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Dissertations / Theses on the topic 'Brand personality'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

West, Julia, and Andrea Österberg. "Varumärkets personlighet : En kvalitativ studie om hur konsumenter tillskriver varumärken personlighetsdrag beroende på logotypens färg." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-21601.

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Syfte: Denna studies syfte är att öka förståelsen för vilka personlighetsdrag konsumenter tillskriver varumärken beroende på logotypens färg. Metod: Eftersom studiens syfte har varit att öka förståelsen för ämnet har en kvalitativ metod använts och färgerna blå, grön, gul, röd och svart har legat till grund för undersökningen. För att samla in empiriskt material har semistrukturerade intervjuer utförts med tolv deltagare. Materialet har analyserats med hjälp av Aakers (1997) Brand Personality Scale samt tematisering. Resultat & slutsats: Studiens resultat visar att den blå logotypen associ

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2

Huang, Hazel Hsiu-chen. "Self-identity and consumption : a study of consumer personality, brand personality, and brand relationship." Thesis, University of Warwick, 2009. http://wrap.warwick.ac.uk/2125/.

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This thesis investigates the relationship between self-identity and consumption by discussing the conceptual and measurement issues of consumer personality, brand personality, and brand relationship. The investigation is based on the theories of personality, self-identity, and interpersonal relationship. The self-identity theories (Belk 1988; Cooley 1964; James 1890; Mead 1935) suggest that consumers may use brands to construct, maintain, and enhance their self-identities. Drawing from the literature of personality and self-identity, this thesis repositions the concept of personality for the c

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3

Ambe, Honoria. "Online Brand personality in Sweden." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-46556.

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This Paper is centered on online brand personality in the Swedish context. The study is carried out thanks to an existing Model of online brand personality. Precisely the online brand personality dimensions of Park et al., (2005). Parks et al’s. (2005) method was first tested in Korea which was also done in the Korean Language. It is now explored in the Swedish context. A literature review about brand personality in general and particularly online brand personality was conducted which led to the methodology used in the entire paper. A qualitative and cross sectional research design has been us

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Roberts, Candice. "Exploring Brand Personality through Archetypes." Digital Commons @ East Tennessee State University, 2010. https://dc.etsu.edu/etd/1691.

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Though brands are created and maintained using many different management strategies, market and academic research has offered evidence that brands presenting the strongest personalities are more likely to perform better and resonate longer with consumers. This paper examines the components of brand personality using connections between contemporary branding and 13 classic archetypes. The study also discusses the life cycle of the brand, including development of brand personality and achievement of iconic status in conjunction with archetypal marketing. The research of Faber and Mayer (2009) is

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Bien, Yu-Shiang. "The meaning transfer between country personality and brand personality." [Gainesville, Fla.] : University of Florida, 2009. http://purl.fcla.edu/fcla/etd/UFE0024619.

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Hassey, Roseann V. "Stand By Your Brand: How Brand Personality and Brand Failure Type Shape Brand Forgiveness." University of Cincinnati / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1470045358.

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Ishikawa, Keizo. "BRAND DYNAMICS: The Effects of Brand Personality and Brand Experience on Emotional Brand Attachment." OpenSIUC, 2013. https://opensiuc.lib.siu.edu/dissertations/713.

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Marketers have long observed, or at least assumed, that people buy certain products or brands as a means of expressing themselves. Marketing researchers have studied this phenomenon from the perspective of "self-congruity," assuming that a fit between the consumer's understanding of self (i.e., self-image) and the brand's image (or "brand personality") should drive the consumer's purchase behavior. This stream of research has vigorously explored the relations between the fit (i.e., "self-brand image congruity" or "self-congruity") and various behavioral outcomes. Nonetheless, this research str

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Sjöstedt, Anna, and Jeanette Bohman. "You are who you wear? : En kvantitativ studie om varumärkesidentitet och varumärkesimage." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-29520.

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The purpose of the study was to find out how well companies succeed in trying to convey the identity of their trademarks to the consumers. The study was quantitative with a survey design. A sample of 109 respondents participated. Brand identity and brand image was the focus of the study and was measured in three companies; Odd Molly, Filippa K and Björn Borg. These three were selected partly because of their different profiles. One survey was sent to the companies and one survey was distributed to the consumers. The majority of the questions in the surveys were based on a model designed to mea

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Jabbar, Zeenat. "The impact of corporate visual identity on brand personality." Thesis, Brunel University, 2014. http://bura.brunel.ac.uk/handle/2438/8734.

