Consumer Behavior And Its Effect On Influencing Brand Recognition

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Literature review

Introduction

In consumer behavior study, the construct brand personality has received a considerable amount of attention, defined in Aaker’s (1997) article as the “set of human characteristics associated with a brand”. This idea is well accepted by most proactitioners and marketing academics (Aaker, 1997; Carr, 1996; Duboff, 1986; Durgee, 1988; Kassarjian, 1971; Levy, 1959; Ogilvy, 1988; Plummer, 1985; Sirgy, 1982) for decades, and now has become an important topic of marketing research because of its implementation in consumer behavior theory: differentiating a brand in a product category (Plummer, 1984), enhancing consumers ' preference and loyalty to a brand (Fournier, 1998), and creating brand equity (Keller, 1993). It also has impacts on influencing brand recognition, brand beliefs such as perceived quality (Ramaseshan and Tsao, 2007), and brand associations (Freling and Forbes, 2005).
However, although brand personality is designed to be comprehensive and easy-to-understand, it has been questioned on several major dimensions. From the conceptual level, how should brand personality be defined and conceptualized? Is there a clear definition that can indistinguish brand personality from other constructs such as brand image and brand identity? From the methodology level, how can brand personality be best measured? What kind of qualitative and quantitative methodologies can be utilized to articulate the conceptualization? From the substantive level, what

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