Download or read book The Influences of Brand Personality on Brand Attitude and Choice An Investigation of the Moderating Effects of Price Discount written by 王宜如 and published by . This book was released on 2007 with total page 88 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Consumers Perceptions of Brand Personality written by Raja Mazhatul Yasmin Suraya Raja Abdul and published by . This book was released on 2012 with total page 444 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumers tend to choose brands that assist in projecting the self-image they desire. Embedding a brand with human characteristics is one way for marketers to satisfy consumers' symbolic needs. This study examines some factors that drive brand personality perceptions and investigates how these perceptions influence behavioural outcomes. Specifically, this thesis researches the antecedents and outcomes of brand personality perceptions. An extensive review of the literature identified five antecedents that influence consumers' perceptions of brand personality. These include brand association, hedonic attitudes, personality expression, and valence of feelings. The fifth antecedent, brand awareness, is modelled as driving brand association, indirectly impacting brand personality. These antecedents are hypothesised to drive consumers' formation of brand personality perceptions, which in turn affect important outcomes, namely brand engagement, brand attitude, and behavioural intentions. While prior research has addressed the measurement of brand personality, few studies have examined the factors driving its perception by consumers and no prior study has examined these antecedents in conjunction with the behavioural outcomes. Further, this thesis contributes to understanding brand personality perceptions through an extension that examines the moderating effect of self-expression, self-congruency, consumer individualist/collectivist orientation, and product category on the relationships in the research model. No prior study has examined the effect of these factors in moderating brand personality perceptions.Analysis of a national online survey of 609 individuals found that brand awareness is separate from but strongly linked to brand association, and later affects consumer perceptions of brand personality. Hedonic attitude, personality expression, and positive feelings also affect consumers' brand personality perceptions, with positive feelings having the strongest effect of all the antecedents. Negative feelings did not influence brand personality perceptions. Perceptions of brand personality affect consumers' willingness to engage with a brand, their attitude towards the brand, and behavioural intentions including intention to repeat purchase and remain a loyal customer of the brand. Positive feelings affect consumer brand attitude indirectly via brand personality perceptions, but negative feelings have a direct effect on brand attitude.The moderating variables of self-expression, self-congruency, individualist/collectivist orientation, and product category were also examined in this thesis. Self-expression does not have a strong effect on the relationships in the model. Self-congruency and individualist/collectivist orientation, on the other hand, did have more of an effect on the model relationships. Moderating effects were also tested across different product categories(clothing, perfume and watches) to establish some generalisability of the model. While minor variations occurred, the model is generally robust across product categories. This research contributes to our understanding of brand personality. It provides new depth to brand personality theory and also has significance for brand managers.

Download or read book Influences on the predictive value of brand attitudes written by George S. Day and published by . This book was released on 1967 with total page 96 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Effects of Brand Name Fluency Attitude and Attribute Accessibility on Constrained and Stimulus based Brand Choices the Moderating Role of the Level of Motivation and Opportunity written by Seh-Woong Chung and published by . This book was released on 2001 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation examines how fluency for brand names, attitude accessibility, and attribute accessibility influence brand choices that are made in different contexts. Further, the results of the dissertation demonstrate that the respective effects of these factors critically depend on the level of motivation and opportunity the consumer has when making the brand choice. Drawing on the implicit memory framework, the first study examines how exposures to brand names affect subsequent brand choices under different levels of motivation and opportunity conditions. The results show that the brand choice made under low motivation and opportunity condition are sensitive to perceptual fluency, and thus are affected by the modality of exposure. The processing mode (conceptual vs. perceptual) is found to exert no influence on brand choice. The second study extends the findings of the first study by incorporating attitude accessibility into the model of brand choice. This study finds that the attitude accessibility influences brand choices that are made under both low and high motivation and opportunity conditions, but that perceptual fluency influences brand choices made only under low motivation and opportunity condition. Finally, the results of the third study demonstrate that the stimulus-based choice is also subject to the influence of memory. Specifically, the third study shows that the stimulus-based choice is influenced by the accessibility of attribute in memory. Further, the results show that an unimportant attribute may exert disproportionate impact on the brand choice if that attribute is highly accessible in memory. The study identifies selective attention as the mechanism by which the unimportant attribute influences the brand choice.

Download or read book Buyer Attitudes and Brand Choice Behavior written by George S. Day and published by Simon & Schuster Books For Young Readers. This book was released on 1970 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book An Analytical Study on Perspectives of Brand Awareness and Its Impact Upon Consumer Buying Behavior with a View to Facilitate Managerial Decision Making in Organizations written by Pradeep Kautish and published by GRIN Verlag. This book was released on 2011-12 with total page 349 pages. Available in PDF, EPUB and Kindle. Book excerpt: Doctoral Thesis / Dissertation from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, Maharshi Dyanand Saraswati University, Ajmer (Department of Management Studies), course: Marketing, language: English, abstract: Brand awareness is a rudimentary level of brand knowledge and recognition which result into complex cognitive process called favorable consumer behavior for marketers. Brand awareness is the potential capacity that a consumer has of recognizing or recalling the name of the brand as an offer of a certain category of product. Brand awareness is a dimension of brand equity that affects the decisions of the consumer both at the affective level and the behavior level. Presumably, marketers expect that brand awareness will keep the brand in the consumer's evoked set while consumer decides about the brand for consumption. Brand awareness favors the creation of brand image.

