided to construct
regression models depending on gender and age. The results are summed up in Table 5.
Table 5. Factors that have impact on purchase intention depending on gender and
age
Categories
of products
Brands
Women
Toyota
Factors that have impact on purchase intention
(factors are reported on their impact‘s on purchase intention
decrease order)
Brand attitude
R2
0.552
Brand attitude
Men
The congruence between typical the brand user and the ideal
0.463
Brand attitude
Women
Audimas
The congruence between a typical brand user and the real
consumer personality (reverse impact)
0.531
The congruence between the brand personality and the real
Men
0.589
Brand attitude
Self-esteem
25−35 y. o.
0.597
Brand attitude
Self-esteem
Audimas
36−50 y. o.
Brand attitude
0.430
Self-esteem
Brand attitude
25−35 y. o.
0.591
Self-esteem
Nike
36−50 y. o.
Brand attitude
0.239
34
The results revealed that for the purchase intention of men – the congruence
between a typical brand user and the ideal consumer personality is important, of women
– the congruence between the brand personality and the ideal consumer personality.
Purchase intention of younger (25−35 y. o.) consumers is more impacted by self-esteem,
of older (36−50 y. o.) consumers – by involvement in category. It is interesting to
mention that variance of purchase intention is even better explained with multiple linear
regression models depending on gender and age.
Chapter “8.5 Impact of Congruencies, Involvement in Category and Selfesteem on Brand Attitude and Purchase Intention: Generalization of Results” sums
up the results of hypotheses’ test. From 19 hypotheses, eight were accepted and 11 were
rejected (Table 6).
Table 6. Results of hypotheses check
Result of
hypotheses
check
Hypothesis
H1: The congruence between the perceived brand
personality and the real consumer personality has a positive
impact on brand attitude.
personality and the ideal consumer personality has a positive
impact on brand attitude.
H3: The congruence between the perceived typical brand
user and the real consumer personality has a positive impact
on brand attitude.
H4: The congruence between perceived a typical brand user
and the ideal consumer personality has a positive impact on
brand attitude.
H5: Brand attitude has positive impact on brand purchase
intention.
personality and the real consumer personality has a positive
impact on brand purchase intention.
personality and the ideal consumer personality has a positive
impact on brand purchase intention.
user and the real consumer personality has a positive impact
on brand purchase intention.
H9: The congruence between perceived a typical brand user
and the ideal consumer personality has a positive impact on
brand purchase intention.
35
Brands in case of which
the hypothesis is
accepted / Notices
Rejected
Confirmed
Toyota, Mercedes-Benz,
Audimas, Nike, Vytautas
and Neptūnas
Rejected
Rejected
Confirmed
Toyota, Mercedes-Benz,
Audimas, Nike, Vytautas
and Neptūnas
Rejected
Confirmed
Toyota, Mercedes-Benz
and Audimas
Rejected
Confirmed
Nike, Vytautas and
Neptūnas
H10: Involvement in category has a positive impact on brand
attitude.
H11: Involvement in category has a positive impact on brand
purchase intention.
user and the ideal consumer personality has the biggest
impact on brand attitude compared to other congruencies in
the high involvement (cars) category.
impact on brand purchase intention compared to other
congruencies in the high involvement (cars) category.
impact on brand attitude compared to other congruencies in
the medium involvement (sports apparel) category.
impact on brand purchase intention compared to other
congruencies in the medium involvement (sports apparel)
category.
Rejected
Confirmed
Audimas, Nike and
Vytautas
Rejected
Rejected
Rejected
Confirmed
Nike, Vytautas and
Neptūnas
The hypothesis is rejected in
case of mineral water
category, however, this
category is evaluated by
consumers as medium
involvement category not
low involvement
The hypothesis is rejected in
case of mineral water
category, however, this
category is evaluated by
consumers as medium
involvement category not
low involvement
personality and the real consumer personality has the
biggest impact on brand attitude compared to other
congruencies in the low involvement (mineral water)
category.
Rejected
personality and the ideal consumer personality has the
biggest impact on brand purchase intention compared to
other congruencies in the low involvement (mineral water)
category.
Rejected
H18: Self-esteem has a positive impact on brand attitude.
Confirmed
Audimas, Nike and
Neptūnas
H19: Self-esteem has a positive impact on brand purchase
intention.
Confirmed
Nike and Audimas
36
CONCLUSIONS AND RECOMMENDATIONS FOR FUTURE RESEARCH
The detailed literature review, the formulated methodology of the empirical
research, the executed empirical research of the dissertation and the generalized research
results allow to make the following conclusions:
1. The analysis of the scientific research on the dissertation topic showed that in
their research authors analyse different congruencies and the impact of these
distinguished congruencies of various outcomes on consumer behaviour. This means that
the research conducted by other authors is characterized by a variety of used constructs,
measured congruencies and the outcomes of consumer behaviour. This does not allow to
come to generalized and common conclusions about the impact of the congruence
between the consumer personality, the brand personality and a typical brand user on
consumer behaviour. The variety of constructs, congruencies and the outcomes of
consumer behaviour is due to the fact that:
a. The relation between different constructs in scientific research was analysed:
between the consumer personality and the brand personality; between the selfconcept and the brand personality, the product personality or a typical brand
user; between the consumer self-concept and a brand or product image.
b. Different authors research different outcome of congruence between the brand
personality, a typical brand user and the consumer personality or self-concept.
In general the congruence between the mentioned constructs might have an
impact on: brand attitude, loyalty, the emotional attachment to brand, brand or
product preferences, brand satisfaction, behavioural intentions towards brand.
c. In some studies the self-concept or the consumer personality is analysed not as
an integral concept, but the real and the ideal self-concept or the real and the
ideal consumer personality is distinguished. But there are no common
conclusions in this case as well: some researchers prove the importance of the
ideal self, while some argue that the brand personality congruence with the
consumer’s real self-concept has a stronger impact on the emotional
attachment to a brand.
d. Brands may be chosen not only searching for congruence with the brand
personality, but also while looking for a match with a typical brand user.
37
However, the conclusions regarding the match with a typical brand user are
also not identical. Some authors state that the match of the consumer
personality with the perceived typical brand user is more important compared
to the match with the brand personality; others argue, that the congruence
between the consumer personality and a typical brand user does not have an
impact on brand preference.
2. The impact of congruencies on different outcomes of consumer behaviour was
rarely researched analysing different involvement categories: only a few authors studied
low and medium involvement product categories or analysed different products during
one study. The gap in the scientific literature on this topic does not allow to make
reliable and clear conclusions about the impact of various congruencies on consumer
behaviour in different involvement categories.
3. Other factors that might have an impact on congruencies and their impact on
different outcomes (e.g. the impact on purchase intention and brand attitude) of
consumer behaviour were also little researched (e.g. the impact on purchase intention
and brand attitude). The research that integrated such factors as self-esteem, involvement
in category on individual level, the importance of family’s or friends’ opinion, publicly
or privately used brands make the conclusions that depending on these factors different
congruencies are important. This reveals the benefit of integrating other factors in the
research conducted on the dissertation topic.
