Understanding Consumer Perception Of Brand Personality
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Understanding Consumer Perception Of Brand Personality
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Author : Anuja Pandey
language : en
Publisher:
Release Date : 2009
Understanding Consumer Perception Of Brand Personality written by Anuja Pandey and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with categories.
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.
Consumers Perceptions Of Brand Personality
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Author : Raja Mazhatul Yasmin Suraya Raja Abdul
language : en
Publisher:
Release Date : 2012
Consumers Perceptions Of Brand Personality written by Raja Mazhatul Yasmin Suraya Raja Abdul and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with categories.
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.
Consumer Brand Relationships
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Author : Bettina Nyffenegger
language : en
Publisher:
Release Date : 2010
Consumer Brand Relationships written by Bettina Nyffenegger and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with categories.
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.
Consumer Perception Of Internal Brand Extension
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Author : Victoria Homeier
language : en
Publisher: GRIN Verlag
Release Date : 2018-01-08
Consumer Perception Of Internal Brand Extension written by Victoria Homeier and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-01-08 with Business & Economics categories.
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 Perception Of Brand Personality
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Author : Kent Nilsson
language : en
Publisher:
Release Date : 1999
Consumer Perception Of Brand Personality written by Kent Nilsson and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with categories.
Utilizing Consumer Psychology In Business Strategy
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Author : Dalgic, Tevfik
language : en
Publisher: IGI Global
Release Date : 2018-04-13
Utilizing Consumer Psychology In Business Strategy written by Dalgic, Tevfik and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-04-13 with Business & Economics categories.
Consumer behavior is becoming increasingly complex in the current global market. A broader understanding of the psychologically driven motivation of consumers and characteristics of the consumer decision-making process is vital for effective customer engagement. Utilizing Consumer Psychology in Business Strategy provides emerging research on consumer behavior and decision-making processes through the lens of business advancement and innovation. While highlighting topics such as brand personality, consumer perception, and marketing strategy, this publication explores various types of consumer behavior and methods to maximize benefits and efficiency. This book is an important resource for business administrators, managers, practitioners, academics, and students seeking emerging research on the consumer markets.
The Impact Of The Brand Identity Strategy Of A Consumer Product On Consumer Perceptions
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Author : Adele Lombard
language : en
Publisher:
Release Date : 2013
The Impact Of The Brand Identity Strategy Of A Consumer Product On Consumer Perceptions written by Adele Lombard and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with categories.
Although extensive academic research (Czellar, 2004: Nandan, 2004: Keller & Hoeffer, 2003: Aaker, 2004: Kaputa, 2006: Griffen, 2002) has explored consumer perceptions, little research has assessed the impact of brand identity strategies on consumer perceptions, which was the purpose of this dissertation. Kotler and Keller (2006:275) assert the importance of understanding how the brand is perceived by consumers and what impact a brand identity strategy has on consumer perceptions. These perceptions can be described as a brand image which refers to a brand's subjective or perceived attributes in relation to other brands. This perceived image of the brand does not belong to the product but is the property of the consumer's mental perceptions and in some instances can differ widely from a brand's true physical characteristics. By determining the consumer perceptions of a brand, this dissertation investigated the impact of a brand identity strategy on consumer perceptions. The research problem then exists in the possibility of differences between the perceptions of the brand, namely the brand image (reality) and the desired identity that the company sets out to establish. The literature review demonstrated that it is not only the brand identity strategy (which the organisation creates), but also the consumer's perceived image of the product (the state of the consumer's mental perceptions), that has impact on the way the brand is perceived. The closer the perceived image of the brand is to the organisation's aspired brand identity, the less the differences and more successful the brand identity strategy. These differences constituted the research problem. The primary research objective was to determine the impact of the brand identity strategy of a consumer product on consumer perceptions. The following secondary research objectives were identified: to determine what desired perceptions the company wanted to establish with its current brand identity strategy, to assess whether differences existed between the brand image, (the perceptions in the minds of the consumers), and the brand identity strategy (the way the brand managers want the consumers to think and feel about the brand). Taking the purpose of the study and the objectives into account, a qualitative research