Download or read book A Path Analysis of Personality and Its Influence on Brand Choice written by R. Eric Reidenbach and published by . This book was released on 1979 with total page 426 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Influence of Foreign Branding and Brand Personality Towards Perceived Product Advantage and Brand Image written by Yohanes and Suresh Kumar, S.T., M.Si. and published by Rasibook. This book was released on 2020-03-11 with total page 121 pages. Available in PDF, EPUB and Kindle. Book excerpt: This monograph is studying the impact of foreign branding on purchase intention. Other than foreign branding, this study is also aware the needs of brand personality in purchase intention. It is believed that customers not only buy products because of its usefulness but also its brand since it provides guarantee, comfortability, and security. This monograph aims at the understanding of purchase intention through foreign branding, brand personality, product advantage, and brand image. It is expected this study would give benefit not only to Lea Jeans but also local players to win the customers. It is also expected the results would give better ideas for local players to play in other industry than fashion.

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 Group Influence on Consumer Brand Choice written by Robert E. Witt and published by . This book was released on 1970 with total page 100 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Exploring the Impact of Product Similarity and Price on Brand Management Outcomes of Junior Imitations and Traditional Senior Luxury Brands written by Areti Tsitsakis Vogel and published by . This book was released on 2017 with total page 299 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Often considered the sincerest form of flattery, imitation has practically always underlain the business sector. Firms mimic the innovations of others in all industries and at varied levels, resulting in a spectrum of copies that range from identical reproductions of the originals to copies with merely subtle resemblances. Intellectual property law generally prohibits the former via patent, copyright, and trademark protection. The retail sector has historically relied on trademark law to prevent imitations that confuse consumers as to the identity of the true manufacturer. However, imitations that do not create such confusion, primarily by copying aspects of another's offering that are unrelated to that firm's trademark (i.e., trend imitations), do not invoke infringement law as counterfeits do. Essentially, trend imitations are legal so long as they do not dilute the equity of the original brand. While a number of researchers have thoroughly examined consumer behavior associated with counterfeits, a much smaller sect has investigated the consumer response to trend imitations. Therefore, the purpose of the current marketing research was to uncover the effects of such trend imitation on both a luxury brand that imitates another (defined as the junior brand), as well as the luxury brand that is mimicked (defined as the senior brand). Specifically, the study employed a 3 x 2 between-subjects experimental design to examine the effects of appearance similarity and price on both junior and senior brand management outcomes (brand attitude, brand equity, and brand preference). The research was also aimed at exploring the relationships among these variables, as well the moderating effects of the consumer characteristics (ethics, prestige sensitivity, and fashion leadership) on said outcomes. Data were collected from a convenience sample of undergraduate students, with the final sample consisting of 340 participants. Of these, approximately 53% were Caucasians and approximately 90% of participants ranged from 18-22 years old. Multivariate analysis of variance was employed to test the main effects of appearance similarity and price point and the moderating effects of the consumer characteristics, while a series of regressions were performed to test the relationships between the brand management outcomes. Results revealed that similarity of juniors to seniors in terms of appearance (low, moderate, and high) and price point (at versus below) affect junior brand management outcomes, yet not those of well-known seniors. The results also reveal that consumer ethics moderate the effect of appearance similarity and price point on both junior and senior brand management outcomes, while fashion leadership moderates that effect only with respect to the senior brand. The findings further support the existence of relationships between the brand management outcomes of brand attitude, brand equity, and brand preference for both junior and senior brands. The research reveals a deeper conceptualization of consumer response to retail imitation practices, and provides managerial insight to both junior and senior brands involved in imitation practices. Limitations and future research directions are also offered."--Abstract from author supplied metadata.

Download or read book The Impact of Brand Personality on Brand Extendibility written by Marek Gorny and published by . This book was released on 2020 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Numerous studies have investigated how brand characteristics influence brand extendibility (i.e., the extent to which a brand can be used to introduce brand extensions that yield positive brand outcomes). However, despite the high relevance of brand personality for brand image, no insights are available so far on the impact of brand personality on brand extendibility. Based on existing insights on processing fluency, this dissertation proposes that brand personality affects the fluency with which brand extensions are processed and, as a result, influences extension outcomes. Related hypotheses are empirically tested in an observational study and five experimental studies that compare extension outcomes for active and responsible brands as understood according to the brand personality conceptualisation by Geuens, Weijters, and De Wulf (2009). No support was found for the suggested impact of brand personality on extension outcomes through processing fluency. While results show that processing fluency is positively related to extension evaluations, they do not indicate that the fluency with which brand extensions are processed depends on brand personality. However, observed differences in extension evaluations and in the influence of brand extension on the parent brand hint to the general relevance of brand personality for brand extendibility. Particularly, evaluations of extensions of active and responsible brands were found to differ positively and marginally significantly in Study 4, and negatively and marginally significantly in Study 6. Furthermore, a positive and marginally significant difference in the differential impact of brand extension on parent brand attitude between active and responsible brands was observed as part of Study 3. The conducted studies also add to the understanding of brand perception. Specifically, results of Studies 1 and 2 show that consumers do not only infer brand personality traits from brand behav.