4. The research model created by the author is based on the literature review
summarises and systematically integrates various possible congruencies, their impact and
the impact of other distinguished factors on purchase intention. The research model
reveals the idea that the congruencies between the perceived brand personality, the
perceived typical brand user and the consumer personality (real and ideal) have an
impact on brand attitude and purchase intention, purchase intention is impacted by brand
attitude. Product involvement and self-esteem are named as additional factors that also
have an impact on brand attitude and purchase intention.
5. The research model distinguishes four different congruencies: between the
perceived brand personality and the real consumer personality, the perceived brand
personality and the ideal consumer personality, the perceived typical brand user and the
real consumer personality, the perceived typical brand user and the ideal consumer
38
personality. Distinguished congruencies and their analysis in the context of purchase
intention and brand attitude in one empirical study and the implementation of research in
different involvement product categories allow to fill the gaps in scientific literature on
the researched topic. It is important to note that the congruence between a typical brand
user and the real / ideal consumer personality in the context of the dissertation topic was
not researched.
6. Based on the dissertation research model in general 19 hypotheses were raised
regarding the impact of congruencies between the brand personality, a typical brand user
and the consumer personality (real and ideal), the involvement in category and selfesteem on brand attitude and purchase intention. The results of the empirical study
confirmed eight hypotheses and eleven hypotheses were rejected. The rejection of
hypotheses was mainly due to the fact that the research results revealed the impact of
specific congruencies, but did not reveal the hierarchical impact of congruencies.
7. The empirical research of dissertation was carried out in one high involvement
(cars’) category and two medium involvement (sports apparel and mineral water)
categories. The medium involvement category is rarely researched. This may be because
it is difficult to describe the medium involvement category (the product category is
neither very important, nor unimportant or routine). The empirical research of the
dissertation fills gaps of the scientific research on the topic of consumer behaviour in the
medium involvement categories.
8. The results of the empirical research showed that from analysed congruencies
positive impact on brand attitude was exceptionally impacted by the congruence
between the brand personality and the ideal consumer personality. Impact of this
congruence on brand attitude was revealed in both the high and the medium involvement
categories. This proves the results of previous studies about the importance of brand
personality (e. g., Harris and Fleming, 2005), but denies the importance of the
congruence between the consumer personality and a typical brand user on brand attitude
(Parker (2009), Liu et al. (2012) proved the impact of the congruence between the
consumer personality and a typical brand user on brand attitude).
9. The results of the empirical research did not show the importance of the
individual involvement in category in the context of brand attitude. Involvement in
category on the individual level had an impact on brand attitude only in the Mercedes39
Benz case. The fact that the individual involvement in category had an impact on attitude
towards this brand in particular may be an exceptional feature of this brand (MercedesBenz brand is better evaluated by those for whom the car as a product is important).
10.
Self-esteem had an impact on brand attitude only in the medium
involvement category (but not in the case of the high involvement category): in the cases
of both sports apparel brands Audimas and Nike and in the case of mineral water brand
Neptūnas.
11.
From the four researched congruencies only the congruence between the
brand personality and the ideal consumer personality had an impact on brand
purchase intention in the high involvement category – cars. The results of the
empirical research partly support the results of the previously conducted research on
brand personality importance in the high involvement category: the research carried out
by Oh and Fiorito (2002) and Punyatoya (2011) argue that when choosing the high
involvement product consumers think about their self-concept and that is why the brand
personality plays an important role in evaluating brand’s suitability. However, the results
of the empirical research completely denies the importance of the congruence between
the consumer personality and a typical brand user in the high involvement category.
12.
From the four researched congruencies only the congruence between a
typical brand user and the ideal consumer personality had an impact on brand
purchase intention in the medium involvement category. This means that in the
medium involvement category a typical brand user is important and consumers seek to
identify their ideal self with a typical user. These results of the empirical study confirm
the ideas of Escalas and Bettman (2003) and the results of Liu et al. (2012) research
stating that consumers try to have identity with a social group to which they do not
belong at the moment. Moreover, the match of the consumer personality with a typical
user has an impact on consumer’s decisions.
13.
Individual consumer involvement in product category has an impact
on brand purchase intention in the medium involvement category. However,
individual involvement in category does not impact purchase intention in the high
involvement category. The higher consumer’s involvement in the category (i.e. the more
important the product category is to the consumer), the more he or she is inclined to
choose a particular brand namely in the medium involvement category. These results
40
were received in the cases of both sports apparel brands Audimas and Nike, and in the
case of mineral water Vytautas. The impact of the individual involvement in the product
category was presented by other scientists (Quester & Smart, 1996, 1998; Kim, 2005;
Malar et al., 2011), but it was not related to the different involvement product categories.
14.
The results of the empirical research confirm that self-esteem does not
have a significant impact on brand purchase intention, even though the impact was
expected after the literature review. Self-esteem had an impact on purchase intention
only in one of the medium involvement categories (in the case of sports apparel): the
higher consumer’s self-esteem, the more he or she is inclined to choose the brand of
sports apparel. The fact that self-esteem had an impact in case of sports apparel might be
a specific and distinctive feature of this category.
15.
The empirical research showed the importance of the ideal self on
purchase intention and brand attitude in all cases of the researched categories and
brands. As the empirical research of dissertation was a representative study of 25–50
y.o. Lithuanian internet users (N=604), the results of this study might be applied in order
to describe the behaviour of internet users in Lithuania. Earlier performed studies by
Malar et al. (2011) and Rhee and Johnson (2012) have proved the importance of the real
self. The dissertation author is of the opinion that such differences between the
dissertation research and other research might be based on the fact that the study by
Malar et al. (2011) was conducted in Switzerland, study by Rhee and Johnson (2012) –
in USA; both countries are well-developed and advanced. The research carried out by
Ibrahim and Najjar (2008) proved the importance of the ideal self in Tunisia, and this
country may be considered a developing country. In this context Lithuania may be seen
as a developing country, where the ideal self is very important to the consumers and they
try to achieve it by buying brands.
16.
Despite the fact that the impact of demographic characteristics on brand
purchase was not the object of this dissertation, the empirical research has revealed that
men, intending to purchase a brand, search for their ideal personality match with a
typical brand user (this was noticed in the analysis of the Toyota and Audimas cases).
The biggest impact on purchase intention was made by the congruence between the
brand personality and the ideal consumer personality in the case of women and not
41
depending on the category: for women the brand itself and its characteristics are more
important than the wish to identify with a typical users of that brand.
17.
The results of the empirical research also revealed the impact of other
demographic characteristic, age, on purchase intention. Self-esteem impacts the purchase
intention of the sports apparel brand for younger consumers (25–35 y. o.), and the
individual involvement in category makes a bigger impact for older consumers (36–50 y.
o.). The representative research of 25–50 y. o. Lithuanian internet users allowed to make
conclusions about the impact of demographic characteristics on purchase intention. If the
study were not a representative one, it would not be clear whether the differences
between genders are due to the specifics of recruitment or they really exist.
