The Influence of Personality, Brand Personality and Values on Consumer Behavior and Service Management

The Influence of Personality, Brand Personality,
Values and Cultural Differences on Consumer
Behavior and Service Management
Example: McDonald’s

Author: David Burtscher
Date: 23th of June, 2014

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Abstract
This paper presents the constructs of personality and brand personality as well as the construct of values from consumer behavioral view. Furthermore the paper gives a short insight into value related cultural differences. The paper can be arranged into three parts: personality, values and culture. At first the single constructs are described theoretically, then the relationships and differences between the constructs are discussed shortly. As a last step we tried to integrate and apply the theoretical knowledge at a practical example. For this we chose McDonald 's. We think McDonald’s is a good choice because it is present all around the world in many different cultures and it also appeals many different customer types.

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Table of Contents
Abstract..................................................................................................................................................... I
Table of Contents ................................................................................................................................... II

1

INTRODUCTION ....................................................................................................................1

2

PERSONALITY AND BRAND PERSONALITY .................................................................1
2.1 Scales for Measuring Brand Personality ......................................................................................... 1
2.2

3

Effects of Brand Personality and Managerial Implications .................................................... 2

VALUES ....................................................................................................................................3
3.1

Differentiation Values and

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