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It is argued that there is a need to extend our understanding and knowledge of the magnitude to which the elements of corporate visual identity (CVI) are perceived as the communicators of brand personality and hence corporate image, by the consumers. This thesis extends the knowledge about corporate visual identity (CVI) factors, particularly, name, logo, and colours, by developing a comprehensive model which incorporates corporate visual identity (CVI) elements and brand personality (BP) traits (sophistication, sincerity, ruggedness, excitement, competence). The thesis focuses on the associat

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10

Overstreet, Kay L. "Children's Inferences Based on Brand Personality." Thesis, University of North Texas, 1993. https://digital.library.unt.edu/ark:/67531/metadc500407/.

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This study explored the inferences male children held about the brand personality. The sample included 46 male fifth graders. Personal interviews were conducted and the results were compiled and interpreted using descriptive statistics. Four subject areas were addressed: identification and inferences about brand personality, sources of inferences, children's ability to make inferences about other children based on brand personality, and application of brand personality to self. Results indicated children make inferences about brand personality, make inferences about other children based on bra

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11

Karampela, Maria. "An investigation of patterns of self-brand personality alignment." Thesis, University of Edinburgh, 2015. http://hdl.handle.net/1842/25994.

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In their continuous search for improved explanations of why consumers engage with certain brands more than with others, academics and managers have placed significant importance on self-brand congruence theory, which suggests that consumers are drawn to brands with characteristics that align with their own characteristics. Although this theory has been extensively investigated and supported by previous research, it has hitherto been assumed that the alignment of characteristics exhibits a similarity configuration, that is, consumers are drawn to brands with traits that mirror their own traits.

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12

Carter, Liam Leslie. "Investigating the relationship between corporate brand personality and employee brand commitment." Diss., University of Pretoria, 2011. http://hdl.handle.net/2263/25805.

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Corporate brands in today’s business landscape are complex and multifaceted, with employees playing a critical role in the building of those brands. As employee brand commitment forms an important part of building a corporate brand, it would be beneficial to understand the drivers of employee brand commitment in order to better understand the corporate brand. One of the main aspects of employee brand commitment is the personality of the corporate employer brand. This research aims to determine the relationship between corporate brand personality and employee brand commitment. By utilising the

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13

Rudinski, Sanja. "Consumer Perception of Brand Personalization : Adbusters as Anti-Brand." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10149.

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Thesis purpose: The thesis purpose is to examine the interrelationship of consumer and brand relation. The main objective is to research how consumers’ perception of brand personalization before and after seeing Adbusters subvertisement ads influences their relation to brands. Methodology: The thesis has deductive quantitative research approach, since it starts from theory to gain more understanding of the research area. The data is collected through an online questionnaire. Theoretical perspective: This study is based upon the general brand and branding definitions, with focus on brand person

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Karlsson, Liam, and Emmanuel Ero. "Differences in the Perception of Brand Personality." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39807.

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Background: The process connected to understanding perceived brand personality is discussed as well as how perceived brand personality may be affected by different cultures. Finally, the reader is introduced to the sportswear fashion industry, namely Adidas. The research questions are introduced. Literature Review: The concept of standardisation vs adaptation is introduced, leading to a discussion regarding social media as a form of standardised marketing and how Adidas use it. The concept of culture is addressed with additional information regarding gender identity. Aaker’s dimensions of bran

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Busch, Friederike, and Rego Diego Planas. "Qualitative Brand Image Analysis for a Global Brand : An Intercultural Perception of the Brand Image through Brand Personality." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9781.

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<p>The cultural differences in the consumers' perspectives are an important factor that affects the image of brands around the world. A brand's image may be affected even though the company gives the same message across different cultures. In order to analyze these effects, the authors have conducted a qualitative study, chosen the chocolate brand Kinder and studying how Kinder's brand image perception varies in four different cultures by conducting 16 in-depth interviews. The data was afterwards categorized, analyzed and compared to each other in order to find differences and similarities of

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James, David Owen. "Consumer evaluations of brand alliances." Thesis, Henley Business School, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.340727.

