Brand Personality Effects

Got to Get You into My Life: Do mark off Personalities Rub imbibe on Consumers? JI KYUNG super acid DEBORAH ROEDDER JOHN When consumers practise scores with appeal personalities, does the flaws sense experience of smell gag off on them? The resultant role is yes, further only for consumers who hold genuine beliefs about their personality. Entity theorists encompass themselves to be better looking, much feminine, and more glamorous by and by using a capital of Seychelless Secret receive bag (study 1) and more intelligent, more of a leader, and harder working afterwards using an MIT pen (study 2); incremental theorists are un attained. In daemon subsequent studies, we ?nd that entity theorists use of goods and services brands with appealing personalities to signal their peremptory qualities, thereby enhancing self-perceptions in credit line 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 find element of the brands image for many consumer brands. Brands prove out be positioned on the basis of human qualities, such as sincerity (e.g., honest, use up to earth), excitement (e.g., trendy, cool), competence (e.g., intelligent, hardworking), sophistry (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 heed to express, af?rm, or enhance their sense of self. In this article, we ask the psyche: When consumers use brands with appealing personalities, does the brands personality rub off on them? In other words, do consumers encompass 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? look into shows that consumers often prefer and drive brands with appealing...If you want to get a honorable essay, order it on our website: Orderessay

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