Past research suggests that brand personality boosts consumer preference ( zhang, moreover, the effects of brand personality factors upon brands were. Study is “the study of the impact of brand personality on employer brand attractiveness” the model of this research is based on the variables of. The impact of brand personality on consumer responses to persuasion attempts received (in revised form): 21 st september 2012 am é lie gu. Brand may simultaneously possess multiple dimensions of brand personality the relative impact of each dimension of brand personality has been largely.
Effects of brand personality and event personality congruence bram draaijer ( s1238051) university of twente graduation committee: joyce karreman. Form, etc taking into account tv channels as a product, this research aims to investigate the channel design impact on viewers' emotions and brand personality. Brand personality and brand equity: evidence from the sportswear impact of brand personality on brand equity based on data collected from.
The impact of brand personality and customer satisfaction on customer's loyalty: theoretical approach and findings of a causal analytical study in the. Pdf | in this pilot study investigating the impacts of automobile brand personality perceptions of turkish consumers on their attitudinal and. In this study, the authors explore the dimensions of brand personality proposed concerning the effects of brand personality, previous studies have shown that, . The dimensions of brand personality discussed by aaker(1997) in his brand personality framework including five dimensions of every brand that effects cognitive. The results show that personality congruency has positive and significance effect on customer-brand relationship dimensions (self- connection, partner quality.
Yi and la (2002) suggest that brand personality influences brand identification, and then brand identification has a direct impact on brand loyalty, as well as an. The effect of brand personality and congruity on customer-based brand equity and loyalty of personal computer brands introduction commercial brands. The purpose of this research is to offer a model that incorporates both direct and indirect effects of brand's perceived personality on three major relational. 1997 plummer, 2000) human personality and brand personality are distinct, stable and have independent effect on brand choice (helgeson and supphellen, . Try revealing that brand loyalty, brand identification, trust, brand personality and brand awareness are the variables that have a greatest impact.
The purpose of this research is to review the impact of various dimensions of brand personality which includes: honesty, qualification, being exciting, perfection,. Differences in consumer's perception on brand personality attributed to foreign has a strong effect and influence on brand preference and consumer loyalty. Brand managers are increasingly using brand personality to differentiate and uniquely position their brand without really knowing its effects this study begins to.
This research assesses the relative impact of a long-term brand management instrument (brand personality) and a short-term marketing mix instrument (sales. Many researchers have investigated the effects of brand personality on brand equity however, the antecedent factors contributing to the development of brand . The authors conclude by demonstrating the intuitive nature of this phenomenon by showing that the lay belief linking brand personality to.