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Lund, Kaisa. "Transfer of brand associations over time : the brand extension of Nivea." Doctoral thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19892.

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Brand extension has been the source of strategic growth for many firms during recent decades. Introducing new products under existing brand names is one way to use the image of a brand name to enter new markets. Previous research has shown that the success of a brand extension depends on the transfer of the parent brand associations to the extended product. Although the transfer of brand associations from the parent brand to the extension is recognised as crucial for the success of brand extension, surprisingly little research has been conducted on how brand associations actually are transferr

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Lopez, Cecilia Maria. "Communicating CSR and Brand Personality through Social Media." Thesis, Virginia Tech, 2015. http://hdl.handle.net/10919/52958.

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In the competitive atmosphere of today's business world, corporate social responsibility (CSR) has become yet another factor organizations use to distinguish themselves and make their values apparent to their audiences. Social media have helped organizations communicate these characteristics with their audiences by enabling timely and cost-effective communication between individuals and organizations. While many studies have explored the role of social media in communicating CSR messages, few studies have focused on the social transformational cues that visual elements of these tools offer org

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Plymoth, Hjalmarsson Louisa, and Douglas Svinge. "Varumärkens personlighet: En kvalitativ undersökning av relevanta faktorer." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-32403.

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Titel: Varumärkens personlighet: En kvalitativ undersökning av relevanta faktorer. Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Douglas Svinge, Louisa Plymoth Hjalmarsson Handledare: Jonas Molin och Lars-Johan Åge Examinator: Maria Fregidou-Malama Datum: 2020 – 05 – 25 Syfte: Då det råder en brist på kvalitativa undersökningar – samt en brist på kunskap angående vilka faktorer som påverkar hur konsumenter upplever en varumärkespersonlighet – anser vi att det är av intresse att med hjälp av en kvalitativ undersökning skapa en djupare förståelse för vilka

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Smith, Alex F. "The Relationship of Consumer Personality and Company Branding Among Market Leaders in the Sports News Media Industry." Scholarship @ Claremont, 2013. http://scholarship.claremont.edu/cmc_theses/585.

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Personality and brand factors were examined to determine if consumers of certain personality dimensions would be more favorable toward specific brand factors of three major sports media companies: Sports Illustrated, ESPN, and Fox Sports News. College-age sports news followers were tested to ascertain personality, brand evaluation, and media usage. Findings disclosed associations of personality dimension and brand preference, for example, “Agreeable” participants favored ESPN branding. Participants scoring low on “Extroversion” favored the Sports Illustrated brand. Other findings included an a

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Perales, Caro Samantha Luana, and Escobar Jorge Antonio Medina. "La relación que existe entre el consumer personality y brand personality y su influencia en el brand loyalty del sector zapatillas." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655625.

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En este trabajo se analizará la relación entre el Brand Personality y el Consumer Personality y su influencia en el Brand Loyalty en el sector de zapatillas. Se identificará la importancia de esta investigación para el mercado peruano y se determinará si es que realmente existe una relación entre las primeras dos variables que pueda impactar en la tercera. El enfoque de esta investigación se centra en el consumer personality, cuyas dimensiones son personalidad, rasgos sociales e identificación, en cómo esta variable se refleja en el brand personality, con dimensiones como sinceridad, responsab

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Vinyals-Mirabent, Sara. "Building urban destination brands in Europe: re-conceptualizing the relationship between brand image and brand personality in website communication practices." Doctoral thesis, Universitat Pompeu Fabra, 2018. http://hdl.handle.net/10803/462852.

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Destinations must project a strong and differentiated brand image to position themselves in a competitive market. To this end, official websites have become a key instrument in the portrayal of the desired image and as the place where tourists expect to find everything about the destination. In this study, the official websites of the 12 most popular urban destinations in Europe are analyzed with a two-fold purpose: to describe their projected image, and to explore the relationship between brand image and brand personality in their discourse. The results highlight cultural activities, tourist

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Ydefjäll, Emelie, and Susanne Karlsson. "Dimensioner av brand personality i den svenska kontexten : -En kvantitativ studie." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-38012.