was conducted, which was exploratory in nature. Text data analysis was the method used to analyse the content and context of the data collected by means of an open-ended questionnaire. The data was collected in two phases. In the initial part of the study, focus groups were conducted among members of the target market to gain an initial understanding of consumer perceptions of the brand. The focus groups assisted the author in developing questions that were used in the open-ended questionnaire in the second phase. In this way, relevant and meaningful data was retrieved ensuring that the research objectives were met. A comparison study was conducted by means of the focus groups to assess whether the responses were of similar nature compared with the responses derived from the questionnaire. It was concluded that a brand identity strategy facilitates the shaping of a mental image by consumers and thereby leveraging it to gain a competitive advantage. According to Dempsey (2004:32), it begins with understanding what the brand means to the consumers (brand image) and what the brand sets out to convey (brand identity) to the consumer. Many organisations know how they want to be viewed and what mental space they want to capture, but find it challenging to maintain a consistent brand identity at all brand contact points. The differences between the brand identity strategy and the consumer perceptions clearly revealed a significant impact of the brand identity strategy on consumer perceptions. Therefore, it can be concluded that the brand identity strategy impacts on consumer perceptions for the specific brand in the study with some brand identity elements having a stronger influence on forming perception than others. Once there was an understanding of how the brand is perceived by target consumers and how the brand is planned to be perceived in the future, the author identified the possible differences that needed to be bridged between the two and offered recommendations and key shifts required to move from the current perceptions to the ideal brand identity.
Brand Personalities And Consumer Brand Relationships As Elements Of Successful Brand Management
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Author : Katharina S. Güse
language : en
Publisher: University of Bamberg Press
Release Date : 2011
Brand Personalities And Consumer Brand Relationships As Elements Of Successful Brand Management written by Katharina S. Güse and has been published by University of Bamberg Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.
Cultural Differences In The Perception Of Brand Personalities
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Author : Martin Pydde
language : en
Publisher: GRIN Verlag
Release Date : 2009-05
Cultural Differences In The Perception Of Brand Personalities written by Martin Pydde and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-05 with Business & Economics categories.
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 Dynamics
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Author : Keizo Ishikawa
language : en
Publisher:
Release Date : 2013
Brand Dynamics written by Keizo Ishikawa and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with categories.
Marketers have long observed, or at least assumed, that people buy certain products or brands as a means of expressing themselves. Marketing researchers have studied this phenomenon from the perspective of "self-congruity," assuming that a fit between the consumer's understanding of self (i.e., self-image) and the brand's image (or "brand personality") should drive the consumer's purchase behavior. This stream of research has vigorously explored the relations between the fit (i.e., "self-brand image congruity" or "self-congruity") and various behavioral outcomes. Nonetheless, this research stream has not succeeded in finding clear and strong evidence of the assumed effects on such a vital outcome as emotional brand attachment. Moreover, little research has directly explored the relations between self-congruity and emotional brand attachment. In this context, the main purpose of this dissertation is to shed light on this little understood relationship. Specifically, this research proposes that consumers' brand experience and self-congruity jointly create the strong driving force that directs consumers to an emotional attachment to the brands. Here, brand experience is conceptualized as the positive impact of brand-related stimuli or the "magnitude" of consumer responses to the stimuli that reflects a consumer's past interactions with brands or brand-related information. On the other hand, self-congruity can be understood as the "direction" that indicates which brand image a consumer wants to go with. The existing research has focused exclusively on the "direction." Taking the "magnitude" into account, this research aims to develop the theory that explains the assumed effects of self-congruity on emotional brand attachment as well as clearly demonstrate the effects, by proposing the interaction effects between self-congruity and brand experience. By synthesizing multiple research streams that have been recently growing, a comprehensive explanation was developed to explicate how consumers' perception of self-brand image fit and their past interactions with brands affect the formation of emotional brand attachment. In order to test the hypotheses that were derived from the theory, data were collected from 397 U.S. consumers using an online survey. The proposed interaction effects were clearly detected, along with the direct effects of self-congruity on emotional brand attachment, which the previous study had not been able to identify. The research revealed that brand experience boosts the positive effects of self-congruity on emotional brand attachment.