Investigating brand personality perceptions and preferences: the influence of values introduction marketers have long recognised that consumers often attach human personality characteristics to brands, and a flourishing literature has developed on the subject of brand personality (aaker, 1997 aaker, benet- martínez. Results indicated that cognitive, experiential, and marketing factors all had significant effects on brand equity, and that brand personality served as a key mediator increasing the influence of these antecedents on brand equity our findings offer a reference point for academics to conduct further empirical validation studies,. Symbol a symbol can be a powerful influence on brand personality since it can be controlled and can have extremely strong associations some examples apple 's bitten apple nike 's swoosh metlife 's. This paper examines the influence of brand personality on advertising response in fashion clothing branding context print ad stimuli of 30 fashion clothing brands with different nationalities and different expected personalities were evaluated by young students (16-25 years old) in terms of brand personality scale of aaker. Attract the attention of buyers to their own brand these then forms the basis for marketing, planning and action this was a descriptive survey aimed at investigating the influence of brand personality on glaxosmithkline products in nairobi, the case of aquafresh toothpaste in order to undertake the study successfully the.
Determine the influence of brand personality on consumer behaviour and purchasing intensions • define luxury sedan motor vehicles and outline this sector's current state within the south african market 133 empirical objectives • identify generation y students' top-of-the-mind awareness concerning. Influence of advertising on brand personality in the airline sector: the case of spain amparo cervera-taulet ma walesska schlesinger maría jesús yagüe-guillen abstract this article outlines the findings of a study employing a partial least squares (pls) structural equation methodology to. Agreeableness and openness of personality traits have a positive influence on brand loyalty practical implications – the paper highlights the value of brand personality that benefits a company it emphasizes the importance of brand loyalty for a company consumers who register in agreeableness and openness are the.
Personalities matches with brand personality customers have a different personality which leads to different perception towards brands according to plummer (1985) and aaker (1996) brand personality can be used by business organization to influence customers purchase behavior brand personality creates a distinct. Companies have recognized the importance of brand personality in the development of brand equity therefore, a brand management strategy based on interrelationship between brand personality and brand equity is the need of the hour the purpose of this study was to understand the influence of brand personality on. The present study examines the role of brands in the process of impression formation the article examines the hypothesis that brand personality traits may carry over and affect perceptions of the personality of the brand's owner based on the continuum model of impression formation the findings support the expectation.
Moreover, people feel comfort when they sense that the brand fits with their self- concept (aaker 1999 swaminathan, page, and gurhan-canli 2007) in order to identify the potential of brand personality, it is meaningful to understand how the underlying mechanisms influence the consumer-brand relationship and the brand. Page 1 of 12 marketing | research article how brand personality, brand identification and service quality influence service brand equity sandra maria correia loureiro, rui lopes and hans ruediger kaufmann cogent business & management (2014), 1: 981329. Orientation of consumers may have an implication towards the proposed influence of the consumer's self on the personality of the brand finally, the review examines the effects of consumer demographic profiles on the consumer's self-congruity with brand personality the review will generate and develop relevant research.
Numerous brand personality studies dealt with measuring brand personality, cultural adjustment of measurement scales, as well as with the influence of brand personality onto consumers' behaviour and marketing outcomes – preferences, attitudes, purchase intentions, loyalty, the value of brand-consumer relationship.
We can reach to the customers loyalty through brand and retain loyal customers by it (dick and basu,1994) this article introduces the influence of personality traits on the brand identity and loyalty then first, literature and history of conducted studiesis mentioned,the research method is described in the next section, then. The goal of this research is to investigate whether or not consumers select brands (and their brand personality) based on two important situational variables: social visibility and situational involvement an experimental study was conducted in which two hundred and thirty-nine respondents were randomly assigned to one of. Advertising or communication program plays a key role in perception of brand personality further analysis with mancova indicates that, individual's personality dimensions do influence certain brand personality dimensions this implies that communicating a designated brand personality is influenced by the personality.
The relationship between brand personality and consumer personality has become a researched issue in recent years it is viewed that marketers start the dialogue with consumers through personality route by building brand personality in line with consumers' own personality traits moreover, in the midst of stiff competition,. Yung-shin sung, euna park, and min-kyung han (2005) ,the influences of the brand personality on brand attachment and brand loyalty: centered on the differences between the brand community members and non-members, in ap - asia pacific advances in consumer research volume 6, eds yong-uon ha and. Can indeed influence their perceptions of news media brands a better understanding of individuals' brand perceptions is critical because many studies on brand-self congruence effects use individual ratings as the measurement of the brand's personality against which individuals' ratings of their own personality are. Nevertheless, to the best of our knowledge, no study has examined the strength of the influence of brand identification, brand personality and relational variables on perceived brand equity in different consumption situations the call for studying the interaction effect of aaker's (1991) brand equity.