This study investigates the impact of brand personality on the dimensions of perceived quality (Ease-of-Use, Versatility, Durability, Serviceability, Performance, Prestige) for durable consumer goods. Data were collected in an experimental setting (student respondents, n =224) with both a strong and...
In conditions of growing competition in the market of goods, services and ideas, the brand name is becoming more and more important. To build brand name is to apply the principles of brand management, who became popular in the Bulgarian literature as branding, or the process of building a ...
brand personality品牌个性 品牌个性（brand personality）:是特定品牌拥有的一系列人性特色，即品牌所呈现出的人格品质。它是品牌识别的重要组成部分，可以使没有生命的产品和服务人性化。举例：Experience Economy era consumers often seek is a mind of its own experience,they often find their own pers...
Product attachment itself is hypothesised to be a function of person–brand congruity, the perceived fit between the person and the brand. Those relationships are tested and supported in data from a sample of 662 car enthusiasts attending a large brand community meeting or 'brandfest'. 展开 ...
What is a brand personality? A brand personality is a set of human traits that define a brand. Things like values, hobbies, humor, candor, and sincerity. These traits are handpicked to build an emotional connection with characteristics similar to those of a specific target audience. ...
of undergraduates were positively associated with the brand personalities which they like in three dimensions,and there were obvious differences between preferences of brand personality among different majors.At the end of this paper,the discussion and analysis of outcomes based on the situation of ...
Marketing literature emphasizes the threats copycats pose to market leading brands and demonstrates that copycats that are more identical to the leader brand are evaluated more positively. This research examines whether a new brand with varying degrees of brand element similarity changes consumer perception...
How to create a brand personality? Conclusion What is brand personality? Simply put, brand personality is the way a brand is personified; the sum of its emotional, psychological and behavioral patterns that remain unique over the course of its lifespan[1]. They are the human characteristics and...
Brand voice.Brand voiceis how a business communicates to the world at large. It can fall anywhere on the brand personality spectrum, from academic to excited to stoic. Visual styles.In the same way that someone’s personal style—reflected in their choice of clothes or accessories—can communic...
摘要: Research on the symbolic use of commercial brands has shown that individuals prefer those brands... 关键词: brand personality brand-related trait attributions symbolic use of commercial brand symbolic consumption self-image congruence DOI: info:doi/10.2224/sbp.2007.35.3.303 被引量: 259 年...