The Impact of Brand Personality on Brand-Aroused Feelings Dr Karen Miller School of Management and Marketing‚ University of Southern Queensland‚ Toowoomba‚ QLD‚ Email: Miller@usq.edu.au Brand managers are increasingly using brand personality to differentiate and uniquely position their brand without really knowing its effects. This study begins to addresses this gap by examining the effects of brand personality on brand-aroused feelings across the product categories of sport shoes‚ mobile phones
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Introduction: Brand personality is the attribution of human traits and characteristics to the brand name‚ so as to relate the personality of brand with a prospective customer and thereby increase the brand equity. I have structured my assignment in the following manner: In part one I would define and examine the concept of brand personality and the specific human traits that can be associated with a particular brand. Second part will include the association and evaluation of traits with my
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What is a Brand Personality? Reflecting the collection of experiences that the public has with the brand is brand personality. Much importance is given to consumer’s emotions and connections. The brand’s courage to stand for something is reflected by personality. Brand Personality is what distinguishes one brand from another or a particular brand from a product. Much of the work in the area of brand personality is based on translated theory of human personality and using similar measures of personality
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Brand Exploratory Research (Consumer perspective) By doing this research‚ we intend to find the health of the brand‚ its sources of equity and suggest improvements if any. Name: Age: Gender: How often do you purchase dresses of the brand Calvin Klein? a. < 4 months b. 4-6 months c. 6-10 months d. Once a year e. Other How would you rate the following brand personality elements associated with Calvin Klein Products? (1-lowest and 5-highest) Brand Element | 1 | 2 | 3
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biggest selling Scotch whisky and the third largest spirits brand in the world; which has presence in more than 200 countries. The brand outsells its nearest rival by over 10 million bottles a year. “Johnnie Walker Red Label” is the third largest spirit brand in Australia and the market leading Scotch whisky brand in the Australian market. With a strong heritage and an interesting history since 1820‚ the brand raised its own personality and brand elements such as the Striding Man or the square bottles;
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QUESTIONNAIRE Please highlight your answer. The questionnaire is completely anonymous. Screening questions 1) Do you work in marketing/advertising? * YES NO 2) Do you have a close relation to the company Louis Vuitton? (You or your family member are the employees) * YES NO Questions concerning shopping 3) ------------------------------------------------- Which 3 brands you think of first‚ when you hear „luxury fashion “? 1
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Inter-war years (1921–1939) Second World War (1939–1945) 1 Royal Enfield in Nepal 1 Customer’s attitude towards Royal Enfield 4 Positioning of Royal Enfield as a brand 5 FINDINGS 6 Aaker’s Brand Personality Scale 6 Projective Technique 7 Zaltman Metaphor Elicitation Technique (ZMET) 10 Fournier Brand Typology 12 Conclusion and Recommendation 12 Introduction Manufactured in Redditch‚ UK‚ the Bullet was the culmination of designs that date back to 1933. The classic 350
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Trait Theory and Brand Personality Framework in personality. Details of the two theories will be explained first‚ along with some real examples of how firms make use of personality traits to strengthen their brands. The shortcomings of the two existing theories will then be analyzed‚ and some measures developed by recent researchers will be introduced in order to overcome the weaknesses. I chose this topic because I am interested in psychology and personality traits. Many personality tests usually
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QUESTIONNAIRE:- (Retailer Survey) Name of the shop: __________________________________________________ Retailer Name: ____________________________________________________ Address: __________________________________________________________ 1) Do you stock Amul Ice-cream? a) Yes b) No 2) If yes‚ what varieties of Amul Ice-cream do you preferred to store? a) Sticks b) Cones c) Cups d) Couple Packs e) Family Packs f) All of them. 3) If No‚ Why? a. Absence of packaging date b
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QUESTIONNAIRE It is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses‚ this is not always the case. The questionnaire was invented by Sir Francis Galton. It refers to paper and pencil data gathering method by letting the subject or respondent complete the questionnaire before the researcher or his representative‚ or it can be mailed
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