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Bakgrund: Brand personality beskrivs i litteraturen som den uppsättning avpersonliga egenskaper som beskriver ett varumärke, genom att försevarumärken med mänskliga drag kan konsumenten lättare relatera ochknyta an till sina egna preferenser utifrån sin egen karaktär (Aaker 1997).Det var år 1997 som forskaren Jennifer Aaker (1997) kom med denförsta definitionen om brand personality, som följde "the set of humancharacteristics associated with a brand" (Aaker 1997, p 347). Syfte: Syftet är att förklara hur Aaker’s (1997) modell brand personality “thebig five” kan revideras för att passa till den

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Qian, Yanghan, Markus Fridstrom, and Andreas Strömberg. "Towards Universal Brand Personality Dimensions : A descriptive study of the validity of a proposed universal brand personality scale in a Swedish context." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96526.

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Background: Brand personality is based on the notion that brands possess personalities similar to that of human personalities. It is a common measure for describing consumers’ brand perceptions, and brands with loyal customers often have distinctive personalities. Since Aaker (1997) introduced the first brand personality scale, researchers have noticed increasing difficulties in comparing results from different studies. Geuens, Weijters & De Wulf’s (2009) proposed a solution to this problem by developing a brand personality scale that is claimed to be universal. Purpose: The purpose of thi

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Rita, Melissa Oliveira. "Chanel’s perfume personality : the gap between identity and image." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19576.

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Mestrado em Marketing<br>Nos últimos anos, as redes sociais tornaram-se um componente vital das comunicações integradas de marketing, estabelecendo um forte relacionamento entre as organizações e os seus consumidores. A revolução tecnológica alterou os padrões comportamentais, permitindo a troca de uma enorme quantidade de informações e opiniões entre os consumidores em diversas plataformas digitais. Numa era de tendências em rápida mudança, o setor de luxo começou a olhar para as classes de consumidores do futuro preparando-se para fazer investimentos significativos em marketing digital e re

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Prommeenate, Prapanrat, and Ruechuphan Chookruvong. "Political Marketing: Brand Personality for Generation Y Thai Voters." Thesis, Mälardalen University, School of Business, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-822.

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<p>Date: May 28th, 2008</p><p>Course: Master thesis, EFO705</p><p>Authors: Prapanrat Prommeenate 830202</p><p>Ruechupan Chookruvong 811004</p><p>Tutor: Tobias Eltebrandt</p><p>Title: Political Marketing: Brand Personality for Generation Y Thai voters.</p><p>Problem: What are the important characteristics in brand personality of political parties and leaders for Generation Y Thai voters? And how the parties should communicate them with the Generation Y Thai voters?</p><p>Purpose: The aim of this thesis is to investigate and analyze the brand personality of the ideal political party and the idea

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Haji, Iftakar. "Negative brand personality : the construct antecedents and outcome variables." Thesis, Aston University, 2014. http://publications.aston.ac.uk/22445/.

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By evolving brands and building on the importance of self-expression, Aaker (1997) developed the brand personality framework as a means to understand brand-consumer relationships. The brand personality framework captures the core values and characteristics described in human personality research in an attempt to humanize brands. Although influential across many streams of brand personality research, the current conceptualization of brand personality only offers a positively-framed approach. To date, no research, both conceptually and empirically, has thoroughly incorporated factors reflective

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Barreda, Cornejo Maria Paz. "Brand Equity (Brand Awareness, Brand Association y Perceived Quality) y Brand Personality en relacion a Brand Loyalty en la categoría de sportswear de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/655013.

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Cada vez más el término Brand Equity es importante en diversas categorías, de este modo, las compañías buscan construir uno sólido. Asimismo, el Brand Personality en este fenómeno es relevante, pues está relacionado con el Brand Equity al indicar los valores y personalidad de la marca e influir en la conexión con el consumidor. Este estudio busca encontrar la relación entre dimensiones del Brand Equity (Brand Awareness, Brand Association y Perceived Quality) y Brand Personality con respecto al Brand Loyalty, en el contexto peruano de la categoría de sportswear. La data obtenida de 400 encuesta

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Yaro, Walita. "The Role of Luxury Fashion Brands : A qualitative research of how the consumption of luxury fashion brands relate to young consumers' self-concept." Thesis, Stockholms universitet, Företagsekonomiska institutionen, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-132964.