The results of the empirical research allow to propose these recommendations
for the future scientific research on the topic of dissertation or similar:
1. One of the proposals for the future research is to conduct a study in the low
involvement category based on the proposed research model and to reveal the impact of
the congruencies on brand attitude and brand purchase intention in that category. Before
prescribing the particular category to a certain involvement level the author of the
dissertation recommends to evaluate the product categories that are of interest to the
researcher in a pilot quantitative study in order to be sure that the particular category is
indead of low involvement.
2. According to the author of the dissertation, when researching the impact of
congruencies on brand attitude, the experience of consumers with the researched brand
and in general the experience of consumers with the researched category are to be
included in the research model. The results of such a study may provide additional
insights about the impact of congruencies on the evaluation of the brand that is already
known and used by the consumer or the consumer has only a vague opinion about that
brand. The inclusion of these constructs in the model would likely ensure bigger
explanatory power of the constructed regression models.
3. In the context of the analysed topic it would be meaningful to measure the impact
of the ideal social self. This means that two additional constructs may be included in the
model; the constructs measuring the congruence between the brand personality and the
ideal consumer personality and between a typical brand user and the ideal social
42
consumer personality. The ideal social personality shows how consumers would like to
be seen in eyes of the society group that is important tothem (Escalas & Bettman, 2003).
Moreover, the ideal social self is still rarely researched in the context of the dissertation
topic, but if this construct is included into the research it shows that the opinion of others
is important to the consumer, so the ideal social self has more impact than ideal self
(Rhee & Johnson, 2012). However, in order not to burden the research questionnaire in
this case the author recommends to use a direct method by asking consumers to decide
by themselves whether in the particular case there is the congruence between the
researched constructs (Sirgy et al., 1997).
4. As the empirical research of the dissertation presented interesting and quite
unexpected results about the impact of different congruencies on purchase intention in
case of men and women, the author recommends to analyse in detail the impact of
different demographical characteristics on purchase intention in context of the analysed
topic. Yet it is important to note that in order to research the impact of demographic
characteristics the representative sample needs to be recruited (as in the case of this
dissertation the representative research of 25-50 y.o. Lithuanian internet users was
conducted), otherwise the emerged differences may be because of the specifics of the
respondents’ recruitment.
RECOMMENDATIONS FOR BUSINESS
Often marketing specialists or brand managers have questions regarding brand
positioning and choosing suitable communication (communication message, choice of
target audience, etc.). The results of this empirical representative research conducted in
Lithuania and representing the opinion of 25-50 y.o. Lithuanian internet users have
shown that the ideal personality is important for Lithuanian consumers. In the welldeveloped countries with a stable economic situation (for example, Switzerland, USA) it
is argued that consumers try to emphasize their real self. In the advertisements in those
countries it is recommended to portrait the user as he or she is in reality: perhaps not so
fashionably or stylishly dressed, not having an ideal weight or body proportions.
However, the research of the dissertation has revealed that in Lithuania it is important to
“sell” the consumer an aspiration, an ideal or a possibility to become who he or she
43
desires to be. That is why advertisements should picture people who would allow the
consumer to reach his or her ideal self. This means that in order to attract a consumer, to
form favourable opinion about the brand and to encourage to buy it, it is important to
reflect on brand positioning and communicate those features that the consumer desires to
acquire (naturally, brand must own those features).
Another question that marketing specialists or brand managers often have is what
is more important the brand personality (an emotional connection between the consumer
and the brand) or a typical brand user (consumer’s perception of what kind of people are
using the brand)? This depends on the involvement in product category. The empirical
research revealed that in the high involvement category the brand personality congruence
with the ideal consumer personality has an impact on purchase intention. But in the
medium involvement category the congruence between a typical user and the ideal
consumer personality is important. That means that in one case the advertisement should
stress the features of the brand, its uniqueness, and outstanding brand characteristics. In
the other case –describe and clearly picture the typical user that consumes the brand, to
create an image of a typical user. In other words in the high involvement category the
user must be influenced on the emotional level – to create an emotional connection
between the consumer and the brand, in the medium involvement category – to act on a
social level, to depict clearly with what kind of social group the consumer will be
identified if he or she buys the brand. It is important to remember that in both cases the
brand will help to reach the consumer’s ideal self.
The empirical research has also revealed interesting differences based on
demographic characteristics. The results of the study showed that for men it is more
important to identify themselves with a typical brand user, for women – with the brand
personality. These results indicate that for men it is more important what perceived
social characteristics does the consumer using the brand have. Moreover, being part of a
social group and identification with it is in general more important for men than for
women. At the same time when choosing a brand women pay more attention towards the
brand personality, what characteristics describe the brand itself. When purchasing a
brand women seek not as much as to identify themselves with a particular social group,
but to acquire the desired features with the help of the brand that would result in
achieving the ideal self.
44
The results of the dissertation empirical research may be applied in practice for
choosing the positioning strategy for the brand, creating the communication strategy and,
most importantly, with the help of proper message or suitable focus to reach the brand’s
target audience and in this way to promote buying of the advertised brand.
45
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REZIUMĖ
Temos aktualumas. Šiuo metu visuotinai pripažįstama, kad prekės ženklas, be
funkcinių savybių, turi ir simbolinę reikšmę − vadinamąją prekės ženklo asmenybę.
Pagrindinis prekės ženklo asmenybės vaidmuo – tai sukurti stipresnį prekės ženklą
suteikiant vartotojams galimybę išreikšti save ir suformuojant santykį tarp vartotojo ir
prekės ženklo (Aaker, 1997; Lin, 2010; Maehle ir Shneor, 2010). Pasaulyje pradėjus
plačiai vartoti ir praktiškai taikyti sąvokas „emocinė rinkodara“ ir „emocinis
pozicionavimas“, prekės ženklo asmenybė įgyja dar didesnį vaidmenį ir svarbą kuriant ir
palaikant stiprų bei sėkmingą prekės ženklą, turintį prisirišusių ir lojalių vartotojų ratą.
Teigiama, kad prekės ženklo asmenybė – tai vartotojo emocinis ryšys su prekės ženklu.
Jau prieš keletą dešimtmečių buvo manoma, kad vartotojas perka prekės ženklus ne tik
dėl jų funkcinių savybių, bet ir dėl simbolinės prasmės, kurią turi prekės ženklas (Keller,
1993; Elliott, 1997). Taigi ketindamas įsigyti prekės ženklą vartotojas lygina savo
asmenybę su prekės ženklo asmenybe, kad įsigijęs prekės ženklą galėtų sustiprinti savąjį
„aš“ ar įgytų trūkstamų, bet trokštamų savybių.
Asmuo gali siekti tapatintis ne tik su prekės ženklo asmenybe, bet ir su suvokiamu
tipiniu prekės ženklo vartotoju (Escalas ir Bettman, 2003; Albert ir Merunka, 2013).
