Academic literature on the topic 'Gender dimensions of brand personality'
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Journal articles on the topic "Gender dimensions of brand personality"
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Grohmann, Bianca. "Gender Dimensions of Brand Personality." Journal of Marketing Research 46, no. 1 (February 2009): 105–19. http://dx.doi.org/10.1509/jmkr.46.1.105.
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Maria Ugolini, Marta, Fabio Cassia, and Vania Vigolo. "Services branding: is it a matter of gender?" TQM Journal 26, no. 1 (January 7, 2014): 75–87. http://dx.doi.org/10.1108/tqm-01-2013-0002.
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Purpose – The purpose of this paper is to verify whether gender traits of brand personality (masculinity vs femininity) are able to differentiate services brands belonging to the same service industry. Second, this paper intends to assess the validity of Grohmann's scale (that measures the masculine and the feminine dimensions of brand personality) among Italian consumers. Design/methodology/approach – Empirical research was conducted on a sample of 200 consumers. Participants were asked to rate their perceptions of the masculinity vs femininity dimensions of four different service brands (two brands of food retailers and two brands of airlines). Findings – The findings show that Grohmann's scale reaches high levels of validity in the Italian context, as well and that femininity and masculinity measured by that scale are able to register differences in services brand positioning for brands belonging to the same service industry. Research limitations/implications – The services category includes very heterogeneous services with different degrees of interaction and consumer's involvement. Further studies are needed to isolate the impact of the perceived MBP and FBP associated either with the service industry/category or with the specific brand. Practical implications – Marketing managers can actively try to influence consumer's perceptions of FBP and MBP through the brand logo colors, brands slogans, masculine or feminine spokespeople, etc. to obtain their desired positioning. Originality/value – The paper is the first to specifically study brand personality's gender dimensions within services environments. The paper also supports the validity of Grohmann's scale outside the German context.
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Upadhyaya, Makarand. "STUDYING BRAND TRAITS ELEMENTS IN CASUALWEAR: A CRITICAL ANALYSIS." Humanities & Social Sciences Reviews 7, no. 5 (October 5, 2019): 415–23. http://dx.doi.org/10.18510/hssr.2019.7546.
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Purpose of the study: Brand management is becoming increasingly a complex task in the present competitive world. Thus, in order to overcome such challenges, brand management is required which is personality-directed known as brand personality. Though this concept has gained importance, there is less number of studies conducted with respect to sportswear, where the threat of homogeneity strongly prevails. So, the first purpose in this study is to identify the brand personality dimensions of Sportswear using Aaker’s brand personality scale (1997) whereas the second purpose is to determine whether there are any significant differences in the perception of respondents with respect to these dimensions and finally the third purpose is to determine the extent to which these dimensions influence brand preference.
Methodology: The data was collected from 700 college and university students from Indore, based on there popularity and students' strength and was analyzed using factor analysis, independent T-test, ANOVA and step-wise multiple regression techniques. The results indicated that seven brand personality dimensions were extracted for sportswear in Indore named Competence, Excitement, Sophistication, Sincerity, Small-town, Family oriented and Ruggedness. Ruggedness and Excitement dimensions are identified as the best predictors of brand preference for sportswear. Further, it is found that among the various socio-economic variables such as gender, age, and family income, only gender had significant differences with respect to five dimensions.
Main Findings: The results also suggested that, among the socio-economic variables considered in the study, gender was the most influential variable than other variables, thereby suggesting the importance of this factor in formulating the promotional policies for the sportswear brands.
Applications of this study: it would be helpful for brand managers to especially focus, apart from the common dimensions, on the dimensions specific to their brands to harness competitive advantage. The findings suggest that there is a significant role played by brand personality dimensions in influencing consumers’ preference for sportswear brands.
Novelty/Originality of this study: The analysis in respect of the importance of brand personality dimensions in influencing consumers' brand preference shows that two dimensions namely Ruggedness and Excitement significantly influenced consumers’ brand preference of sportswear brands.
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Guevremont, Amelie, and Bianca Grohmann. "Consonants in brand names influence brand gender perceptions." European Journal of Marketing 49, no. 1/2 (February 9, 2015): 101–22. http://dx.doi.org/10.1108/ejm-02-2013-0106.
