StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Nobody downloaded yet

An Exploration of the Impact of Brand Personality on Consumer Decision Making - Thesis Example

Comments (0) Cite this document
Summary
"An Exploration of the Impact of Brand Personality on Consumer Decision Making" paper seeks to explain and examine the relationships between these areas and explain the nuances as well as linkages that make brand personality an important part of the consumer decision-making process. …
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER94.8% of users find it useful
An Exploration of the Impact of Brand Personality on Consumer Decision Making
Read TextPreview

Extract of sample "An Exploration of the Impact of Brand Personality on Consumer Decision Making"

Download file to see previous pages In order to gain a level of commitment from consumers, a brand must establish some sort of relationship as well as an image that transmits and provides them with a reason or reasons to act upon that foundation. In delving into this study, certain keywords as represented by its purpose, are integral to understanding the foregoing. A brand, according to the Concise Dictionary of Business Management (Statt, p. 17) is “A mark, name, logo or trademark that identifies a product or services or organization and distinguishes it from its competitors. It is studied, brand personality encompasses branding, which the Concise Dictionary of Business Management (Statt, p. 17) defines as “The use of a brand to describe a product service or organization”. In considering the term brand personality one needs to understand that it means “1. the quality or condition of being a person … the totality of qualities and traits … that are peculiar to a specific person … the pattern of collective character, behavioral, temperamental, emotional, and mental traits …” In equating the preceding application to brand personality, substituting a brand for a person provides the context. Aaker (1996, p. 45) tells us that “The brand personality provides depth, feelings and liking to the relationship”. He adds that “Of course, a brand-customer relationship can also be based on a functional benefit, just as two people can have a strictly business relationship” (Aaker, 1996, p. 45).

The preceding brief exploration has sought to acquaint you with the foundational precepts in this exploration that includes the third facet, consumer decision making. This last area represents the core question and focus of marketing professionals for over 70 years, with its roots tracing back approximately 300 years as led by economist Nicholas Bernoulli (Machina, 2008, pp. 124-126). Bernoulli’s groundbreaking work paved the way for von Neumann and Morgenstern who extended his work into what is called the Utility Theory (Machina, 2008, pp. 124-126).  ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(An Exploration of the Impact of Brand Personality on Consumer Decision Thesis, n.d.)
An Exploration of the Impact of Brand Personality on Consumer Decision Thesis. https://studentshare.org/business/1719286-explorin-the-impact-of-brand-personality-on-cunsumer-decision-making
(An Exploration of the Impact of Brand Personality on Consumer Decision Thesis)
An Exploration of the Impact of Brand Personality on Consumer Decision Thesis. https://studentshare.org/business/1719286-explorin-the-impact-of-brand-personality-on-cunsumer-decision-making.
“An Exploration of the Impact of Brand Personality on Consumer Decision Thesis”. https://studentshare.org/business/1719286-explorin-the-impact-of-brand-personality-on-cunsumer-decision-making.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF An Exploration of the Impact of Brand Personality on Consumer Decision Making

Consumer Decision Making Process

... behavior, types of consumer buying decisions, and components that affect the decision making process. Finally, the paper will give some practical marketing recommendations as well. The characteristics that affect consumer behavior Considering the case of Williams, it seems that personal and psychological characteristics influence his buying behavior more than cultural and social factors. According to Tehran and Tehran (2006, p. 193), personal characteristics including occupation, age, education, and sex can have great influence on consumer behavior. Evidently, occupation of an individual is directly linked to the price and brand of the product they purchase. To illustrate, a part-time worker in a retail store is not likely to purchase...
8 Pages(2000 words)Assignment

Customer Decision Making and Brand Personality

...Customer Decision Making and Brand Personality Introduction A brand is an important aspect of marketing and promotion for any good or service produced. Companies and organizations develop brands that they present to the potential customers and clients around the globe. 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. Branding is done for particular objectives chief among them helping in the delivery of the message to the potential clients with clarity and precision. A great brand also confirms the viability of a product...
11 Pages(2750 words)Essay

Impact of Brand Personality on Consumer Decision Making

... An Exploration of the Impact of Brand Personality on Consumer Decision Making TABLE OF CONTENTS Abstract 3 1.0 Methodology 4 1.1 Research Philosophy and Approach 4 1.2 Information Search 5 1.3 Research Strategy 5 1.4 Methodology 6...
17 Pages(4250 words)Essay