Teigiama, kad vartotojo susitapatinimas su prekės ženklo vartotojais sukuria dar didesnį
prisirišimą prie prekės ženklo (Algesheimer ir kt., 2005). Organizacijos kontekste
teigiama, kad kompanija su aukšta klientų identifikacija turi stipresnį klientų lojalumą
(Keh ir Xie, 2009). Escalas ir Bettman (2003), kalbėdami apie vartotojo susitapatinimą
su prekės ženklo vartotojais, išskiria dvi socialines grupes, su kuriomis vartotojas siekia
identifikuotis. Pirmu atveju tai gali būti grupė, kuriai individas jau priklauso, antru atveju
– grupė, kuriai vartotojas norėtų priklausyti. Abi grupės formuoja vartotojo savivaizdį ir
savęs suvokimą. Antru atveju ypač svarbus pasidaro prekės ženklas ir vartotojo
suvokimas apie tai, kokie yra tipiniai prekės ženklo vartotojai ir ar jis / ji norėtų su jais
tapatintis. Taigi vartotojo asmenybės sutapimo su tipiniu prekės ženklo vartotoju
matavimas tampa nauja kryptimi vartotojų elgsenos tyrimuose.
Kaip matyti, tiek prekės ženklo asmenybė, tiek tipinis prekės ženklo vartotojas
yra svarbios ir šiuo metu aktualios sąvokos vartotojų elgsenos ir rinkodaros tyrimuose.
Teigiama, kad vartotojo asmenybės sutapimas su prekės ženklo asmenybe ar tipiniu
52
prekės ženklo vartotoju turi įtakos prekės ženklo preferencijoms (Jamal ir Goode, 2001;
Govers ir Shoormans, 2005; Parker, 2009; Lin, 2010; Maehle ir Shneor, 2010), požiūriui
į prekės ženklą (Ibrahim ir Najjar, 2008; Rhee ir Johnson, 2012), lojalumui (Lin, 2010),
kokybės suvokimui (Erdogmus ir Budeyri-Turan, 2012), pasitenkinimui (Jamal ir Goode,
2001) ir prisirišimui (Sirgy, 1985; Fournier, 1998; Malar ir kt., 2011).
Taigi siekdamos užtikrinti stipresnes prekės ženklo pozicijas rinkoje ir sustiprinti
vartotojo ryšį su prekės ženklu, įmonės kuria ryšį tiek per prekės ženklo asmenybę, tiek
per vartotojo tapatinimąsi su prekės ženklo vartotojais. Deja, moksliniai tyrimai
nepateikia aiškaus atsakymo, kas yra svarbiau (ar vartotojo sutapimas su prekės ženklo
asmenybe, ar su tipiniu prekės ženklo vartotoju) ir kaip tai veikia skirtingo įsitraukimo
produktų kategorijose.
Dabartinis disertacijos temos ištyrimo lygis. Didžioji dalis rinkodaros ar
vartotojų elgsenos mokslinių publikacijų apie vartotojo ir prekės ženklo asmenybių ryšį
teigia, kad vartotojas renkasi prekės ženklą, turintį asmenybę, panašią į jo paties. Tačiau
ši išvada dažnai remiasi bendrosiomis prielaidomis ir nuostatomis, paimtomis iš
psichologijos srityje atliktų tyrimų (Carli ir kt., 1991; Johar ir kt., 1991; Arrindell ir
Luteijn, 2000). Svarbu pastebėti, kad tikrai ne visos bendrosios psichologijos prielaidos
gali būti lengvai perkeliamos į rinkodaros ar vartotojų elgsenos sritis.
Taigi nors ir įprasta teigti, kad vartotojas pasirenka prekės ženklą, kurio asmenybė
yra panaši į vartotojo asmenybę ar savivaizdį, atlikti moksliniai rinkodaros ir vartotojų
elgsenos tyrimai pateikia prieštaringus rezultatus. Pirma, randamas ne visiškas atitikimas
tarp visų vartotojo asmenybės tipų ir prekės ženklo dimensijų, taigi lieka neaišku, koks
prekės ženklas pasirenkamas, jei vartotojo asmenybės tipas ir prekės ženklo dimensija
nesutampa (Lin, 2010; Maehle ir Shneor, 2010). Galima kelti prielaidą, kad ne visi
asmenybės tipai renkasi į save panašų prekės ženklą arba tarp prekės ženklo asmenybės
ir vartotojo asmenybės nebūtinai turi būti sutapimas.
Antra, mokslinėje literatūroje minimi atvejai, kai vartotojas pasirenka prekės
ženklą, kurio asmenybė yra kitokia palyginti su vartotojo asmenybe ar savivaizdžiu, t. y.
prekės ženklo asmenybė yra vartotojo siekiamybė arba net priešingybė. Tokiais atvejais
vartotojas rinkdamasis tam tikrą prekės ženklą kartu su juo įgyja ir tam tikrų jo
geidžiamų savybių bei pasiekia savo idealųjį „aš“ (Malar ir kt., 2011). Tačiau dalyje
tyrimų, atliktų prekės ženklo asmenybės ir vartotojo asmenybės ar savivaizdžio sutapimo
53
tema, vartotojo asmenybės ar savivaizdžio sąvoka nebuvo išskiriama į realųjį ir idealųjį
„aš“ (Jamal ir Goode, 2001; Govers ir Schoormans, 2005; Parker, 2009; Lin, 2010;
Maehle ir Shneor, 2010; Erdogmus ir Budeyri-Turan, 2012; Liu ir kt., 2012). Matuoti
sutapimą tik tarp vartotojo asmenybės ir prekės ženklo asmenybės nepakanka, nes tai
gali būti tų atvejų, kai nerandama atitikimo tarp vartotojo ir prekės ženklo asmenybių
(pavyzdžiui, Lin (2010), Maehle ir Shneor (2010) tyrimai), priežastis. Be to, atliktų
tyrimų rezultatai parodo, kad prekės ženklo asmenybės sutapimai su vartotojo realiuoju
ar idealiuoju „aš“ gali daryti skirtingą įtaką prekės ženklo preferencijoms, požiūriui į
prekės ženklą, pasitenkinimui (Ibrahim ir Najjar, 2008; Malar ir kt., 2011; Rhee ir
Johnson, 2012). Vis dėlto atliktų mokslinių tyrimų, integravusių ir matavusių tiek
„realiojo“, tiek „idealiojo“ savivaizdžio atitikimą su prekės ženklo asmenybe, išvados
nėra tapačios. Tai dar kartą įrodo nepakankamą šios temo ištyrimo lygį. Ibrahim ir Najjar
(2008), Rhee ir Johnson (2012) savo tyrimuose patvirtina idealiojo „aš“ svarbą. Tačiau
Malar ir kt. (2011) tyrimas teigia, kad prekės ženklo asmenybės sutapimas su realiuoju
vartotojo savivaizdžiu turi didesnę įtaką emociniam prisirišimui prie prekės ženklo nei
sutapimas su idealiuoju vartotojo savivaizdžiu.
