Consumers Perceptions Of Brand Personality

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Consumers' Perceptions of Brand Personality

Author : Raja Mazhatul Yasmin Suraya Raja Abdul
Publisher :
ISBN 13 :
Total Pages : 444 pages
Book Rating : 4.:/5 (11 download)

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Book Synopsis Consumers' Perceptions of Brand Personality by : Raja Mazhatul Yasmin Suraya Raja Abdul

Download or read book Consumers' Perceptions of Brand Personality written by Raja Mazhatul Yasmin Suraya Raja Abdul and published by . This book was released on 2012 with total page 444 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumers tend to choose brands that assist in projecting the self-image they desire. Embedding a brand with human characteristics is one way for marketers to satisfy consumers' symbolic needs. This study examines some factors that drive brand personality perceptions and investigates how these perceptions influence behavioural outcomes. Specifically, this thesis researches the antecedents and outcomes of brand personality perceptions. An extensive review of the literature identified five antecedents that influence consumers' perceptions of brand personality. These include brand association, hedonic attitudes, personality expression, and valence of feelings. The fifth antecedent, brand awareness, is modelled as driving brand association, indirectly impacting brand personality. These antecedents are hypothesised to drive consumers' formation of brand personality perceptions, which in turn affect important outcomes, namely brand engagement, brand attitude, and behavioural intentions. While prior research has addressed the measurement of brand personality, few studies have examined the factors driving its perception by consumers and no prior study has examined these antecedents in conjunction with the behavioural outcomes. Further, this thesis contributes to understanding brand personality perceptions through an extension that examines the moderating effect of self-expression, self-congruency, consumer individualist/collectivist orientation, and product category on the relationships in the research model. No prior study has examined the effect of these factors in moderating brand personality perceptions.Analysis of a national online survey of 609 individuals found that brand awareness is separate from but strongly linked to brand association, and later affects consumer perceptions of brand personality. Hedonic attitude, personality expression, and positive feelings also affect consumers' brand personality perceptions, with positive feelings having the strongest effect of all the antecedents. Negative feelings did not influence brand personality perceptions. Perceptions of brand personality affect consumers' willingness to engage with a brand, their attitude towards the brand, and behavioural intentions including intention to repeat purchase and remain a loyal customer of the brand. Positive feelings affect consumer brand attitude indirectly via brand personality perceptions, but negative feelings have a direct effect on brand attitude.The moderating variables of self-expression, self-congruency, individualist/collectivist orientation, and product category were also examined in this thesis. Self-expression does not have a strong effect on the relationships in the model. Self-congruency and individualist/collectivist orientation, on the other hand, did have more of an effect on the model relationships. Moderating effects were also tested across different product categories(clothing, perfume and watches) to establish some generalisability of the model. While minor variations occurred, the model is generally robust across product categories. This research contributes to our understanding of brand personality. It provides new depth to brand personality theory and also has significance for brand managers.

Improving Marketing Strategies for Private Label Products

Author : Arslan, Yusuf
Publisher : IGI Global
ISBN 13 : 1799802590
Total Pages : 383 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Improving Marketing Strategies for Private Label Products by : Arslan, Yusuf

Download or read book Improving Marketing Strategies for Private Label Products written by Arslan, Yusuf and published by IGI Global. This book was released on 2019-09-20 with total page 383 pages. Available in PDF, EPUB and Kindle. Book excerpt: With changing economic and social environmental conditions and diversified consumer attitudes, national and international competition has increased among retailers. Private label brands have started to follow a dynamic structure in order to adapt themselves to developing environmental conditions. Today, private label products are often mentioned as a mechanism for reaching differentiation in the market and for helping retailers to strengthen consumer loyalty. Improving Marketing Strategies for Private Label Products is a collection of innovative research that examines how some markets are successful and what other markets can do to increase their market share in terms of private label products. It supports in the development of marketing strategies that can help make a private label product more successful. While highlighting topics including e-commerce, national branding, and consumer behavior, this book is ideally designed for marketing professionals, managers, executives, entrepreneurs, business owners, business practitioners, researchers, academicians, and students.

