Brand Management: Research, theory and practice

consumer, like the price, shape, distribution and promotion, are the indirect sources of brand personality. They contribute to t ...

like sponsorships, events or add-on consumer services matching the personality of the brand are essential to complete the pictur ...

reference group that this target group represents. Early adopters can be used, as a control group, to make sure that the brand a ...

sincere personality traits encourage progressively stronger relationships compared with exciting brands. This is why sincere per ...

Box 7. 8 Do’s and don’ts of the personality approach Do Don’t Remember to uncover the complex Develop a brand personality ways t ...

The dynamic of how a brand personality and the actions of a brand affect the consumer–brand relationship is essential to include ...

that the right means of communication for that personality is used. The right platform for the brand personality requires that b ...

Student questions 1 What scientific field does the personality approach draw inspiration from? 2 How does the personality approa ...

Chung, K. K., Dongchul, H. and Seung-Bae, P. (2001) ‘The effect of brand personality and identification on brand loyalty: applyi ...

8 The relational approach with a commentary by Associate Professor Susan Fournier, Boston University School of Management Relati ...

feeling of sharing the same important values stemming from the same family back- ground. You might have a best friend from your ...

In real life people relate to one another in many different ways. The same is true as to how they relate to the brands they buy. ...

approach is the first approach relying on purely qualitative research. Brand consumption is understood only through a deep and h ...

approach features the dyadic brand–consumer relationship, the consumer seems to be more the ‘owner’ of the brand than in the pre ...

implying an existential view of man. ‘The inner reality’ of the consumer becomes both valid and valuable data material by the ap ...

personalities are ‘transformed’ into brand personalities (the modified Big five) and consumers interact with brands that suit th ...

A few relationships reflect your life theme,which is the core theme (or themes) of your life. A life theme is deeply rooted in p ...

characteristics and are used for solving life themes, life projectsand current concerns (as well as matching the other character ...

relationships and the concept of brand relationships between brands and consumers is verified; ‘Whether one adopts a psychologic ...

Table 8.1Relationship forms Relationship form Definition Examples Arranged marriages Non-voluntary union imposed When married, K ...