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Littérature scientifique sur le sujet « Personalità, Brand management »

Auteur : Grafiati
Publié le 9 mars 2023
Mis à jour le 11 mars 2023

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Articles de revues sur le sujet "Personalità, Brand management"

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Su, Jin, et Xiao Tong. « Brand personality and brand equity : evidence from the sportswear industry ». Journal of Product & ; Brand Management 24, no 2 (20 avril 2015) : 124–33. http://dx.doi.org/10.1108/jpbm-01-2014-0482.

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Purpose – This paper aims to explore the personalities of sportswear brands and their relationship to brand equity using Aaker’s methodology in the context of sportswear brands. Design/methodology/approach – This paper used Aaker’s brand personality framework to empirically investigate the personality of sportswear brands and the impact of brand personality on brand equity based on data collected from 420 college students. Findings – Results revealed that the personality of sportswear brands can be described in seven dimensions and 53 personality traits: competence, attractiveness, sincerity, innovation, activity, excitement and ruggedness. The study identified that four dimensions among all the seven personality dimensions, namely, competence, attractiveness, Sincerity and innovation, are the positive and significant contributing factors to the creation and enhancement of sportswear brand equity. Originality/value – This study makes an important contribution to the understanding of brand personality and brand equity in the context of sportswear brands. It confirmed that consumers do associate particular brand personality dimensions with sportswear brands, and certain dimensions of brand personality have a direct impact on brand equity. The study showed that not all brand personality dimensions have the same influence in increasing the value of a sportswear brand from a consumer perspective, some dimensions being more efficient than others. The findings provide insights as to what dimensions of brand personality would deliver the best result in today’s competitive sportswear market.
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George, Jijo, et Victor Anandkumar. « Dimensions of Product Brand Personality ». Vision : The Journal of Business Perspective 22, no 4 (12 novembre 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.
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Becheur, Imene, Oula Bayarassou et Hela Ghrib. « Beyond Brand Personality : Building Consumer–Brand Emotional Relationship ». Global Business Review 18, no 3_suppl (20 avril 2017) : S128—S144. http://dx.doi.org/10.1177/0972150917693160.

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This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and then, if brand love has an impact on affective commitment to the brand. The methodology used is purely quantitative involving a sample of 210 respondents who were asked to indicate their perception about brand love, brand personality and emotional commitment towards seven global brands which enjoy string awareness with the target sample: Coca-Cola, Converse, Hello Kitty, Nina Ricci, Nutella, PlayStation and Starbucks. Measurement scales were adopted from the literature related to the concept of brand personality and its subsequent relation with two major emotional factors: love and commitment. Results show significant relationships between the agreeableness dimension of brand personality and brand love. The significance and magnitude of these relationships vary across the brands. Results also demonstrate an impact of brand love on emotional commitment to the brand for the overall research model but not for each brand studied separately. This article has relevant managerial implications since it demonstrates that the nature and the strength of the relationship that consumers hold with brands, is directly affected by brand personality. Thus, the current study will help marketers to understand the need of having agreeable brands when companies thrive to create love and affective commitment to their brands. This can be used in developing positioning strategies for the brands.
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Ferguson, Graham, Kong Cheen Lau et Ian Phau. « Brand personality as a direct cause of brand extension success : does self-monitoring matter ? » Journal of Consumer Marketing 33, no 5 (8 août 2016) : 343–53. http://dx.doi.org/10.1108/jcm-04-2014-0954.

