According to aaker and fournier (1995), brand personality is the “set of meanings constructed by an observer to describe the ‘inner’ characteristics of another. At studymoosecom you will find a wide variety of top-notch essay and term paper samples on any possible topics absolutely for free want to add some juice to your work no problem.
Brand personality helps to create a relationship between the customer and the and the brand this is because there are people who like to associate themselves with a certain brand because of its personality. Weather, trusting or caring (eg johnson & johnson), fun and exciting (eg mtv) the, brand as a person, deals with two aspects the personality of a brand, and the brand customer relationship the brand personality aspect brand personality can be defied as the human personality traits associated with a brand (aaker, j 1997.
| brand personality | | | | brand personality just like human beings, a brand soon assumes a personality it is a set of characteristics associated with a brand drawing analogy with human personality , brand personality is unique, distinctive and enduring and provides the brand a differentiation from competitive offerings. Chung k kim, dongchul han and seung-bae park (2001), the effect of brand personality and brand identification on brand loyalty: applying the theory of social identification the article describes the effect of brand personality on brand assessment by using the concept of consumers' identification with a brand.
Drawing analogy with human personality, brand personality is unique, distinctive and enduring and provides the brand a differentiation from competitive offerings it is built by the overall experience of the consumer with the brand , which inturn is affected by the expected value from the brand. Here you will also find the best quotations, synonyms and word definitions to make your research paper well-formatted and your essay highly evaluated back our customer support team is available monday-friday 9am-5pm est.
Brand as a person – real brands just like a person every brand has a personality some evoke feeling where as others fall flat the critical difference is that some brands focus on it, understand it, and exploit it. Sincerity: sincerity brands are those which makes caring image towards customers by showing honesty, wholesome and cheer examples: dalda is comes under sincerity category because the positioning statement (jaha mamta waha dalda) shows the sincerity towards customers and culture.
The brand personality aspect brand personality can be defied as the human personality traits associated with a brand (aaker, j 1997) this personality is extremely critical for a brand why because personality is extremely important in our society the situation is same for a brand. According to aaker and fournier (1995), brand personality is the “set of meanings constructed by an observer to describe the ‘inner’ characteristics of another personthat can be used to summarize complex behaviors and form expectations of future behaviors’ (p 392.
The brand personality dimensions can be sued evaluate or measure various brand images it is noted that the brand personality dimension is a well researched context to determine whether the brands is strong and effective (austin et al, 2003, phau & lau, 2000. Custom brand personality: nike essay i chose nike brand for its personality depicting competency and sophistication being a football lover, i have always bought nike shoes and other accessories such as footballs, nike shirts, shin pads etc.