A Brand As A Character‚ A Partner and A Person: Three Perspectives on the Question of Brand Personality Jennifer Aaker‚ Stanford University Susan Fournier‚ Harvard University [ to cite ]: Jennifer Aaker and Susan Fournier (1995) ‚"A Brand As A Character‚ A Partner and A Person: Three Perspectives on the Question of Brand Personality"‚ in Advances in Consumer Research Volume 22‚ eds. Frank R. Kardes and Mita Sujan‚ Advances in Consumer Research Volume 22 : Association for Consumer Research
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What is Self-concept? According to Wagner‚ self-concept is that image or mental picture of our invisible self‚ a feeling of being a person‚ sense of somebody or of being nobody (p. 5). There are three functional aspects of self concept: appearance‚ performance and status. It is noteworthy that our feeling of identity of being somebody is derived from feelings when rated by others (p. 13). I could identify with these three aspects of self-concept. Several years ago‚ when I left my job to be
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Jha logo copy.tif SUMMARY by Chapter 4 Why Marketing Research? Successful Marketing Managers need timely‚ accurate and actionable information about consumers‚ competition and their brands to assess past performance‚ plan future activities and take strategic decisions leading to successful product launch or increase growth of a brand. Conducting Marketing Research and Forecasting Demand What is Marketing Research? Systematic Design‚ collection‚ analysis and reporting of data and findings
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Why People Change to iPhone - An Approach through Consumer Behavior Concepts - Joseph Jo Sea-hyung Oh Seiko Matsuda Introduction In the recent times‚ there has been an explosive growth in the general interest in smartphones. In the perspective of an iPhone‚ ever since its’ innovative product launch‚ not more than a year ago‚ the number of subscribers in Korea has seen a dramatic increase to a whopping 1‚620‚000 users. Such market phenomenon has even been brought about of coining a word
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CHAPTER 6 - Analyzing Consumer Markets The aim of marketing is to meet and satisfy target customers’ needs and wants better than competitors. Marketers must have a thorough understanding of how consumers think‚ feel‚ and act and offer clear value to each and every target consumer. Successful marketing requires that companies fully connect with their customers. Adopting a holistic marketing orientation means understanding customers— gaining a 360-degree view of both their daily lives and the
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INTRODUCTION TO COUNSELING QUESTION 9 Definition of counseling: Counseling as a process: The counseling as a process is a continuous‚ cyclical model in which the counselor and client collaboratively set goals‚ formulate actions plans‚ and assess progress toward the goal(s). Throughout the process new information is integrated‚ the counselor-client relationship is developed‚ and progress toward counseling goals is reassessed. The counselor must develop an overall awareness of the entire counseling
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SUMMER INTERNSHIP PROJECT REPORT ON “CONSUMER BEHAVIOR AND BRAND AWARENESS OF ANKUR SALT” Prepared By: Suresh Maheshwari (M.B.A. SEM. – II) Academic Year 2012-13 Roll No.37 Enrollment No. 117590590037 Shree H. N. Shukla College of Management Studies Submitted To: Gujarat Technological University Under the guidance of: Asst. Prof. Jayraj Bhuptani Shree H. N. Shukla College of Management Studies ABSTRACT This report is prepared at Ankur Chemfood Limited‚ Gandhidham
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The “Self” concept is understanding your behavior and that of the offender. Ones self-concept is who a person is and what that person believes they are all about. The self-concept is a picture we have of ourselves about the kind of person we are. Ones self-concept is both the product and producer of your experiences. For instance‚ if you are capable of giving and receiving love‚ if you consider yourself a worthwhile person‚ if you are confident in your feelings and you behave responsibly‚ you will
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* Eight demand states are possible: 1. Negative – consumer’s dislike a product and may pay to avoid‚ such as with dental work 2. Nonexistent – consumers are unaware of or uninterested in the product or service 3. Latent – There is no product on the market that can satisfy consumer needs 4. Declining – Consumers purchase a product less and less frequently‚ or not at all. For example‚ the sales of albums (vinyl and CD’s) are declining significantly. 5. Irregular
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Alvarez‚ B. A & Casielles‚ R. V. (2005). Consumer evaluations of sales promotion: The effect on brand choice. European Journal of Marketing ‚ 39 (1)‚ 54-70. Arnould‚ E.‚ Price‚ L. & Zinkhan‚ G. (2004). Consumers. New York: McGraw-Hill. Assael‚ H. & Keon‚ J. (1982). Nonsampling vs sampling errors in survey research. Journal of Marketing‚ 46 (2)‚ 114-123. Atilgan‚ E.‚ Aksoy‚ S. & Akinci‚ S. (2005). Determinants of the brand equity: A vertification approach in the beverage industry in Turkey
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