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West, Julia, and Andrea Österberg. "Varumärkets personlighet : En kvalitativ studie om hur konsumenter tillskriver varumärken personlighetsdrag beroende på logotypens färg." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-21601.
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Syfte: Denna studies syfte är att öka förståelsen för vilka personlighetsdrag konsumenter tillskriver varumärken beroende på logotypens färg. Metod: Eftersom studiens syfte har varit att öka förståelsen för ämnet har en kvalitativ metod använts och färgerna blå, grön, gul, röd och svart har legat till grund för undersökningen. För att samla in empiriskt material har semistrukturerade intervjuer utförts med tolv deltagare. Materialet har analyserats med hjälp av Aakers (1997) Brand Personality Scale samt tematisering. Resultat & slutsats: Studiens resultat visar att den blå logotypen associeras med kompetens, den gröna med uppriktighet och den gula med spänning. Den röda logotypen har även den associerats med kompetens och den svarta med robusthet, i Aakers (1997) Brand Personality Scale. Reaktionerna för den blå och den gröna logotypen har visat sig vara enklast för deltagarna att placera samt visat sig överensstämma med tidigare forskningsresultat. Den gula, röda och svarta logotypen har upplevts svårare och resultaten har avvikit mer från tidigare forskning. Förslag till fortsatt forskning: Våra förslag för framtida forskning är att istället för att studera färger, studera vilken påverkan logotypens utformning har på varumärkets personlighet. Vidare kan framtidens forskning studera flerfärgade logotyper. Vår studie studerar endast en speciell subgrupp och framtida forskning kan därför studera en annan subgrupp för jämförelse. Uppsatsens bidrag: Som bidrag till framtida forskning ser vi att denna studie beskriver samband mellan färgerna blå, grön, gul, röd och svart och dimensionerna som återfinns i Aakers (1997) Brand Personality Scale. Detta tillägg ser vi skulle fungera som ett utvecklande ramverk och därför bidra till det teoretiska perspektivet i framtida studier utförda i Sverige. Som rekommendation kan företag rent praktiskt använda sig av dessa resultat när de ska välja färg för sin logotyp.Aim: In this study we aim to increase understanding of the personality traits consumers ascribe to brands depending on the color of the logo. Method: Due to the aim of the study, which was to increase understanding of the topic, a qualitative method has been used. To collect empirical data semi-structured interviews were conducted with twelve participants. The material was analyzed using Aaker’s (1997) Brand Personality Scale and thematisation. Result & Conclusions: Results show that the blue logo is associated with competence, green with sincerity and yellow with excitement. The red logo has also been associated with competence and the black with ruggedness, in Aaker’s (1997) Brand Personality Scale. The reactions of the blue and green logo has proven to be the easiest for the participants to place and shown to be consistent with previous research. The yellow, red and black logo has been perceived more difficult and the results have deviated more from previous research. Suggestions for future research: Our suggestions for future research is that instead of examining colors, examine the impact of the logo design in brand personality. Furthermore, future research could investigate multi-color logos. Our study examines only a specific subgroup and future research can explore a different subgroup for comparison. Contribution of the thesis: As a contribution to future research, this study describes the relationship between the colors blue, green, yellow, red and black and the dimensions found in Aakers (1997) Brand Personality Scale. This addition would serve as a developed framework and thus contribute to the theoretical perspective in future studies carried out in Sweden. As a recommendation, companies can practically use these results when they are designing their logo.
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Huang, Hazel Hsiu-chen. "Self-identity and consumption : a study of consumer personality, brand personality, and brand relationship." Thesis, University of Warwick, 2009. http://wrap.warwick.ac.uk/2125/.
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This thesis investigates the relationship between self-identity and consumption by discussing the conceptual and measurement issues of consumer personality, brand personality, and brand relationship. The investigation is based on the theories of personality, self-identity, and interpersonal relationship. The self-identity theories (Belk 1988; Cooley 1964; James 1890; Mead 1935) suggest that consumers may use brands to construct, maintain, and enhance their self-identities. Drawing from the literature of personality and self-identity, this thesis repositions the concept of personality for the context of consumption and refers it to self-identity (self-perception) rather than behaviour. This repositioning indicates that consumer personality and brand personality can be examined by the same personality concept. On the basis of the self-identity theories, a positive relationship is expected to exist between consumer personality and brand personality. Moreover, the interpersonal relationship theories (Aron et al. 1991; Rodin 1978; Thibaut and Kelley 1959) indicate that the relationship partners become a part of the self-identity in a close relationship. Therefore, it is hypothesised that the closer the brand personality and consumer personality perceived by the consumers (consumer-brand congruence), the better the brand relationship quality. This study applies a quasi-experiment from a field setting to examine the relationship among consumer personality, brand personality, and brand relationship. A 2 (high and low involvement) x 2 (high and low feeling) factorial design is featured to explore the role of involvement and feeling in the relationship of self-identity and consumption. A total number of 468 observations reveals that consumer and brand personality are strongly and positively related. The greater the consumer-brand congruence is, the better the brand relationship. Minimal moderating effects of involvement and feeling to the relationships between consumer personality and brand personality and between consumer-brand congruence and brand relationship quality are observed. These findings suggest that consumers use brands from various product categories in different situations to maintain their self-identities. The study attempts to make contributions on the theoretical, methodological, and managerial levels. Theoretically, it clarifies the concepts of consumer personality and brand personality, and reaffirms the concept of brand relationship. In this way, some measurement issues of self-identity and brand personality are resolved. The findings suggest that brand personality can be used as a tool to investigate global markets and to facilitate market segmentation and communication. Finally, the limitations of the thesis are recognised and directions for future research are offered.
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Ambe, Honoria. "Online Brand personality in Sweden." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-46556.
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This Paper is centered on online brand personality in the Swedish context. The study is carried out thanks to an existing Model of online brand personality. Precisely the online brand personality dimensions of Park et al., (2005). Parks et al’s. (2005) method was first tested in Korea which was also done in the Korean Language. It is now explored in the Swedish context. A literature review about brand personality in general and particularly online brand personality was conducted which led to the methodology used in the entire paper. A qualitative and cross sectional research design has been used in order to obtain data from customers. This study is thus carried out to explore Park et al. (2005) online brand personality model in the Sweden context. So far, it resulted to new model which involved thirty-one traits and six dimensions.
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Roberts, Candice. "Exploring Brand Personality through Archetypes." Digital Commons @ East Tennessee State University, 2010. https://dc.etsu.edu/etd/1691.
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Though brands are created and maintained using many different management strategies, market and academic research has offered evidence that brands presenting the strongest personalities are more likely to perform better and resonate longer with consumers. This paper examines the components of brand personality using connections between contemporary branding and 13 classic archetypes. The study also discusses the life cycle of the brand, including development of brand personality and achievement of iconic status in conjunction with archetypal marketing. The research of Faber and Mayer (2009) is the basis for an analysis measuring participant attitudes toward popular brands by matching them with archetypal descriptions and explores possible correlation between product category and archetype. Results show evidence for high levels of participant agreement when categorizing archetypal representations of popular brands as well as consistency across product category. Results are also indicative of a relationship between gender and archetype selection.
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Bien, Yu-Shiang. "The meaning transfer between country personality and brand personality." [Gainesville, Fla.] : University of Florida, 2009. http://purl.fcla.edu/fcla/etd/UFE0024619.
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Hassey, Roseann V. "Stand By Your Brand: How Brand Personality and Brand Failure Type Shape Brand Forgiveness." University of Cincinnati / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1470045358.
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Ishikawa, Keizo. "BRAND DYNAMICS: The Effects of Brand Personality and Brand Experience on Emotional Brand Attachment." OpenSIUC, 2013. https://opensiuc.lib.siu.edu/dissertations/713.
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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.
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Jabbar, Zeenat. "The impact of corporate visual identity on brand personality." Thesis, Brunel University, 2014. http://bura.brunel.ac.uk/handle/2438/8734.