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Purpose – This paper examines to what extent consonants in brand names influence consumers’ perceptions of feminine and masculine brand personality. Design/methodology/approach – Four experiments empirically test the influence of consonants on feminine and masculine brand personality. The experiments involve different sets of new brand names, variations regarding the consonants tested (the stops k and t, the fricatives f and s), as well as different locations of the focal consonant in the brand name. Findings – Consonants influence consumers’ brand perceptions: brand masculinity is enhanced by stops (rather than fricatives), and brand femininity is enhanced by fricatives (rather than stops). Consonants specifically affect feminine and masculine brand personality, but not other brand personality dimensions. Consumers’ responses to brand names and resulting brand gender perceptions (i.e. likelihood to recommend) were moderated by salience of masculinity or femininity as a desirable brand attribute. Practical implications – This research has implications for brand name selection: consonants are effective in creating a specifically masculine or a feminine brand personality. Originality/value – This research is the first to specifically link consonants and feminine/masculine brand personality. By specifically examining consonants, this research extends the marketing literature on sound symbolism that is characterized by a focus on vowels effects. This research is also the first to address whether the position of the focal phoneme in the brand name matters.
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Lieven, Theo, Bianca Grohmann, Andreas Herrmann, Jan R. Landwehr, and Miriam van Tilburg. "The effect of brand design on brand gender perceptions and brand preference." European Journal of Marketing 49, no. 1/2 (February 9, 2015): 146–69. http://dx.doi.org/10.1108/ejm-08-2012-0456.
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Purpose – This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity. Design/methodology/approach – This research empirically tests the relation between brand design elements, brand masculinity and femininity and brand preferences/equity in four studies involving fictitious and real brands. Findings – Brand design elements consistently influenced brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and brand equity. Brand masculinity and femininity perceptions successfully predicted brand equity above and beyond other brand personality dimensions. Research limitations/implications – Although this research used a wide range of brand design elements, the interactive effects of various design elements warrant further research. Practical implications – This research demonstrates how markers of masculinity and femininity that are discussed in the evolutionary psychology literature can be applied to the brand design of new and existing brands. Originality/value – This research considers the impact of multiple brand design elements (logo shape, brand name, type font and color) and involves a wide range of brands and product categories.
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Zara Hayat, Sahar Hayat, Saba Hayat, and Hayat Muhammad Awan. "A Framework for Assessing Impact of Brand Personality on Customer Satisfaction: The Moderating Role of Gender and Age." Journal of Business and Social Review in Emerging Economies 6, no. 3 (September 9, 2020): 999–1014. http://dx.doi.org/10.26710/jbsee.v6i3.1334.
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This study develops an empirical examination of brand personalities in cellular phone sector of Pakistan as a predictor of customer satisfaction. The purpose of this research is to develop a framework that how brand personality of cell phone can increase the level of customer satisfaction. This study also aims to test the moderating role of demographic characteristics (Gender and Age) in the relationship between brand personalities and customer satisfaction. A sample of 300 cell phone users from 5 cities of Pakistan is selected .Based on the survey of consumers of cell phones; the authors checked the effect of brand personality on customer satisfaction. Moderation Analysis was used to check the moderation effect of demographic characteristics (Gender and Age) on the relationship between brand personality and customer satisfaction. Results indicated that due to different dimensions of brand personality of cell phones, customer observed massive satisfaction level. So, since customer faced more satisfaction, they signified more intention towards brand. Further, our research also confirmed the moderating role of Customer Age. This study reveals that when cell phone manufacturing companies invest the human characteristics into their brand so that personality of their brand can develop, their customers can be more loyal towards organization and their level of satisfaction increased. Marketers and Brand Managers must develop marketing and advertisement activities in line with the personality of their cell phone brands.
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Aaker, Jennifer L. "Dimensions of Brand Personality." Journal of Marketing Research 34, no. 3 (August 1997): 347. http://dx.doi.org/10.2307/3151897.
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Aaker, Jennifer L. "Dimensions of Brand Personality." Journal of Marketing Research 34, no. 3 (August 1997): 347–56. http://dx.doi.org/10.1177/002224379703400304.
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Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). To measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.
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Chu, Shu-Chuan, and Yongjun Sung. "Brand personality dimensions in China." Journal of Marketing Communications 17, no. 3 (July 2011): 163–81. http://dx.doi.org/10.1080/13527260903387931.
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George, Jijo, and Victor Anandkumar. "Dimensions of Product Brand Personality." Vision: The Journal of Business Perspective 22, no. 4 (November 12, 2018): 377–86. http://dx.doi.org/10.1177/0972262918803496.
