Brand personality is known to shape the behaviour of customers in various studies but does brand personality have any role in reducing/increasing the dissonance in a consumer.. Please suggest
Regards,
Mohit
Hi, Mohit;
When brands and retailers make their ties with their customers stronger and encourage trust, they can discourage cognitive dissonance in post-purchase stage and thereby encourage customer satisfaction and behavioural and attitudinal loyalty.
Also, please see my following article:
- https://www.researchgate.net/publication/269096050_Post-Purchase_Dissonance_The_Wisdom_of_the_%27Repeat%27_Purchases%21
Also a recent research study (Sharifi & Esfidani, 2014) argued that relationship marketing can reduce cognitive dissonance in post-purchase stage and, thereby, increase customer satisfaction and encourage loyalty under mediating roles of trust and cognitive dissonance. The authors Design/methodology/approach is based on a survey on consumers of cell phones. The authors tested the effects of relationship marketing on cognitive dissonance and then customer satisfaction, behavioural, and attitudinal loyalty, using structural equation modelling.
The results indicate that, thanks to relationship marketing, consumers undertook less cognitive dissonance in post-purchase stage. Thus, as consumers faced less cognitive dissonance, they represented more satisfaction and thereby behavioural and attitudinal loyalty. Additionally, the study confirmed the mediating role of trust and cognitive dissonance.
- Sharifi, S. S., & Esfidani, M. R. (2014). The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyaltyThe mediating role of trust and cognitive dissonance. International Journal Of Retail & Distribution Management, 42(6), 553-575.
Hope this helps!
Nadeem
Article Post-Purchase Dissonance: The Wisdom of the 'Repeat' Purchases!
Brand Personality does influence the dissonance in pre-purchase & post purchase stages. Also it has the potential to increase dissonance for substitutes & competitor's offerings & to decrease dissonance for our preposition to the prospects & customers. The interventions can be celebrity endorsements, product placements, IMC campaign or through elements of brand mantra. When target market analyze the salience or what is common in a brand & themselves, it will positively help in reducing dissonance, however creating judgements for competitive products will yield dissonance.
Kuldeep, good point about creating judgements for competitive products...
Really appreciate the views from both the authors. Could you tell me about what variables shall I take in testing a model in such case?
Regards
Dissonance appears when there is a confusion in decision making, hence, the brand personality that matches reduces this dissonance.
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