Academic literature on the topic 'Brand personality measurement'

In the past decade, the growth of the Internet has been undeniable, affecting the way people communicate, interact, and gather information. According to a Nielsen survey conducted in 2002, more than 400 million people use the Internet demonstrating the swiftness with which this network of computers has changed the way we live and will continue to live. Communication researchers have recognized the importance of studying the Internet as a communication medium (Newhagen & Rafaeli, 1996), but the study of motivations and behaviors associated with Internet use has been limited. Much of the recent research looking at the motivations associated with Internet use has focused on the relationship between personality types and Internet use and usage. Researchers, for example, have found that those who are more satisfied with their outward, social life preferred to use the Internet for more instrumental purposes (i.e., information seeking) whereas those less satisfied with life, especially those who felt less valued in face-to-face interactions, used the Internet as a substitute for social interactions and to pass time (Papacharissi & Rubin, 2000). Similar interactions were found when externally oriented people (who believe their environment controls them, feel powerless) used the Internet for inclusion more than internally oriented people (Flaherty, Pearce, & Rubin, 1998). Several studies have demonstrated negative correlations between a leisure services factor (instant messaging and games) and neuroticism (Swickert, Hittner, Harris, & Herring, 2002) and neuroticism and “gathering product and brand information” and “learning, reference, and education” (Tuten & Bosnjak, 2001). Hamburger and Ben-Artzi’s (2000) study found that those scoring high on extraversion tended to prefer leisure services (sex websites, random surfing) and that those scoring high on neuroticism had a negative association with information services (work-related information, studies-related information.

The purpose of this research is to investigate the perceived destination brand personality of Istanbul and to examine the relationships among destination brand personality and destination brand image. A convenience sample of 200 visitors to Istanbul was surveyedvia face-to-face interviews. Initially, a series of exploratory factor analyses (EFA) were conducted for each measurement scales (brand personality and destination brand image) in order to identify the potential underlying factor structure of the data. Then multiple regression analysis was used to investigate the relationship between va

The problem of accounting automatic affective and cognitive processes as bases for implicit attitudes towards brands, as well as methods for measuring them, is poorly developed. An analysis of previous research shows that the study of attitudes towards brands in terms of their affective and cognitive components is mainly carried out using self-assessment procedures. The aim of this research is to measure the affective and cognitive bases of implicit and explicit attitudes towards brands of domestic and foreign foods. Participants N = 131, aged 17-57 (Mdn = 31). Measures: specifically designed