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Purpose Focusing on symbolic brands, this paper aims to re-test whether perceived â€∼fit’ between the personality of the parent brand, and the brand extension causes consumers to the feel increased affect towards the brand extension. The contention is that high brand personality fit causes consumers to like the brand extension more because, like the parent brand, consumers can use the brand extension to maintain and project a desirable self-identity. This relationship is obscured because consumers process brand personality fit as part of the overall brand image fit; therefore, the potential mediating role of brand image is tested. Consumers differ in their self-monitoring disposition as well, which may explain differences in response to perceived personality fit. Therefore, the potential moderating role of self-monitoring is tested. Design/methodology/approach Using an experimental design, respondents viewed an advertisement for a brand extension that showed either congruent, moderately incongruent or incongruent personality fit with the parent brand. This was completed for four symbolic brands: two watch brands and two motor vehicle brands. Findings The results indicate that brand personality fit between the brand extension and the parent brand is causally related to affect felt towards the brand extension, but that this relationship is fully mediated by image fit for the BMW brand and partially mediated for Volkswagen Beetle, Omega and Swatch. For BMW and Swatch, the relationship between the independent variable personality fit and the mediator variable image fit is positively moderated by the self-monitoring disposition of the consumer. Research limitations/implications The implication is that, while marketers can communicate a wide range of attributes when advertising brand extensions, marketers of symbolic brands should clearly demonstrate brand personality fit as an important component of brand image fit. This is even more important for consumers with a high self-monitoring disposition. Originality/value The study conclusively tests the importance of personality fit for symbolic brands, the mediating role of brand image and the interaction effect of self-monitoring on personality fit. These findings contribute to the research literature and help marketers to manage the level of personality fit that should be emphasized in their marketing communications.
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Kim, Pielah, Hua Chang, Rajiv Vaidyanathan et Leslie Stoel. « Artist-brand alliances to target new consumers : can visual artists recruit new consumers to a brand ? » Journal of Product & ; Brand Management 27, no 3 (14 mai 2018) : 308–19. http://dx.doi.org/10.1108/jpbm-02-2017-1412.

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Purpose Increasing industry interest in visual artists and commercial brand collaborations has heightened the need for research on exactly how visual art can add meaning to brands in ways that enhance brand value to existing consumers and potentially reach new consumers. Consumers are known to select brands on the basis of how well these brands reflect their own personalities. The purpose of this research is to understand whether brand alliances with artists exhibiting distinct personalities can make brands more attractive to consumers whose personalities do not currently match the brand. Design/methodology/approach Two experiments are used to examine the impact of artists’ personality (in)congruence on consumers’ perceptions of the brand and purchase intentions of the brand’s products. Findings The results show that consumers whose personalities do not match the brand’s current personality are likely to alter their view of a brand when the brand partners with an artist whose personality matches with that of the consumers’. This happens without negatively affecting the brand personality perceptions of current consumers who already identify with the brand. Practical implications When seeking to attract a new target segment, brands can ally with visual artists who convey a personality that matches that of the new target segment. Originality/value This paper adds to a nascent literature on the power of artist–brand alliances, and demonstrates that these partnerships need not only be between artists and brands with consistent personalities but can also effectively be used to target new consumers.
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Toldos-Romero, María de la Paz, et Ma Margarita Orozco-Gómez. « Brand personality and purchase intention ». European Business Review 27, no 5 (10 août 2015) : 462–76. http://dx.doi.org/10.1108/ebr-03-2013-0046.

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Purpose – The purpose of this paper is to analyze the effects of brand personality dimensions on purchase intention. Furthermore, the brand personality dimensions are compared to study the differences between users and non-users of 12 brands. Design/methodology/approach – An estimated 400 undergraduate students participated. They were given a questionnaire divided into two sessions (six brands of think products in one session and six brands of feel products in another session). In the end, 313 participants completed the questionnaire on the six brands of think products, and 320 completed the questionnaire on the six brands of feel products. Findings – Multiple regression analysis revealed that Hipness/Vivacity, Success, Sincerity and Sophistication brand personality dimensions are significant predictors of purchase intention. In addition, Domesticity/Emotionality and Professionalism also explain purchase intention but with a negative weight. The results are also broken down into product categories. Compared with non-users of the brands, the users rate the brands higher in all the brand personality dimensions. Practical implications – This paper should prove useful to marketing practitioners to understand how Mexican customers perceive their brands and those of their competitors and, therefore, to understand what competitors of these brands can do to increase purchase intention. Originality/value – The results found regarding purchase intention are important, as they can be used to identify those personality brand dimensions that appear to be most important in explaining consumer preferences.
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Hassey, Roseann Viscomi. « How brand personality and failure-type shape consumer forgiveness ». Journal of Product & ; Brand Management 28, no 2 (11 mars 2019) : 300–315. http://dx.doi.org/10.1108/jpbm-09-2017-1563.