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The success of a brand relies on the extent to which it differentiates itself from the myriad of competitors. As brands seek to become distinctive, brand personality is viewed as a viable metaphor for understanding consumers’ perceptions of brands and for crafting a unique identity in their minds. Measurement and management of brand personality becomes significant in this regard. Most of the existing brand personality scales are either designed to measure the brand personality construct in general or to measure particular categories of brands. There is a lack of a scale which measures the personality of product brands as such. This research tries to fill this lacuna by creating a new product brand personality scale incorporating various advancements in the field of brand personality measurement. This study employs a mixed method approach and the important phases include construct definition, item generation, measure purification, assessment of reliability and validity, and development of a short version of the scale. Findings of this research reconfirm the consumers' tendency to attribute personality characteristics to brands. It also identifies seven dimensions of product brand personality with 26 items.
Dissertations / Theses on the topic "Gender dimensions of brand personality"
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Serhal, Rania. "Impact de la texture du packaging sur le profil sensoriel, le genre de la marque et l’attitude envers la marque dans un contexte monomodal visuel et bimodal visuel haptique." Thesis, Angers, 2015. http://www.theses.fr/2015ANGE0090.
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Dans cette thèse nous étudions l’impact de la texture du packaging sur la perception du profil sensoriel du produit, la formation des dimensions de genre de la personnalité de la marque et l’attitude envers la marque. Nous pointons aussi le rôle médiateur des variables perçues du packaging sur ces liens. Ainsi, nous avons eu recours à trois textures, une non saillante au niveau haptique, et deux autres à la saillance haptique sexuée, pour emballer deux produits alimentaires, le chocolat et le café. La recherche a montré un impact positif sur l’évaluation, et l’attitude dans chacun des contextes d’étude : monomodal visuel et bimodal visuel-haptique. L’analyse des différences entre les deux contextes révèle le rôle des processus de traitement de l’information haptique impliqués dans la perception de touchers saillants véhiculant une information familière. Ainsi, ici, la mémoire, l’attention, l’accessibilité de l’information haptique et probablement les heuristiques d’ancrage, ont joué un rôle majeur sur l’efficacité visuelle dans la perception des textures saillantesIn this thesis we measure the impact of the texture of the packaging on the perception of product’s sensory evaluation, gender dimensions and attitude toward the brand. We are pointing the mediating role of perceived variables of packaging on these links. Thus, we have used three packaging textures, a haptically non salient texture and two with a gendered haptic salience, for two mass market food products, chocolate and coffee. Research has shown a positive impact on the assessment and attitude in each of the study’s contexts: visual and visual-haptic. The difference between the two contexts reveals the role of haptic information processing procedures involved in the perception of salient familiar haptic information. So here, memory, attention, accessibility of the information and probably haptic anchoring heuristics, played a major role in the visual efficiency of salient textures perception
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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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Sanz, Alvarez Alba. "Brand gender: An androgynous perspective : A gender inclusive study with the case of Acne Studios." Thesis, Stockholms universitet, Marknadsföring, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-181755.
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The vast majority of research based on brand gender has been developed focusing on consumers’ perspectives and behaviour. The implications of studying different perceptions of a brand’s gender can be related to brand equity, since this term is strongly associated with brand personality. Furthermore, as consumers reinforce themselves and their self-concept through brand identification, implications regarding self-representation are emphasized in terms of self-congruency having significant influence in brandcustomer relationships. During this thesis, a new holistic firm perspective approach was applied to brand gender. Acne Studios, iconic fashion brand based in Stockholm, was analysed and constituted as case study, aimed to comprehend how a brand could be perceived and identified as androgynous. Several brand related elements, covering a wide spectrum from typography to brand’s portfolio, including garment analysis, as well as brand presentation and communication features were studied in order to provide a whole picture of the firm’s gender comprehension. Using as a starting point androgyny definition as the sum of the feminine and the masculine, the setting of brand´s gender was further expanded as a result of the analysis performed for covering all possible gender identifications. Overall, this study conveys a broad and inclusive understanding of gender within the fashion brand Acne Studios and its elements to deepen and provide a new perspective within marketing and gender research.
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Cupp, Robert Gordon. "Statistical models for predicting selected personality dimensions using components of the male sex-role." CSUSB ScholarWorks, 1989. https://scholarworks.lib.csusb.edu/etd-project/543.
