The impact of brand personality on brand-aroused feelings
Paper
Paper/Presentation Title | The impact of brand personality on brand-aroused feelings |
---|---|
Presentation Type | Paper |
Authors | |
Author | Miller, Karen |
Editors | Wilson, Marie |
Journal or Proceedings Title | Proceedings of the 22nd Australian and New Zealand Academy of Management Conference (ANZAM 2008) |
ERA Conference ID | 76593 |
Number of Pages | 19 |
Year | 2008 |
Place of Publication | Canning Bridge, Western Australia |
ISBN | 1863081496 |
Web Address (URL) of Paper | http://wms-soros.mngt.waikato.ac.nz/NR/exeres/3F23F6E5-DC03-4FD0-A610-C54F3FB933A4.htm |
Conference/Event | ANZAM 2008: Managing in the Pacific Century |
Australian and New Zealand Academy of Management Conference | |
Event Details | Australian and New Zealand Academy of Management Conference ANZAM Rank C C C C |
Event Details | ANZAM 2008: Managing in the Pacific Century Event Date 02 to end of 05 Dec 2008 Event Location Auckland, New Zealand |
Abstract | 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. |
Keywords | brand management; consumer behaviour; positioning strategy; integrated marketing communications |
ANZSRC Field of Research 2020 | 350602. Consumer-oriented product or service development |
520402. Decision making | |
350606. Marketing research methodology | |
Public Notes | No evidence of copyright restrictions on web site. |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/9yy1q/the-impact-of-brand-personality-on-brand-aroused-feelings
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