Trečia, dalis rinkodaros ir vartotojų elgsenos tyrimų (Escalas ir Bettman, 2003;
Govers ir Schoormans, 2005; Parker, 2009; Liu ir kt., 2012; Albert ir Merunka, 2013)
teigia, kad prekės ženklas gali būti pasirenkamas ne tik ieškant sutapimo su prekės
ženklo asmenybe, bet ir ieškant atitikimo su tipiniu prekės ženklo vartotoju. Kai kurie iš
šių tyrimų nurodo, kad vartotojo asmenybės atitikimas su suvokiamu tipiniu prekės
ženklo vartotoju yra svarbesnis negu su prekės ženklo asmenybe (Liu ir kt., 2012). Taigi
tipinis prekės ženklo vartotojas priešinamas prekės ženklo asmenybei, tačiau tyrimų,
integravusių tiek prekės ženklo asmenybę, tiek tipinį vartotoją ir jų sutapimą su vartotojo
asmenybe, yra vos keli (pavyzdžiui, Govers ir Schoormans, 2005; Liu ir kt., 2012).
Disertacijos autorės nuomone, apibendrinant disertacijos ar panašia tema atliktus
mokslinius tyrimus, galima teigti, kad nėra bendros nuomonės bei trūksta sistemingų ir
išsamių tyrimų aprašant sutapimą tarp prekės ženklo asmenybės, tipinio prekės ženklo
vartotojo ir vartotojo asmenybės (realiosios ir idealiosios) ir sutapimų įtaką ketinimui
pirkti prekės ženklą. Pirmiausia, realioji ir idealioji vartotojo asmenybė nebuvo tirta
abiejų sutapimų (tiek su prekės ženklo asmenybe, tiek su tipiniu prekės ženklo vartotoju)
kontekste. Antra, įvairiuose tyrimuose buvo nagrinėtas ryšys tarp skirtingų konstruktų:
54
tarp vartotojo asmenybės ir prekės ženklo asmenybės (Parker, 2009; Maehle ir Shneor,
2010; Lin, 2010; Liu ir kt., 2012; Erdogmus ir Budeyri-Turan, 2012); tarp vartotojo
savivaizdžio ir prekės ženklo ar produkto asmenybės (Govers ir Schoormans, 2005;
Malar ir kt., 2011) ar tipinio vartotojo (Parker, 2009; Liu ir kt., 2012); tarp vartotojo
savivaizdžio ir prekės ženklo ar produkto įvaizdžio (Jamal ir Goode, 2001; Rhee ir
Johnson, 2012).
Trečia, bendros nuomonės sutapimų tema nebuvimą galėjo lemti ir tai, kad
skirtingi autoriai nagrinėja skirtingą sutapimo tarp prekės ženklo asmenybės, tipinio
prekės ženklo vartotojo ir vartotojo asmenybės ar savivaizdžio rezultatą. Mokslinėje
literatūroje buvo nagrinėjama, kaip ryšys (sutapimas) tarp konstruktų turi įtakos:
požiūriui į prekės ženklą (Ibrahim ir Najjar, 2008; Parker, 2009; Erdogmus ir BudeyriTuran, 2012; Liu ir kt., 2012), lojalumui (Lin, 2010; Erdogmus ir Budeyri-Turan, 2012;
Liu ir kt., 2012), emociniam prisirišimui prie prekės ženklo (Malar ir kt., 2011); prekės
ženklo ar produkto preferencijoms (Jamal ir Goode, 2001; Govers ir Schoormans, 2005;
Maehle ir Shneor, 2010; Lin, 2010; Rhee ir Johnson, 2012), pasitenkinimui prekės
ženklu (Jamal ir Goode, 2001; Ibrahim ir Najjar, 2008) ir elgesio intencijoms prekės
ženklo atžvilgiu (Ibrahim ir Najjar, 2008).
Mokslinių straipsnių disertacijos ar panašia tema analizė parodė, kad šiuo metu
mokslinėje literatūroje yra tyrimų spraga, nagrinėjant atitikimą tarp prekės ženklo
asmenybės, tipinio prekės ženklo vartotojo ir vartotojo asmenybės (realiosios ir
idealiosios) ir šiuos atitikimus siejant su ketinimu pirkti prekės ženklą. Šis klausimas
nėra plačiai nagrinėtas ne tik skirtingose produktų kategorijose, bet ir įtraukiant į tyrimus
įsitraukimą į produkto kategoriją individualiu lygmeniu ir pasitenkinimą savimi.
Nagrinėjant įsitraukimą į kategoriją, taip pat sudėtinga prieiti prie bendrų išvadų, nes
vienų autorių tyrimuose nagrinėjant aukšto įsitraukimo kategorijas patvirtinama idealaus
savivaizdžio svarba (Ibrahim ir Najjar, 2008), kituose – realaus savivaizdžio svarba
(Malar ir kt., 2011) arba abiejų įtaka priklausomai dar ir nuo kitų veiksnių (Rhee ir
Johnson, 2012). Nors ir teigiama, kad aukštas ar žemas pasitenkinimas savimi turi įtakos
skirtingiems ketinimo pirkti sprendimams (Ramirez ir Fox, 2007), pasitenkinimas savimi
buvo nagrinėjamas tik viename tyrime disertacijos tema (Malar ir kt., 2011). Taigi
atsakant į iškeltą tyrimo klausimą, būtų ne tik užpildytos šiuos metu mokslinėje
literatūroje egzistuojančios spragos, bet ir atskleista prekės ženklo asmenybės, tipinio
55
prekės ženklo vartotojo ir vartotojo asmenybės ryšio įvairovė skirtingo įsitraukimo
kategorijose.
Disertacijos tyrimo klausimas: kaip sutapimas tarp suvokiamos prekės ženklo
asmenybės, tipinio suvokiamo prekės ženklo vartotojo ir vartotojo asmenybės (realiosios
ir idealiosios) veikia ketinimą pirkti prekės ženklą skirtingo įsitraukimo produktų
kategorijose.
Disertacijos tikslas – nustatyti prekės ženklo asmenybės, tipinio prekės ženklo
vartotojo ir vartotojo asmenybės (realiosios ir idealiosios) sutapimų įtaką ketinimui pirkti
prekės ženklą skirtingo įsitraukimo produktų kategorijose.
Disertacijos tikslui pasiekti iškelti šie uždaviniai:
1. Apibūdinti vartotojo asmenybės ir savivaizdžio konstruktus bei jų vystymąsi.
2. Apibrėžti prekės ženklo asmenybės konstruktą ir jo įtaką vartotojų sprendimų
priėmimui.
3. Apibūdinti vartotojų elgseną remiantis bendrosiomis pagrindinėmis vartotojų
elgsenos teorijomis bei priklausomai nuo įsitraukimo į produkto kategoriją.
4. Išnagrinėti ir apibendrinti kitų autorių atliktus mokslinius tyrimus prekės
ženklo asmenybės, tipinio prekės ženklo vartotojo ir vartotojo asmenybės sutapimų tema
bei atskleisti sutapimų įtaką skirtingiems vartotojų elgsenos rezultatams.