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It is argued that there is a need to extend our understanding and knowledge of the magnitude to which the elements of corporate visual identity (CVI) are perceived as the communicators of brand personality and hence corporate image, by the consumers. This thesis extends the knowledge about corporate visual identity (CVI) factors, particularly, name, logo, and colours, by developing a comprehensive model which incorporates corporate visual identity (CVI) elements and brand personality (BP) traits (sophistication, sincerity, ruggedness, excitement, competence). The thesis focuses on the association of types of brand names with brand personality traits. This study also focuses on the different types of logos and their associations with different personality traits and on associations of different brand colours with different brand personality traits. A quantitative approach was adopted. A conceptual model was developed. This model looked at brand name, logo and colour and their collective association with, as well as their influence in, developing a brand‘s personality. A questionnaire was prepared and pretesting was carried out to test whether the constructs of the model were valid and reliable and that the instrument used was fit for purpose. Pakistan was the context for this research, and the brands chosen represented the cellular telecom industry of Pakistan. A sampling frame of Pakistani youth was chosen, with an age bracket of 18-26, as this age group which constitutes the highest usage of cellular services in Pakistan. The sample size was 1400, and the sampling method was stratified random sampling. Cross-tabulation analysis was conducted to test the hypotheses. The results from this study suggest that CVI has a significant positive impact on brand personality development. One of the strongest messages to emerge from this study is that CVI elements (namely, brand name, logo, and brand colours) are found to be essential for the creation of brand personality. This study provides a model that managers can use to influence consumers‘ perceptions and buying behaviour and also helps in the positioning of a brand in differentiating it from the competition. This study makes its contribution in that it is the first to empirically test the associations of CVI elements with BP traits and to present a conceptual model which examines the influence of CVI elements in shaping a brand‘s personality and establishing an integrative view of CVI elements and brand personality traits, and, to do so from South Asian perspective. This study is the first to clearly define the role of brand names in creating brand personalities, associating brand name types with brand personality traits and to establish an empirical relationship between types of brand names and various personality traits. This is the first study to provide empirical evidence to support the claim that brand logo types are associated with specific brand personality traits and to clearly associate brand colours with specific brand personality traits. Findings from this study allow companies in other business sectors as well as in other countries to develop their CVI strategy and to modify their CVI strategies to influence the brand personalities.
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Sjöstedt, Anna, and Jeanette Bohman. "You are who you wear? : En kvantitativ studie om varumärkesidentitet och varumärkesimage." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-29520.
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The purpose of the study was to find out how well companies succeed in trying to convey the identity of their trademarks to the consumers. The study was quantitative with a survey design. A sample of 109 respondents participated. Brand identity and brand image was the focus of the study and was measured in three companies; Odd Molly, Filippa K and Björn Borg. These three were selected partly because of their different profiles. One survey was sent to the companies and one survey was distributed to the consumers. The majority of the questions in the surveys were based on a model designed to measure brand identity and brand image and gap in between them. The study presents three central theories; Profile, Image and Identity, Brand Equity and The Corporate Personality Scale. The first two gives a background to the concept of the words. The Corporate Personality Scale was created and designed to assess image and identity and the gaps in between them. The results showed that there were gaps in between the brand identity and the brand image in all three of the selected companies. However there were also signs of coherence between them. The companies succeeded in some part, in their trying to convey the identity of their trademarks to the consumers. There were both clear gaps and clear coherence between Brand Identity and Brand Image. In some cases the image was graded higher than the identity and vice versa.
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Overstreet, Kay L. "Children's Inferences Based on Brand Personality." Thesis, University of North Texas, 1993. https://digital.library.unt.edu/ark:/67531/metadc500407/.
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This study explored the inferences male children held about the brand personality. The sample included 46 male fifth graders. Personal interviews were conducted and the results were compiled and interpreted using descriptive statistics. Four subject areas were addressed: identification and inferences about brand personality, sources of inferences, children's ability to make inferences about other children based on brand personality, and application of brand personality to self. Results indicated children make inferences about brand personality, make inferences about other children based on brand personality, and apply brand personality to themselves. An attempt to identify sources of inferences was inconclusive.
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Karampela, Maria. "An investigation of patterns of self-brand personality alignment." Thesis, University of Edinburgh, 2015. http://hdl.handle.net/1842/25994.
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In their continuous search for improved explanations of why consumers engage with certain brands more than with others, academics and managers have placed significant importance on self-brand congruence theory, which suggests that consumers are drawn to brands with characteristics that align with their own characteristics. Although this theory has been extensively investigated and supported by previous research, it has hitherto been assumed that the alignment of characteristics exhibits a similarity configuration, that is, consumers are drawn to brands with traits that mirror their own traits. By adopting a relational view of consumer-brand interactions and drawing from the literature on interpersonal relationships, specifically from theories of interpersonal attraction, the thesis explores the possibility that besides similarity, self-brand personality alignment may also exhibit a complementarity configuration, whereby consumers are drawn to brands with traits that complement their own. Using a two-phase empirical study of mixed methods [in-depth interviews and online survey (n=206)], the thesis first explores the structure of consumers’ perceptions of their own personalities and those of their favourite brands using Exploratory Factor Analysis. Results reveal that although brand personality has the same five factor structure as human personality, the composition of dimensions is distinct. The patterns of alignment between the two sets of traits are then examined through Canonical Correlation Analysis, which reveals the existence of both similarity and complementarity configurations in self-brand personality alignment. A new method for measuring the magnitude of self-brand personality alignment is then devised, which captures both configurations. The predictive power of this new measure is then compared against existing, similarity-based measures for a range of desirable brand behaviours, using Discriminant Analysis and Linear Regression. Results indicate the new measure performs well, especially for emotionally-related brand behaviours.
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Carter, Liam Leslie. "Investigating the relationship between corporate brand personality and employee brand commitment." Diss., University of Pretoria, 2011. http://hdl.handle.net/2263/25805.
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Corporate brands in today’s business landscape are complex and multifaceted, with employees playing a critical role in the building of those brands. As employee brand commitment forms an important part of building a corporate brand, it would be beneficial to understand the drivers of employee brand commitment in order to better understand the corporate brand. One of the main aspects of employee brand commitment is the personality of the corporate employer brand. This research aims to determine the relationship between corporate brand personality and employee brand commitment. By utilising the Corporate Brand Personality Scale and employee brand commitment measures, a quantitative survey was administered to 250 members of an online research panel. Exploratory factor analysis was used to determine the most common elements of the Corporate Brand Personality Scale. Thereafter, regression analysis was performed to determine the role of brand personality in predicting an employee’s commitment to their corporate brand. The results of this study show that factors of corporate brand personality have a significant influence on employee brand commitment. Further discussion into factor analysis shows that progressive and steadfast personality traits have a significantly positive effect on employee brand commitment, whilst supercilious personality traits have a negative effect on employee brand commitment.Dissertation (MBA)--University of Pretoria, 2011.
Gordon Institute of Business Science (GIBS)
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Rudinski, Sanja. "Consumer Perception of Brand Personalization : Adbusters as Anti-Brand." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10149.
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Thesis purpose: The thesis purpose is to examine the interrelationship of consumer and brand relation. The main objective is to research how consumers’ perception of brand personalization before and after seeing Adbusters subvertisement ads influences their relation to brands. Methodology: The thesis has deductive quantitative research approach, since it starts from theory to gain more understanding of the research area. The data is collected through an online questionnaire. Theoretical perspective: This study is based upon the general brand and branding definitions, with focus on brand personality, consumer perception and findings within the study of Adbusters. Empirical data: The study is investigated quantitatively. An online questionnaire was used to gather the empirical data. Conclusion: This study provides a broad overview about consumer perception of brand personalized commercial ads and what is their relation to brands after seeing Adbusters subvertisement ads. The research contributes to brand personalization theory and Adbusters studies and demonstrates that Adbusters influence on brand personalization depends on how strong the consumer-brand relationship is. However, it is also shown that consumers are inconsistent in their perception of brand personas and that relation to brands is highly brand-specific.
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Karlsson, Liam, and Emmanuel Ero. "Differences in the Perception of Brand Personality." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39807.
