The impact of brand personality on brand-aroused feelings

Paper

Miller, Karen. 2008. "The impact of brand personality on brand-aroused feelings." Wilson, Marie (ed.) 22nd Australian and New Zealand Academy of Management Conference (ANZAM 2008). Auckland, New Zealand 02 - 05 Dec 2008 Canning Bridge, Western Australia.
Paper/Presentation Title

The impact of brand personality on brand-aroused feelings

Presentation TypePaper
Authors
AuthorMiller, Karen
EditorsWilson, Marie
Journal or Proceedings TitleProceedings of the 22nd Australian and New Zealand Academy of Management Conference (ANZAM 2008)
Number of Pages19
Year2008
Place of PublicationCanning Bridge, Western Australia
ISBN1863081496
Web Address (URL) of Paperhttp://wms-soros.mngt.waikato.ac.nz/NR/exeres/3F23F6E5-DC03-4FD0-A610-C54F3FB933A4.htm
Conference/Event22nd Australian and New Zealand Academy of Management Conference (ANZAM 2008)
Event Details
Rank
C
C
C
C
Event Details
22nd Australian and New Zealand Academy of Management Conference (ANZAM 2008)
Parent
Australian and New Zealand Academy of Management Conference
Delivery
In person
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.

Keywordsbrand management; consumer behaviour; positioning strategy; integrated marketing communications
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
520402. Decision making
350606. Marketing research methodology
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsSchool of Management and Marketing
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