scholarly journals The importance of brand personality inthe 21st centenary

2021 ◽  
Vol 11 (3) ◽  
pp. 58-60
Author(s):  
Simran Sikka ◽  
Jitender Kumar
Keyword(s):  
21St Century ◽  
Brand Personality ◽  
Human Personality ◽  
Relational Marketing ◽  
Personality Features

The “set of human qualities connected with a brand” is referred to as brand personality. Consumers have been shown to infuse brands with human personality qualities, turning them become symbolic brands. Brand personality, from the perspective of the customer, is a method for people to express their personalities and define their lives via tangible goods. From the perspective of a business, brand personality is a way of expressing the benefits of your product in terms of its qualities or status implications.Companies also employ brand personality to set themselves apart from their competitors, which is critical in today’s crowded domestic marketplaces.This article explores the importance of brand personality in the 21st century. It also discusses how can marketer develop a brand personality for their products. In the present study, the design was selected mostly descriptive, as the key objective of the study is to explore the construct of brand personality in relational marketing. The finding of paper suggests thatwhen a brand has a personality, it is simpler to interact with consumers since a customer’s personality qualities may be matched to a brand’s personality features.

The Essence of Security Sciences

2020 ◽  
Vol 73 (1) ◽  
pp. 103-123
Author(s):  
Andrzej Czupryński
Keyword(s):  
Significant Role ◽  
21St Century ◽  
Consumer Culture ◽  
Social Memory ◽  
Human Security ◽  
The Internet ◽  
Human Personality ◽  
The World ◽  
The Impact ◽  
Freedom And Responsibility

We live in a world of great opportunities, but also of boundless demands. It is generally agreed that the 21st century would be a century of culture. Globalization of culture is an important element of social globalization. This process should be understood as a formation of various relationships and dependencies between societies and their cultures. Globalization of culture entails a change in values and norms, a disturbance of social memory, and shallow culture. Presently culture has become a consumer culture, and it is created by the world of media and the Internet. The article is an important voice in a wider discussion on the impact of cultural globalism on human security. The author is convinced that cultural globalism to the greatest extent affects human personality and social hazards. An important part of it is the description of personal security, in which human subjectivity, freedom and responsibility of cultural threats play a significant role.

Building Emotional Brand Personalities

2020 ◽  
pp. 595-614
Author(s):  
Esra Güven ◽  
Volkan Yakın
Keyword(s):  
Brand Personality ◽  
Marketing Communication ◽  
Human Personality ◽  
Personality Theories ◽  
Personality Models ◽  
The Relationship

Brands are one of the most important assets for companies since they serve as a differentiator. They have personalities like people, which makes them reach consumers emotionally. Therefore, in their efforts put in branding, firms began to give more importance to developing a brand personality. The personification of brands is a form of anthropomorphism. There are various ways to build an anthropomorphic brand. Brand personality models are based on human personality theories in psychology. These models help managers to build a strong and anthropomorphic brand. In this chapter, the authors make a comprehensive explanation regarding the brand personality with benefits, brand personality models, and anthropomorphism and explain the relationship between anthropomorphic brands and marketing communication by presenting some examples.

DIMENSIONS OF BRAND PERSONALITY ATTRIBUTIONS: A PERSON-CENTRIC APROACH IN THE GERMAN CULTURAL CONTEXT

2007 ◽  
Vol 35 (3) ◽  
pp. 303-316 ◽  
Author(s):  
Michael Bosnjak ◽  
Valerie Bochmann ◽  
Tanja Hufschmidt
Keyword(s):  
Big Five ◽  
Cultural Context ◽  
Brand Personality ◽  
Personality Dimensions ◽  
Human Personality ◽  
Four Dimensions ◽  
Big Five Model ◽  
Cultural Domain ◽  
Related Trait ◽  
Personality Attributions

Research on the symbolic use of commercial brands has shown that individuals prefer those brands matching their own personality. While the Big Five model of human personality is universal, brand personality attributions are partly culture-specific. Furthermore, research investigating brand-related trait attributions has largely neglected negatively valenced traits. Consequently, the objective of this research was to identify and operationalize indigenous German brand personality attributions from a person-centric perspective. This approach entails an exploration of those positive as well as negative human personality dimensions applicable and relevant to brands. Within two studies, four dimensions of brand personality (Drive, Conscientiousness, Emotion, and Superficiality) were identified. A preliminary 20-item instrument is proposed for the parsimonious measurement of brand personality attributions in the German cultural domain.

Building Emotional Brand Personalities

2018 ◽  
pp. 151-170
Author(s):  
Esra Güven ◽  
Volkan Yakın
Keyword(s):  
Brand Personality ◽  
Marketing Communication ◽  
Human Personality ◽  
Personality Theories ◽  
Personality Models ◽  
The Relationship

Brands are one of the most important assets for companies since they serve as a differentiator. They have personalities like people, which makes them reach consumers emotionally. Therefore, in their efforts put in branding, firms began to give more importance to developing a brand personality. The personification of brands is a form of anthropomorphism. There are various ways to build an anthropomorphic brand. Brand personality models are based on human personality theories in psychology. These models help managers to build a strong and anthropomorphic brand. In this chapter, the authors make a comprehensive explanation regarding the brand personality with benefits, brand personality models, and anthropomorphism and explain the relationship between anthropomorphic brands and marketing communication by presenting some examples.

Influence of Brand Personality-Marker Attributes on Purchasing Intention: The Role of Emotionality

2010 ◽  
Vol 106 (3) ◽  
pp. 737-751 ◽  
Author(s):  
Gianluigi Guido ◽  
Alessandro M. Peluso ◽  
Mariarosaria Provenzano
Keyword(s):  
Factor Model ◽  
Five Factor Model ◽  
Brand Personality ◽  
Emotional Responses ◽  
Human Personality ◽  
Intention To Purchase ◽  
Purchasing Intention ◽  
Two Samples ◽  
Developing Strategies

Marketing researchers employ the Five-Factor Model to describe branded products using attributes of human personality. “Marker attributes” used to elicit these brand personality attributes may be related to consumers' intention to purchase. Two connected studies, carried out on two samples of 91 and 557 participants, respectively, indicated that brand personality-marker attributes predict intention to purchase, but only to the extent that such attributes are “vivid” and, in particular, when they elicit emotional responses (i.e., when they are emotionally interesting). These findings have several implications for people involved in developing strategies for advertising.

Dimensions of Brand Personality

1997 ◽  
Vol 34 (3) ◽  
pp. 347-356 ◽  
Author(s):  
Jennifer L. Aaker
Keyword(s):  
Consumer Behavior ◽  
Big Five ◽  
Brand Personality ◽  
Theoretical Framework ◽  
Measurement Scale ◽  
Personality Psychology ◽  
Five Dimensions ◽  
Human Personality ◽  
Practical Implications ◽  
Personality Construct

Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). To measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.

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