Brand Management: Research, theory and practice

frameworks for the categorization of human beings according to their personality. These frameworks define people according to di ...

symbolic consumption of brands. Consumer research and psychology have for long acknowledged that brands contribute significantly ...

contributors to the extended self fluctuate over time. Consumers hence neglect old possessions and seek new ones when the posses ...

Brands contribute to the construction of self in various ways. They can help consumers achieve goals motivated by the desired se ...

their own self-concept by consuming brands with a personality matching their actual self, or they use the symbolic consumption o ...

In brand management, the process of social identification is used to measure how well the brand personality matches the consumer ...

The personality statement (the communication goals the company has for the brand) must be reflected in the brand personality and ...

possible to transfer the idea of personality dimensions from human personality psychology to brands and brand management. The st ...

related to and an important driver of brand identity and is a useful management tool that can be used to benchmark brand persona ...

Theory about archetypes represents a more deterministic and predetermined perspective on the drivers of human behaviour than the ...

Summary The theoretical building blocks of the personality approach consist of the three supporting themes: personality, consume ...

But research into the correlation between brand personality and consumers’ expression of self and other more in-depth research d ...

had been validated by research extensive enough to deliver reliable, valid and generalizable results. In the 1997 study conducte ...

be able to draw conclusions about differences between the numbers (reflecting how much a consumer prefers one brand over another ...

Ratios can be calculated. Examples include: age, income, price, costs, sales revenue, sales volume and market share. The brand p ...

consumption of brands for their symbolic benefits – often qualitative research is perceived to better capture the nature of cons ...

attribute to brands, by applying different scaling techniques. To gain insights into the self concept and its relation to brand ...

used to create a coherent personality through the wide array of brand activities, ensuring that the brand personality statement ...

can serve as the basic template for creating a suitable brand personality. The personality traits are a more nuanced description ...

When developing a brand personality, brand managers have direct and indirect sources of brand personality at their disposal to c ...