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Background: The process connected to understanding perceived brand personality is discussed as well as how perceived brand personality may be affected by different cultures. Finally, the reader is introduced to the sportswear fashion industry, namely Adidas. The research questions are introduced. Literature Review: The concept of standardisation vs adaptation is introduced, leading to a discussion regarding social media as a form of standardised marketing and how Adidas use it. The concept of culture is addressed with additional information regarding gender identity. Aaker’s dimensions of brand personality are discussed as well as how they are used to measure brand personality. Finally, brand personality’s relationship with brand loyalty as a (leading in to brand equity) and how brand personality may be used to determine brand preference are discussed. Theoretical Framework: The adapted model of how this thesis’s research will be undertaken are presented along with 5 hypotheses that will be tested. Methodology: This thesis follows a quantitative research method, namely the distribution of surveys. Saunder’s Research Onion is used as a guideline for the sections of the methodology. The design of the survey is discussed followed by how the authors will ensure for reliability and validity. Empirical Findings and Discussion: The authors found that national culture and gender identity play a role in shaping perceived brand personality of Adidas. Further findings show that brand preference cannot be determined based on a countries classification as masculine or feminine. Conclusion: A summary of the findings and discussion are presented. This is followed by managerial implications, where the authors attain to the fact that if brands are to continue using standardised messages they must structure it in a way that takes all culture groups into account or alternatively opt for adapted marketing messages. Finally, limitations and future research are presented.
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Busch, Friederike, and Rego Diego Planas. "Qualitative Brand Image Analysis for a Global Brand : An Intercultural Perception of the Brand Image through Brand Personality." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9781.
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The cultural differences in the consumers' perspectives are an important factor that affects the image of brands around the world. A brand's image may be affected even though the company gives the same message across different cultures. In order to analyze these effects, the authors have conducted a qualitative study, chosen the chocolate brand Kinder and studying how Kinder's brand image perception varies in four different cultures by conducting 16 in-depth interviews. The data was afterwards categorized, analyzed and compared to each other in order to find differences and similarities of the brand image in the interviewee's perspectives. This work’s focus is on the problem how the cultural differences can affect the perspective of individuals brand image even though this one can try to have a global standardized image.
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James, David Owen. "Consumer evaluations of brand alliances." Thesis, Henley Business School, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.340727.
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Lund, Kaisa. "Transfer of brand associations over time : the brand extension of Nivea." Doctoral thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19892.
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Brand extension has been the source of strategic growth for many firms during recent decades. Introducing new products under existing brand names is one way to use the image of a brand name to enter new markets. Previous research has shown that the success of a brand extension depends on the transfer of the parent brand associations to the extended product. Although the transfer of brand associations from the parent brand to the extension is recognised as crucial for the success of brand extension, surprisingly little research has been conducted on how brand associations actually are transferred. In the present research, I argue for expanding the view on brand extension to include market communication of product introductions. Explanations are provided on how brand associations are transferred in multiple brand extension from an advertising perspective. The empirical data are based on a case study of the personal and skin care brand Nivea and include an advertising analysis that spans a time period of 72 years, interviews with executives, and a document analysis. The interpretation of the case is guided by a review of the literature on brand extension, brand associations, and brand personality. Insights into how brand associations are transferred in multiple brand extension are advanced in the conclusion, emphasising that brand associations are transferred not only from parent brand to extended product but also from one extension to another. The results also show that the brand associations change due to contextual changes as a consequence of the transfer to a new product. The context refers to the intended user or usage situation. Furthermore, the study suggests that corporate associations reinforce brand associations of extended products. Finally, I propose that future research should include the organisation as part of the brand extension process. The study is intended to contribute to an increased understanding of brand extension, facilitating the creation of new hypotheses, research designs, and methods in the research area.
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Lopez, Cecilia Maria. "Communicating CSR and Brand Personality through Social Media." Thesis, Virginia Tech, 2015. http://hdl.handle.net/10919/52958.
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In the competitive atmosphere of today's business world, corporate social responsibility (CSR) has become yet another factor organizations use to distinguish themselves and make their values apparent to their audiences. Social media have helped organizations communicate these characteristics with their audiences by enabling timely and cost-effective communication between individuals and organizations. While many studies have explored the role of social media in communicating CSR messages, few studies have focused on the social transformational cues that visual elements of these tools offer organizations in terms of communicating their socially responsible activity. Through a content analysis of social media posts by both the Reputation Institute's 20 most responsible companies and the institute's top 20 Fortune 500 companies, this study explored the ways in which organizations communicate their CSR activities over a three-month period. The analysis examined companies' CSR initiatives through their text and image posts on Instagram and Twitter, as well as how socially responsible companies express brand personality using these social media sites. Furthermore, this study compared organizations' use of image, text, and text-only based social media posts, as well as their use of image-power strategies. This study also contributed to existing work on CSR in social media by examining trends in the social media strategies of the most responsible and highest earning organizations in terms of how they communicate cues related to CSR.Master of Arts
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Plymoth, Hjalmarsson Louisa, and Douglas Svinge. "Varumärkens personlighet: En kvalitativ undersökning av relevanta faktorer." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-32403.
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Titel: Varumärkens personlighet: En kvalitativ undersökning av relevanta faktorer. Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Douglas Svinge, Louisa Plymoth Hjalmarsson Handledare: Jonas Molin och Lars-Johan Åge Examinator: Maria Fregidou-Malama Datum: 2020 – 05 – 25 Syfte: Då det råder en brist på kvalitativa undersökningar – samt en brist på kunskap angående vilka faktorer som påverkar hur konsumenter upplever en varumärkespersonlighet – anser vi att det är av intresse att med hjälp av en kvalitativ undersökning skapa en djupare förståelse för vilka faktorer som påverkar hur konsumenter upplever en varumärkespersonlighet. Syftet med denna studie är därför att öka förståelsen för vilka faktorer som är relevanta för hur konsumenter upplever en varumärkespersonlighet. Metod: Vi har valt att utgå ifrån en kvalitativ forskningsdesign, där ett deduktivt förhållningssätt har valts för att kunna besvara syftet. Vi använder oss av tidigare framforskad teori inom varumärkespersonlighet och marknadsföringsmixen, vilka vi kombinerar för att undersöka hur teorin förhåller sig till vår insamlade empiri. Vi har sammanställt vår data och identifierat olika teman och mönster, vilket vi sedan ställt mot vårt teoretiska material. Tio stycken intervjuer har genomförts och den yngsta respondenten var 19 år och den äldsta 63 år. Resultat & slutsats: Respondenterna valde olika personlighetsdrag för respektive varumärke, vilket innebär att de upplever distinkta varumärkespersonligheter. Vi ifrågasätter dock relevansen av personlighetsdragen charmig och glamorös för snabbmatsbranschen då de ej valdes någon gång. Vårt resultat tyder på att samtliga faktorer i 7P-ramverket påverkar upplevd varumärkespersonlighet, där vissa faktorer verkar vara viktigare än andra. Examensarbetets bidrag: Vår studie skapar en större förståelse för att företag bör beakta samtliga aspekter i 7P-ramverket vid utveckling och kommunikation av önskad varumärkespersonlighet. Genom att öka denna förståelse kan företag mer effektivt utvärdera och anpassa sina varumärkespersonligheter för att på så vis attrahera kunder och bygga långsiktiga kundrelationer. Vi ser även vår inkludering av negativa personlighetsdrag i form av motsatsord som ett viktigt praktiskt bidrag. Genom denna inkludering fick vi insikt om att flera faktorer som påverkar att konsumenter associerar varumärken med positiva personlighetsdrag även kan påverka att negativa personlighetsdrag tillskrivs varumärket om de inte sköts på ett korrekt vis. Förslag till fortsatt forskning: Vi föreslår att framtida forskning genomför liknande studier för olika branscher och olika länder. Detta skulle öka möjligheten att generalisera resultaten, och det skulle även innebära en chans att identifiera nya mönster gällande faktorer som påverkar hur konsumenter upplever en varumärkespersonlighet. Framtida kvantitativa undersökningar vore önskvärt för att kunna avgöra om de mönster och teman vi urskilt står fast med ett större antal deltagare. Detta skulle till exempel kunna genomföras med hjälp av en enkät där respondenter får välja och rangordna faktorer som har påverkat upplevda personlighetsdrag. Ytterligare forskning krävs även för att kunna ta reda på vilken/vilka faktorer som har störst respektive minst påverkan på hur konsumenter upplever en varumärkespersonlighet. Nyckelord: Brand Personality Scale, Brand Personality, Marketing Mix, 7P Model, Modified Brand Personality scale, Antecedents of brand personality.Title: Varumärkens personlighet: En kvalitativ undersökning av relevanta faktorer. Level: Student thesis, final assignment for Bachelor's Degree in Business Administration Authors: Douglas Svinge, Louisa Plymoth Supervisors: Jonas Molin och Lars-Johan ÅgeExaminator: Maria Fregidou-Malama Date: 2020 - 05- 25 Aim: Since there is a lack of qualitative research - as well as a lack of knowledge about the factors that influence how consumers perceive the personality of a brand - we believe it is of interest to use a qualitative method to create a deeper understanding of the factors that influence how consumers evaluate brand personality. The purpose of this study is therefore to increase understanding of the factors that are relevant to how consumers evaluate brand personality. Method: We have chosen to base our study on a qualitative research design, and a deductive approach was chosen to answer our purpose. We use previously researched theory on brand personality and the marketing mix, which we combine to investigate how the theory relates to our collected empirics. We have compiled our data and identified different themes and patterns, which we then tested against our theoretical material. Ten interviews have been conducted and the youngest respondent was 19 years old and the oldest respondent 63 years old. Result & Conclusions: Our respondents chose different personality traits for each brand, which suggests that distinct brand personalities were perceived. We question the relevance of the personality traits charming and glamorous for the fast-food industry since they were not chosen once in our study. Our results suggest that all the factors in the 7P-framework affect perceived brand personality, where some factors seem to be more important than others. Contribution of the thesis: Our study supports that brand should consider all factors of the 7P-framework in the development and communication of desired brand personality. This way brands will be able to assess and adjust their brand personalities more efficiently in order to attract customers and build long-lasting relationships. An inclusion of negative personality traits is suggested in the evaluation of brands as it may increase the understanding of how different factors affect how customers perceive brand personalities. Suggestions for future research: We suggest that future research perform similar studies among different industries and countries. This would increase the generalizability of the results and it would also provide a chance to identify new patterns regarding factors that affect how consumers perceive a brand personality. Future quantitative studies would be desirable in order to determine whether our results are valid for a larger number or respondents. An example would be to use a survey where respondents would choose and rank factors depending on their respective impact on perceived brand personality. Further research is also required in order to determine which factors of the 7P-model that are more/less important. Key words: Brand Personality Scale, Brand Personality, Marketing Mix, 7P Model, Modified Brand Personality scale, Antecedents of brand personality.
