Nobody downloaded yet

Consumer Behavior: Brand Personalities - Essay Example

Comments (0) Cite this document
Consumer Behavior: Brand Personalities Contents Introduction 3 Literature Review 4 Theoretical Background 4 Brand personality in postmodern branding dynamics 5 Analysis of Brand Personalities of Samsung, Nokia and Apple 8 Brand personality of Samsung 8 Brand personality of Nokia 9 Brand Personality of Apple 10 Assessment of whether the brands are reflecting appropriate personalities to attract their target markets 10 Samsung 10 Nokia 11 Apple 12 Recommendation & Conclusion 13 Reference 13 Introduction Brand personality can be described as the collection of human attributes linked with a brand (Aaker 1997)…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER94.6% of users find it useful
Consumer Behavior: Brand Personalities
Read TextPreview

Extract of sample
"Consumer Behavior: Brand Personalities"

Download file to see previous pages Despite the fact that brand image development is undeniably a grave challenge to brand managers, there has not been much research to assist brand managers in making a choice between different strategies. There are large numbers of researches that have been accentuated on brand personality (Okazaki 2006; Venable & Rose 2003). Nevertheless, the most important focus of these researches has been on the consequences and outcomes of brand personality or on dimension factors. There have not been much studies revolving around how brand personalities are build up as well as how they can be augmented. There are a numbers of constituents that are required during the process of branding, and brand personality is one of the crucial elements. By bestowing a brand with a definite personality, brand managers attempt to differentiate it with brands having identical product characteristics. In the earlier period, researchers have accentuated on finding out how the brand personality is connected to qualities of human beings, or on the building up of brand personality from diverse societies and cultures. ...
Literature Review Theoretical Background The conventional observation is that personality traits tend to get connected with a brand by means of the people who stand for it or symbolize it. Examples of such representatives can include a usual consumer of a brand, the organization's human resources or Chief Executive Officer, and the brand’s endorsers. This approach of building brand personality is termed as the direct way, since the personality traits of the individuals related with the brand are transmitted straightforwardly to the brand. It is on the basis of the concept that the traits of human as well as brand personality share comparable conceptualization. On the other hand, Aaker (1997) stated that brand personalities can be developed in diverse ways. Opinions of human personality qualities are deduced on the foundation of a person’s behavior, physical attributes, outlooks and viewpoints in addition to the demographic character (Park 1986). However, opinions of brand personality qualities have a more varied foundation. The personality traits of brands can be shaped by any form of contact that the customer has with the brand be it direct or indirect. This implies that personality traits can be connected with a brand by means of product group associations, product-linked attributes, brand name, sign or logo, promotion approach, price, as well as distribution conduit. Therefore, there are various basis of brand personality. Hence, the vital aspect is how brand managers comprehend and employ the various traits to build up the preferred personalities for their respective brands. Brand personality in postmodern branding dynamics The perceptions related to a product play a ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Consumer Behavior: Brand Personalities Essay Example | Topics and Well Written Essays - 3000 words”, n.d.)
Retrieved from
(Consumer Behavior: Brand Personalities Essay Example | Topics and Well Written Essays - 3000 Words)
“Consumer Behavior: Brand Personalities Essay Example | Topics and Well Written Essays - 3000 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
Consumer behavior a strategic approach

The author states that the business of Body Shop is well known in the market for its ethical standpoint. The company strictly opposes to the testing new products on animals. But L’Oreal is blamed for this practice in the market. In 2008, the Animal Rights group has sternly warned the company to abolish such practices.

19 Pages(4750 words)Essay
Consumer Behavior
According to marketers, consumers’ internal psychology characteristics which reflect in their response towards a new products or services of a company can be defined as consumer personality (Schwarz and Hunter, 2012, p.15). Perception is all about the interpretation of something after the information search.
4 Pages(1000 words)Essay
Brand Personalities
Brand personality is a group of personal characters related and connected with a brand. Jennifer Aker, in her book, Dimensions of brand personality,” Journal of Marketing Research, defines brand personality as “a sequence of individual characters related with the brand”.
12 Pages(3000 words)Essay
Consumer Behavior Bachelor Essay
And, adopting a very narrow and fixed perspective they tend to think that there is only one cars' market. However it is abundantly clear that customers' uses and expectations from cars' may vary from one customer type to another and each sold car may serve to fulfill different needs.
14 Pages(3500 words)Essay
Consumer Behavior
Conspicuous consumption involves spending on goods and services acquired with an aim of displaying one’s income or wealth, and as a result, maintaining a certain social status. Consumers buy a variety of expensive goods that are not necessary, their main aim being to show-off; this type of consumption involves luxurious expenditure.
6 Pages(1500 words)Essay
Analyzing The Self & Brand Personalities
In an article I read by Samama (2003), he explains that the saturation of markets, the congestion of the advertising landscape, and the maturity of the
10 Pages(2500 words)Essay
Consumer Brand Relationships
Brands that appear to contain positive human characteristics constantly win over other brands that are depicted as merely being products and not anything more.
8 Pages(2000 words)Literature review
Finance and Growth Strategies
Linter is stated to have found that the existing dividend rate becomes a benchmark for the management and companies faced strong reluctance in reducing dividend from this benchmark. Therefore, if the company keeps doing well, it prefers to retain the dividend rate or hikes it to the extent possible.
11 Pages(2750 words)Essay
EWNJ Graduate Merit Award Program
So, from the very beginning of my educational life, I have been working part-time to find fund for my education. Until the completion of Masters, I worked part time as an accounting assistant in Poland. However, on reaching America, I found it getting more and more difficult to finance my studies here.
2 Pages(500 words)Scholarship Essay
Factors That Influence Consumers Purchasing Decision

This paper illustrates that consumer behavior clarifies the motive and logic behind specific purchasing pattern being followed within a market context. Various methods have been applied correspondingly, in order to understand such factors. For example, various secondary sources have been evaluated in order to gain information about the factors that influence the buying behavior of the consumers.

15 Pages(3750 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 Essay on topic Consumer Behavior: Brand Personalities for FREE!
logo footer
Contact us:
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us