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PurposeThis paper aims to explore the impact of an overlooked variable, brand personality, as a basis for brand forgiveness and recovery following brand failures.Design/methodology/approachData were collected via three on-line surveys using Amazon Mechanical Turk, including a total of 475 respondents (125, 113 and 237) and using a 2 × 2 between-subjects factorial design.FindingsResults show that a brand’s dominant personality (warm vs competent) elicits different expectations regarding brand performance, and that surprisingly, consumers more readily forgive, rather than censure, brand failures which violate their expectations. Further, this effect exists independent of the consumer’s relationship with the brand. These findings occur across different brands (both fictitious and real), manipulations of brand personality and brand failure-type and indices for brand forgiveness. Results indicate the interactive effect of brand personality and failure-type was mediated by brand credibility, while consumers’ desire to re-evaluate the brand served as a moderator.Practical implicationsThis research demonstrates that while brand failures are largely considered from a negative perspective, brand personality can serve to bolster consumer perceptions of brands post-failure. Further, and separate from strong consumer-brand relationships, brand personality serves as an important signal for consumer expectations and plays a pivotal role in post-failure forgiveness and behavioral intentions.Originality/valueThis study contributes to the literature by introducing and testing the role brand personality plays, independent of an existing and strong consumer-brand relationship, in consumer response to brand failure. Further, the mediator of and a moderator for this effect are identified.
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Aaker, Jennifer L. « Dimensions of Brand Personality ». Journal of Marketing Research 34, no 3 (août 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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Upadhyaya, Makarand. « STUDYING BRAND TRAITS ELEMENTS IN CASUALWEAR : A CRITICAL ANALYSIS ». Humanities & ; Social Sciences Reviews 7, no 5 (5 octobre 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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Camiciottoli, Belinda Crawford. « The Nuances of Brand Personality : A Corpus-assisted Linguistic Analysis of Web-based Communications of Fashion Brands ». HERMES - Journal of Language and Communication in Business, no 57 (11 juin 2018) : 141. http://dx.doi.org/10.7146/hjlcb.v0i57.106197.

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The ability to establish a particular brand personality (i.e. a set of human personality traits that consumers associate with a brand) is a key component of fashion brand management and communication. A given fashion brand may use language that communicates different personality traits (e.g. glamourous, exciting, youthful, exotic) as a way to define its own personality and distinguish itself from other fashion brands. Based on a corpus consisting of company-produced texts collected from the websites and Facebook pages of over 100 fashion brands, this study aimed to determine which traits of brand personality emerge, which are the most frequent, and which nuances of meaning can be identified within them. This was accomplished by means of text analysis software that identifies statistically significant semantic domains to which conceptually-related lexical items are assigned. The analysis revealed 14 key semantic domains that were linked to various brand personality traits. Among the most prominent were Judgement of appearance: Positive, Time: New and young, Relationship: Intimacy and sex, and Unexpected, highlighting not only the traditional importance attributed to attractiveness, but also to sensuality and non-conventionality as desirable traits of fashion brand personality. Other distinctive traits that emerged as significant involved exclusivity (encoding the value of elitism) and iconicity (emphasizing high stature and uniqueness). The study offers insights into how fashion brands utilize web-based communications to convey brand personality. It also offers a useful methodology that fashion companies can adapt to ensure that they are effectively communicating the intended brand personality.
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Thèses sur le sujet "Personalità, Brand management"

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GORDINI, NICCOLO'. « L’imprenditore “marca vivente”. Prime evidenze tratto-tipologiche nel settore moda ». Doctoral thesis, Firenze, 2009. http://hdl.handle.net/10281/13822.

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Karpova, Alexandra. « The personality of luxury brands : scale development and consequences ». Thesis, City, University of London, 2018. http://openaccess.city.ac.uk/20882/.

