Brand humanisation: the impact of brand personality on customer loyalty - a Nike case study

Mngadi, Lethinjabulo
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Purpose – The purpose of this research is to investigate the impact of brand humanisation through brand personality on brand loyalty among the South African youth consumers. Design/methodology/approach – the quantitative research method by means of an online questionnaire distributed through social media and online database was used to collect the data from a total of 200 Millennials. The sample was selected through purposive non-probability sampling. The Structural Equation model (SEM) analysis technique was used to test the hypotheses. Findings – The study aimed to investigate the relationship between brand personality and the mediating influence of brand awareness, brand engagement, brand perception and brand perception which few studies have explored in one study. Evidently, the findings do indicate that brand personality has a direct effect on brand loyalty, of which brand loyalty has a positive significance on purchase intention, making the main research purpose true. Furthermore, in the complexity of further proving a positive relationship between brand personality and customer loyalty, brand engagement and brand resonance as mediating variables are also supportive. This means that brand awareness and brand perception are the only two mediating variables that are disproved in this research. Research limitations/implications – This study contributes to literature on South African Millennial consumers, clothing apparel marketing and global emerging markets. The major gaps and weaknesses identified in the field of brand humanisation and brand loyalty in the literature review stage of this research are summarised as a lack of empirical research on the impact of brand humanisation through brand personality on brand loyalty in the South African context, and a lack of studies from emerging markets. Originality/value – The key practical contributions of this research study was to provide adequate literature and data to enable marketing practitioners to see the importance of brand humanisation, its impact on brand loyalty and utilising brand humanisation tools in their brand strategies to increase brand loyalty. Furthermore, to provide insight into the Nike brand and how Nike can, through understanding the importance of a strong brand personality, positively leverage off their brand personality-based campaigns to increase customer purchase intentions and customer loyalty
A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management (Strategic Marketing), 2021
Brand Humanisation, Brand Personality, Millennials, Brand Loyalty, Brand Engagement, Brand Awareness, Brand Resonance, Brand Perception