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Smith, Alex F. "The Relationship of Consumer Personality and Company Branding Among Market Leaders in the Sports News Media Industry." Scholarship @ Claremont, 2013. http://scholarship.claremont.edu/cmc_theses/585.
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Personality and brand factors were examined to determine if consumers of certain personality dimensions would be more favorable toward specific brand factors of three major sports media companies: Sports Illustrated, ESPN, and Fox Sports News. College-age sports news followers were tested to ascertain personality, brand evaluation, and media usage. Findings disclosed associations of personality dimension and brand preference, for example, “Agreeable” participants favored ESPN branding. Participants scoring low on “Extroversion” favored the Sports Illustrated brand. Other findings included an association between “Agreeableness” and TV; and frequent digital media users favored ESPN. Findings have implications for integrating personality research in marketing strategies that target college-age consumers.
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Perales, Caro Samantha Luana, and Escobar Jorge Antonio Medina. "La relación que existe entre el consumer personality y brand personality y su influencia en el brand loyalty del sector zapatillas." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655625.
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En este trabajo se analizará la relación entre el Brand Personality y el Consumer Personality y su influencia en el Brand Loyalty en el sector de zapatillas. Se identificará la importancia de esta investigación para el mercado peruano y se determinará si es que realmente existe una relación entre las primeras dos variables que pueda impactar en la tercera. El enfoque de esta investigación se centra en el consumer personality, cuyas dimensiones son personalidad, rasgos sociales e identificación, en cómo esta variable se refleja en el brand personality, con dimensiones como sinceridad, responsabilidad, actividad y emoción y posteriormente, en cómo esta relación influencia en el brand loyalty que desarrolla el consumidor. Se empleará un modelo de análisis correlacional y de regresión lineal múltiple como metodología para el estudio y se tomarán en cuenta las limitaciones que puedan proceder del cambio en el hábito de consumo de las personas por la coyuntura actual.In this work we will analyze the relationship between Brand Personality and Consumer Personality and their influence on Brand Loyalty in the sneakers sector. The importance of this research for the peruvian market will be identified and it will be determined whether there really is a relationship between the first two variables that may impact the third. The focal point of this research focuses on the personality of the consumer, which dimensions are personality, social traits and identification, in how this variable is reflected in the personality of the brand, with dimensions such as sincerity, responsability, activity and emotion and later, in how this relationship influences the brand loyalty developed by the consumer. We will use a correlational analysis and multiple linear regression model as the methodology for the study and the limitations that may come from change in people’s consumption habits due to the current situation will be taken into account.
Trabajo de investigación
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Vinyals-Mirabent, Sara. "Building urban destination brands in Europe: re-conceptualizing the relationship between brand image and brand personality in website communication practices." Doctoral thesis, Universitat Pompeu Fabra, 2018. http://hdl.handle.net/10803/462852.
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Destinations must project a strong and differentiated brand image to position themselves in a competitive market. To this end, official websites have become a key instrument in the portrayal of the desired image and as the place where tourists expect to find everything about the destination. In this study, the official websites of the 12 most popular urban destinations in Europe are analyzed with a two-fold purpose: to describe their projected image, and to explore the relationship between brand image and brand personality in their discourse. The results highlight cultural activities, tourist packages, and food and drink associations as the three core components of the European cities’ offer. Similarly, while all destinations project highly exciting personalities, the traits related to the other personality dimensions are those that differentiate the destinations in the competitive context. Finally, the study shows that some product-related associations are more likely to transmit specific personality traits.Les destinacions han de projectar una imatge de marca robusta i diferenciada en un mercat competitiu. Així, els webs oficials s’han convertit en un instrument clau per transmetre la imatge desitjada, i en el lloc on els turistes esperen trobar tota la informació sobre la destinació. L’estudi analitza el lloc web oficial de les 12 destinacions urbanes més populars d’Europa amb un doble objectiu: descriure la imatge que projecten, i explorar la relació entre imatge i personalitat de marca en el discurs. Els resultats destaquen les activitats culturals, els paquets turístics i la gastronomia com els principals components de la oferta de les ciutats. També demostren que totes les destinacions projecten una personalitat forta en emoció, però són les altres dimensions de la personalitat aquelles que contribueixen a la diferenciació. Finalment, l’estudi identifica la propensió de determinades associacions relacionades amb el producte a transmetre trets de personalitat de marca específics.
Los destinos deben proyectar una imagen de marca robusta y diferenciada en un mercado competitivo. Así, los sitios web oficiales se han convertido en un instrumento clave para transmitir la imagen deseada, i en el sitio donde los turistas esperan encontrar toda la información sobre el destino. Este estudio analiza el sitio web oficial de los 12 destinos urbanos más populares de Europa con un doble objetivo: describir la imagen que proyectan, y explorar la relación entre imagen y personalidad de marca en el discurso. Los resultados destacan las actividades culturales, los paquetes turísticos y la gastronomía como los principales componentes de la oferta de las ciudades. También demuestran que todos los destinos proyectan una personalidad fuerte en emoción, pero son las otras dimensiones de personalidad aquellas que contribuyen a la diferenciación. Finalmente, el estudio identifica la propensión de determinadas asociaciones relacionadas con el producto a transmitir rasgos de personalidad de marca específicos.
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Ydefjäll, Emelie, and Susanne Karlsson. "Dimensioner av brand personality i den svenska kontexten : -En kvantitativ studie." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-38012.