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This research approaches the personalities of luxury brands as understood and voiced by consumers. In an attempt to address the criticisms on the appropriateness and applicability of the generic brand personality typology to luxury brands, this work pursuits a new examination of the concept. Drawing on the experience of human personality trait framework development methodology, an “a posteriori” approach is grounded in consumers’ natural language to examine luxury brands’ personality disparateness from other brands. A combined methodology using online text mining and in-depth interviews was used to capture consumer vernacular for luxury brands. After separating brand personality traits from other brand descriptors, analysis of semantic similarity was performed. Based on the semantic distances of the cropped up traits, a new typology of luxury brand personality was developed. The new measure was purified and calibrated using two separate luxury consumer samples. This process led to the identification of six salient dimensions of luxury brand personality specific to the luxury domain and distinct from the existing frameworks. In addition, the new scale was employed to show that: a) member group fit positively influences self-congruence; b) self-congruence positively affects a number of consumer outcomes directly (purchase loyalty) as well as indirectly (purchase loyalty, purchase intention, and word-of-mouth communication outcomes) through emotional brand attachment, brand attitude, and brand personality appeal (purchase intention outcome only).
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Wang, Jiayi. « Understanding Cleveland as a Sports Destination : an Empirical Study of Brand Personality Theory ». Kent State University / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=kent1460986522.

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Romaney, Rafik. « An investigation into perceptions of South Africa's brand personality : a qualitative study ». Thesis, Stellenbosch : Stellenbosch University, 2011. http://hdl.handle.net/10019.1/80739.

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Thesis (MBA)--Stellenbosch University, 2011.
Since the first democratic election in South Africa in 1994, considerable investment has gone into South Africa’s brand. However, this researcher could find no literature on the description of South Africa’s brand personality as perceived by visitors. The purpose of this study is to provide insight into South Africa’s brand personality and encourage researchers to undertake a more in depth study of South Africa’s brand personality. It ultimately aims to assist marketers in differentiating South Africa’s brand and making it more competitive on the world stage. This report also seeks to encourage research in the field of customer service personality frameworks for destinations, based on destination brand personality. The design of this report is qualitative and exploratory. Participants of this study included a group of 15 arbitrarily selected visitors at the International Departure Terminal of Cape Town International Airport. A semi-structured interview was the method used to collect the data. A qualitative analysis included categorising the data according to similar adjectives and descriptions and then determining where best it fits (if at all) with Aaker’s (1997:354) brand personality dimensions. The findings of the research reveal that South Africa’s brand personality can be described in terms of Aaker’s (1997:354) brand personality scale. However, a relatively large number of participants described the personality as immature, contradictory and damaged. The researcher also discovered that there is a weak relationship between the brand personality and the core values of South Africa’s brand as identified by Brand South Africa (Shepherd, 2010a).This led the researcher to conclude that there are deficiencies in South Africa’s brand personality and it is not robust enough to be a sustainable competitive advantage in its current state. This researcher concluded that South Africa’s brand personality has a perceived weakness of inconsistency, is in a developing phase and the perceived personality is not an effective medium through which the country’s core values are being communicated. This research was limited by the relatively low number of participants, the collection of data in one location only and the absence of triangulation. This impacts negatively on the robustness of this research. The data collection also lacked representation across nationalities that would have provided an opportunity to make comparisons of the same. This report is not generalisable and the isolated nature of the research implies that the personality identified cannot be compared with other destination brand personalities to determine its relative strength or weakness. The practical implication of this research is that in identifying visitors’ perceptions of South Africa’s brand personality, marketers can use this information to mitigate the negative perceptions that manifest in the personality and emphasise the positive. The identification of the ‘developing’ nature of South Africa’s brand personality points to an opportunity to shape the brand according to Brand South Africa’s strategic objectives. The finding that traits associated with some of the core values like Ubuntu, Competitiveness and Determination are absent from the personality provides valuable insight into the gap between how the brand is positioned and the perceptions of visitors. The finding of the stereotypical perceptions of African and Western manifesting in the brand personality can be used as valuable insight in a nation branding initiative that aims to change these perceptions. Finally, the brand personality can form the basis of a customer service personality that is unique to South Africa.
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Zhao, Xingcun. « AN EXPLORATION OF CULTURAL HERITAGE TOURISM USING THE BRAND PERSONALITY THEORY : AN EXAMPLE OF THE THREE MEMORIAL EDIFICES OF CONFUCIUS ». Kent State University / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=kent1558542739608648.

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Malär, Lucia. « Performance implications and implementation of brand personality : a dyadic perspective on managers' intentions and consumers' perceptions / ». [S.l. : s.n.], 2009. http://d-nb.info/992158826/04.

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Luobusangzhu, Xxx. « UNDERSTANDING THANGKA : AN EXPLANATION OF TOURISTS’ INTEREST AND DESIRE OF PURCHASING THANGKA ». Kent State University / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=kent1468794479.