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James, Matthew Gene. "Investigating Dimensions of Psychopathy in an Adjudicated Adolescent Sample: The Role of Race, Sex and Disruptive Family Processes." The Ohio State University, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=osu1274310816.
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Tsai, Wen-Hao, and 蔡文豪. "The Anchoring Effect of Gender-Dimension Brand Personality on Consumer Attitudes of Co-Branding Product." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/24690991157946155723.
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碩士義守大學
管理學院碩士班
98
This study developed seven different situations to distinguish masculine brand personality from feminine brand personality and then measured the anchoring effect of gender-dimension brand personality on the consumers’ attitudes of a co-brand. A total of 357 undergraduate students (149 males, 208 females) were randomly selected to participat in the experiment and complet the questionnaire form. The results revealed that (1) the differential levels of gender-dimension brand personality produce the brand anchoring effect; (2) the higher the degree of fit between the person''s existing mental schema and the gender-dimension of co-brand, the better the consumers’ attitudes of co-brand will reflect.
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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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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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SandoyaRamalli, Mirhanna Gabrielle, and 申多雅. "Gender Brand Personality of Social Media." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/71219834182412440697.
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碩士國立成功大學
國際經營管理研究所
102
As understood by marketers all around the world, the word social media refers to the means of interactions among people in virtual communities and networks; and this platform, due to its high popularity and population, provides marketers with the opportunity to enhance existing relationships or create new relationships with consumers all around the globe. This study adds to the current literature on social media by integrating gender brand personality and self-expressiveness theories in order to explore the effect of the congruency of brand self-similarity and self-concept, and degree of self-expressiveness on consumers’ emotional attachment and behaviors towards those social media sites, such as usage and brand loyalty. The purpose of this study is to increases the understanding of social media which in turn will help marketers incorporate social media in their marketing strategies, findings indicated that the lack of brand-self similarity influences consumers’ emotional attachment towards the social media site in a negative manner; and that the level of self-expressiveness the social media site offers users’ will positively affect their emotional attachment towards the social media site, thus increasing their usage rate and loyalty; which means that marketers must pay close attention and develop social media sites that allows users’ self-express themselves.
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Pinhal, Marcelo Martins. "A marca, o género e o logótipo : uma análise exploratória." Master's thesis, 2017. http://hdl.handle.net/10400.14/31359.
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O género é uma dimensão fundamental da personalidade da marca, pois é um preditor eficiente de brand equity. Por outro lado, a literatura sugere que o design do logótipo de uma marca tem um impacto positivo na formação da perceção desta dimensão.
Esta dissertação tem como o bjetivo compreender em que medida as marcas tiram partido da influência do design do seu logótipo na formação da dimensão do género.
Para dar resposta a esta questão de investigação, procedemos a uma análise exploratória. Num primeiro estudo, vários logótipos de marcas direcionadas a um género em particular foram analisados tendo em conta várias diretrizes provenientes da literatura, através da metodologia de análise de conteúdo. Numa segunda fase, foram realizadas várias entrevistas a profissionais da área do branding de modo a compreender se o facto de uma marca procurar apelar a um género em particular tem influência no processo de construção do logótipo e como é que essa influência se dá.
Os resultados do primeiro estudo indicam que as marcas não estão a capitalizar a influência do design do seu logótipo na formação da perceção do género da marca, de acordo com as sugestões da literatura. Por outro lado, os resultados do segundo estudo indicam que o género do público-alvo a que uma marca procura apelar é um fator determinante na concepção do logótipo e que as diretrizes provenientes da literatura são consideradas ao longo do seu desenvolvimento, porém, de forma flexível, uma vez que o logótipo se enquadra numa estratégia de comunicação integrada e abrangente da marca.Brand gender is an important brand personality dimension that predicts brand equity above and beyond other brand personality dimensions. Marketing literature suggests that brand logo design influence consumer’s perception of brand gender. This research aims to understand whether brands targeting different genders consider the different aspects on their brand logo design that the literature suggests as having influence on the brand’s gender perception. In order to investigate this issue an exploratory analysis, composed by two different studies, was carried out. The purpose of the first study was to examine the extent to which the brand logos sample replicated the different suggestions of previous studies. In the second study, several branding professionals were interviewed in order to address if brands targeting a particular genre has influence on the construction of their logos and how such influence affects it. Results from the first study indicate that brands are not taking full advantage of their logo design influence on brand gender perception. On the other hand, second study demonstrates that brands gender target is a determinant factor considered in the construction of their logo by the branding professionals. According to the results, guidelines from literature are also considered in the development of a brand logo, although just to a certain degree since logo is an integral part of a broader brand strategy.
