Despite the fact that brand image development is undeniably a grave challenge to brand managers, there has not been much research to assist brand managers in making a choice between different strategies. There are large numbers of researches that have been accentuated on brand personality (Okazaki 2006; Venable & Rose 2003). Nevertheless, the most important focus of these researches has been on the consequences and outcomes of brand personality or on dimension factors. There have not been much studies revolving around how brand personalities are build up as well as how they can be augmented. There are a numbers of constituents that are required during the process of branding, and brand personality is one of the crucial elements. By bestowing a brand with a definite personality, brand managers attempt to differentiate it with brands having identical product characteristics. In the earlier period, researchers have accentuated on finding out how the brand personality is connected to qualities of human beings, or on the building up of brand personality from diverse societies and cultures. ...
Literature Review Theoretical Background The conventional observation is that personality traits tend to get connected with a brand by means of the people who stand for it or symbolize it. Examples of such representatives can include a usual consumer of a brand, the organization's human resources or Chief Executive Officer, and the brand’s endorsers. This approach of building brand personality is termed as the direct way, since the personality traits of the individuals related with the brand are transmitted straightforwardly to the brand. It is on the basis of the concept that the traits of human as well as brand personality share comparable conceptualization. On the other hand, Aaker (1997) stated that brand personalities can be developed in diverse ways. Opinions of human personality qualities are deduced on the foundation of a person’s behavior, physical attributes, outlooks and viewpoints in addition to the demographic character (Park 1986). However, opinions of brand personality qualities have a more varied foundation. The personality traits of brands can be shaped by any form of contact that the customer has with the brand be it direct or indirect. This implies that personality traits can be connected with a brand by means of product group associations, product-linked attributes, brand name, sign or logo, promotion approach, price, as well as distribution conduit. Therefore, there are various basis of brand personality. Hence, the vital aspect is how brand managers comprehend and employ the various traits to build up the preferred personalities for their respective brands. Brand personality in postmodern branding dynamics The perceptions related to a product play a
Consumer Behavior: Brand Personalities Contents Introduction 3 Literature Review 4 Theoretical Background 4 Brand personality in postmodern branding dynamics 5 Analysis of Brand Personalities of Samsung, Nokia and Apple 8 Brand personality of Samsung 8 Brand personality of Nokia 9 Brand Personality of Apple 10 Assessment of whether the brands are reflecting appropriate personalities to attract their target markets 10 Samsung 10 Nokia 11 Apple 12 Recommendation & Conclusion 13 Reference 13 Introduction Brand personality can be described as the collection of human attributes linked with a brand (Aaker 1997)…
Brand personality is a group of personal characters related and connected with a brand. Jennifer Aker, in her book, Dimensions of brand personality,” Journal of Marketing Research, defines brand personality as “a sequence of individual characters related with the brand”.
Consumers buy a variety of expensive goods that are not necessary, their main aim being to show-off; this type of consumption involves luxurious expenditure, and it is common in the clothing industry. This continuous display of wealth with a purpose of maintaining a specific status is common in women especially in clothing; however, this consumption is mostly unproductive (Veblen 32).
It usually involves the how, why, when and where a consumer commits or rejects a purchase of any particular product. This study attempts to study the various dynamics that affect the behavior of a particular consumer while purchasing a particular product.
According to marketers, consumers’ internal psychology characteristics which reflect in their response towards a new products or services of a company can be defined as consumer personality (Schwarz and Hunter, 2012, p.15). Perception is all about the interpretation of something after the information search.
A brand is a symbol, sign, name or a combination of all of the above used to identify a good or service in the market, branding enables the customer identifies the product as the only available solution to their problems as compared to other products in the market.
The author states that the business of Body Shop is well known in the market for its ethical standpoint. The company strictly opposes to the testing new products on animals. But L’Oreal is blamed for this practice in the market. In 2008, the Animal Rights group has sternly warned the company to abolish such practices.
And, adopting a very narrow and fixed perspective they tend to think that there is only one cars' market. However it is abundantly clear that customers' uses and expectations from cars' may vary from one customer type to another and each sold car may serve to fulfill different needs.
Conspicuous consumption involves spending on goods and services acquired with an aim of displaying one’s income or wealth, and as a result, maintaining a certain social status. Consumers buy a variety of expensive goods that are not necessary, their main aim being to show-off; this type of consumption involves luxurious expenditure.
Various methods have been applied correspondingly, in order to understand such factors. For example, various secondary sources have been evaluated in order to gain information about the factors that influence
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