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Fröberg, Emelie. « Vill jag verkligen publicera min frukost på Facebook ? En kvalitativ studie om privatpersoners strategier på sociala medier ». Thesis, Malmö universitet, Fakulteten för teknik och samhälle (TS), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20121.

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Sociala medier används i stor utsträckning var dag men frågan är vilka tankar och strategier som ligger bakom användandet av de två digitala kanalerna Facebook och Instagram. Genom en kvalitativ metod undersöks bakomliggande strategier till hur privatpersoner agerar på sina sociala medier. Den undersökande populationen är kvinnor 18-35 år och syftet är att se hur de bygger upp sin identitet och sitt personliga varumärke på sina sociala medier. Studien har genomförts med intervjuer samt ett visuellt material i form av bilder som använts till stöd vid insamling av materialet. Det visuella materialet har tagit avstamp i modellen Brand Mind Space. Den teoretiska anknytningen rör även modellerna A Brand Personality och Communication Privacy Management (CPM). Resultatet visar att Instagram är den kanal som används i störst utsträckning. Det framkommer även att det går att utläsa tendenser till strategier hos privatpersoner i den undersökta populationen. Det är av vikt dels hur privat information delges, vad som förmedlas via profilen samt vad bilderna som publiceras egentligen representerar. Studien pekar på att det viktigaste är att vara ärlig och att den digitala identiteten avspeglar vem personen är, samt att kunna kontrollera spridning av den information som delas. Det är även viktigt att inte sticka ut för mycket eller uppfattas av andra som jobbig.
Social media is widely used every day but the question is what strategies can be found behind Facebook and Instagram. Through a qualitative method research of underlying strategies on how individuals act on their social media have been made. The population is women age 18-35 and the purpose is to see how they structure their identity and personal brand on social media. The study was realized by interviews and a visual material shaped as images. The visual material is based on the Brand Mind Space model. The theory also relates to the models A Brand Personality and Communication Privacy Management (CPM).The result shows that Instagram is the channel used to the greatest extent. It also appears that trends in strategies for individuals in the population can be read out. It is important how private information is communicated, what is conveyed through the profile and what pictures that are published really represents.The study shows that the most important thing is to be honest and for the digital identity to reflect who the person is. It is also important to control the spread of information being shared and to not stand out or be perceived as annoying.
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Le, Thi Minh Hang. « Capital-marque et personnalité de la marque : contributions théoriques et apports empiriques dans un contexte vietnamien ». Phd thesis, Université de Grenoble, 2012. http://tel.archives-ouvertes.fr/tel-00832873.

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Les marques représentent aujourd'hui incontestablement un élément important de la société de consommation. Le nombre de marques ne cesse d'augmenter, créant ainsi une confusion dans l'esprit des consommateurs, et représentant autant de difficultés et de défis pour les entreprises. Chaque année, les entreprises consacrent des sommes importantes à la gestion de leur marque afin quelle soit connue et présente dans l'esprit des consommateurs. Ceci nous a conduits à s'intéresser aux problématiques liées à la construction et à la conservation d'un fort capital-marque pour une firme. Le capital-marque est fortement influencé par des bénéfices symboliques ou intangibles. La marque n'est plus un objet. Les activités de marketing confèrent à la marque une personnalité, une âme. Grâce à cela, la marque devient un partenaire dans la relation avec les consommateurs. Cette thèse se focalise sur la recherche de l'effet de la personnalité de la marque et de la congruence de la personnalité marque-consommateur sur le capital-marque. Elle étudie les valeurs qu'un fort capital-marque peut apporter à la firme par la construction et le maintien d'une bonne relation avec les consommateurs. Toutes nos études expérimentales ont été mises en œuvre au Vietnam. Les résultats obtenus proposent des contributions théoriques afin de mieux comprendre la nature de la relation mutuelle entre le capital-marque et la relation interpersonnelle marque-consommateur. Ils apportent des contributions méthodologiques, relative à la création d'une échelle de mesure de la personnalité de la marque et d'une échelle de mesure du capital-marque dans le contexte vietnamien. Ils fournissent des apports managériaux importants aux entreprises qui veulent commercialiser leurs produits sur le marché vietnamien.
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Byers, Michael. « The role of personality traits and motivation in determining brand ambassador performance in the alcoholic beverage industry ». Diss., 2007. http://hdl.handle.net/2263/23617.