Books on the topic "Gender dimensions of brand personality"
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Verónica, Benet-Martínez, and Garolera Jordi, eds. Consumption symbols as carriers of culture: A study of Japanese, Spanish, and North American brand personality dimensions. Cambridge, MA: Marketing Science Institute, 2001.
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Lieven, Theo. Brand Gender: Increasing Brand Equity through Brand Personality. Palgrave Macmillan, 2017.
Find full textBook chapters on the topic "Gender dimensions of brand personality"
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Lieven, Theo. "How to Create a Personality Scale." In Brand Gender, 213–28. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-60219-6_11.
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Clemenz, Julian, and Malte Brettel. "How the Traits of Brand Personality are Related to Consumer Perception of Specific Quality Dimensions for Durable Consumer Goods." In The Sustainable Global Marketplace, 427–30. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10873-5_254.
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Grover, Priya, and Sabyasachi Dasgupta. "The Impact of Brand Variance on Gender in FMCG Sector." In Brand Culture and Identity, 1294–303. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch069.
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With the rapidly changing times and technology, more and more companies are moving towards brand extensions to acquire a competitive advantage. There are various factors enhancing brand equity while extending the brand into new categories like brand awareness, personality, lifestyle, relationship with the consumers, cultural differences among consumers and demographics. Demographic of a brand is the most important personality characteristic which leads to most easily extractable variables like gender, age and class. Gender plays a significant role in shaping the brand personality of a brand and its subsequent variants. (Levy, 1959). This chapter relies on the relationship between gender based brand personality and brand equity drawn from the study titled “The effect of Brand Gender on Brand Equity”. (Lieven, 2014). This research paper concludes that brand androgyny (masculinity or femininity of the brand) was negatively related to brand associations i.e., brand equity is not influenced by gender associations related to the brand or the product category. So, this chapter explores whether there is a relationship between gender and different variants of the brand. Also, should advertisers design gender focused messages for the different brand variants. The methodology chosen for this research is quantitative in nature. The independent variable in this research is gender and the dependent variable is brand variance. This research paper shows that there is no impact of brand variants on gender. Advertisements need to be designed in a manner that target both males and females psychologically rather that demographically especially gender based.
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Grover, Priya, and Sabyasachi Dasgupta. "The Impact of Brand Variance on Gender in FMCG Sector." In Advances in Marketing, Customer Relationship Management, and E-Services, 24–35. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-3150-0.ch002.
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With the rapidly changing times and technology, more and more companies are moving towards brand extensions to acquire a competitive advantage. There are various factors enhancing brand equity while extending the brand into new categories like brand awareness, personality, lifestyle, relationship with the consumers, cultural differences among consumers and demographics. Demographic of a brand is the most important personality characteristic which leads to most easily extractable variables like gender, age and class. Gender plays a significant role in shaping the brand personality of a brand and its subsequent variants. (Levy, 1959). This chapter relies on the relationship between gender based brand personality and brand equity drawn from the study titled “The effect of Brand Gender on Brand Equity”. (Lieven, 2014). This research paper concludes that brand androgyny(masculinity or feminity of the brand) was negatively related to brand associations i.e., brand equity is not influenced by gender associations related to the brand or the product category.. So, this chapter explores whether there is a relationship between gender and different variants of the brand. Also, should advertisers design gender focused messages for the different brand variants. The methodology chosen for this research is quantitative in nature. The independent variable in this research is gender and the dependent variable is brand variance. This research paper shows that there is no impact of brand variants on gender. Advertisements need to be designed in a manner that target both males and females psychologically rather that demographically especially gender based.
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Zaireen, N., M. Sulaiman, and Z. Mohi. "The effects of brand personality dimensions on customer satisfaction in Kuala Lumpur hotels." In Hospitality and Tourism, 213–16. CRC Press, 2013. http://dx.doi.org/10.1201/b16064-42.
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Özsungur, Fahri. "Elderly Women Empowerment in the Aging Process." In Handbook of Research on New Dimensions of Gender Mainstreaming and Women Empowerment, 285–305. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-2819-8.ch016.
