This paper discusses about 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
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Brand Personality Framework Sincerity: Sincerity brands are those which makes caring image towards customers by showing honesty‚ wholesome and Cheer. Examples: Dalda is comes under sincerity category because the positioning statement (JAHA MAMTA WAHA DALDA) shows the sincerity towards customers and culture. Cadbury dairy milk is also the good example of sincerity because they are positioning themselves as “Toh phir kuch meetha ho jaye” which shows that it is used on the occasions of
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Nokia and Samsung brand personality. Results demonstrated that Nokia brand personality has four dimensions (Sureness‚ Reliability‚ Agility‚ Peacefulness)‚ and Samsung has three dimensions (Competence‚ Sophistication‚ Agility). The absence of Ruggedness supports the implication of many studies that Ruggedness is a culture-specific factor of United States in comparison with eastern country. Accessibility and availability of data are the main limitations for application in the future. This paper
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distributions‚ descriptive statistics‚ correlations‚ MANOVA and One-Way ANOVA were used in the data analyses. In the test of correlation among variables‚ brand familiarity was found to be related to the brand personality dimensions of competence‚ sincerity‚ excitement‚ and ruggedness. The findings indicated that consumers’
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CELEBRITY ENDORSMENT – PERCEPTION BY PROSPECTIVE EMPLOYEES (FMCG SECTOR) Rushina Singhi 1‚ Ch. Abhinav Guptha 2‚ Anshul Jain 3 Assistant Professor of Amity Business School‚ Amity University Noida U.P Student of Amity Business School‚ Amity University Noida U.P Student of Amity Business School‚ Amity University Noida U.P 1 rushina.singhi@yahoo.co.in 2coolabhi405@gmail.com‚ 3 anshuljain01@gmail.com‚ ABSTRACT Celebrity endorsement‚ undoubtedly an essential and effective tool for attracting
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personality is very enchanting and joyful. There are five main types of brand personalities: excitement‚ sincerity‚ ruggedness‚ competence and sophistication. Excitement: carefree‚ spirited‚ youthful - Disney Sincerity: genuine‚ kind‚ family-oriented‚ thoughtful - Dove Ruggedness: rough‚ tough‚ outdoors‚ athletic - Tough Mudder Competence: successful‚ accomplished‚ influential‚ a leader - Apple Sophistication: elegant‚ prestigious‚ pretentious – Rolls Royce Some examples include Marlboro cigarettes
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(1997) devised a scale to measure the personality of a brand. The five dimensions of the brand personality scale are Sincerity‚ Excitement‚ Competence‚ Sophistication‚ and Ruggedness. The model deals on two levels – one where a consumer can identity with the personality on the brand like when it is sincere‚ exciting and competence. Whereas ruggedness and sophistication differ from the big five human personalities (Briggs 1992) hence they cater to the aspirational level of the brand
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Emerald Research Register for this journal is available at www.emeraldinsight.com/researchregister The current issue and full text archive of this journal is available at www.emeraldinsight.com/0309-0566.htm The impact of brand extensions on brand personality: experimental evidence Adamantios Diamantopoulos University of Vienna‚ Vienna‚ Austria‚ and Brand extensions 129 Received April 2004 Gareth Smith and Ian Grime Loughborough University‚ Loughborough‚ UK Abstract Purpose –
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Journal of Product & Brand Management Emerald Article: The relationship of consumer personality trait‚ brand personality and brand loyalty: an empirical study of toys and video games buyers Long-Yi Lin Article information: To cite this document: Long-Yi Lin‚ (2010)‚"The relationship of consumer personality trait‚ brand personality and brand loyalty: an empirical study of toys and video games buyers"‚ Journal of Product & Brand Management‚ Vol. 19 Iss: 1 pp. 4 - 17 Permanent link to this document:
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OSRA 2 September 8 2013 Marketing Myopia 1. The author doesn’t believe in the concept of a growth industry. Leavitt describes every so called growth industry as a “self-deceiving cycle of bountiful expansion and undetected decay.” The four conditions which make up this cycle are reasons companies should continue to invest in product innovation and development. * The population myth is a belief that as more consumers enter the market‚ there is a greater opportunity for sustained profits
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