Consequences of Brand Personality.
What can brand personality do for a brand is a major concern to firms. Therefore, marketers and scholars have focused on measuring the effects of brand personality. Previous literature confirms that brand with pleasant personality leads to positive product evaluation and brand reputation. The impact of brand personality in related studies can be categorized into three types, including brand attitude, brand attachment, and brand selection.
Brand attitude.Consumer attitude toward a brand is an essential component to assess brand value. Researchers have found that brand personality traits can influence consumer brand attitude positively. For example, Supphenllen (2004) examined the relationship between brand
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Biel, 1993; Aaker, J., 1997; Karnde et al., 1997). Researchers have found that brand personality plays a significant role in brand selection. Aaker, J. (1999) found that consumers are more likely to choose a brand with the brand personality similar to their personality. For example, a wealthy person is more willing to purchase a classic branded product that can represent his taste. Besides, brand personality is also closely correlated to brand perceived quality which can influence consumer brand selection (Beldona and Wysong, …show more content…
(2005)
Brand commitment Gouteron (2008)
Table 3 above shows previous studies on consequences of brand personality. Ramaseshan and Tsao (2007) conducted an experiment on the relationship between brand personality and perceived brand quality in a tertiary institution. They chose three product types, namely symbolic product (Seiko watches and Levi’s Jeans), experiential product (Singapore airline and Shangri-La hotel), and Functional product (Colgate toothpaste and Pantene shampoo). The results found that among five personality dimensions, excitement and sophistication have a significant positive influence on perceived brand quality.
Beldona and Wysong (2007) also focused on personality and perceived quality in grocery store product categories (chocolate chip cookies and cola soft drink). After collecting data from 115 participants on 15 personality traits selected from Aaker, J.’s (1997) scale, they found that national brands have stronger brand personality compared to grocery brand, but these differences diminished when consumers have tasted and experienced the brand. The results also showed that except one trait-rough, all other traits were positively correlated with perceived
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
A customer’s response falls in two categories, judgment and feelings. Consumers are constantly making judgments about a brand. These judgments fall into four categories: quality, credibility, consideration, and superiority (Keller, 2001). Customers judge a brand based on its actual and perceived quality, and customers judge credibility using the perception of the company’s expertise, trustworthiness, and likability. To what extent is the brand seen as “competent, innovative, and a market leader,” “dependable and sensitive to the interest of customers,” and “fun, interesting, and worth spending time with” (Keller,
We are all consumers, and we buy diverse products every day. But, do you know what the main factor is that influences us to choose a product? If someone selects a cloth, maybe he pays attention to its quality! Customers’ decisions can be changed depending on what the main factors they are looking at. Various influences can cause consumers to select different products.
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...
A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory aspect of auditing under the customer-based brand equity (CBBE) model.
...of brand equity in an organizational-buying context. Journal of Product & Brand Management, Vol. 6(6), pp. 428-437.
Brand equity is crucial as it implies that the brand itself is an important (financial) asset and can be calculated in financial terms (Barwise, 1993). This is particularly important in the luxury sector as from a behavioural viewpoint, brand equity can differentiate a company or product from other competitors, adding to their competitive advantages based on non-profit competition (Aaker, 2004). The model created by Aaker (1992) states that there are four categories of brand equity; Loyalty, Awareness, Perceived Quality and Associations. Luxury branding relies on a high level of perceived quality, loyalty and associations, although potentially less so for awareness, as it is thought that consumers choose luxury brands based on their exclusivity and as such the more the awareness that surrounds the brand, there is potential for it to become less valuable (Phau and Prendergast,
Attributes are the features of each product that are classified into product-related and non-product related. Product-related attributes are those that “relate to a product’s physical composition”, physical product exposure that derived experience from the brand. Those made consumer perception of brand connected with their emotional and perceived quality of product from a specific brand (Alexandris, Douka, Papadopoulos, & Kaltsatou, 2008). In this study, it uses two constructs for this brand-specific associations as used by previous research which is: emotional value and perceived quality. (Min-Young, Knight, & Youn-Kyung, 2008) suggested there are two constructs that become two major dimensions of brand-specific association as they form critical factors in product
3. A few personality traits, such as innovativeness, seem to predict who will purchase certain products.
The source of the brand features is in a connection between customers and companies that sell services or products. Consumers who choose a specific company fundamentally acknowledge to prefer that brand more than other brands rooted from the recognition of the brand’s worth.
[5] Nandan, S. (2005) An exploration of the brand identity-brand image linkage: A communications perspective, Brand Management. (pp 264 – 278)
... all the existing meanings and definitions of brands are provided. The history and evolution of brands are also looked upon.
All humans are exposed to branding and marketing on a daily basis. Commercials, internet ads, t-shirts, television shows. In today’s fast moving society, we’re constantly bombarded by the marketing and branding practices of businesses. As a new business owner, it can be daunting to step from being the observer to a creator of marketing and branding.
The term 'branding' in modern marketing is generally originated in the agricultural practices of the medieval age. The farmers 'branded' their animals with the iron and then they were able to identify to whom a particular animal belonged. Artisans 'branded' their products, for example, expensive silver tableware. Smiths 'branded' their swords. The role of the brand is to identify products by the same way as for medieval farmers and for modern corporations as well.
Even with commodities, there are quite a few parameters which brands can use to position themselves to capture a place in the consumer’s memory and consequently in their shopping basket. A few of the more widely accepted of them are: Consistency of Product Quality, Customization of the product to the extent possible, Providing a wider range of products, Identifying the most profit generating segments of the market and modifying or adding an offering to cater to their specific needs, Unique packaging, Emotional Branding and even basing branding on building a unique image to the extent of professing to have a brand personality. In fact focusing on getting consumers to build an emotional identification with the brand and its personality has a far longer lasting effect and builds far greater loyalty than focusing on just functional and utility attributes which a competitor would also able to easily match if not surpass.