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Bakgrund: Brand personality beskrivs i litteraturen som den uppsättning avpersonliga egenskaper som beskriver ett varumärke, genom att försevarumärken med mänskliga drag kan konsumenten lättare relatera ochknyta an till sina egna preferenser utifrån sin egen karaktär (Aaker 1997).Det var år 1997 som forskaren Jennifer Aaker (1997) kom med denförsta definitionen om brand personality, som följde "the set of humancharacteristics associated with a brand" (Aaker 1997, p 347). Syfte: Syftet är att förklara hur Aaker’s (1997) modell brand personality “thebig five” kan revideras för att passa till den Svenska kontexten. Forskningsfråga: Vilka dimensioner i modellen brand personality “the big five” (Aaker,1997) behöver revideras för att appliceras i en Svensk kontext?Vilka personlighetsdrag och dimensioner är unika för den svenskakontexten och behöver därmed adderas till brand personality modellen? Metod: Denna studie har antagit en abduktivt angreppssätt, där tidigareforskning om brand personality har varit utgångspunkt. Författarna toggrund i befintlig teori med avsikt att testa modellen ”the big five” skapadav Aaker (1997) empiriskt i en ny kontext. Till studien tillämpadesfokusgrupp (förstudie) och enkät. Resultat och slutsats: Genom studien var det möjligt att fastslå att Aakers (1997) ursprungligamodell brand personality, inte var funktionell i den kontext som studienämnar. En revidering var nödvändig för att uppnå en effektiv brandpersonality i den svenska kontexten. Resultatet genererade 41personlighetsdrag fördelade i 15 fasetter och fem dimensioner. Unikt förden svenska kontexten är åtta nya personlighetsdrag och tvådimensioner. Dimensionerna sophistication och ruggedness (Aaker1997) förkastades och ersattes av dynamisk och elementär. Det påvisadesatt vissa personlighetsdrag hade en annan innebörd i den svenskakontexten och var därmed bättre lämpade till en annan dimension.
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Qian, Yanghan, Markus Fridstrom, and Andreas Strömberg. "Towards Universal Brand Personality Dimensions : A descriptive study of the validity of a proposed universal brand personality scale in a Swedish context." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96526.
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Background: Brand personality is based on the notion that brands possess personalities similar to that of human personalities. It is a common measure for describing consumers’ brand perceptions, and brands with loyal customers often have distinctive personalities. Since Aaker (1997) introduced the first brand personality scale, researchers have noticed increasing difficulties in comparing results from different studies. Geuens, Weijters & De Wulf’s (2009) proposed a solution to this problem by developing a brand personality scale that is claimed to be universal. Purpose: The purpose of this paper is to describe the extent to which the proposed universal brand personality scale (UBPS) can be validated in a Swedish context. Methodology: This descriptive study is of quantitative nature and applied a cross-sectional design. An online questionnaire was sent out to collect data on 12 brands from 193 respondents. These provided 2205 brand impressions that were processed by conducting a confirmatory factor analysis (CFA). Parameters such as content validity, fit indices, composite reliability and construct validity were chosen to determine the overall fitness of the model. Conclusion: The results indicated reasonable support for validation of Geuens, Weijters & De Wulf’s (2009) brand personality scale in a Swedish context.
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Rita, Melissa Oliveira. "Chanel’s perfume personality : the gap between identity and image." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19576.
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Mestrado em MarketingNos últimos anos, as redes sociais tornaram-se um componente vital das comunicações integradas de marketing, estabelecendo um forte relacionamento entre as organizações e os seus consumidores. A revolução tecnológica alterou os padrões comportamentais, permitindo a troca de uma enorme quantidade de informações e opiniões entre os consumidores em diversas plataformas digitais. Numa era de tendências em rápida mudança, o setor de luxo começou a olhar para as classes de consumidores do futuro preparando-se para fazer investimentos significativos em marketing digital e recorrendo progressivamente às redes sociais para criar um maior envolvimento com os seus clientes. Assim, para entender o envolvimento do cliente é preciso garantir que uma marca esteja a transmitir ao consumidor a perceção correta (identidade versus imagem). A identidade e imagem de marca podem projetar uma perceção distinta da pretendida por parte dos consumidores. O modelo de personalidade de marca pode ser essencial para compreender a influência das perceções da marca entre empresas e consumidores. Esta investigação tem o desígnio de analisar as dimensões de personalidade da marca comunicadas online pela marca de luxo Chanel, nos seus produtos de cosmética mais conceituados: as suas fragrâncias - Coco Chanel Mademoiselle, Chanel Eau Tendre e Chanel Nº5; com o intuito de compreender se a identidade projetada pela marca diverge com a imagem percecionada pelos consumidores.
In recent years, social networks have become a vital component of integrated marketing communications enabling the creation of a strong relationship between organizations and their consumers. The technological revolution has altered behavioural patterns, enabling the exchange of a huge amount of information and opinion among consumers on various digital platforms. In an age of rapidly changing trends, the luxury sector has begun to look at its consumer classes of the future, being prepared to make significant investments in digital marketing and progressively using social media to attract customer engagement. Thus, to understand customer engagement, we may need to make sure that a brand is passing to consumer the right perception (identity versus image). Brand identity and image may project a different perception from consumers. Brand personality model may be essential for understanding the leverage between firms and consumers brand perceptions. This research aims to analyse the personality dimensions of online brand communication by luxury brand Chanel, for its most notorious cosmetic products: its fragrances - Coco Chanel Mademoiselle, Chanel Eau Tendre and Chanel Nº5; with the purpose of understanding if the identity projected by the brand diverges with the image perceived by consumers.
info:eu-repo/semantics/publishedVersion
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Prommeenate, Prapanrat, and Ruechuphan Chookruvong. "Political Marketing: Brand Personality for Generation Y Thai Voters." Thesis, Mälardalen University, School of Business, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-822.
Full textAbstract:
Date: May 28th, 2008
Course: Master thesis, EFO705
Authors: Prapanrat Prommeenate 830202
Ruechupan Chookruvong 811004
Tutor: Tobias Eltebrandt
Title: Political Marketing: Brand Personality for Generation Y Thai voters.
Problem: What are the important characteristics in brand personality of political parties and leaders for Generation Y Thai voters? And how the parties should communicate them with the Generation Y Thai voters?
Purpose: The aim of this thesis is to investigate and analyze the brand personality of the ideal political party and the ideal political leader for Generation Y Thai voters and compare with two biggest parties from the 2007 election. Furthermore, the paper will recommend how to communicate those characteristics of the brand personality to Generation Y Thai voters in five regions.
Method: Preliminary interviews are conducted to have a rough picture of Generation Y Thai voters’ opinion from five regions. Then, the information helps formulate the questionnaire. The questionnaires are distributed to investigate the ideal brand personality as well as the brand personality of two exist biggest parties in Thailand.
Conceptual Framework: Brand personality concept is being used as the main framework. In addition, the integrated marketing communication is used to explain how the brand personality should be distributed.
Conclusion: The thesis offers the important traits and characteristics of the parties and leaders for the Generation Y Thai voters. Additionally how the parties should communicate the brand personality is recommended.
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Haji, Iftakar. "Negative brand personality : the construct antecedents and outcome variables." Thesis, Aston University, 2014. http://publications.aston.ac.uk/22445/.
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By evolving brands and building on the importance of self-expression, Aaker (1997) developed the brand personality framework as a means to understand brand-consumer relationships. The brand personality framework captures the core values and characteristics described in human personality research in an attempt to humanize brands. Although influential across many streams of brand personality research, the current conceptualization of brand personality only offers a positively-framed approach. To date, no research, both conceptually and empirically, has thoroughly incorporated factors reflective of Negative Brand Personality, despite the fact that almost all researchers in personality are in agreement that factors akin to Extraversion (positive) and Neuroticism (negative) should be in a comprehensive personality scale to accommodate consumers’ expressions. As a result, the study of brand personality is only half complete since the current research trend is to position brand personality under brand image. However, with the brand personality concept being confused with brand identity at the empirical stage, factors reflective of Negative Brand Personality have been neglected. Accordingly, this thesis extends the current conceptualization of brand personality by demarcating the existing typologies of desirable brand personality and incorporating the characteristics reflective of consumers’ discrepant self-meaning to provide a more complete understanding of brand personality. However, it is not enough to interpret negative factors as the absence of positive factors. Negative factors reflect consumers’ anxious and frustrated feelings. Therefore, this thesis contributes to the current conceptualization of brand personality by, firstly, presenting a conceptual definition of Negative Brand Personality in order to provide a theoretical basis for the development of a Negative Brand Personality scale, then, secondly, identifying what constitutes Negative Brand Personality and to what extent consumers’ cognitive dissonance explains the nature of Negative Brand Personality, and, thirdly, ascertaining the impact Negative Brand Personality has on attitudinal constructs, namely: Negative Attitude, Detachment, Brand Loyalty and Satisfaction, which have proven to predict behaviors such as choice and (re-)purchasing. In order to deliver on the three main contributions, two comprehensive studies were conducted to a) develop a valid, parsimonious, yet relatively short measure of Negative Brand Personality, and b) ascertain how the Negative Brand Personality measure behaves within a network of related constructs. The mixed methods approach, grounded in theoretical and empirical development, provides evidence to suggest that there are four factors to Negative Brand Personality and, tested through use of a structural equation modeling technique, that these are influenced by Brand Confusion, Price Unfairness, Self- Incongruence and Corporate Hypocrisy. Negative Brand Personality factors mainly determined Consumers Negative Attitudes and Brand Detachment. The research contributes to the literature on brand personality by improving the consumer-brand relationship by means of engaging in a brandconsumer conversation in order to reduce consumers’ cognitive strain. The study concludes with a discussion on the theoretical and practical implications of the findings, its limitations, and potential directions for future research.
