Effect of Brand Elements on Brand Personality Perception

Seimiene, Eleonora; Kamarauskaite, Egle

doi:10.1016/j.sbspro.2014.11.216

Cited by 33 publications

(30 citation statements)

References 19 publications

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“…In contrast with previous study, the current study found that in interiors, red was not associated with energetic, disgust, surprise, anger, fear, or sadness . However, high‐quality and powerfulness could be aspects of strong, and warm could be an aspect of love, passionate, enjoyment, and happiness (see Table ). These differences between previous studies and this study might be due to different methodologies; for example, the earlier studies utilized virtual presentation of interiors or direct questions to probe the concept.…”

Section: Discussioncontrasting

confidence: 99%

“…Product design studies elicited some associations of colors for product scale. For instance, brand colors are designed according to the associations that colors carry, such as high quality and love associated with red and sincerity, warmth, and honesty associated with green, and light colors, especially white, are apparently used to package cheaper products produced for low classes . Moreover, products carry these color associations as well.…”

Section: Introductionmentioning

confidence: 99%

“…Findings of two studies contradicted about the meaning of white. This contradiction might be result of different contexts: product colors and brand colors . More studies are needed to have a better idea on the meaning of white.…”

Section: Introductionmentioning

confidence: 99%

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Understanding responses to materials and colors in interiors

Ulusoy

Olguntürk

2016

Color Research & Application

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This article investigates the free associations of materials and colors in the context of interior architecture. Materials and colors rarely appear alone in interiors; therefore, in the scope of this study, the researchers explored material pairs and color pairs in addition to single materials and single colors. To elicit free associations from these interior design elements, 192 randomly selected volunteers participated in an experiment using a group of material (fabric, timber, plasterboard) and color (red, green, white) models under controlled conditions. The results contribute to an increased understanding of the associations between the concepts of materials and colors in interiors. While, each model was associated with sensory descriptors, only some models were associated with symbolic or affective descriptors. Single materials were related to different descriptors in interiors on their own, but when they were paired they were associated with fewer affective descriptors. The results showed that color pairs were always associated with all types of descriptors with an exception of red and green color pair, which was not mentioned with affective descriptors. The study findings are expected to be beneficial for interior architects, architects, product designers and researchers who want to shape and investigate a user's experience of interiors.

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Section: Discussioncontrasting

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Understanding responses to materials and colors in interiors

Ulusoy

Olguntürk

2016

Color Research & Application

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“…In the works of Seimiene and Kamarauskaite (2014), brand personality is important to achieve brand loyalty, formation of favourable attitudes towards a particular brand, and effort to enlarge brand equity. These authors found that, brand personality are mostly impacted by design of bottle and label, design colours, and advertisement.…”

Section: Introductionmentioning

confidence: 99%

The Impact of Brand Personality and Students’ Self-Concept on Brand Engagement

Banahene

2017

IJBSR

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The objective of this study is to investigate how brand personality and customers' 'self' affects brand engagement. This has become necessary because the focus of most research into brands has often neglected how brand personality and customers' 'self' can be harnessed to achieve brand engagement. This study used Aaker's brand personality, Keller's brand engagement, and Sprott et. al. self-concept measurement scales. The research methodology includes the following steps: adaptation of the measurement scales to suit the research context, assessment of reliability and validity of dimensions, and test of goodness-of-fit of model. In all 252 valid responses out of 302 questionnaires distributed were used for the study. The research found that brand personality and customers' 'self-concept' have positive effect on brand engagement. Sincerity has negative relationship with brand engagement and self-concept whiles hedonism has negative relationship with self-concept only. Competence, sophistication and excitement dimensions have significant effects on customers' self-concept and brand engagement. Sincerity and hedonism also have negative effects on self-concept and brand engagement. Competence, sophistication and excitement can be used as differentiate strategy by Private Universities to deal with the growing competition in Ghana. The findings suggest that Private Universities can differentiate themselves by developing brand personality that is competent and exciting, whereby they can successfully engaged their customers. The authors' investigations also suggest that self-concept can be measured by splitting Sprott et al measurement scale into two (self-congruence and valuecongruence). In the same way, brand engagement can be measured by splitting Keller's measurement scale into two (identification and ambassador dimensions) for theoretical insight. In addition, hedonism has been identified as a useful measure of brand personality but not clear with faith-based Private Universities' brand personality. Private Universities' differentiation strategy should be based on competence, sophistication and excitement.

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“…The prior research examined sources of brand personality and identified factors such as employees, CEOs, endorsers, and company values (Maehle and Supphellen 2011), as well as packaging, design colors, and advertising messages (Seimiene and Kamarauskaite 2014) that drive brand personality perceptions. These studies, however, overlooked the potential influence of different marketing communication channels.…”

Section: Hypotheses Development Media Type and Brand Personalitymentioning

confidence: 99%

Exciting on Facebook or competent in the newspaper? Media effects on consumers’ perceptions of brands in the fashion category

Anselmsson

Tunca

2017

Journal of Marketing Communications

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Media investments are continuously shifting from traditional media like newspapers to digital alternatives like websites and social media. This study investigated if and how media choice between the two rival channels can influence consumers' perceptions of a novel brand. 504 Swedish retail fashion customers participated in an experiment to evaluate the identical advertisement placed either in a national newspaper or on Facebook. The results revealed that advertising in a newspaper can have a positive effect on brand equity facets and purchase intention through brand personality perceptions of being competent, while advertising on Facebook have similar effects but through perceptions of being exciting. Besides some evidence that choice between traditional and new media affects brand personality this study is one of the first attempts to incorporate media channel choice into the broader customer-based brand equity framework. The results from this particular study suggest that media channel choice should be considered from a brand equity building perspective at least in the fashion category. This study shows that different media channels could complement each other strategically, as traditional media channels still can have valuable and unique contributions to brand building through brand personality perceptions, especially for brands striving to be perceived as competent.

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Effect of Brand Elements on Brand Personality Perception

Cited by 33 publications

References 19 publications

Understanding responses to materials and colors in interiors

Understanding responses to materials and colors in interiors

The Impact of Brand Personality and Students’ Self-Concept on Brand Engagement

Exciting on Facebook or competent in the newspaper? Media effects on consumers’ perceptions of brands in the fashion category

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