The sweet taste of brand personality in the relationship with chocolate consumers

Abstract

Purpose: To evaluate the relationship between the brand personality and the perception of the relationship with the client in relation to the brands of chocolates that operate in Brazil. Method: A total of 528 questionnaires were applied with chocolate consumers. The data were analyzed using Structural Equation Modeling. The brand personality scales and the customer relationship scale were submitted to Confirmatory Factor Analysis and, later, Path Analysis. Originality / Relevance: Investigation of the relationship between brand personality and relationship marketing in an untapped sector (chocolate market) in the context of this relationship. Results: The collected results showed that the personality dimensions of Credibility, Sophistication and Audacity were the best predictors of the customer relationship of chocolates. Theoretical / methodological contributions: As a managerial implication, the results can be used by chocolate marketing professionals to design their strategies in a more targeted and effective way in order to build a long term relationship with their consumers.