Rev. Integr. Bus. Econ. Res. Vol 1(1) 114 DETERMINATION OF BRAND PERSONALITY DIMENSIONS FOR A LAPTOP COMPUTER USING AAKER’S BRAND PERSONALITY SCALE Mohd Shoki. Bin Md.Ariff* Faculty of Management and Human Resource Development, Universiti Teknologi Malaysia, Malaysia m-shoki@utm.my Ooi Teck Lim Norhayati Zakuan Nawawi Ishak Faculty of Management and Human Resource Development, Universiti Teknologi Malaysia, Malaysia Khalid Ismail Universiti Pendidikan Sultan Idris, Malaysia
The Effects Self-Congruity and Multifactorial Gender Identity in Advertising Market segmentation is a process that is used to make the selling of goods or services more efficient and profitable. By dividing a large and diverse population into smaller groups, marketers can craft persuasive messages designed to target a specific audience. Examples of these categorizations are age, race, socio-economic status, geographic location, occupation, and gender. These demographic distinctions inform every part
Introduction Brand personality, which is defined as “set of human characteristics associated with a brand” (Aaker, 1997 p. 347), has been attracted a lot of interests due to its possible metaphor to investigate consumers’ brand perceptions. Meanwhile, it was found that the Big Five Model could successfully describe human personality by using five factors structure. Since the brands are usually described with adjectives as persons, a number of studies were trying to demonstrate that the five factors
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
Potential Segmentation Dimensions in the Industry For the retail industry each of the four dimensions uses several variables to determine the variation of needs in the industry. For example in the geographic segmentation where the store is located affects the products. Within the geographic segmentation and the variable of rural vs. city, the needs of rural areas differ from the needs of city areas. Rural areas tend to include more consumers who work blue collar jobs, so income is lower and they
between self-concept and brand image on brand preference in the automobile industry The impact of brand extension on brand personality The impact of personal involvement on store brand selection A four dimension approach to attitude measurement Sustainable competitive advantages in hospital industry Customers evaluation of perceived value of service rendered by physician consultant Studying consumer reactions to the Von Restorff effect Effect of personal and personality characteristics on sales
Factors that influence consumer buying behavior There are a lot of subjects for marketers to understand in order to get more customers purchasing their companies’ products or brands. Consumer buying behavior is one of the studies that marketers need to understand. Factors that influence consumer buying behavior can be classified into four classes which are social factor, cultural factor, personal factor and psychological factor. One of the factors that influence consumer buying behavior is
Introduction According to the definition from the American Marketing Association (AMA), a brand is a name, term, sign or combination of them intended to identify goods and services of one or a group of sellers and distinguish it from competitors. Brands play different roles in the lives of individuals (Ajgaonkar, 2012). But the roles they play depends on the individual (Kardes et. al, 2011), due to the fact that we are not all the same. According to Belk (1988), an individual may use personal
Cross Cultural Issues on Branding Dissertation Report ABC Introduction “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” - Jeff Bezos, Amazon.com Brands are the visual representation of a company, its culture, its people, products and vision. All these put together embody and give life to the brand, assigning and defining certain traits and values to be associated with it. Branding is the representation of those values as
drink. It will first justify the key elements of the brand name and positioning statement, it will then go on to describe the consumer profile using the three following criteria Demographics, Psychographics and Behavioural. Then will determine and understand the purchasing process the customer will go through to receive the product, giving the ability to determine the target audience of the brand. The assessment will then go on to discuss the brand fingerprint, explaining in detail what makes Quest