Download or read book The Impact of Brand Personality on Attitude and Commitment Towards the Brand written by Laure Ambroise and published by . This book was released on 2005 with total page 48 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Handbook of Brand Relationships written by Deborah J. MacInnis and published by Routledge. This book was released on 2014-12-18 with total page 536 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.

Download or read book The Influence of Brand Personality in the Relationship of Ambush Marketing and Brand Attitude written by Daniel Markus Jueterbock and published by Diplomarbeiten Agentur. This book was released on 2012-09-17 with total page 95 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Introduction: Overview: This chapter will introduce the reader to ambush marketing together with identification of gaps in the current research. Further, this chapter will formulate resulting problems for managerial decisions and consequently propose research objectives. Finally, a brief overview of the methodology together with delimitations will be detailed. Background to the Research: The increased use of ambush marketing in the last decade as a form of communication is widely acknowledged (Brewer 1993; McKelvey 1994; Meenaghan 1994, 1996 and 1998; O Sullivan and Murphy 1998; Sandler and Shani 1989; Shani and Sandler 1998 and 1999). The reason for the increased activity relates to clutter in the marketing communications environment and increased prices for sponsorship. Ambush marketing can be defined as the practice whereby another company, often a competitor, intrudes upon public attention surrounding the event, thereby deflecting attention toward themselves and away from the sponsor (Meenaghan 1994, 1996 and 1998). To date, most literature on ambush marketing relates to whether ambush marketing is ethical or not (Brewer 1993; Ettorre 1993; Meenaghan 1994 and 1996; O Sullivan and Murphy 1998). A clear answer cannot be given, as there is still a dispute between opponents (Brewer 1993; Ettorre 1993), supporters (Schmitz 2005; Welsh in Brewer 1993; Welsh 2007) and opinions that lie in between (Doust 1997; Meenhagan 1994 and 1996; O Sullivan and Murphy 1998; Shani and Sandler 1998). In general, there is an agreement that the term ambush marketing was coined by Jerry Welsh in the 1970s (Brewer 1993; Welsh n.d.). In a marketing framework, ambush marketing is commonly placed among non-traditional marketing communication as opposed to traditional marketing communication (Meenaghan 1994, 1996 and 1998). A commonly acknowledged framework of these new marketing tools is not yet established, and the effects of ambush marketing have received limited attention. To date, the most reliable research relates to effectiveness of ambush marketing, as well as recall and recognition tests on sponsors and ambushing competitors (Sandler and Shani 1989). These tests compare official sponsors with the equivalent ambush companies of an industry. Research on image and sales has not yet been undertaken in relation to ambush marketing (Meenaghan 1998). However, there have been attempts to investigate the effects of ambush marketing on consumer [...]

Download or read book Brand Attachment written by C. Whan Park and published by Now Publishers Inc. This book was released on 2008 with total page 50 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.

Download or read book Consumer Brand Relationships written by M. Fetscherin and published by Springer. This book was released on 2015-05-07 with total page 475 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.

Download or read book Brand Personalities and Consumer brand Relationships as Elements of Successful Brand Management written by Katharina S. Güse and published by University of Bamberg Press. This book was released on 2011 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Contemporary Research in Brand Management UUM Press written by Hasnizam Shaari and published by UUM Press. This book was released on 2018-01-01 with total page 213 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about research in brand management and contemporary issues in marketing. It is designed to bring today’s professionals, managers, academicians and students the current research findings relating to issues in branding and marketing across the globe. Generally, branding has been accepted as an important strategy in managing business and marketing activities. This is because effective branding and marketing strategies can help improve business performance and bring up companies to a better position. Hence, this book is a good reference to those who wanted to understand factors influencing product and service brand performance, issues on brand loyalty, consumer purchase intention and Islamic retailing.

Download or read book The General Factor of Personality written by Janek Musek and published by Academic Press. This book was released on 2017-05-04 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: The General Factor of Personality improves our understanding of the personality structure and the relations between major personality dimensions, as well as major dimensions of the entire non-cognitive sphere of psychological variables. The results of the empirical testing and theoretical evaluations in this book contribute to the more comprehensive and precise theoretical framework of the General Factor of Personality (GFP) and that of the entire personality structure. Additionally, the book answers some unresolved questions concerning the nature of the GFP, including whether it is based more on correlations in real behavior or on other less substantial factors between lower-order dimensions of personality. This book is crucially important not only for theoretical reasons, but also for the tremendous practical and applied value of the assumed general dimension of personality. As a common denominator of all the most important fields of personality beyond cognition (Big Five, well-being, coping, emotionality, motivation, self-concept, self-esteem, control, wisdom and others), the GFP represents an extremely strong single predictor of the quality of life, mental health and well-being, career, academic success, and the quality of family and interpersonal relations. Reviews the theoretical and methodological work on the General Factor of Personality (GFP) Presents major research results in the field of GFP and the dimensional structure of personality Provides a balanced and objective approach to the topic of GFP, addressing criticisms and controversies Considers the practical and applied aspects of this research Draws conclusions on the bioevolutionary model of GFP to give a more thorough understanding of biological bases of human personality