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The research explored the role of personality traits and motivation in determining Brand Ambassador (BA) performance. Fragmentation in the media and consumers who are more aware of clever marketing, are turning to the more credible messages and advice on products or services spread by BA’s within their circle of friends, before making purchasing decisions. Marketers seeking to recruit high potential BA’s need to know what personality traits are required for a BA to be successful. By implication a BA is type of sales representative and using the sales literature as the platform, successful sales representatives require all Big Five personality traits of Extraversion, Agreeableness, Conscientiousness, Neuroticism and Openness to Experience as well as Motivation.The NEO-FFI questionnaire was used to measure the Big Five personality traits, and was adapted to include a measure of Motivation. The questionnaire was completed by 120 BA’s from the South African Breweries (SAB) Egoli region, who had a performance record. T-tests, multiple regression and correlation were the statistical techniques employed to test the relationships between personality traits, motivation and BA performance.The outcome was that Conscientiousness was the only personality trait found tobe statistically significant. The results suggest that the BA rankings supplied by SAB were flawed. The reliability measures suggest that the NEO-FFI questionnaire needs to be adapted before being implemented in South Africa and a rating scale is a better indicator of performance proxy than ranking scale.
Dissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
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Chapitres de livres sur le sujet "Personalità, Brand management"

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Heding, Tilde, Charlotte F. Knudtzen et Mogens Bjerre. « The personality approach ». Dans Brand Management, 114–48. Third Edition. | New York : Routledge, 2020. | Revised edition of the authors’ Brand management, 2016. : Routledge, 2020. http://dx.doi.org/10.4324/9780367172596-9.

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Lalaounis, Sotiris T. « Developing brand equity, positioning, personality, and values ». Dans Strategic Brand Management and Development Creating and Marketing, 23–58. Abingdon, Oxon ; New York, NY : Routledge, 2021. | : Routledge, 2020. http://dx.doi.org/10.4324/9780429322556-2.

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Muller, Re-An, et Ayesha L. Bevan-Dye. « Brand Personality Perceptions of a Japanese Automobile Giant ». Dans Country Experiences in Economic Development, Management and Entrepreneurship, 863–73. Cham : Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-46319-3_55.

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Nguyen, Bang, Meng-Shan Sharon Wu et Cheng-Hao Steve Chen. « How Does Self-concept and Brand Personality Affect Luxury Consumers’ Purchasing Decisions ? » Dans Luxury Fashion Retail Management, 19–48. Singapore : Springer Singapore, 2016. http://dx.doi.org/10.1007/978-981-10-2976-9_3.

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Muller, Re-An, et Ayesha L. Bevan-Dye. « Reliable Nokia-Brand Personality Perceptions of the Finnish Communication Giant ». Dans Country Experiences in Economic Development, Management and Entrepreneurship, 785–96. Cham : Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-46319-3_50.

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Barrett, James. « Candidate Brand Personality and the 2017 New Zealand General Election ». Dans Political Marketing and Management in the 2017 New Zealand Election, 67–84. Cham : Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-94298-8_5.

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Simanjuntak, E. S. M. « The effect of brand personality dimensions on self congruity and functional congruity on brand attitude : A study of Jaklingko users ». Dans Contemporary Research on Management and Business, 68–71. London : CRC Press, 2022. http://dx.doi.org/10.1201/9781003295952-18.

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Tong, Xiao, Jin Su et Yingjiao Xu. « Exploring the Personality of Luxury Fashion Brands : Evidence from Young US Consumers ». Dans Luxury Fashion Retail Management, 89–106. Singapore : Springer Singapore, 2016. http://dx.doi.org/10.1007/978-981-10-2976-9_6.

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Javed, Muhammad Kashif, Muhammad Nazam, Jamil Ahmad et Abid Hussain Nadeem. « The Impact of Consumer Perceived Ethical Value on Trust and Brand Loyalty : Personality as Moderation Variable ». Dans Proceedings of the Eighth International Conference on Management Science and Engineering Management, 1585–94. Berlin, Heidelberg : Springer Berlin Heidelberg, 2014. http://dx.doi.org/10.1007/978-3-642-55122-2_137.

