Brand personality creation through advertising (original) (raw)

On congruence between brand and human personalities

Journal of Product & Brand Management, 2010

The purpose of the current research paper is to uncover the relations between brand and human personality by identifying brand preferences of consumers with different personality types.

Avis, Mark (2013), "Motivation Research: In the DNA of Branding," in European Conference of the Association of Consumer Research, 4th-6th July, ed. Gert Cornelissen, Elena Reutskaja and Ana Valenzuela, Barcelona

In 1951 James Vicary, a dubious marketing research practitioner, published an article on the research method of brand personification. The method provides the foundation for the modern concepts of brand personality and brand relationships, but the dubious origins of the method raises questions about these concepts.

On the appropriateness of the assignment of human personality traits to brands

Brand personality models are used in all areas of marketing. However, some authors challenge the applicability of human personality traits to brands at all. This article shows through exploratory and confirmatory factor analyses that human personality traits may not be applied to brands in every case. Following the psycho-lexical approach, an a priori "semantic factor analysis" explores the reasons and demonstrates how the personality model could be improved. An accordingly modified model then shows invariance between both measurements for brands and persons. Thus, the assignment was appropriate. Ex post analyses of the factor solutions confirmed the results of the a priori considerations. The demonstrated procedure may help to better understand the problems that have arisen in recent literature examining brand personality and to give researchers proposals to avoid the misspecification of their models in advance.

The Brand Personality: a Key Catalyst of the Consumer-brand Relationship

2019

In our post-modern era, the brand is perceived more than a simple means of identification of the producer and a tool of differentiation and distinctiveness. From the consumer’s angle, it is seen as a partner in a deep, affective and long-lasting relationship that reflects his personality, values, social status, ideology, world view to match with this new perception, managers should infuse their brands with distinctive traits that match with the current and potential customers’ needs and identification desire. This research goes in this stream of studies that focus on brand personality and its ability to create, develop and maintain a strong consumer-brand tie. The findings showed that Private Labels’ personality is capabe enough to generate trust and attachment in the Tunisian context.

COMMUNICATING BRAND PERSONALITY: THE MODERATING ROLE OF HUMAN PERSONALITY

This research investigates the influence of individual personality on perception of brand personality when information is processed from advertisement. An experiment was designed to investigate the role of individual personality and personal relevance in moderating the relationship between advertising and brand personality perceptions. Results reveal that advertising or communication program plays a key role in perception of brand personality. Further analysis with MANCOVA indicates that, individual’s personality dimensions do influence certain brand personality dimensions. This implies that communicating a designated brand personality is influenced by the personality traits of the target audience.

Personal Brand: Concepts and Discussions

Journal of Exploratory Studies in Law and Management, 2018

Having a valuable personal brand can result in a person's success in society and the workplace. Invariably, people with good behavior and behavior can have a positive and lasting influence on their minds and thus achieve success in management processes and organizational leadership. It is clear that the success in the tasks and tasks assigned to the work environment at any organization level can promote employment and progress. The maintenance and promotion of a personal brand can create value as an intangible asset for people, and the maintenance and retention of this asset can result in smoothing of success through mentioned solutions.