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Barreda, Cornejo Maria Paz. "Brand Equity (Brand Awareness, Brand Association y Perceived Quality) y Brand Personality en relacion a Brand Loyalty en la categoría de sportswear de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/655013.
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Cada vez más el término Brand Equity es importante en diversas categorías, de este modo, las compañías buscan construir uno sólido. Asimismo, el Brand Personality en este fenómeno es relevante, pues está relacionado con el Brand Equity al indicar los valores y personalidad de la marca e influir en la conexión con el consumidor. Este estudio busca encontrar la relación entre dimensiones del Brand Equity (Brand Awareness, Brand Association y Perceived Quality) y Brand Personality con respecto al Brand Loyalty, en el contexto peruano de la categoría de sportswear. La data obtenida de 400 encuestados por medio de una encuesta online fue analizada usando análisis de regresión múltiple y correlaciones.The term Brand Equity is increasingly important in various categories, thus, companies seek to build a solid one. Likewise, Brand Personality in this phenomenon is relevant, since it is related to Brand Equity by indicating the values and personality of the brand and influencing the connection with the consumer. This study seeks to find the relationship between dimensions of Brand Equity (Brand Awareness, Brand Association and Perceived Quality) and Brand Personality with respect to Brand Loyalty in the Peruvian context of the sportswear category. The data obtained from 400 respondents through an online survey was analyzed using multiple regression analysis and correlations.
Trabajo de investigación
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Yaro, Walita. "The Role of Luxury Fashion Brands : A qualitative research of how the consumption of luxury fashion brands relate to young consumers' self-concept." Thesis, Stockholms universitet, Företagsekonomiska institutionen, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-132964.
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The market for luxury brands has outpaced other consumption categories through its growth, and has been found in continuous development. As there is an increasing amount of luxury categories, the consumption of luxury fashion brands account for the largest proportion of luxury profits, and the marketing costs for such brands has shown to surpass those of other fashion categories. Consumer researchers have throughout decades emphasized how individuals participate in consumption behavior to form their self-concept in relation to brands. However, previous research has disregarded the multidimensional perspective regarding the theory of self-concept when examining the consumption of brands. Hence, the current research paper aims to strengthen the existing self-concept theory by exploring the role in which luxury fashion brands have by focusing on how the consumption of such brands relate, and contribute, to the consumer’s self-concept. By applying a qualitative method to investigate such purpose, and involving the existing theory of self-concept, brand image, and brand personality, it appeared that luxury fashion brands has a function to operate as a confidence booster for young consumers’ perception of their self-concept. In terms of the theoretical contribution of this paper, this research further illustrates how the theoretical explanation of brand image and brand personality relates to two different dimensions of the consumer’s self-concept. The consumption of luxury fashion brands has shown a significant role in individuals’ consumption behavior by emphasizing a striving, and motivating, part in the self-concept of young consumers.
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Kuo, Lee-Ching, and 郭李靖. "The Effects of Personality Trait and Brand Personality on Brand Preference." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/41234160199006885663.
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碩士國立交通大學
管理科學學程碩士班
91
Brands are the most important capitals of enterprise. A permanent and unique brand with a clear and enduring brand personality could create an advantageous position to fulfill the need of symbolic effect from consumers. To create a mental market segrementation for its product, a brand owner has to recognize the connection between consumers’ personality trait and brand personality. This research examined the connection between personal trait and brand personality as well as the effect on brands preference, offers corporate a reference to the pratice of mental maket segrementation. This research divides products into three types: Symbolic type (the representative brands are SWATCH and CASIO), Utilitarian type (Panasonic and Datong) and Integrated type (Honda and Ford). Brand Personality Inventory (Aaker, 1997) and the inventory of The Big Five Model (McCreae & Costa,1991) are used to measure the scale of perceived brand personality and human personality traits. Meanwhile, brand preference is measured and three statistic methods (t Test, one way ANOVA, two way ANOVA and Pearson Correlation) are used to test hypothesis in this research. The total samples counts 320 persons all from working people and students in Hsin-Chu. The followings are examined from this research: 1.Demographics influence a consumer’s perception of brand personality. 2.Personality traits influence a consumer’s perception of a brand personality. 3.Consumers prefer the brands with identical brand personality. 4.Personality traits have no significant influence on brand preference . 5.The interaction of personality traits and brand personality have no significant influence on brand preference.
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Chen, Li-Ching, and 陳麗卿. "Discussion on product brand, brand personality and human personality of correspondence." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/80020505474498489216.
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碩士國立中央大學
企業管理學系在職專班
102
Brand is defined as a name, term, symbol, mark or design, to differentiate between products and service in the same category products. A variety of brands are full of everyone’s daily life and consumers are confronted continually by brand choose process. This study is attempted to investigate when consumers purchase products, the correspondence between brand personality and human personality. When consumers purchase different category products, whether has dissimilar correspondence relationship. Also, design a questionnaire to investigate product brand, brand personality and human personality, the questionnaire is on the basis of Aaker's "Brand Personality Scale" and Costa and McCrae’s "Five Factor Model". Moreover, utilize correspondence analysis and cluster analysis for analysis in consumer goods, durable goods and virtual goods. The research shows durable goods have correspondence relationship between brand personality and human personality. The cluster including brand personality of Sincerity, Exciting, Competence, Sophisticated and human personality of Neuroticism, Extraversion, Openness to experience, Agreeableness and Conscientiousness. In summary, when consumers purchase durable goods there has a correspondence relationship between brand personality and human personality. If purchase other categories products the correspondence relationship is unapparent.
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HONG, YI-JIA, and 洪翊嘉. "The Research of Difference between Online Brand Community Personality and Brand Personality on Brand Dilution." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/44985246441127227832.
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碩士中國文化大學
行銷碩士學位學程碩士班
105
The rise of the Internet community has become a mainstream trend, from the business owner's point of view, Internet community has become a new platform in contact, interactive and Brand Promotion with customers. The current virtual brand community is quite popular. But shaping brand community personality doesn't match with the actual brand personality happens very often, so consumer confused about brand cognition. But there are fewer brands dilute this type of related research in the past. Accordingly, this study shows that understanding the relationship between online brand community personality and brand personality are difference. The result has a positive impact in brand development. By collected and aggregated literature to discuss the establishment of the hypothesis, and study is expected to follow through questionnaires, targeted by consumers who use the brand community to investigate. We recovery of 442 valid questionnaires. The result revealed that difference between online brand community personality and brand personality has a positive relationship with brand dilution, and indeed interference because of brand awareness. At last, discussed the implications for theory and managerial practices. Hope the results can provide reference valuable and contribution to academia and brand industry.
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Lee, Hsin-Ling, and 李欣陵. "The Study of Brand Story, Brand Personality, and Brand Image: Examples of Brands in Taiwan." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/44320356091069880222.
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碩士國立中山大學
企業管理學系研究所
98
Taiwan development started from agriculture and gradually moves to manufacturing to finally transform the economy into a high-tech industry. The economic miracle was based on Taiwanese diligence, perseverance, and dependability; but the process does not finish there. Since we have come to a knowledge economy era, lots of enterprises in Taiwan have developed from OEM, ODM to OBM to speed up internationalization and upgrade competitive advantages. The best answer from companies is to response quickly and become more creative, vivid and diversified enhancing clients’ involvement. Consequently, the “Storytelling” era has begun. Enterprises nowadays use “Brand Story” to draw customers’ attention. Based on this perspective, the study examines how brand stories affect the brand image and brand personality. By using qualitative research, the managers of these four interviewed companies shared experiences of developing brand stories, allowing us to understand the brand spirit and brand position through the use of touching true stories that express the unique image and personality of the brand. The study shows how brand stories influence consumers, employees and other stakeholders bringing the benefits and increasing recognitions, brand image and word-of-mouth. The influencing power of brand stories is truly beyond imagination.