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Nuthall, Peter L. « Ra ra the team. » Dans Farm business management : the decisive farmer, 22–37. Wallingford : CABI, 2021. http://dx.doi.org/10.1079/9781800620124.0003.

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Abstract This chapter tells about Brad, the consultant who has a special personality enabling him to react positively with most people including his clients. This is a special skill and is very useful, a skill that can be developed and improved by most people given some work. To understand how to improve requires understanding the reasons for the special personality. Everyone's personality is dependent on their genetic makeup (genotype) obtained from their parents and on how this interacts with the environment they experience right from when a baby. Parents clearly have a large influence on the early environment, but so do all other interactions over life. Everyone's overall psyche at any time is referred to as their phenotype - that is, the result of their genotype and environment. This psyche also impacts on how anyone learns and consequently influences what they have learnt about people skills. This chapter also reports that most of the farmers being invited to join the experimental groups had already been through the earlier programme to improve their decision intuition so were familiar with the process and questionnaires used in this new programme, designed to remove their decision biases and change their personalities to be more akin to an optimal phenotype suitable for management work. Increasingly, particularly with respect to the environment, farmers are facing more and more rules and regulations they must comply with. The same goes for labour regulations, and also health and safety.
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Actes de conférences sur le sujet "Personalità, Brand management"

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Molinillo, Sebastian, et Arnold Japutra. « RESPONSIBLE VS. ACTIVE BRANDS ? A PRELIMINARY EXAMINATION OF BRAND PERSONALITY ON CONSUMER-BRAND RELATIONSHIPS ». Dans Bridging Asia and the World : Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.03.04.01.

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Bougoure, Ursula, Dominique Greer et Ben Smith. « THE IMPACT OF SERVICE BRAND PERSONALITY ON BRAND AFFECT, BRAND TRUST AND BRAND LOYALTY ». Dans Bridging Asia and the World : Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.05.10.05.

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He, Bei-Jia, Yi-Wen Chen et Sha Yang. « Brand Experience Affects Brand Personality : Manipulation of Construal Level ». Dans ICEME '20 : 2020 The 11th International Conference on E-business, Management and Economics. New York, NY, USA : ACM, 2020. http://dx.doi.org/10.1145/3414752.3414769.

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Dirgantari, Puspo Dewi, Shofiah Sholehah et Bambang Widjajanta. « Increasing Purchase Intention Through Brand Personality ». Dans 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020). Paris, France : Atlantis Press, 2021. http://dx.doi.org/10.2991/aebmr.k.210831.082.

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Karpova, Alexandra, et George Balabanis. « DEVELOPING BRAND PERSONALITY TYPOLOGY FOR LUXURY PRODUCTS ». Dans Bridging Asia and the World : Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.10.04.05.

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Li, Xiaocui, et Lei Zhang. « Approaches to Build Brand Personality for Chinese Corporations ». Dans 2011 International Conference on Management and Service Science (MASS 2011). IEEE, 2011. http://dx.doi.org/10.1109/icmss.2011.5998618.

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Xu, Shenglin, Nan Jiang et Li Zhang. « How to Construct Brand Personality for Chinese Animation ». Dans 3rd International Conference on Advances in Management Science and Engineering (IC-AMSE 2020). Paris, France : Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200402.028.

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Safitri, Yulianne, et Diandra Nabila. « Advergame Shopee Tangkap on Shopee’s Brand Personality in Jakarta, Indonesia ». Dans 2021 International Conference on Information Management and Technology (ICIMTech). IEEE, 2021. http://dx.doi.org/10.1109/icimtech53080.2021.9535106.

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Herm, Steffen, Jana Möller et Klaus Heine. « ENDORSER’S BODY POSTURE AS AN ANTECEDENT OF (LUXURY) BRAND PERSONALITY PERCEPTION ». Dans Bridging Asia and the World : Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.06.08.01.

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Wang, Qiuyue, et Ping Zhao. « Research on Change of Time-Horned Apparel Brand Personality After Different Fit Extension ». Dans 3rd International Conference on Management Science, Education Technology, Arts, Social Science and Economics. Paris, France : Atlantis Press, 2015. http://dx.doi.org/10.2991/msetasse-15.2015.244.

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