Understanding Consumer Perception of Brand Personality

Author : Anuja Pandey
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)

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Book Synopsis Understanding Consumer Perception of Brand Personality by : Anuja Pandey

Download or read book Understanding Consumer Perception of Brand Personality written by Anuja Pandey and published by . This book was released on 2009 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The changing marketing dynamics and heightened competition of global economy has amplified the role of brands to an unsurpassed level. Brand marketers seek ways to achieve growth while reducing both the cost of new product introduction as well as the risk of new product failure. A popular way of launching new products has therefore been to leverage the brand equity of an existing brand into a new sector, market or product category. Brand extension today is an important strategic tool to rejuvenate and revitalize an existing brand. Brand extension, success depends on the strength of parent brand personality and its brand equity. A strong brand equity is related to distinct brand personality. Before going for any brand extension, it is important to understand the parent brand personalities and thereafter attaching the more desirable brand personalities to the extended brand. The proposed research paper aim's at identifying the parent brand personalities as perceived by the consumer. To understand brand personality the author will use Jennifer Aaker's brand personality scale (BPS) and measure the brand personality of Dove brand. Explore the model validity of Jennifer Brand Personality scale in Indian situation. The validity of the scale will be done using factor analysis. Descriptive research using stratified random sampling will be undertaken. The study also aims at identifying the distinct brand personality of proposed brand and suggests the brand extension categories and strategies.

Brand Personality

Author : Jessica Lee Ridgway
Publisher :
ISBN 13 :
Total Pages : 93 pages
Book Rating : 4.:/5 (876 download)

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Book Synopsis Brand Personality by : Jessica Lee Ridgway

Download or read book Brand Personality written by Jessica Lee Ridgway and published by . This book was released on 2011 with total page 93 pages. Available in PDF, EPUB and Kindle. Book excerpt: The goal of this study was to (1) determine if consumers will apply conventional color associations to hues when they are used in a brand's logo, (2) examine whether color affects consumers' perceptions of a brand's personality, and (3) to investigate whether consumers view a color as more appropriate for a logo when brand personality and color associations are congruent. The theories of anthropomorphism and associative learning theory are used to explain how consumers relate to brand, perceive brand personality, and form associations. Participants were recruited for the study through the technique of snowball sampling via Facebook. The survey was distributed over the course of two weeks and 184 usable responses were collected. Results indicate that all hypotheses are supported. Therefore, color in logos plays a significant role in the way in which the consumers perceive a brand's personality.

Consumer Perception of Brand Personality

Author : Kent Nilsson
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (924 download)

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Book Synopsis Consumer Perception of Brand Personality by : Kent Nilsson

Download or read book Consumer Perception of Brand Personality written by Kent Nilsson and published by . This book was released on 1999 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Cultural Differences in the Perception of Brand Personalities

Author : Martin Pydde
Publisher : GRIN Verlag
ISBN 13 : 3640335198
Total Pages : 73 pages
Book Rating : 4.6/5 (43 download)

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Book Synopsis Cultural Differences in the Perception of Brand Personalities by : Martin Pydde

Download or read book Cultural Differences in the Perception of Brand Personalities written by Martin Pydde and published by GRIN Verlag. This book was released on 2009-05 with total page 73 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, European University Viadrina Frankfurt (Oder), language: English, abstract: Anthropomorphization happens whenever human characteristics are imputed to in-animate objects. This aptitude is observable in all cultures because it simplifies the interaction with nonliving objects (Fournier 1998, p.344). In search for ways to en-courage lasting costumer relationships the brand personality concept becomes a more prominent anthropomorphization in marketing. Brand personality is: "the set of hu-man characteristics associated with a brand" (Aaker 1997, p. 347). Aaker's brand personality scale was chosen for the purpose of this paper to create and analyze an online survey among Polish and German people in order to assess cultural differences in the perception of brand personalities.