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The market for luxury brands has outpaced other consumption categories through its growth, and has been found in continuous development. As there is an increasing amount of luxury categories, the consumption of luxury fashion brands account for the largest proportion of luxury profits, and the marketing costs for such brands has shown to surpass those of other fashion categories. Consumer researchers have throughout decades emphasized how individuals participate in consumption behavior to form their self-concept in relation to brands. However, previous research has disregarded the multidimensi

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Kuo, Lee-Ching, and 郭李靖. "The Effects of Personality Trait and Brand Personality on Brand Preference." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/41234160199006885663.

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碩士<br>國立交通大學<br>管理科學學程碩士班<br>91<br>Brands are the most important capitals of enterprise. A permanent and unique brand with a clear and enduring brand personality could create an advantageous position to fulfill the need of symbolic effect from consumers. To create a mental market segrementation for its product, a brand owner has to recognize the connection between consumers’ personality trait and brand personality. This research examined the connection between personal trait and brand personality as well as the effect on brands preference, offers corporate a reference to the pratice of mental

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Chen, Li-Ching, and 陳麗卿. "Discussion on product brand, brand personality and human personality of correspondence." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/80020505474498489216.

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碩士<br>國立中央大學<br>企業管理學系在職專班<br>102<br>Brand is defined as a name, term, symbol, mark or design, to differentiate between products and service in the same category products. A variety of brands are full of everyone’s daily life and consumers are confronted continually by brand choose process. This study is attempted to investigate when consumers purchase products, the correspondence between brand personality and human personality. When consumers purchase different category products, whether has dissimilar correspondence relationship. Also, design a questionnaire to investigate product brand, bra

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HONG, YI-JIA, and 洪翊嘉. "The Research of Difference between Online Brand Community Personality and Brand Personality on Brand Dilution." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/44985246441127227832.

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碩士<br>中國文化大學<br>行銷碩士學位學程碩士班<br>105<br>The rise of the Internet community has become a mainstream trend, from the business owner's point of view, Internet community has become a new platform in contact, interactive and Brand Promotion with customers. The current virtual brand community is quite popular. But shaping brand community personality doesn't match with the actual brand personality happens very often, so consumer confused about brand cognition. But there are fewer brands dilute this type of related research in the past. Accordingly, this study shows that understanding the relationship b

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Lee, Hsin-Ling, and 李欣陵. "The Study of Brand Story, Brand Personality, and Brand Image: Examples of Brands in Taiwan." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/44320356091069880222.

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碩士<br>國立中山大學<br>企業管理學系研究所<br>98<br>Taiwan development started from agriculture and gradually moves to manufacturing to finally transform the economy into a high-tech industry. The economic miracle was based on Taiwanese diligence, perseverance, and dependability; but the process does not finish there. Since we have come to a knowledge economy era, lots of enterprises in Taiwan have developed from OEM, ODM to OBM to speed up internationalization and upgrade competitive advantages. The best answer from companies is to response quickly and become more creative, vivid and diversified enhancin

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Chen, Yu-Hui, and 陳郁蕙. "The relationship between personality and brand personality." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/69d66s.

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碩士<br>中原大學<br>企業管理研究所<br>99<br>Accroding to the globalization, many foreign cosmetic brands are invading general merchandise industry. In the past, the cosmetic was a sybomlic of luxury but due to the bosst of economy and the rising of education degree, it becomes necessity. The philsophy of Confucianism bound Taiwan’s women to be conservative on make-up. The fashion managize and advertising endorsements mixture with a brand story which can express cosmetic brand personality to consumer. In addition, those promotional activties tired to develop different types of beauty to consumer. It has a b

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Kang, Chanho. "Dimensions of Brand Personality: A New Measure of Brand Personality in Sport." Thesis, 2013. http://hdl.handle.net/1969.1/151299.

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Given highly competitive markets where numerous quality equivalent brands exist in the sport industry, a well-established brand personality of sport brands can help sport brand managers or practitioners differentiate their brands from competitors beyond utilitarian or functional characteristics. In addition, brand personality enables marketers to effectively communicate with their consumers about the brands as well as build a strong relationship. Given the importance of brand personality as a marketing tool, sport brand managers and marketers could benefit from a sport brand personality scale

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Huang, Yao-Zheng, and 黃耀正. "The Impack of Product Personality and Brand Personality on Brand Extension Evaluation." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/56928318346112368850.