Download or read book Brand Personality as a Mediator of Visual Complexity Effects on Consumer Responses to Packaging written by Brandon Huard Nicholls and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research suggests that the visual complexity of advertisements influences brand attitudes, product attitudes, and purchase intentions. This research seeks to extend findings on the effect of visual complexity to the product package design context. It empirically tests the effect of visual complexity on brand personality dimensions and brand personality appeal, and subsequent effects on brand attitude, product attitude, and purchase intentions. An experimental study manipulates visual complexity of fictitious brand packages in three product categories (ice cream, soda, and dishwashing liquid). A sample of North American consumers rated the brand packages in terms of perceived visual complexity, brand personality dimensions, brand personality appeal, and product attitude, brand attitude and purchase intentions. Overall, visual complexity positively affects consumer responses to brands, although it also negatively influences some brand personality dimensions. Support for a mediating effect of brand personality and brand personality appeal was weak. Many of the observed effects were product-category specific. This study nonetheless adds insights regarding the impact of visual complexity on consumer responses, and provides managerial implications for product design.

Download or read book Price Promotions and Brand Equity written by Tobias Kuntner and published by . This book was released on 2017 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Purpose - This study investigates whether the influence of selected marketing-mix elements on brand equity differs for different types of brands. The main focus is on price promotions' influence. In addition, the impact of discount-store distribution is explored. Design/methodology/approach - This study applies fixed-effects regression to analyze German panel data, which includes 126 national brands in four product categories across five years. Findings - The results reveal that frequent price promotions and intensive discount-store distribution have a negative influence on brand equity. However, this effect differs across brand types: the higher a brand's initial equity level, the more harmful is the impact of these marketing activities on brand equity. Research implications - This study shows that brand types play an important role in moderating the influence of marketing activities on brand equity. Thus, further research endeavors may generate new insights by accounting for these brand-related differences in their investigations. Practical implications - Managers of high-equity brands should avoid frequent price promotions and intensive discount-store distribution. In contrast, managers of low-equity brands may use these instruments more widely because their detrimental effects are less severe. Originality/value - Current research mainly focuses on improving the conceptualization of brand equity or exploring different kinds of marketing-mix elements. Findings on potential effect moderators are scarce. Thus, this study substantiates and extends existing findings by emphasizing the importance of distinguishing different brand types when investigating the effect of marketing-mix elements on brand equity.

Download or read book The Meaning Transfer Between Country Personality and Brand Personality written by Yu-Shiang Bien and published by . This book was released on 2009 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: ABSTRACT: Brand personality has been regarded as an import source measuring brand image. It is believed by many researchers that brand personality can impact consumers' product evaluation. The formation of brand personality can be derived from many sources such as advertising messages, celebrity endorsers, and retailer's images. Although there exists much research devoted to understanding the antecedents and consequences of brand personality, very few studies deal with the relationship between country personality and brand personality, even though country of origin (COO) has been considered powerful information influencing consumers' evaluation toward the brand. This study examined the meaning transfer process between country personality and brand personality. The country/product match and product involvement were employed as independent variables to examine if they exert influence on the meaning transfer process, brand attitude, and purchase intention. A total of 210 subjects participated in this study. After reading the product documents with combinations of brand origin and product, subjects were asked to complete the questionnaire regarding country/brand personality, brand attitude, purchase intention. The results showed that country personality and brand personality were associated. However, the meaning transfer process could be moderated by country/product match and product involvement. Country/product match and product involvement were also found to influence brand attitude and purchase intention.

Download or read book Fashion Branding and Consumer Behaviors written by Tsan-Ming Choi and published by Springer Science & Business Media. This book was released on 2014-01-30 with total page 153 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fashion Branding and Consumer Behaviors presents eye-opening theory, literature review and original research on the mutual influence of branding strategies and consumer response. Contributors use multiple methods to analyze consumers' psychosocial needs and the extent that their fulfillment goes beyond the usefulness or value of the items they purchase as well as the fashion industry's means of communicating brand identity and enhancing brand loyalty. Along the way, these studies raise important questions about consumer behaviors, consumer welfare, environmental ethics and the future of consumer research. Included in the coverage: A symbolic interactionist perspective on fashion brand personality and advertisement response. Optimizing fashion branding strategies in a fluctuating market. An analysis of fashion brand extensions by artificial neural networks. Domestic or foreign luxury brands? A comparison of status- and non-status- seeking teenagers. The impact of consumers’ need for uniqueness on purchase perception. How brand awareness relates to market outcome, brand equity and the marketing mix. A breakthrough volume on the complexities of how and why we buy, Fashion Branding and Consumer Behaviors will captivate researchers and practitioners in the fields of consumer psychology, marketing and economics.

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.