Brand Personalities and Consumer-brand Relationships as Elements of Successful Brand Management

Author : Katharina S. Güse
Publisher : University of Bamberg Press
ISBN 13 : 3863090012
Total Pages : 192 pages
Book Rating : 4.8/5 (63 download)

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Book Synopsis Brand Personalities and Consumer-brand Relationships as Elements of Successful Brand Management by : Katharina S. Güse

Download or read book Brand Personalities and Consumer-brand Relationships as Elements of Successful Brand Management written by Katharina S. Güse and published by University of Bamberg Press. This book was released on 2011 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Brand Equity & Advertising

Author : David A. Aaker
Publisher : Psychology Press
ISBN 13 : 1317759826
Total Pages : 406 pages
Book Rating : 4.3/5 (177 download)

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Book Synopsis Brand Equity & Advertising by : David A. Aaker

Download or read book Brand Equity & Advertising written by David A. Aaker and published by Psychology Press. This book was released on 2013-10-31 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.

Consumer Perception of Internal Brand Extension

Author : Victoria Homeier
Publisher : GRIN Verlag
ISBN 13 : 366860486X
Total Pages : 39 pages
Book Rating : 4.6/5 (686 download)

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Book Synopsis Consumer Perception of Internal Brand Extension by : Victoria Homeier

Download or read book Consumer Perception of Internal Brand Extension written by Victoria Homeier and published by GRIN Verlag. This book was released on 2018-01-08 with total page 39 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, FH Vienna, language: English, abstract: In order for brands to satisfy the changing needs of consumers and to gain competitive advantage the number of brand extensions carried through is increasing constantly. This literature based work aims to identify influential factors for consumer acceptance of brand extensions and will have a closer look at the role of brand knowledge in this process. The focus will be on the evaluation of importance of the perceived fit and on determining how this factor can be used by marketers. The first part of this work gives an insight into brands and brand management, as branding is the base for brand extensions. Then it concentrates on brand extension from a marketing point of view in order to create a common understanding for this strategy. Furthermore it gives details about the consumer-decision making process in order to allow the reader to understand how brands are perceived by consumers. The second part then talks about the consumer evaluation of brand extensions, by giving details about influential factors on this process and how this can be monitored by marketers. It then goes into detail about the perceived fit as influential factor. Finally the findings are discussed with regard to the research requests and conclusions are drawn.

Consumer-Brand Relationships

Author : Susan Fournier
Publisher : Routledge
ISBN 13 : 1136470972
Total Pages : 501 pages
Book Rating : 4.1/5 (364 download)

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Book Synopsis Consumer-Brand Relationships by : Susan Fournier

Download or read book Consumer-Brand Relationships written by Susan Fournier and published by Routledge. This book was released on 2012-03-29 with total page 501 pages. Available in PDF, EPUB and Kindle. Book excerpt: The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.

Consumer-brand Relationships

Author : Bettina Nyffenegger
Publisher :
ISBN 13 : 9783842338548
Total Pages : 170 pages
Book Rating : 4.3/5 (385 download)

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Book Synopsis Consumer-brand Relationships by : Bettina Nyffenegger

Download or read book Consumer-brand Relationships written by Bettina Nyffenegger and published by . This book was released on 2010 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's highly competitive business environment brands and systematic brand management have become powerful means for differentiating a firm's products in the eyes of consumers. Although being defined by marketing managers, brands ultimately evolve in the minds of consumers. A key challenge in this context is to understand how consumers perceive, evaluate, and relate to brands. This book deals with three different aspects of the interface between consumers and brands. It conceptually discusses and empirically examines the cognitive and emotional relationships consumers may form with brands, analyzes the transformation of an intended brand personality (i.e., intended by brand management) into a realized brand personality (i.e., perceived by consumers), and finally provides a more detailed understanding of how the interaction between the brand's personality and the consumer's personality affects brand performance. To adequately understand this interface between brand and consumer is certainly not only academically highly relevant but also crucial for managerial practice. Only if brand managers understand the effects of their branding activities on consumers' perception and evaluation of the underlying brand, they can effectively design and efficiently implement branding strategies.

