Miller, Karen (2008) The impact of brand personality on brand-aroused feelings. In: ANZAM 2008: Managing in the Pacific Century, 2-5 Dec 2008, Auckland, New Zealand.
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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 and surf wear. Using SEM to analyse the data from 324 usable surveys, the findings indicate that consumers perceive brand personality and brand-aroused feelings as two separate constructs and that brand personality has a substantial effect on brand-aroused feelings. On the basis of the findings, this study recommends that brand managers consider positioning their brand as original, imaginative, considerate and kind if they want to arouse positive brand feelings.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||No evidence of copyright restrictions on web site.|
|Uncontrolled Keywords:||brand management; consumer behaviour; positioning strategy; integrated marketing communications|
|Fields of Research (FOR2008):||15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development|
17 Psychology and Cognitive Sciences > 1702 Cognitive Sciences > 170202 Decision Making
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
|Subjects:||350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research|
|Socio-Economic Objective (SEO2008):||B Ecomonic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing|
|Deposited On:||20 Jan 2009 14:31|
|Last Modified:||23 Aug 2012 10:16|
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