5. Sudaryti disertacijos tyrimo modelį prekės ženklo asmenybės, tipinio prekės
ženklo vartotojo ir vartotojo asmenybės sutapimų įtakai ketinimui pirkti skirtingose
produktų kategorijose matuoti.
6. Remiantis sudarytu tyrimo modeliu parengti tyrimo metodiką prekės ženklo
asmenybės, tipinio prekės ženklo vartotojo ir vartotojo asmenybės sutapimų įtakai
ketinimui pirkti matuoti.
7. Atlikti empirinius tyrimus, nustatant išskirtų sutapimų (tarp prekės ženklo
asmenybės ir realiosios vartotojo asmenybės, prekės ženklo asmenybės ir idealiosios
vartotojo asmenybės, tipinio prekės ženklo vartotojo ir realiosios vartotojo asmenybės,
tipinio prekės ženklo vartotojo ir idealiosios vartotojo asmenybės), įsitraukimo į
kategoriją ir pasitenkinimo savimi įtaką požiūriui į prekės ženklą ir ketinimui pirkti
prekės ženklą skirtingo įsitraukimo produktų kategorijose.
8. Empiriškai įvertinti sutapimų tarp prekės ženklo asmenybės ir realiosios
vartotojo asmenybės, prekės ženklo asmenybės ir idealiosios vartotojo asmenybės,
56
tipinio prekės ženklo vartotojo ir realiosios vartotojo asmenybės, tipinio prekės ženklo
vartotojo ir idealiosios vartotojo asmenybės įtaką požiūriui į prekės ženklą ir ketinimui
pirkti skirtingose įsitraukimo kategorijose.
9. Empiriškai įvertinti įsitraukimo į kategoriją ir pasitenkinimo savimi įtaką
požiūriui į prekės ženklą ir ketinimui pirkti skirtingose įsitraukimo kategorijose.
10.
Pateikti rekomendacijas prekės ženklų pozicionavimui ir komunikacijai
siejant prekių ženklus su prekės ženklo asmenybe ar tipiniu prekės ženklo vartotoju
priklausomai nuo produkto kategorijos.
Tyrimo ir duomenų analizės metodai. Teoriniuose disertacijos skyriuose bei
analizuojant mokslinius straipsnius buvo taikomi šie metodai: lyginamoji ir loginė
mokslinės literatūros analizė, sintezė ir apibendrinimas.
Empirinis disertacijos tyrimas buvo atliekami trimis etapais. Pirmojo etapo metu
buvo vykdomas skirtingo įsitraukimo produktų kategorijų ir prekių ženklų išrinkimo bei
Aaker skalės adaptavimo kokybinis tyrimas. Pagrindiniai šio tyrimo tikslai buvo: iš
produktų kategorijų įvairovės atrinkti tris skirtingo (aukšto, vidutinio ir žemo)
įsitraukimo kategorijas pagrindiniam kiekybiniam tyrimui, pasirinktose kategorijose
išskirti po du Lietuvoje populiarius ir gerai žinomus prekių ženklus, turinčius ryškias,
vartotojų lengvai apibūdinamas prekių ženklų asmenybes bei adaptuoti ir prireikus
modifikuoti Aaker (1997) prekės ženklo asmenybės skalę Lietuvai ne tik prekių ženklų
asmenybėms pasirinktose kategorijose, bet ir vartotojų asmenybėms matuoti. Kokybinio
tyrimo metu buvo atlikta 10 giluminių interviu su ekspertais. Per kokybinį tyrimą
surinktiems duomenims analizuoti buvo taikoma hermeneutinė analizė.
Antrojo etapo metu buvo atliekamas bandomasis kiekybinis tyrimas, kuriuo siekta
adaptuoti Aaker prekės ženklo asmenybės skalę Lietuvai po kokybinio tyrimo (giluminių
interviu su ekspertais), taip pat adaptuoti įsitraukimo į kategoriją ir ketinimo pirkti
skales. Bandomojo tyrimo metu buvo analizuojami 45 respondentų duomenys ir tiriama
aukšto įsitraukimo kategorija – automobiliai.
Trečiojo etapo metu buvo atliekamas pagrindinis vartotojo asmenybės ryšio su
prekės ženklo asmenybe ir tipiniu prekės ženklo vartotoju kiekybinis tyrimas. Jis buvo
vykdomas Lietuvoje internetu per rinkos tyrimų kompanijos UAB „TNS LT“ internetinę
vartotojų panelę trijose skirtingo įsitraukimo kategorijose: automobilių kategorijoje (203
respondentai), sportinės aprangos kategorijoje (198 respondentai) ir mineralinio vandens
57
kategorijoje (203 respondentai), iš viso apklausti 604 respondentai, kurių duomenys
buvo analizuojami. Pagrindinis šio tyrimo tikslas – nustatyti sutapimų tarp suvokiamos
prekės ženklo asmenybės ir suvokiamo tipinio prekės ženklo vartotojo, taip pat apibrėžti
realiosios bei idealiosios vartotojo asmenybių įtaką ketinimui pirkti prekės ženklą
skirtingo įsitraukimo produktų kategorijose.
Bandomojo ir pagrindinio kiekybinių tyrimų duomenys buvo apdoroti duomenų
analizės ir statistikos kompiuterine įranga IBM SPSS Statistics 22. Analizuojant tyrimų
duomenis buvo naudojami šie analizės metodai: tiriamoji faktorinė analizė, patikimumo
analizė (Cronbach’s Alpha), ANOVA, t-testai, koreliacinė analizė, daugianarė tiesinė
regresinė analizė.
Disertacijos mokslinis naujumas:
1. Atliktas sistemingas ir išsamus empirinis tyrimas nagrinėjant sutapimus tarp
prekės ženklo asmenybės, tipinio prekės ženklo vartotojo ir vartotojo asmenybės
(realiosios ir idealiosios) bei šių sutapimų įtaką ketinimui pirkti bei požiūriui į prekės
ženklą skirtingo įsitraukimo produktų kategorijose.
2. Tiriant sutapimų įtaką ketinimui pirkti bei požiūriui į prekės ženklą įtraukti
papildomi šiuo aspektu itin retai tiriami veiksniai: įsitraukimas į produkto kategoriją
individualiu lygmeniu ir pasitenkinimas savimi.
3. Adaptuota ir modifikuota Aaker prekės ženklo asmenybės skalė (adaptuotą ir
modifikuotą skalę sudaro penkios dimensijos ir 27 savybės) ir užtikrinta, kad ši skalė
tiktų Lietuvai, be to, tiek prekės ženklo asmenybei, tiek vartotojo asmenybei matuoti.
4. Išplėsta mokslinių tyrimų bazė tiriant vartotojo asmenybę (ne savivaizdį) kaip
realiąją ir idealiąją.