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Chen, Yu-Hui, and 陳郁蕙. "The relationship between personality and brand personality." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/69d66s.
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碩士中原大學
企業管理研究所
99
Accroding to the globalization, many foreign cosmetic brands are invading general merchandise industry. In the past, the cosmetic was a sybomlic of luxury but due to the bosst of economy and the rising of education degree, it becomes necessity. The philsophy of Confucianism bound Taiwan’s women to be conservative on make-up. The fashion managize and advertising endorsements mixture with a brand story which can express cosmetic brand personality to consumer. In addition, those promotional activties tired to develop different types of beauty to consumer. It has a big relationship between cosmetics’s choice and human personality. Therefore, the purpose is to figure out whether the consuemr would choose the brand personality and the type of beauty with their own personality similarity. The study focuses on northern population whose age is over 18 years old. The total 584 copies of questionnaire are submitted. The returned valid questionnairs are 480 copies; the valid rate is 82.19%. The findings indicate the personality is a significant factor to arouse brand personality. They are two results when women perchase cosmetics. One is participant may prefer the consistency between brand personality and self-image. And these people have the characteristic of conscientiousness, agreeableness and extraversion. The other is the people have the characteristic of openness and neuroticism may prefer the brand personality which complement their personality. The result of preference for the type of beauty resemble with personality.
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Kang, Chanho. "Dimensions of Brand Personality: A New Measure of Brand Personality in Sport." Thesis, 2013. http://hdl.handle.net/1969.1/151299.
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Given highly competitive markets where numerous quality equivalent brands exist in the sport industry, a well-established brand personality of sport brands can help sport brand managers or practitioners differentiate their brands from competitors beyond utilitarian or functional characteristics. In addition, brand personality enables marketers to effectively communicate with their consumers about the brands as well as build a strong relationship. Given the importance of brand personality as a marketing tool, sport brand managers and marketers could benefit from a sport brand personality scale in order to measure their brands’ personality. Therefore, the purpose of this study was therefore to develop a valid and reliable instrument for measuring brand personality in sport based on the rigorous definition of sport brand personality that excludes non-human personality traits, focusing on understanding the symbolic meanings of sport brands within a specific category (professional sport leagues in the U.S.). I identified five factors (i.e., Agreeableness, Emotionality/Extraversion, Openness, Conscientiousness, and Honesty) and developed a valid and reliable five-dimensional instrument in order to measure sport brand personality. The confirmatory factor analysis confirmed that the five-factor model has a satisfactory fit. This study contributes to the literature by (a) recognizing that defining the brand personality construct thoroughly can be a fundamental step in the process of developing a sport brand personality instrument; (b) developing a reliable and valid instrument that has five dimensional factors based on the rigorous brand personality definition; and (c) providing crucial information for brand managers or marketers to initiate effective positioning and advertising strategies.
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Huang, Yao-Zheng, and 黃耀正. "The Impack of Product Personality and Brand Personality on Brand Extension Evaluation." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/56928318346112368850.
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碩士國立中央大學
企業管理研究所
87
A considerable amount of research in marketing has infered that the concept of “fit” has an important impact on brand extension evaluation. This study will develop a theoretical framework of the product personality construct, then we accommodate it to the brand personality developed by the past scholars to check the effect of fit on extension evaluation, before and after the brand extension conducted. We find that (1) The product personality actually exists, besides it has high reliability, and stable in subsample. (2) Using product personality is more suitable than directly classified by product category to measure product feature is fit or not. (3) When brand personality can be fitted with product personality will have better extension evaluation.
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Chiang, Ling-ping, and 江泠平. "The comparison between physical products brand personality and intangible products brand personality." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/71367745376948653776.
Full textAbstract:
碩士國立中央大學
企業管理研究所
99
Brand personality is one of the techniques for building strong brands, it can touch customers’ heart, and build close relationship with customers. In the past, the related researches about brand personality are usually focus on physical products or intangible products separately. The main purpose of this study is to find out whether they are different, by using descriptive statistics, principal component analysis, 2nd confirmatory factory analysis, ANOVA test, correspondence analysis, and cluster analysis, taking mobile phone and mobile telecom services for example. According to the research result, there are some different on brand personality between physical products and intangible products, physical products are more excitement, intangible products are more sincerity. Besides, Customers feel that brand personality on physical products is more obvious than intangible products, but the brand personality on industry leader whether physical products or intangible products are competence. Moreover, brand image and brand identity on brand personality at physical products are the same, but intangible products are not.
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Murta, de Oliveira Matheus Feliciano. "The Brand Personality of the Portuguese Retail Sector Validating Aaker’s brand personality scale." Master's thesis, 2019. http://hdl.handle.net/10400.26/30296.
Full textAbstract:
In this project, brand personality is studied as a brand construct applied to a specific
economic area, the Portuguese retail sector. By considering Aaker’s original brand personality
scale as its main basis and applying it to the sector, brand personality gets a new meaning
through the consumers of the brands that were selected as a representative sample of the universe
of the sector. This new meaning is then a result of test of the original scale perceived by the
consumers when it comes to the retail sector in Portugal, which then defines what are the
dimensions of this original scale are valid to represent the sector, and then resulting into a unique
brand personality scale structure exclusive for it.
By applying quantitative and qualitative methodologies (Likert five point scale
questionnaire and Exploratory Factor Analysis respectively) it was possible to reach the
conclusion that three dimensions from Aaker’s original BPS best represent the factor (Sincerity,
Excitement and Competence) while the remaining two could not (Sophistication and
Ruggedness), although not all the traits within those dimensions were applied for the sector, thus
the conclusion was a result for the traits that reached closest. Since then, a new BPS was
achieved then for the sector, combining four dimensions and 21 traits derived from Aaker’s
original BPS.
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Almeida, Bárbara Inês Dias. "Testing the concept of Brand Personality in Spontaneous Associations - A critique on the insights provided by brand personality associations." Master's thesis, 2022. http://hdl.handle.net/10362/136793.
Full textAbstract:
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRMThe concept of Brand Personality has been explored considerably over the years. However, previous research seems to lack integration and, most importantly, practical applicability in Marketing. Our research explores the evolution of the concept, further extending the critique on the methodology of previous studies, and the integration and redundancy of brand personality in the studies of brand associations. In a free association study performed with fifteen brands from different categories, we successfully confirm that consumers rarely make personality associations spontaneously, while they tend to create a greater number of personality associations when conditioned to do so through projective methods.
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Liu, Chien-Hung, and 劉建宏. "The Relationships Among Brand Experience, Brand Personality, Brand Attachment and Brand Loyalty." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/95802624789019054965.
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碩士真理大學
企業管理學系碩士班
102
This study investigated the relationships among brand experience, brand personality, brand attachment and brand loyalty. A questionnaire survey was administered to Samsung smartphone users in the Taipei region. We received 367 valid questionnaires, which were subsequently analysed using structural equation modelling. The result indicated that brand experience has a significant positive influence on brand personality and brand attachment, through which it indirectly enhances brand loyalty. This finding enriched the extant literature related to brand experience, and the managerial implications of this finding were also elucidated, providing a reference for enterprises to develop marketing strategies.
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Chen, Hsin-Yi, and 陳欣怡. "The Effects of Brand Personality Fit on Brand Alliance." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/33905702650608011333.
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Hsieh, Yi-Jun, and 謝宜君. "The impact of brand extensions fit on brand personality." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/55322929028267698064.
Full textAbstract:
碩士國立臺北大學
企業管理學系
94
Brand personality is an important attribute that creates brand image. If the manager wants to let the customer have a stronger emotion to the brand and more trusts and loyalty, then establishing a good brand personality will be a useful way. In recent years the research about brand extensions has increased, however, brand personality has not been studied as a dependent variable in brand extension literature. Instead, the focus has been on consumer evaluations of the extension itself, attitude towards the core brand and so on. This research attempts to treat brand personality as a dependent variable and discuss if brand personality be affected by brand extensions. The purpose of this research is to investigate empirically the impact of brand extensions on brand personality, using Aaker’s scale measure the latter. The methodology we use is an experimental study manipulating extension fit (good/poor fit). The findings are 1. the better the fit between the extension and the core brand, the smaller the change in brand personality dimensions following the introduction of the extension and 2. The higher consumers’ evaluations of core brand quality, the lesser the impact of fit on brand personality dimensions.