Brand Gender

Author : Theo Lieven
Publisher : Springer
ISBN 13 : 3319602195
Total Pages : 276 pages
Book Rating : 4.3/5 (196 download)

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Book Synopsis Brand Gender by : Theo Lieven

Download or read book Brand Gender written by Theo Lieven and published by Springer. This book was released on 2017-10-06 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.

Performance implications and implementation of brand personality

Author :
Publisher :
ISBN 13 :
Total Pages : 173 pages
Book Rating : 4.:/5 (918 download)

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Book Synopsis Performance implications and implementation of brand personality by :

Download or read book Performance implications and implementation of brand personality written by and published by . This book was released on 2008 with total page 173 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Consumers' Perception of Brand Personality Dimensions

Author : Xiaochen Zhang
Publisher :
ISBN 13 :
Total Pages : 52 pages
Book Rating : 4.:/5 (851 download)

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Book Synopsis Consumers' Perception of Brand Personality Dimensions by : Xiaochen Zhang

Download or read book Consumers' Perception of Brand Personality Dimensions written by Xiaochen Zhang and published by . This book was released on 2012 with total page 52 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Investigating the Dimensions of Brand Personality: a Consumer Perspective

Author : Lívia Cristina dos Santos Herculano
Publisher :
ISBN 13 :
Total Pages : 79 pages
Book Rating : 4.:/5 (124 download)

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Book Synopsis Investigating the Dimensions of Brand Personality: a Consumer Perspective by : Lívia Cristina dos Santos Herculano

Download or read book Investigating the Dimensions of Brand Personality: a Consumer Perspective written by Lívia Cristina dos Santos Herculano and published by . This book was released on 2020 with total page 79 pages. Available in PDF, EPUB and Kindle. Book excerpt: Over the past years, a substantial body of knowledge on brand personality was developed, given the importance of the topic. Brand personality is generally defined as the attribution of human characteristics to brands. It is recognized as a potential element to differentiate a brand in a product category and, therefore, a powerful driver of consumer preference. Brand personality is created in the brand identity system, but it is formed, ultimately, in the consumers minds as part of the brand image. Many scales were developed to assess brand personality however, little is known about the antecedents of it in consumers minds. The current study presents a conceptual framework of the dimensions of brand personality in the Brazilian context from the consumers perspective. E-mail interviews were conducted with Brazilian consumers of beauty and personal care brands. Constant comparison methods were used to analyze the data following grounded theory principles. The results suggest that products related attributes, as well as product portfolio, can influence in many ways how consumers perceive brand personality. Additionally, the brand business model also plays a role in shaping consumer perception of a brands personality. Moreover, the conceptual framework provides brand strategists with a practical guide to manage brand personality by depicting some significant associations made by consumers.*****Over the past years, a substantial body of knowledge on brand personality was developed, given the importance of the topic. Brand personality is generally defined as the attribution of human characteristics to brands. It is recognized as a potential element to differentiate a brand in a product category and, therefore, a powerful driver of consumer preference. Brand personality is created in the brand identity system, but it is formed, ultimately, in the consumers minds as part of the brand image. Many scales were developed to assess brand personality however, little is known about

Brand Loyalty

Author : Jacob Jacoby
Publisher : John Wiley & Sons
ISBN 13 :
Total Pages : 184 pages
Book Rating : 4.3/5 (9 download)

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Book Synopsis Brand Loyalty by : Jacob Jacoby

Download or read book Brand Loyalty written by Jacob Jacoby and published by John Wiley & Sons. This book was released on 1978 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt:

From Brand Vision to Brand Evaluation

Author : Leslie de Chernatony
Publisher : Routledge
ISBN 13 : 1136439935
Total Pages : 381 pages
Book Rating : 4.1/5 (364 download)

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Book Synopsis From Brand Vision to Brand Evaluation by : Leslie de Chernatony

Download or read book From Brand Vision to Brand Evaluation written by Leslie de Chernatony and published by Routledge. This book was released on 2010-07-15 with total page 381 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works. This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. This is the book that will take students to the next level with the skills to develop and implement their own branding strategy.