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theories of brand personality
theories of brand personality
impact of brand image on purchase decision
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Personal Factors.
Many marketers believe that brand personality is created by how marketers and advertisers intend to project, build and manipulate a brand (in both product-related and non-product related ways) (e.g. Levy, 1959; Plummer, 2000; Restall and Gordon, 1993). However, Biel (1993) argued that this is not always the case and could be a dangerous assumption in understanding consumers' perceptions of a brand. He further stated that personal factors, such as personality and socio-demographic profiles of the customer, can affect consumers’ perception of a brand. In this light, Dobni and Zinkhan (1990, p. 117) asserted that brand personality is “a function of the interaction between perceiver and product stimulus”. That means that consumers
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Companies input information about the brand through their brand and product and want the consumers to perceive the brand following their guidelines. Consumers first receive that information and come out with their perception of the brand, indicating the brand personality that marketers build for the brand might be different to what consumers perceive. Therefore, it is necessary for marketers to explore how brand personality is received by consumers and what are their favorite brand personality toward to particular product type. To understand customer perceived brand personality is the first step for firms to build and maintain a positive brand …show more content…
Researchers have found that brand personality traits can influence consumer brand attitude positively. For example, Supphenllen (2004) examined the relationship between brand personality and brand attitude and found that two personality traits (modern and classic) have a positive effect on attitude toward the brand. Biel (1993) also confirmed a change in brand personality traits result in more positive attitude toward the brand. A study on the effect of overall brand personality has shown that consumers have the more favorable attitude to a product with personality compared to a product without brand personality (Freling and Forbes,
Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a
The brand identity building process is complex. This is especially true for organizations that offer a range of services and products. The process entails extensive research, including market research, marketing audit, competitive audit and usability, and a clear branding strategy. Furthermore, a brand identity is only truly successful when customers closely identify with the brand. This happens when a brand caters to customer requirements and preferences. Marketers have to keep this in mind and ensure that the brand identity is aligned with, and relevant to, its customers.
Brands create inspirational lifestyles based on these consumer relationships. Associating oneself with a brand transfers these lifestyles onto consumers. Marketing is very
When customer identify with specific brand and has emotional attachment they form a psychological attachment and relationship with the brand and try tell those thing of the brand which he/she like and work instinctively to the benefit of the brand (Kuenzel & halliday, 2010). Thomson et al, (2005) argued that brand identification such as brand attachment, brand connection and bond with brand, has strongly predicts the frequency of past and future purchase of the brand. The intense relation and attachment also drives consumer toward the benefit of the brand by purchasing the specific brand. Kuenzel et al. (2010) identify that the brand identification concept is built on social identity theory in which consumer are engaged with the brand and extensively of the brand concept in other self-restraints. Identification based on social identity theory is in core a perception of oneness with a group of persons and make an identity in marketing we can also say that customer make their brand as an identity of their self-mean people identify someone with their brand (Albert et al., 2013). The customers who they uses the brand and they emotionally attached to the brand make the brand their identity, those customer called evangelist.. Stronger brand identification with consumer disposed to emotional attachment in pro-brand activities. Their self as an evangelist with the brand and also with the manufacturer (Bhattacharya &Sen,
A consumer’s buying behavior is influenced by four major factors; cultural, social, personal, and psychological factors. These factors cause consumers such as myself to develop product and brand preferences. Although many of these factors cannot be directly controlled by advertisements and marketers, understanding of the impact they have on me and my purchasing behavior helps a me recognize my brand loyalty.
In relation to this case, Target Corporation depicts a brand personality among its target audience. Target Corp. is considered as the retail store that caters to the younger and more educated and well-off clientele as to compare with its rival. In a survey conducted, Target Corp. shoppers fall on a 46 years old age median, mostly female, have children at home, and attended or completed college (Target Corporate Facts, 2006). Thus, the target market is perceived to be sophisticated. However, with the corporate values the corporation applies, the brand personality serves as one of its distinguishing pro.
It is important for a brands personality to match up with that of its intended target customers. Reading through some marketing sites Dr. Brian Monger situated his words in a way that I like best for the task of creating a brand image. Dr. Monger stated “ The task of creating a brand image often needs to move beyond attributes or feelings, to include the ultimate consequences of product use and the relationship of product use to people’s life-styles, needs, and values. A positioning strategy that focuses only on attributes or feelings can be shallow and less effective than one that is based on a richer knowledge of the customer.” Simply put make your brand relate to the intended buyer on a personal level, one that hits home with the things that they want and like to do. The understanding needs to be met that each target market will have different relations to products from the other. High priced cars can b...
...ical values for products develop enhanced product acceptance or rejection by the similarity of these values to the self (Dolich, 1969). Consumers will be less inclined to purchase from brands referenced to the ideal self image if their ideal-self images are inconsistent with the product image. Therefore, careful consideration should be given to consumers’ psychology when psychological involvement is used as a promotional tool for brand differentiation (Dolich, 1969). Mittal (2006) criticises such an image based measurement in pertaining its restraintness whose content is in need of fuller accounting. As many consumption activities are related to self-definition, it is not surprising to learn that consumers demonstrate consistency between their image and the products they buy, yet not exclusively, on the basis that they are self relevant when constructing the self.
Taylor, D. (2009). Man behind the brand: When brand personality is defined by a person. Central Penn Business Journal, 25(25), 11.
This study inquires about the three 's effects self-congruity develops which are the brand 's identity congruity, the brand 's client symbolism congruity and the brand 's utilization.
...rand personality: investigating the impact of consumer personality on preferences towards particular brand personality. Brand management, 16(4):234-247.
Akin, Murat. (2011). Predicting consumers’ behavioural intentions with perceptions of brand personality: A study in cell phone market. International Journal of Business and Management, 6(6), 193-206.
Personality traits could also influence the consumer preference and purchase intention in respect to the selected product, numbers of questionnaires which consist of need for uniqueness (NFU), need for cognition (NFC), consumer ethnocentrism (CETSCALE), consumer susceptibility to interpersonal influence (CSII) and consumer innovativeness are given to the profiled consumer to identify his personalities. The two personality traits which are most likely to influence the profiled consumer into buying the product is (CSII) and (NFC) are selected and will also be dis...
Brand attitudes: it’s the consumer evaluation of brand .Keller (1993)another important impact distinctive Between 11 dimensions: product attributes, intangibles, customer benefits, price, use/ application, user, product class, celebrity, country of origin, competitors, and life style. Aaker’s and Keller’s show many topologies like price, user imagery, usage imagery, and product attributes I will identify some weakness , but it should be considered that how it’s possible to trap the content of consumer knowledge. Aaker (1991). "Sum of the total brand impression is called brand image (Herzog 1973), anything that is associated with brand (Newman 1957), and "the perception of the product" (Runyon and Stewart
In conclusion, the customer- based brand equity model is an important platform that may help in building a strong brand. It could assist a company in assessing its progress as well as providing a blueprint for marketing research activities. If properly planned and implemented, it could help the company in achieving its marketing strategies and in the realization of an increased profit margin