The Impact of Brand Personality on Brand Loyalty and Its Indirect and Moderating Effects: An Empirical Study Based on Nike

Xiangjie Xu

2025

Abstract

Brand personality is a critical factor influencing brand loyalty. This study integrates two mediating variables (brand identification and brand trust) and two moderating variables (social media engagement and brand-cultural congruence) to systematically examine their multilevel mechanisms. Empirical analysis focusing on the Nike brand demonstrates that competence and ruggedness dimensions exert significant positive effects on brand loyalty (β = 0.158/0.390; R² = 60.4%). Brand identification (accounting for 50.68% of the total effect) and brand trust (37.39%) form critical chain indirect effects, with the total indirect effects constituting 62.36% of the overall influence. While social media engagement (β = 0.37) and brand-cultural congruence (β = 0.383) significantly enhance brand loyalty, their moderating effects were not statistically significant. The research validates the integrated indirect pathway in which personality influences identification/trust, which in turn influences loyalty, confirms the effects of other moderating variables, and provides theoretical support for differentiated marketing strategies in sportswear brands.

Paper Citation

in Harvard Style

Xu X. (2025). The Impact of Brand Personality on Brand Loyalty and Its Indirect and Moderating Effects: An Empirical Study Based on Nike. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 389-394. DOI: 10.5220/0013845600004719

in Bibtex Style

@conference{iceml25,
author={Xiangjie Xu},
title={The Impact of Brand Personality on Brand Loyalty and Its Indirect and Moderating Effects: An Empirical Study Based on Nike},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={389-394},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013845600004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - The Impact of Brand Personality on Brand Loyalty and Its Indirect and Moderating Effects: An Empirical Study Based on Nike
SN - 978-989-758-775-7
AU - Xu X.
PY - 2025
SP - 389
EP - 394
DO - 10.5220/0013845600004719
PB - SciTePress