Download or read book Attitude Strength written by Richard E. Petty and published by Psychology Press. This book was released on 2014-01-14 with total page 531 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social psychologists have long recognized the possibility that attitudes might differ from one another in terms of their strength, but only recently had the profound implications of this view been explored. Yet because investigators in the area were pursuing interesting but independent programs of research exploring different aspects of strength, there was little articulation of assumptions underlying the work, and little effort to establish a common research agenda. The goals of this book are to highlight these assumptions, to review the discoveries this work has produced, and to suggest directions for future work in the area. The chapter authors include individuals who have made significant contributions to the published literature and represent a diversity of perspectives on the topic. In addition to providing an overview of the broad area of attitude strength, particular chapters deal in depth with specific features of attitudes related to strength and integrate the diverse bodies of relevant theory and empirical evidence. The book will be of interest to graduate students initiating work on attitudes as well as to longstanding scholars in the field. Because of the many potential directions for application of work on attitude strength to amelioration of social problems, the book will be valuable to scholars in various applied disciplines such as political science, marketing, sociology, public opinion, and others studying attitudinal phenomena.

Download or read book Contemporary Research on Business and Management written by Siska Noviaristanti and published by CRC Press. This book was released on 2020-09-15 with total page 379 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book contains selected papers presented at the 3rd International Seminar of Contemporary Research on Business and Management (ISCRBM 2019), which was organized by the Alliance of Indonesian Master of Management Program (APMMI) and held in Jakarta, Indonesia on 27-29th November 2019. It was hosted by the Master of Management Program Indonesia University and co-hosts Airlangga University, Sriwijaya University, Trunojoyo University of Madura, and Telkom University, and supported by Telkom Indonesia and Triputra. The seminar aimed to provide a forum for leading scholars, academics, researchers, and practitioners in business and management area to reflect on current issues, challenges and opportunities, and to share the latest innovative research and best practice. This seminar brought together participants to exchange ideas on the future development of management disciplines: human resources, marketing, operations, finance, strategic management and entrepreneurship.

Download or read book The Impact of Brand Personality on Consumer Evaluations of Goods and Services written by Randa Jihad Saleh and published by . This book was released on 2010 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper aims at empirically testing the impact a brand personality can have on consumer evaluations of goods and services. The good and service were characterized by low involvement and familiarity; as such and based on the recommendations of previous studies, they were chosen to be a brand of bottled water and a photo developing service.--Towards this end, six versions of the questionnaire were created; one having no brand personality for the good and service, and the other five each having a dimension of Aaker's (1997) five Brand Personality dimensions; sincerity, excitement, competence, sophistication and ruggedness. --These six questionnaires were distributed to a sample of 191 students, 98 females and 93 males on the AUB campus; on average 30 questionnaires per personality were distributed. --The findings of this paper revealed that respondents exhibited a more positive attitude and more willingness to deal with the photo developing service after it was imbued with a brand personality. However, the presence of this brand personality did not influence consumer evaluations for the brand of bottled water. Consequently, it was statistically proven that the service was more affected than the bottled water by the presence of any dimension of brand personality. --Moreover, this study revealed that respondents exhibited a more positive attitude and more willingness to purchase a product with a brand personality dimension similar to their own. In addition, the study revealed that, because of their gender, respondents showed a more positive attitude and more willingness to purchase a product with a specific dimension of brand personality. For example, female respondents preferred a sincere, sophisticated and excited product; while male respondents, preferred a rugged and competent product.

Download or read book Social Psychology of Consumer Behavior written by Michaela Wanke and published by Psychology Press. This book was released on 2008-12-16 with total page 407 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume provides coverage of the latest social-psychological research into consumer behavior, including cognitive and affective processes, media influences, and self-regulation.

Download or read book Cross Cultural Brand Personality and Brand Desirability written by Corinna Colette Vellnagel and published by Springer Nature. This book was released on 2020-08-13 with total page 251 pages. Available in PDF, EPUB and Kindle. Book excerpt: This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept of brand-self-congruity is tested on its mediating role between brand personality dimensions and brand desirability. The results reveal that certain brand personality dimensions can have a direct and/ or indirect impact on brand desirability. Yet, this effect mechanism has not only been found to be brand-dependent but also culture-dependent. In this context, the mediating role of brand-self-congruity was confirmed across all cultures and brands investigated. Important implications are derived for research and brand management. In different countries, different brand personality dimensions lead to brand desirability. Therefore, brand managers should know their markets, understand cultural differences and adjust their brand strategy accordingly in order to attain brand desirability.

