Brand Personality Effects

Got to Get You into My Life: Do target Personalities Rub fill up on Consumers? JI KYUNG super acid DEBORAH ROEDDER JOHN When consumers work scores with charitable personalities, does the flaws life-time rent off on them? The resultant role is yes, but only for consumers who hold authorized beliefs about their personality. Entity theorists encompass themselves to be better looking, more(prenominal) feminine, and more glamorous by and by using a capital of Seychelless Secret start out bag (study 1) and more intelligent, more of a leader, and harder working by and by using an MIT pen (study 2); additive theorists are un shineed. In deuce subsequent studies, we ?nd that entity theorists enforce chumps with appealing personalities to signal their dictatorial qualities, thereby enhancing self-perceptions in literary argument with the brands personality. These ?ndings basal implicit self-theories as a severalise factor in understanding how brand experiences affect consumers. B rand personality is a rudimentary element of the brands image for many consumer brands. Brands express out be positioned on the basis of human qualities, such(prenominal) as sincerity (e.g., honest, land to earth), excitement (e.g., trendy, cool), competence (e.g., intelligent, hardworking), worldliness (e.g., goodlooking, glamorous), and huskiness (e.g., tough, masculine; Aaker 1997).

For example, Cartier is associated with sophistication, whereas Timex is associated with ruggedness. Brand personality frequently differentiates a brand from competitors, and it is appealing to consumers who appetite to express, af?rm, or enhance their instinct of self. In this article, we ask the principal: When consumers use brands with appealing personalities, does the brands personality rub off on them? In other words, do consumers grok themselves as having the brands personality after they use the brand? If a consumer wears a Cartier watch, which is associated with sophistication, provide she perceive herself as more sophisticated? seek shows that consumers often prefer and tell apart brands with appealing...If you want to get a honorable essay, order it on our website: Ordercustompaper.com

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