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PRIVATE BRAND: BRAND EQUITY MEMEDIASI STRATEGI PRIVATE BRAND DAN BRAND PERSONALITY DENGAN BRAND PREFERENCE [PDF]
E-Jurnal Manajemen, 2017 Produk private brand yang biasa ditemukan pada produk kebutuhan sehari-hari kini telah berkembang ke arah sektor fashion. Konsumen bebas memilih brand manapun yang ingin mereka gunakan, sehingga menimbulkan brand preference konsumen terhadap suatu brand.
Ni Kadek Dwi Suputri Duryana +1 more
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HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE
Вісник Київського національного університету імені Тараса Шевченка. Серія Економіка, 2015 The purpose of the present paper is to identify if the congruence of the consumers personality with the perceived brand per-sonality increases their brand preferences.
M. Țichindelean, M.-T. Beca
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The Influence Costumer Cognitif Factor on Brand Equity Through Brand Personality
Jurnal Manajemen Industri dan Logistik, 2023 The purpose of this study is to analyze the influence of consumer cognitive factors such as brand association, perceived quality of the brand, brand image, and brand reputation on brand equity both directly and indirectly via brand personality. This type
Fery Riyanto +4 more
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Asian Journal of Islamic Management, 2022 Purpose: The main purpose of this study is to investigate the effect of the brand logo on brand image, with the mediation of brand personality and brand familiarity. Methodology: Questionnaires were distributed online to users of Bank Syariah Indonesia
Anya Safira, Mohammad Anugerah Amiluhur
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Research of brand personality concept in marketing [PDF]
Marketing (Beograd. 1991), 2013 Brand personality is a set of personal traits by which consumers describe brands. Today, the brand personality is a particular and very popular area of research in marketing.
Starčević Slađana
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Generation Y consumers’ perceived brand personality of South African retail banks [PDF]
Banks and Bank Systems, 2021 Successful management of a retail bank’s brand requires some form of brand image, such as brand personality. Creating a retail bank’s brand personality is effective in establishing attachment between customers and the retail-banking brand they choose to ...
Marko van Deventer +1 more
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Defining personal brand, personal branding and personal brand equity
Prosperitas, 2023 This study examines the concept of personal brand equity (PBE) and the relationship between the constructs of personal brand (pb) and Personal Branding (PB). This article provides insight into the concept of PBE. The definition of the three main constructs and the corresponding key variables are reviewed based on the existing literature.
Péter Szántó, László Radácsi
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How Do Brand Communication and Brand Personality Shape Consumer Loyalty?
Economic and Business Review, 2023 The concept of brand personality plays a crucial role in brand literature as consumers tend to anthropomorphize brands by attributing human characteristics to them.
Emilija Heleta Švrakić +1 more
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A six-factor model of brand personality and its predictive validity [PDF]
Psihologija, 2017 The study examines applicability and usefulness of HEXACO-based model in the description of brand personality. Following contemporary theoretical developments in human personality research, Study 1 explored the latent personality structure of ...
Živanović Marko +2 more
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iRASD Journal of Management, 2022 Marketing research theorists have concentrated their focus in studying the emblematic meaning consumers attach to certain brands. One such concept is brand personality. The brand personality scale proposed by Aaker is popular tool for the measurement of
Muhammad Abu Huraira, Usman Ahmad
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