The Relationship between Brand Personality and Consumers’ Personality among Students

Anvari, Roya; Irum, Sobia

doi:10.5901/mjss.2015.v6n5p175

Cited by 4 publications

(4 citation statements)

References 12 publications

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“…Ghorbani and Mousavi [90] revealed positive relations between conscientiousness and competence and between conscientiousness, extraversion, and excitement. The results of Anvari and Irum [91] are less meaningful; the authors found positive relations between all personality traits and all brand personality traits. Because the results of Anvari and Irum [91] do not reveal any specific relationships between consumer and brand personality, their results will be skipped in further research here.…”

Section: Consumer Personality and Brand Personality: Operationalization And Relationshipsmentioning

confidence: 73%

“…The results of Anvari and Irum [91] are less meaningful; the authors found positive relations between all personality traits and all brand personality traits. Because the results of Anvari and Irum [91] do not reveal any specific relationships between consumer and brand personality, their results will be skipped in further research here. Table 1 yields an overview of positive relationships between consumers' personality traits (measured by the five-factor model) and brand personality dimensions (measured by Aaker's [16] scale) that were discussed before.…”

Section: Consumer Personality and Brand Personality: Operationalization And Relationshipsmentioning

confidence: 73%

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Recommendations for Sustainable Brand Personalities: An Empirical Study

Paetz

2021

Sustainability

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Sustainability marketing has emerged as an important trend both in practice and academic literature. The relevant literature has heavily focused on determinations of sustainable consumer behavior, and practitioners have used these results to derive short-term marketing decisions, e.g., adequate pricing of sustainable products. However, no study has scrutinized derivations of sustainable brand personalities or provided important long-term, strategic, managerial implications for marketing managers of sustainable brands. This study aims to contribute to this underrepresented research field and makes recommendations for preferred brand personality dimensions for sustainable brands. First, the personality structure of sustainable consumers by using a preference-based two-step segmentation approach is investigated, and subsequent profiling of the sustainable consumer segment is conducted. The research relies on the results of an empirical discrete choice experiment and a personality test, including the data of a representative German consumer sample. Sustainable consumers were found to be highly agreeable and open. Second, the personality results of sustainable consumers are linked to consumers’ personality-specific preferred brand personalities. Third, recommendations for harmonic brand personality dimensions for sustainable brands, e.g., competence, excitement, and sincerity, are derived, and therefore, long-term, strategic, managerial implications are provided.

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Section: Consumer Personality and Brand Personality: Operationalization And Relationshipsmentioning

confidence: 73%

Section: Consumer Personality and Brand Personality: Operationalization And Relationshipsmentioning

confidence: 73%

Recommendations for Sustainable Brand Personalities: An Empirical Study

Paetz

2021

Sustainability

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“…Similar studies in the Southeast Asian markets are no exception (e.g. Anvari & Irum, 2015;Balakrishnan, Lee, Shuaib, & Marmaya, 2009;Hashim, Mohtar, Che-Ha, & Taha, 2008). Personality and cultural psychology has long recognized that personality scales (i.e.…”

Section: Introductionmentioning

confidence: 71%

“…Specifically, studies have difficulty extracting a few of the original dimensions for example ruggedness dimension in other markets (Leonard and Katsanis, 2013;Valette-Florence and De Barnier, 2013). Similar studies in the Southeast Asian markets are no exception (Anvari and Irum, 2015;Balakrishnan et al, 2009;Hashim et al, 2008). Personality and cultural psychology has long recognized that personality scales (i.e.…”

Section: Introductionmentioning

confidence: 97%

Clarifying the brand personality construct in Malaysia

Mohtar¹,

Rudd²,

Evanschitzky

2019

JCM

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Purpose This paper aims to investigate the variations in brand personality trait items to describe both global and local brands in Malaysia. Design/methodology/approach The authors adopted both factor analytic and experimental methods to investigate the internal and external validity of Malaysia brand personality (MBP) scale. They followed a stringent scale development process that ensures the scale conform to psychometric properties. Findings In seven studies, the results show that the 22-item four-factor Malaysian brand personality scale adheres to strong psychometric properties of scale development process. The findings further indicate that there are seven indigenous traits, while most traits emerge from factor analyses originate from studies of Aaker (1997) and colleagues (2001). This confirms universality of some brand personality traits and dimensions. Research limitations/implications Within the limits of the study, we did not examine the MBP facet level, and were confined to those respondents in Klang Valley only. Practical implications The MBP scale enables marketing managers in Malaysia to focus on brand personality dimensions that their customers can relate to. In other words, marketing communications can be more efficient when managers can identify brand personality traits that enhance customers’ behaviors and profitability. Originality/value Malaysia is a multicultural and multiethnic country which is increasingly becoming the focus of international brand expansion. The authors view that the development of the MBP scale is timely and should provide managers further insights into the brand personality structure that is relevant in Malaysia.

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Winning the election; determining the main reasons for decision to vote in religious country

Nofrizal,

Aznuriyandi,

Zulkarnain

et al. 2024

JIMA

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Purpose All presidential and legislative candidates want to be the winner. However, they do not know the determinants of voters' reasons for making choices. This study aims to investigate the role of education level, political party brand reputation, religiosity brand personality and e-WOM on voters' decisions with implications for voters' loyalty. Design/methodology/approach The survey method was used to collect data from 1206 respondents who have the right to vote through offline and online using Google forms shared on social media platforms—data analysis using Structural Equation Modeling using the SmartPLS 4.0 program. Findings The results showed that Brand Reputation of Politics can encourage brand Religious Personality and e-WOM. Brand Religious Personality is a factor that causes the decision to vote. However, the level of education is not a determining factor for Brand Religious Personality and e-WOM. In addition, brand religious personality, e-WOM and Decision to vote can mediate Brand Reputation of Political loyalty. Practical implications The findings from this study can help political parties and candidates develop strategies tailored to voters' needs and increase their chances of winning elections. Originality/value The novelty in this study is the development of a model that has never been tested before that uses factor sources from marketing science literacy such as Brand, e-WOM and Loyalty. This study also used moderation variables namely choosing decisions, e-WOM, and religious brand personality. The object of this research was conducted in Indonesia, which is included in the list of developing countries but has never been done in any country. The analysis tool uses the new SEM-PLS version 4.0, so it has a level of novelty and implications that are important for political marketing.

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The Relationship between Brand Personality and Consumers’ Personality among Students

Abstract: Abstract

Cited by 4 publications

References 12 publications

Recommendations for Sustainable Brand Personalities: An Empirical Study

Recommendations for Sustainable Brand Personalities: An Empirical Study

Clarifying the brand personality construct in Malaysia

Winning the election; determining the main reasons for decision to vote in religious country

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