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This study was carried out to draw a road map for the cognitive empowerment of women in the aging process. The fact that women are under negative effects in physical, biological, and cultural contexts reveals the fact that they may have some psychological and perceptual problems. Perceptually, struggle against the difficulties experienced in the aging process requires a cognitive approach. Improving women's perceptual self-management skills will lead to success in the aging process. The theoretical framework of the study is explained with the topics of successful aging theory, successful aging in the workplace, cognitive theory of aging. Cognitive empowerment is explained with the topics of perception in aging, psychological effects, socio-emotional selectivity theory, emotional regulation, expressive suppression, cognitive reappraisal self-perception in aging, the self paradox, interpersonal conflicts, personality theory of aging, physical perception effects. Besides, recommendations are presented with a cognitive approach to overcome the difficulties in the aging process of women.
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Ahmed, Omar. "Poetic Fatalism." In Studying Indian Cinema, 51–68. Liverpool University Press, 2015. http://dx.doi.org/10.3828/liverpool/9781906733681.003.0004.
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This chapter evaluates Guru Dutt's Kaagaz Ke Phool (Paper Flowers, 1959). A hymn to the golden age of the studio system, actor/director Guru Dutt's greatest achievement was dismissed on its initial release. One of the first Indian films to be shot in cinemascope, the melancholic story of an alcoholic film-maker (Guru Dutt) and the actress he discovers (Waheeda Rehman) makes for a poetic critique of the film-making process. The chapter focuses on the director's status as one of Indian cinema's pre-eminent auteurs, thematic dimensions, and ground-breaking technical aspects. It also looks at the role of lyricist Kaifi Azmi, gender representations, and the unmistakable brand of poetic fatalism that has come to define much of Dutt's cinema.
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Hardy, Sam A., and Gregory S. Longo. "Developmental Perspectives on Youth Religious Non-Affiliation." In Empty Churches, 135–71. Oxford University Press, 2021. http://dx.doi.org/10.1093/oso/9780197529317.003.0006.
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This chapter presents a developmental perspective on historical increases in youth non-affiliation. First, it describes changes that happen in religiousness across adolescence, focusing on quantitative and qualitative changes. In terms of quantitative changes, generally, religiousness declines across adolescence. In terms of qualitative changes, a sizable minority of youth leave religion during adolescence. Second, the chapter explains these changes, focusing on individual and contextual predictors of quantitative and qualitative changes. In terms of individual predictors, it focuses on gender, ethnicity, personality, behavior, and various dimensions of religiousness. In terms of contextual predictors, it focuses on the family, the religious community, and peers. Third, the chapter identifies ways parents and religious leaders might be able to optimize adolescent religious development. Its suggestions are grounded in self-determination theory, which articulates characteristics of developmental contexts that may help or hinder internalization of religiousness. Finally, the chapter connects individual religious development to historical trends.
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Oswald, Pierre, Daniel Souery, and Julien Mendlewicz. "Genetic aetiology of mood disorders." In New Oxford Textbook of Psychiatry, 650–58. Oxford University Press, 2012. http://dx.doi.org/10.1093/med/9780199696758.003.0087.
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Advances towards the understanding of the etiological mechanisms involved in mood disorders provide interesting yet diverse hypotheses and promising models. In this context, molecular genetics has now been widely incorporated into genetic epidemiological research in psychiatry. Affective disorders and, in particular, bipolar affective disorder (BPAD) have been examined in many molecular genetic studies which have covered a large part of the genome, specific hypotheses such as mutations have also been studied. Most recent studies indicate that several chromosomal regions may be involved in the aetiology of BPAD. Other studies have reported the presence of anticipation in BPAD and in unipolar affective disorder (UPAD). In parallel to these new developments in molecular genetics, the classical genetic epidemiology, represented by twin, adoption and family studies, provided additional evidence in favour of the genetic hypothesis in mood disorders. Moreover, these methods have been improved through models to test the gene-environment interactions. In addition to genetic approaches, psychiatric research has focused on the role of psychosocial factors in the emergence of mood disorders. In this approach, psychosocial factors refer to the patient's social life context as well as to personality dimensions. Abnormalities in the social behavior such as impairment in social relationships have been observed during episode of affective disorders, and implicated in the etiology of affective disorders. Further, gender and socio-economic status also emerged as having a possible impact on the development of affective disorders. Finally, the onset and outcome of affective disorders could also be explained by interactions between the social life context and the individual's temperament and personality. The importance of temperament and personality characteristics in the etiology of depression has been emphasized in various theories, although disagreement exists with regard to terminology and the etiology. While significant advances have been done in these two major fields of research, it appears that integrative models, taking into account the interactions between biological (genetic) factors and social (psychosocial environment) variables offer the most reliable way to approach the complex mechanisms involved in the etiology and outcome of mood disorders. This chapter will review some of the most promising genetic and psychosocial hypotheses in mood disorders that can be integrated in interactive models.
