Small and Medium Enterprises’ Brand Personality and Customer Satisfaction: The Mediating Role of Product Quality

Abstract

The purpose of this study was to examine the influence of Tsitsou’s brand personality scale on customer satisfaction and the mediating effect of product quality on the relationship between brand personality dimensions and customer satisfaction. Data were gathered from 240 customers of Small and Medium Enterprises (SMEs) products and services through the use of a cross-sectional survey. Data analyses were done by descriptive statistics and inferential statistics by the use of SPSS Version 23 and Smart PLS-3 which was used for structural equation modelling. The results of the study revealed that all the dimensions of Tsitsou’s brand personality model (competitiveness, prestige, morality, authenticity, and credibility) had significant positive relationships with customer satisfaction. Product quality indirectly mediated the relationships among competitiveness, prestige, morality, authenticity, credibility and customer satisfaction. The results have substantiated that Tsitsou’s brand personality scale can be applied to SMEs with particular reference to developing economies. Therefore, it can be recommended that business practitioners employ brand personality traits to market their products and services to boost customer satisfaction.