5. Adaptuotos įsitraukimo į kategoriją (adaptuotą skalę sudaro 10 teiginių porų) ir
ketinimo pirkti (adaptuotą skalę sudaro trys teiginiai) skalės ir užtikrintas šių skalių
tinkamumas Lietuvai.
6. Pirmą kartą nagrinėjant skirtingus sutapimus tirtas tipinio prekės ženklo
vartotojo sutapimas su realiąja ir idealiąja vartotojo asmenybe.
7. Pasiūlyta ir pritaikyta nauja metodika objektyviai, išsamiai ir aiškiai
apskaičiuoti sutapimus ne tik tarp prekės ženklo asmenybės ir vartotojo asmenybės, bet
ir tarp tipinio prekės ženklo vartotojo ir vartotojo asmenybės (realiosios ir idealiosios).
58
8. Pirmą kartą, nagrinėjant skirtingus sutapimus, pamatuota demografinių
charakteristikų (lyties ir amžiaus) įtaka tiriant ryšį tarp sutapimų ir ketinimo pirkti.
9. Išplėsta mokslinių tyrimų bazė tiriant sutapimų įtaką ketinimui pirkti ir
požiūriui į prekės ženklą vidutinio įsitraukimo kategorijose.
10.
Įrodyta skirtingų sutapimų įtaka ketinimui pirkti aukšto ir vidutinio
įsitraukimo produktų kategorijose: aukšto įsitraukimo kategorijoje ketinimą pirkti lemia
sutapimas tarp prekės ženklo asmenybės ir idealiosios vartotojo asmenybės, vidutinio –
sutapimas tarp tipinio prekės ženklo vartotojo ir idealiosios vartotojo asmenybės.
Disertacijos praktinė reikšmė:
8. Pirmą kartą Lietuvoje nagrinėjant sutapimų įtaką ketinimui pirkti ir požiūriui į
prekės ženklą atliktas reprezentatyvus 25−50 m. Lietuvos gyventojų tyrimas (interneto
vartotojų, N=604). Dėl to disertacijos empirinio tyrimo rezultatai gali būti patikimai
naudojami Lietuvos gyventojų, kaip prekių ženklų vartotojų, elgsenai apibūdinti.
9. Atskleidžiama idealiosios, bet ne realiosios vartotojo asmenybės svarba
Lietuvoje ir jos įtaka ketinimui pirkti bei požiūriui į prekės ženklą tiek aukšto, tiek
vidutinio įsitraukimo kategorijose.
10.
Empirinio tyrimo rezultatai suteikia galimybę lyginti skirtingas produktų
kategorijas ir veiksnius, kurie jose lemia ketinimą pirkti bei požiūrį į prekės ženklą.
11.
Tyrimas atliktas net dviejose vidutinio įsitraukimo kategorijose, kurioms
iki šiol buvo skiriama itin mažai dėmesio.
12.
Rezultatai atskleidžia, kad formuojant vartotojų požiūrį į prekės ženklą
turėtų būti atsižvelgiama į idealiosios vartotojo asmenybės sutapimą su prekės ženklo
asmenybe nepriklausomai nuo produkto kategorijos.
13.
Skatinant vartotojus įsigyti prekės ženklą aukšto įsitraukimo kategorijoje
turėtų būti kreipiamas dėmesys į idealiosios vartotojo asmenybės sutapimą su prekės
ženklo asmenybe, vidutinio įsitraukimo kategorijoje – su tipiniu prekės ženklo vartotoju.
14.
Empirinio tyrimo rezultatai atskleidė vartotojų elgsenos skirtumus
priklausomai nuo demografinių charakteristikų (lyties ir amžiaus), taigi rezultatai gali
būti pritaikyti kuriant tam tikrai tikslinei grupei skirtą komunikaciją ar diferencijuojant
komunikaciją pagal tikslinę grupę.
Tyrimo apribojimai. Vienas iš pagrindinių tyrimo apribojimų yra tas, kad nors
empiriniame tyrime ir nagrinėjamos trys produktų kategorijos, jos yra aukšto ir vidutinio
59
įsitraukimo, tačiau nėra žemo įsitraukimo kategorijos. Atliekant tyrimą ir vadovaujantis
kokybinio tyrimo metu gauta ekspertų nuomone, mineralinio vandens kategorija buvo
traktuojama kaip žemo įsitraukimo, tačiau tyrimas parodė, kad Lietuvoje ši kategorija
yra vidutinio įsitraukimo. Tad empirinis tyrimas neleidžia daryti jokių išvadų apie
vartotojų elgseną žemo įsitraukimo kategorijoje nagrinėjamos temos kontekste.
Kitas tyrimo apribojimas yra susijęs su pasirinktais duomenų analizės metodais –
pagrindinis metodas, kuriuo buvo analizuojami kiekybinio tyrimo metu gauti duomenis –
tai tiesinė daugianarė regresinė analizė. Vienas iš šio pasirinkto analizės metodo
apribojimų – galimybės nustatyti moderatorių ar mediatorių įtaką analizuojamiems
konstruktams ar ryšiams tarp konstruktų atskleisti. Struktūrinių lygčių modeliavimas,
tikėtina, galėjo atskleisti įvairesnių ryšių tarp kintamųjų.
Vienas iš tyrimo apribojimų yra ir sportinės aprangos, kaip vidutinio įsitraukimo
kategorijos, pasirinkimas tyrimui. Apranga apskritai daugumos mokslininkų yra
traktuojama kaip aukšto įsitraukimo kategorija (Bloch, 1986; Kapferer ir Laurent, 1986;
Goldsmith ir Emmert, 1991), yra vartojamas ir atskiras terminas – įsitraukimas į madą.
Disertacijos autorės nuomone, sportinės aprangos kategoriją galima sugretinti su
drabužių kategorija. Kokybinio tyrimo metu ekspertai minėjo, kad sportinės aprangos
kategorija individualiu lygmeniu gali būti labai skirtinga pagal įsitraukimą: vieniems ji
bus itin aukšto įsitraukimo ir bus svarbu dėvimas prekės ženklas, kitiems – itin žemo ir
jie pasirenkamam prekės ženklui neskirs dėmesio. Šie paminėti aspektai galėjo lemtai
tai, kad sportinės aprangos atveju buvo sunku prieiti prie bendrų išvadų, susijusių su
vartotojų elgsena būtent šioje kategorijoje. Sudėtingumą prieiti prie bendrų išvadų galėjo
lemti ir ganėtinai skirtingų prekės ženklų pasirinkimas sportinės aprangos kategorijoje.
Nors abu prekės ženklai yra teigiamai vertinami vartotojų ir jų ganėtinai gerai žinomi
(taigi atitinka prekių ženklams keltus reikalavimus), jų užimama pozicija rinkoje skiriasi,
nes prekės ženklą Audimas galima vadinti vietinės reikšmės prekės ženklu, o prekės
ženklą Nike – stipriu globaliu prekės ženklu.