Conference papers on the topic "Gender dimensions of brand personality"
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Wijayanto, Gatot. "Measuring Dimensions Of Brand Personality." In International Conference on Economics and Banking. Paris, France: Atlantis Press, 2015. http://dx.doi.org/10.2991/iceb-15.2015.1.
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Roskosa, Antra, and Yulia Stukalina. "Exploring Brand Personality in Higher Education." In 14th International Scientific Conference "Rural Environment. Education. Personality. (REEP)". Latvia University of Life Sciences and Technologies. Faculty of Engineering. Institute of Education and Home Economics, 2021. http://dx.doi.org/10.22616/reep.2021.14.019.
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The increasing role of branding in the higher education sector is closely associated with the enhanced marketing orientation of a modern university. This, in turn, is determined by intensified competition between higher education institutions for students, staff, sponsors and research funding. A strong university’s brand related to excellent academic reputation can become a means for gaining competitive advantage in the global education marketplace. Brand is regarded as a complex concept comprising different constituents, brand image being an essential branding facet. Brand image is linked to customers’ perceptions of a brand that are echoed by a set of brand associations – usage situations, product attributes and brand personality. The aim of the paper is to explore brand personality in higher education based on the data collected in two tertiary education institutions – RTU (Riga Technical University) and TSI (Transport and Telecommunication Institute). The study makes use of the conceptual customer-based brand equity model (CBBE) created by K.L. Keller, which assumes that brand equity is closely related to strong positive and exclusive brand associations that can be expressed as brand benefits, attitudes and attributes, brand personality attributes being an essential aspect of brand equity. For exploring brand personality, the paper also applies the brand personality framework, including brand personality dimensions and associated attributes, developed by J.L. Aaker. The paper reports the results of a survey used to collect information about RTU and TSI students’ perceptions of different brand personality attributes. The results of the empirical study demonstrate that every university is recommended to be tolerant, open-minded and respected. The base of it lies on the same ground – the respect towards the personality. Moreover, every university is also recommended to become a “modern brand”, innovation, creativity and thinking “out of the box” being essential characteristics of the brand. The results of the study would contribute to overall understanding of brand personality in higher education, and how it may influence preference for a brand in educational settings.
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Silva, R. N., and P. M. P. Fernando. "The Effectiveness of Brand Personality Dimensions on Brand Loyalty: A Study on Mobile Telecommunication Services in Sri Lanka." In International Conference on Branding & Advertising. TIIKM, 2016. http://dx.doi.org/10.17501/icoht2015-1101.
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Unurlu, Çiğdem, and Selin Küçükkancabaş. "The Effects of Destination Personality Items on Destination Brand Image." In International Conference on Eurasian Economies. Eurasian Economists Association, 2013. http://dx.doi.org/10.36880/c04.00830.
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The purpose of this research is to investigate the perceived destination brand personality of Istanbul and to examine the relationships among destination brand personality and destination brand image. A convenience sample of 200 visitors to Istanbul was surveyedvia face-to-face interviews. Initially, a series of exploratory factor analyses (EFA) were conducted for each measurement scales (brand personality and destination brand image) in order to identify the potential underlying factor structure of the data. Then multiple regression analysis was used to investigate the relationship between variables using PASW 18. The findings of this study indicate that destination brand personality has a positive impact on destination brand image. However, the results are not fully represent all personality traits associated with tourism destinations.While four dimensions of the destination brand personality scales (vibrancy, competence, contemporary and sincerity) are found to be significantly related to the destination brand image, sophistication dimension is not significant in predicting destination brand image.
Reports on the topic "Gender dimensions of brand personality"
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Wang, Qiuyue, and Ping Zhao. Preliminary Constitution of Luxury Brand Personality Dimensions. Ames: Iowa State University, Digital Repository, November 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1494.
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