Consumer Exploration for Armani Brand

... products, having a strong personality behind the line- he may pass away and leave the brand hanging; it also has too many lines that may appear as if they are offering the same products. Segmentation methods The company has the following market segments. It has done this on the basis of age and social class (UDEL, 2007) Armani Collezioni: this is the second most expensive clothing line in the Armani brand. This product focuses on the more mature consumer who is not looking for ‘hip’ clothes but prefers classy ones. The line is sold in various high profile department stores like David Jones and Harvey Nichols. Emporio Armani: this clothing line focuses on younger consumers. It offers a variety of trendy wear like jeans and t-shirts...
4 Pages(1000 words)Case Study

Consumer decision making

..., brand value like personal beliefs, psychological needs like recognition, changing life styles and philosophy of life, economic conditions etc. Friends can also influence the purchasing behavior very much. The study of consumer behavior is an important thing in the marketing strategy. References 1. Chawla,R (2009), Vidya Balan to endorse GoodKnight cream, [Online], Available at: http://www.bollywoodhungama.com/news/2009/10/01/13323/index.html [Accessed 11 November 2010] 2. Consumer Buying Behaviour, (n. d) [Online], Available at: http://www.learnmarketing.net/consumer.htm [Accessed 11 November 2010] 3. Experts Workshop on Information and Consumer Decision-Making For Sustainable Consumption, (2001), OECD Environment Directorate Programme...
6 Pages(1500 words)Essay

Readymade Consumer Decision Making

...Readymade Consumer Decision Making Readymade magazine appears stylish. It makes use of recycled paper, plastic, wood, metal, glass and fabric to come up with its unique design. In addition, the magazine has beautiful and creatively designed look. The design meets the content. Further, the look and the feel of the magazine correctly match the trend setting of the scope of its projects. In simple terms, the magazine looks like a hand bound book. The production of the magazine is not finished off by covering the binder’s board with paper. The designers truly had a great idea by using the yellow cloth to cover the spine board. The spine board looks excellent and is marked as a ruler, the design that stands out as the most unique feature...
1 Pages(250 words)Essay

Career Exploration and Decision Making

... how to relate with others the temperament traits such as realistic, idealist and rationalist fits much. Effectiveness and competency can be realized in understanding ones temperament traits. Work cited Johnston, Susan M. The Career Adventure: Your Guide to Personal Assessment, Career Exploration, and Decision Making. Upper Saddle River, N.J: Pearson/Prentice Hall, 2006. Print....Self-Assessment/Career Assessment
Understanding oneself leads to success in career and life satisfaction. As psychologists say that personality is the sum total of human behavior, one can succeed, find happiness and satisfaction without understanding temperament.
Comparing...
1 Pages(250 words)Assignment

Consumer Decision Making

...Consumer Decision Making Abstract This paper conducts an exploratory study of reasons why consumers delay making decisions. A research proposal to survey on purchases costing more than £100 reveals five causes of delay. Three of these - task avoidance and unpleasantness, time pressure, and uncertainty have been identified in other decision contexts, while causes related to the difficulty of selecting the best brand and perceived risk of product performance are more specific to consumer decision making. We will discuss the difficulty of selection and time pressure are the most important causes of consumer delay and task avoidance the least important. Correlations between delay causes and time spent in each stage of the consumer decision...
7 Pages(1750 words)Research Paper

Consumer Decision Making Process

..., it is easy to recall where a certain product was previously purchased, the manner in which it was packaged, prices as well as the various brands that were available. The consumer may also seek information from friends and family members. Their experience with particular commodities can be used by the potential consumer to evaluate its utility (Bauber, 2004 p. 65). Mass advertisements are also a useful source of information whereby consumers acquire information regarding brands. Information on prices can also be determined from the advertisements of the sellers. The consumer emerges out of this stage with a list of alternatives regarding possible items that can be purchased. There is a risk of making the wrong decision especially when...
8 Pages(2000 words)Term Paper

Consumer Decision-Making Models

The theory assumes that the consumer is rational and performs a good evaluation of all the available alternatives regarding the costs and the value acquired, followed by a good selection of the product that will give him the greatest satisfaction. According to the model, consumers obey the doctrine of maximum utility that relies on the law of diminishing marginal utility. Here, the consumer, who has a limited buying power and a range of wants and tastes, will assign his income over a wide range of products at particular prices to optimize utility (Thaler 1980). The principle of utility gives the consumer the capability of securing the highest utility from his limited buying power. This theory of consumer behavior is simply unidime...
12 Pages(3000 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Thesis on topic An Exploration of the Impact of Brand Personality on Consumer Decision Making for FREE!

Contact Us