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Lin, Michelle, and 林瑀庭. "Enhancing Emotional Brand Attachment in Online Brands with Actual/Ideal Self-Congruence through Brand Personality." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/50590163281452194662.
Full textAbstract:
碩士國立清華大學
科技管理研究所
104
Internet and related technologies have dramatically changed the landscape of the global branding. New corporate brands (online brands) such as Amazon.com, Yahoo!, Google, eBay, Facebook have arisen in the new digital age and command immense brand equity, putting them at the top of many traditional offline companies. Online brands emerge as the result of advancements in information and communication technologies. This study examined the congruence between self-concept and brand personality and its effect on emotional brand attachment in the online branding environment. The five brand personalities (sincerity, excitement, competence, sophistication, and ruggedness) adopted from prior research were used as moderating variables. The self-congruence for consumers’ emotional brand attachment can be different by brands’ different brand personalities. The results show that brands with “sincerity”, “excitement”, or “competence” traits may have the stronger impact of actual self-congruence on emotional brand attachment than of ideal self-congruence on emotional brand attachment. On the contrary, brands with “sophistication” and “ruggedness” traits may have the impact of ideal self-congruence on emotional brand attachment be slightly weaker than the impact of actual self-congruence on emotional brand attachment.
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Chang, Hsin-Yi, and 張心怡. "Brand Story as Advertising Appeal on Enhancing Brand Personality and Brand Relationship." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/21085404052498952139.
Full textAbstract:
碩士元智大學
國際企業學系
95
Several strong brands start using brand story to introduce themselves to consumers, such as Coca-Cola’s secret prescription “7X merchandise,” “Microsoft CEO- Bill Gate’s life story,” or “Disney’s child-like soul,” etc…. Therefore, it is interesting to analyze effectiveness of brand story, a special advertisement different from traditional approach, such as informational appeals. Dependent variables of this study are perceived brand personality and consumer-brand relationship. In addition, we also include brand knowledge and consumer processing style (i.e., thinking or feeling) as moderators. Two models are set up in this study. The experimental of model ONE is 7 (advertising appeal: six brand stories/informational appeal). Hence, we have 7 different sets in this experiment. On the other hand, the experimental design of model TWO is 7 (advertising appeal: six brand stories/informational appeal) by 2 (high brand knowledge/low brand knowledge) by 2 (thinking processor/feeling processor). Therefore, we have 28 different sets in this experiment. The main conclusions are listed in the following: 1. Compared with informational appeal, brand story do differently impact perceived brand personality and consumer-brand relationship. 2. Brand knowledge and consumer processing style do interact with advertising appeal, including brand story an informational appeal, influencing consumer-brand relationship.
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Chang, Ming-Lin, and 張明琳. "The Effect and Investigation of Consumers Personality to Brand Personality and Brand Relationship-Based on the Aspect of Brand Experience." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/f78b74.
Full textAbstract:
碩士東海大學
企業管理學系碩士班
101
The circumstances of ferocious market makes “Brand experience” popular because the customers won’t be satisfied with the way of traditional marketing; instead, what they eager is more than the product or services that is regarded as the whole value delivery. Aside from the value of products or services itself, brand experience brings customers of the sense attraction, the emotional feeling, the inspiration and the bodily experiences. The purpose of brand experience is to makes experience for customers to contact with. The personally contact experience makes the brand outstanding from other competitors and even build relationship with the customers, becoming the partner of the customers. The research aims to investigate the relationships among brand experience, brand personality and brand relationship, which is moderated by consumer personality. 700 copies are conducted at the Starbucks and McDonald and get 602 effective data. The structural model between constructs is constructed and examined by employing the structural equation modeling (SEM) approach. The findings are as follows： 1. Brand experience has positive influence on brand personality perception. 2. Brand experience has positive influence on the establishment of brand relationship. 3. Customers who are extrovert or open to experiences easily tend to perceive the brand personality. 4. Customers who are agreeable have the positive effect when establish brand relationship.
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Chen, Yi-Chun, and 陳怡均. "The Effects of Consumer Personality and Brand Personality on Brand Loyalty - A Case Study of Starbucks." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/17505286217735100929.
Full textAbstract:
碩士東海大學
餐旅管理學系
97
When there is a high degree of similarity exists in the merchandise, brand may be the only resort to distinguish oneself from competitors. Brand is an invisible asset and its value can be added to the product, which may be laid as a foundation of differentiation from other competitors. When the costumers get used to some products, they care whether the brand can reflect their intention of expressing their own vivid image and also the echoes between the brand and self images. As the brand rising to human level, we can understand and learn the characteristic, special features, and future direction. The brand personality is one of the major communications between the brand and the consumer. It is always fascinating to learn how a vividly distinct brand evolves and how the connection between brand personality and consumer personality starts to develop. Through questionnaires, this study takes the Starbucks as the sample of studying the personality of its customers and its personality in customers’ mind, using Regression analysis to investigate the possibility of influence on the accepting and degree of loyalty from individual’s personality, and discussing if the brand personality effects the brand loyalty. It is found that the personality of consumers of Starbucks is much more in the agreeableness, and less in the neuroticism. And Starbucks is perceived as being the most “Competence”, and less in the “Ruggedness”. On the loyalty, most respondents are willing to repurchase Starbucks again in the future. The personality of consumers has the significant effect on the brand personality perception while the brand personality has the significant effect on the loyalty.
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LeThiTuyetMai and LeThiTuyetMai. "Relation between Brand Experience, Brand Personality, and Customer Experiential Value." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/7n63nu.
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碩士國立臺北科技大學
管理國際學生碩士專班 (IMBA)
100
The purpose of this study is to evaluate the relation between brand experience, brand personality and customer experiential value. This issue is important that is helpful for managers to assess the level of appeal that influences target consumer’s perception about brand personality, brand experience. By using empirical survey, is conducted on 200 samples of real consumers in Vietnam and Taiwan, is used to test the hypotheses. Data are analyzed using SPSS 18.0 regression to understand the effect of the entire model. The empirical results revealed that: Brand experience positively influenced customer value; brand personality positively affected customer experiential value; and brand experience positively affected brand personality. This study based on originalities such as: following Aaker’s finding in 1997, classified brand personality into five dimensions – sincerity, excitement, competence, sophistication, and ruggedness; brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand related stimuli (Brakas, et al 2009; and Holbrook (2005) classified customer experiential value into four dimensions – consumer return on investment, service excellence, playfulness and aesthetic appeals.
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Lin, Chih-Ying, and 林志穎. "The Influence of Online Brand Personality to Online Brand Equity." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/54694277338342679295.
Full textAbstract:
碩士國立臺北大學
資訊管理研究所
96
Based on the extreme growth in online business, comprehensive applications have been originated by many online companies to attract online users. Therefore, four research questions were proposed to further exploration, first, what brand personality do internet users perceive of online brands? Second, how do internet users describe popular online brands? Third, what are the relationships among online brands? Forth, how do online brand personality influence online brand equity? This study found six dimensions of online brand personality including trust, attraction, share, usefulness, innovation, and aggressiveness. To explore the relationships among online brands, 21 online brands was chosen based on their high reach in different categories. Through online brand personality perceptual map, it showed different online brands had divergent relationships and online brand could make customized strategies to attract internet users based on the perceptual map. By using structural equation analysis, the result showed trust, attraction, usefulness, and innovation had significant impact on online brand equity. Furthermore, this study classified 21 online brands into three categories - content provider, social, and electronic commerce. The final results demonstrated that online brand personality influence diversely on the three categories.
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Choi, Jongsuk. "Brand personality dimensions and the effects on consumers' brand selection." 2008. http://purl.galileo.usg.edu/uga%5Fetd/choi%5Fjongsuk%5F200808%5Fphd.
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Lu, Ya-Hui, and 呂雅惠. "Creating Brand Personality by Celebrity Endorsement." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/79s426.
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