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The Influence Costumer Cognitif Factor on Brand Equity Through Brand Personality [PDF]
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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PERAN SELF CONGRUITY DAN BRAND IMAGE DALAM MEMEDIASI PENGARUH BRAND PERSONALITY TERHADAP BRAND LOVE
Jurnal Ekonomi, Bisnis, dan Akuntansi, 2023 Tujuan penelitian ini adalah untuk menganalisis peran mediasi self-congruity dan brand image pada pengaruh brand personality terhadap brand love. Populasi dalam penelitian ini adalah konsumen Praketa coffee shop Purwokerto.
Vivi Dwi Erianti +2 more
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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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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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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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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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Management şi Marketing, 2022 With the advent of innovative marketing, the increasing use of brand personality concepts for the promotion of a brand or product has received scholarly work across the globe.
Cleophas Attor +3 more
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TIJAB (The International Journal of Applied Business), 2020 Anthropomorphism is the belief that brands can possess human characteristics, which raises a tendency to assign human traits to inanimate objects. It is on this premise that Brand Personality takes its roots.
Oladipupo Folorunsho Ajeyalemi +1 more
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