Does Brand Personification Matter in Consuming Tourism Real Estate Products? A Perspective on Brand Personality, Self-congruity and Brand Loyalty

Abstract

ABSTRACTThis study explored the importance of the brand personification perspective in consuming tourism real estate products in the Chinese context. The structure and the relationships among personified and non-personified brand personality, self-congruity and brand loyalty with the tourism real estate market were empirically tested. Results indicate that personified brand personality dimensions had greater influence on self-congruity than non-personified dimensions; and self-congruity mediates the relationship between brand personality dimensions and brand loyalty. The findings confirm the influence of brand personification and suggest that personified dimensions are more important than non-personified dimensions for consumers to describe self-images and form their self-congruity and brand loyalty. Theoretical and managerial implications are also discussed.