Download or read book BRAND MANAGEMENT CONSUMER BRAND RELATIONSHIP CBR IN STRONG BRAND DEVELOPMENT Penerbit UMK written by NOOR HASMINI ABD GHANI and published by UMK PRESS. This book was released on 2022-07-05 with total page 163 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book deals with brand management in the context of consumer brand relationship (CBR) in strong brand building. Strong brand means a brand have higher brand equity in the mind of consumer. this book will provide simple reading in understanding the critical role of CBR as valuable source in developing higher customer based brand equity. The CBR is among of contemporary brand strategy which worth to explore and practice as CBR able to create significant brand culture that able to sustain the company's survival. Understanding and strengthening CBR becomes vital for brand managers and practitioners in nowadays, since it makes consumers loyal, enhance consumer's tolerance in case of failure of brands and stimulate consumers to spread the brand positively by word of mouth and increase brand equity. Particularly, the purpose of this book is to provide knowledge sharing concerning on the subject of brands versus product, what's mean by brand equity, the approach of strategic brand management in building brand equity, the role of CBR as critical factor or source of brand equity, as well as the sources of CBR building. Obviously, among of importance objective of this book is to provide practitioners (including SMEs), managers, researchers, academicians and students with the concepts, approaches ad techniques to improve and sustain the long-term profitability of the brands.

Download or read book Brand Gender written by Theo Lieven and published by Springer. This book was released on 2017-10-06 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.

Download or read book The Influence of Perceived Brand Personality of Social Media on Users Attitude Motivations and Behaviour written by Munyaradzi Mutsikiwa and published by . This book was released on 2018 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The study examines the effect of the users℗þ perceived brand personality (PBP) of social media (Facebook, LinkedIn and YouTube) on attitude, motivation, behavioural intent, and behaviour. The study applies Aaker℗þs (1997) brand personality scale (BPS) to social media brands to test the extent to which it is applicable to social media brands, to examine the underlying structure of the PBP of social media brands and tests the hypothesised model for the interrelationship between the PBP of social media and attitude, motivation, behavioural intent, and behaviour. A quantitative approach was employed, where data was collected using an online survey. A sample of 380 respondents per platform was used, giving a total of 1140 respondents for the study. Exploratory factor analyses were done to examine the underlying structure of the PBP of social media brands. Structural equation modelling was used to assess the fit of the hypothesised model and subsequent relationships between the constructs. A two-factor solution for the brand personality of social media (Facebook, LinkedIn and YouTube) was extracted. The brand personality of Facebook is represented by two traits: excitement and sincerity. The Facebook model fit indices are as follows: __2 = 1298.658; d.__ = 510; p = .000; NFI = .846; IFI = .901; TLI = .890; CFI = 900, RMSEA = 0.066 PCLOSE (.000) The brand personality of LinkedIn is represented by two traits: competence and sincerity. The LinkedIn model fit indices were attained at: at: __2 = 1124.7067; d.__ = 478; p = .000; RMSEA = 0.0601; NFI = .872; IFI = .922; TLI = .914; CFI = 922; RMSEA = 0.0601 PCLOSE (.000). The brand personality of YouTube is represented by two traits: excitement and sincerity. The YouTube model fit indices were attained at: __2 = 1133.485, d.__ = 510; p-value = .000, NFI = .844, IFI = .908, TLI = .898, CFI = .907, and RMSEA = .060 (PCLOSE = 0.000). The results of the hypothesis tests revealed that H1: which states that there is a significant positive relationship between PBP of social media and users℗þ attitude and H2: which indicates a significant positive relationship between PBP of social media and motivation were partially supported for the three social media platforms (Facebook, LinkedIn, and YouTube). H3: which states that there is a significant positive relationship between users℗þ attitude and behavioural intent was supported for Facebook and LinkedIn and was not supported for YouTube. H4: which states that there is a significant positive relationship between users℗þ attitude and behaviour was not supported for the three social media platforms. H5: which states that there is a significant relationship between users℗þ motivation and behaviour was partially supported for Facebook and was supported for LinkedIn and YouTube. H6: which states that there is a significant positive relationship between users℗þ motivation and behaviour was partially supported for Facebook and not supported for LinkedIn and YouTube. The last hypothesis H7: which states that there is a significant positive relationship between behavioural intent and behaviour was not supported for the three platforms.

Download or read book Investigating the Relationship Between Corporate Brand Personality and Employee Brand Commitment written by Liam Leslie Carter and published by . This book was released on 2013 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Corporate brands in today's business landscape are complex and multifaceted, with employees playing a critical role in the building of those brands. As employee brand commitment forms an important part of building a corporate brand, it would be beneficial to understand the drivers of employee brand commitment in order to better understand the corporate brand. One of the main aspects of employee brand commitment is the personality of the corporate employer brand. This research aims to determine the relationship between corporate brand personality and employee brand commitment. By utilising the Corporate Brand Personality Scale and employee brand commitment measures, a quantitative survey was administered to 250 members of an online research panel. Exploratory factor analysis was used to determine the most common elements of the Corporate Brand Personality Scale. Thereafter, regression analysis was performed to determine the role of brand personality in predicting an employee's commitment to their corporate brand. The results of this study show that factors of corporate brand personality have a significant influence on employee brand commitment. Further discussion into factor analysis shows that progressive and steadfast personality traits have a significantly positive effect on employee brand commitment, whilst supercilious personality traits have a negative effect on employee brand commitment.