Results 261 to 270 of about 301,101 (303)
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Journal of Marketing Management, 2011
Abstract Brand communities have received considerable and warranted attention from marketing researchers and practitioners. Brand communities can be important sources of information for both the firm and other customers, and they play an important role in building and maintaining strong brands.
Kurt Matzler +3 more
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Abstract Brand communities have received considerable and warranted attention from marketing researchers and practitioners. Brand communities can be important sources of information for both the firm and other customers, and they play an important role in building and maintaining strong brands.
Kurt Matzler +3 more
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A lovable personality: The effect of brand personality on brand love
Journal of Brand Management, 2016This study proposes and empirically tests the impact of two dimensions of brand personality (excitement and sincerity) on brand love and, subsequently, on store brand loyalty and +WOM in the context of online retailers. The data were collected from 500 respondents to test the proposed model using structural equation modeling (SEM).
Roy, Pinaki +2 more
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Brand Personality and the Utilitarian Brand
2015More than 30 studies have explored the effects of brand personality on attitudes towards a brand. However, no studies have explored the influence of brand personality on evaluations of utilitarian brand benefits. Based on an analysis of thirty-seven brands, many of them utilitarian in nature, Aaker (1997) identified the brand personality dimensions ...
Adrian Peretz, Magne Supphellen
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Express Brand Personality As Personal Branding
European Proceedings of Social and Behavioural Sciences, 2021openaire +1 more source
THE EFFECT OF CONSUMER PERSONALITY IN BRAND PREFERENCE ON BRAND PERSONALITY PERCEPTION
2021Objective: To determine whether consumer personality has an effect on brand personality perception in the brand preferences of students studying at Inonu University. In addition, it was tried to determine whether brand personality and consumer personality perception differ depending on demographic characteristics.
ARSLAN, Kübra +2 more
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2017
This chapter explains the process of assigning human personality traits, such as gender, to brands via anthropomorphism and animism. Throughout time, humankind has tried to explain inanimate phenomena through human characteristics, using such phrasings as the majestic mountain, the spirited engine, or the sensitive fragrance. However, such practices go
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This chapter explains the process of assigning human personality traits, such as gender, to brands via anthropomorphism and animism. Throughout time, humankind has tried to explain inanimate phenomena through human characteristics, using such phrasings as the majestic mountain, the spirited engine, or the sensitive fragrance. However, such practices go
openaire +1 more source