Dar vienas tyrimo apribojimas yra susijęs su ilgu pagrindinio kiekybinio tyrimo
klausimynu ir žemu atsakiusiųjų procentu – 11.1%. Tai galėjo būti nulemta kelių
priežasčių: pirma, tyrimas buvo atliekama internetu, o antra, respondentus galėjo
išgąsdinti ilgas klausimynas.
60
Disertacijos dalys. Disertaciją sudaro įvadas, aštuoni pagrindiniai, mokslinės
diskusijos, išvadų ir rekomendacijų bei rekomendacijų praktikams skyriai.
Pirmieji trys disertacijos skyriai skirti pristatyti asmenybės ir savivaizdžio, prekės
ženklo asmenybės sąvokas bei vartotojų elgsenos teorinius pagrindus. Šiuose skyriuose
išsamiai aptariamos ir nagrinėjamos asmenybės ir savivaizdžio sąvokos bei jų
vystymasis, taip pat prekės ženklo asmenybės sąvoka. Kartu aptariama jos nauda bei
pristatomos disertacijos temos kontekste aktualios vartotojų elgsenos teorijos,
įsitraukimo į produktų kategoriją įtaka vartotojų elgsenai. Ketvirtajame disertacijos
skyriuje analizuojami kitų autorių disertacijos tema atlikti tyrimai bei identifikuojamos
mokslinių tyrimų spragos a.
Penktame skyriuje pateikiama atliktų empirinių tyrimų metodika. Šiame skyriuje
pristatomas disertacijos tyrimo modelis, empirinių tyrimų atlikimo etapai, kokybinio,
bandomojo ir pagrindinio kiekybinių tyrimų metodika, nuodugniai aptariamas kiekybinių
tyrimų instrumentas – klausimynas ir pagrindžiami į jį įtraukti konstruktai bei jų
matavimas.
Šeštas, septintas ir aštuntas disertacijos skyriai pristato atliktų empirinių tyrimų
rezultatus – atitinkamai skirtingo įsitraukimo produktų kategorijų ir prekių ženklų
išrinkimo bei Aaker skalės adaptavimo kokybinio tyrimo, bandomojo tyrimo ir
pagrindinio vartotojo asmenybės ryšio su prekės ženklo asmenybe ir tipiniu prekės
ženklo vartotoju kiekybinio tyrimo. Pagrindinio kiekybinio tyrimo skyrius suskirstytas į
poskyrius, kuriuose nuosekliai aptariami bendri rezultatai vertinant ir matuojant tyrimo
konstruktus, nagrinėjama nepriklausomų kintamųjų (sutapimų tarp prekės ženklo
asmenybės ir realiosios vartotojo asmenybės, prekės ženklo asmenybės ir idealiosios
vartotojo asmenybės, tipinio prekės ženklo vartotojo ir realiosios vartotojo asmenybės,
tipinio prekės ženklo vartotojo ir idealiosios vartotojo asmenybės; įsitraukimo į
kategoriją ir pasitenkinimo savimi) įtaką požiūriui į prekės ženklą ir ketinimui pirkti
prekės ženklą skirtingo įsitraukimo kategorijose. Po pagrindinio tyrimo rezultatų
aptarimo eina mokslinės diskusijos skyrius, priešpaskutinis skyrius pristato tyrimo
išvadas ir rekomendacijas, paskutinis – rekomendacijas praktikams ir praktinius tyrimo
rezultatų įgyvendinimo aspektus.
Disertacijoje panaudoti 333 literatūros šaltiniai, pateiktos 36 lentelės ir 8
paveikslai.
61
APROBATION AND DISSEMINATION OF THE RESEARCH RESULTS
Publications in reviewed scientific journals from the list of international
databases recognized by the Science Council of Lithuania:
1. Šeimienė, E., Jankovič, T. (2014). Impact of congruence between sports celebrity and
brand personality on purchase intention: the case of mineral water category in
Lithuania. ORGANIZATIONS AND MARKETS IN EMERGING ECONOMIES,
VOL. 5, No. 1(9), p. 90 – 104. ISSN 2029-4581
2. Seimiene, E., Kamarauskaite, E. (2014). Effect of brand elements on brand
personality perception. Procedia - Social and Behavioral Sciences (19th International
Scientific Conference; Economics and Management 2014, ICEM 2014, 23-25 April
2014, Riga, Latvia). Volume 156, p. 429–434, doi: 10.1016/j.sbspro.2014.11.216
3. Dikcius, V., Seimiene, E., Zaliene, E. (2013). Congruence between brand and
consumer personalities. ECONOMICS AND MANAGEMENT: 2013. 18 (3), p. 526536. ISSN 2029-9338 (ONLINE)
4. Seimiene, E. (2012). Emotional connection of consumer personality traits with brand
personality traits: theoretical considerations. ECONOMICS AND MANAGEMENT:
2012. 17 (4), p. 1472-1478. ISSN 2029-9338 (ONLINE)
The results disseminated during international scientific conferences:
1. Šeimienė, E., Kamarauskaitė, E. (2014). Effect of brand elements on brand
personality perception. International Scientific Conference ECONOMICS AND
MANAGEMENT: 2014, 23-25 April, Riga, Latvia
2. Šeimienė, E., Dikčius, V., Žalienė, E. (2013). Congruence between brand and
consumer personalities. International Scientific Conference ECONOMICS AND
MANAGEMENT: 2013, 24-26 April, Kaunas, Lithuania
3. Šeimienė, E. (2012). Emotional connection of consumer personality traits with
brand personality traits: theoretical considerations. International Scientific
Conference ECONOMICS AND MANAGEMENT: 2012, 29-30 March, Talinn,
Estonia
Presentation of dissertation project during doctoral seminar:
3rd EMAC CEE Regional Conference, Doctoral Seminar organized by Faculty of
Economics at the University of Belgrade, September 12-14, 2012, Belgrade, Serbia
62
INFORMATION ABOUT THE AUTHOR
Education:
Date
Institution
January – July
2005
University of Southern
Denmark
2002 – 2006
Vilnius University
Faculty of Economics
Vilnius University
Vilnius University
Marketing Department
2006 – 2008
2010 – 2015
Degree acquired
Socrates/Erasmus Exchange
Program of International
Business Administration
Bachelor of Management and
Master of Management and
PhD Studies, Social Sciences,
Management
Professional experience:
Year
2006 – 2007
2007 – 2008
Employer
JSC „TNS Gallup“
2008 – 2009
2010 – 2011
-
2011 – till now
JSC „TNS LT“
2012 – till now
2014 – till now
ISM University of Management
and Economics,
ISM Executive school
Vilnius University, Faculty of
Economics, Marketing Department
Position
Assistant of Project Manager
Junior Project Manager
Project Manager,
Qualitative and Quantitative
Market Research
Market research consultant,
freelancer
Senior Project Manager,
Qualitative and Quantitative
Market Research,
Neuromarketing
Lecturer, Qualitative Research
Lecturer, Methods of
Qualitative Research
Contact details: tel. +370 615 44786, e-mail: [email protected]
63

vilnius university eleonora šeimienė impact of congruencies

Transcription

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