标题：Expanding Brand Personality Congruence to Brand Personality Fit: The Importance of Customer Value Proposition as a Moderating Fit on Brand Performance
摘要：This research demonstrates that brand performance can be enhanced not only through brand personality congruence with customer personality,but also through brand personality fit,namely the moderating fit of customer value proposition to brand personality.Through a study covering 125 brands,the result demonstrates that the moderating fit between brand personality and the different level of customer value proposition positively affects brand performance.Price-quality relationship for attribute-based customer value,self-construal for consequences-based customer value and selfregulatory focus as goal-based customer value are used to test this moderating fit relationship.Other findings show that this moderating fit is strongest toward the brand cognitive performance.Finally,the result of this study suggests marketers to incorporate the brand personality design into their positioning statement so that the overall customer value proposition can be developed in a more integrated manner,leading to higher brand performance.
其他摘要：Penelitian ini menunjukkan bahwa kinerja merek dapat ditingkatkan tidak hanya melalui kesesuaian antara kepribadian merek(brand personality) dengan kepribadian pelanggan,melainkan juga melalui brand personality fit,yaitu moderating fit antara customer val
关键词：brand personality;brand personality congruence;customer value hierarchy;price-quality relationship;self-construal;and self-regulatory focus
其他关键词：kepribadian merek;kesesuaian kepribadian merek;hierarki nilai pelanggan;hubungan harga-kualitas;self-construal;dan self-regulatory focus