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碩士<br>國立中央大學<br>企業管理研究所<br>87<br>A considerable amount of research in marketing has infered that the concept of “fit” has an important impact on brand extension evaluation. This study will develop a theoretical framework of the product personality construct, then we accommodate it to the brand personality developed by the past scholars to check the effect of fit on extension evaluation, before and after the brand extension conducted. We find that (1) The product personality actually exists, besides it has high reliability, and stable in subsample. (2) Using product personality is more suitable

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Chiang, Ling-ping, and 江泠平. "The comparison between physical products brand personality and intangible products brand personality." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/71367745376948653776.

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碩士<br>國立中央大學<br>企業管理研究所<br>99<br>Brand personality is one of the techniques for building strong brands, it can touch customers’ heart, and build close relationship with customers. In the past, the related researches about brand personality are usually focus on physical products or intangible products separately. The main purpose of this study is to find out whether they are different, by using descriptive statistics, principal component analysis, 2nd confirmatory factory analysis, ANOVA test, correspondence analysis, and cluster analysis, taking mobile phone and mobile telecom services for exa

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Murta, de Oliveira Matheus Feliciano. "The Brand Personality of the Portuguese Retail Sector Validating Aaker’s brand personality scale." Master's thesis, 2019. http://hdl.handle.net/10400.26/30296.

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In this project, brand personality is studied as a brand construct applied to a specific economic area, the Portuguese retail sector. By considering Aaker’s original brand personality scale as its main basis and applying it to the sector, brand personality gets a new meaning through the consumers of the brands that were selected as a representative sample of the universe of the sector. This new meaning is then a result of test of the original scale perceived by the consumers when it comes to the retail sector in Portugal, which then defines what are the dimensions of this original scale

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Almeida, Bárbara Inês Dias. "Testing the concept of Brand Personality in Spontaneous Associations - A critique on the insights provided by brand personality associations." Master's thesis, 2022. http://hdl.handle.net/10362/136793.

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Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM<br>The concept of Brand Personality has been explored considerably over the years. However, previous research seems to lack integration and, most importantly, practical applicability in Marketing. Our research explores the evolution of the concept, further extending the critique on the methodology of previous studies, and the integration and redundancy of brand personality in the studies of brand associations. In a free associa

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Liu, Chien-Hung, and 劉建宏. "The Relationships Among Brand Experience, Brand Personality, Brand Attachment and Brand Loyalty." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/95802624789019054965.

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碩士<br>真理大學<br>企業管理學系碩士班<br>102<br>This study investigated the relationships among brand experience, brand personality, brand attachment and brand loyalty. A questionnaire survey was administered to Samsung smartphone users in the Taipei region. We received 367 valid questionnaires, which were subsequently analysed using structural equation modelling. The result indicated that brand experience has a significant positive influence on brand personality and brand attachment, through which it indirectly enhances brand loyalty. This finding enriched the extant literature related to brand experience,

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Chen, Hsin-Yi, and 陳欣怡. "The Effects of Brand Personality Fit on Brand Alliance." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/33905702650608011333.

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Hsieh, Yi-Jun, and 謝宜君. "The impact of brand extensions fit on brand personality." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/55322929028267698064.

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碩士<br>國立臺北大學<br>企業管理學系<br>94<br>Brand personality is an important attribute that creates brand image. If the manager wants to let the customer have a stronger emotion to the brand and more trusts and loyalty, then establishing a good brand personality will be a useful way. In recent years the research about brand extensions has increased, however, brand personality has not been studied as a dependent variable in brand extension literature. Instead, the focus has been on consumer evaluations of the extension itself, attitude towards the core brand and so on. This research attempts to treat bran

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Lin, Michelle, and 林瑀庭. "Enhancing Emotional Brand Attachment in Online Brands with Actual/Ideal Self-Congruence through Brand Personality." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/50590163281452194662.

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碩士<br>國立清華大學<br>科技管理研究所<br>104<br>Internet and related technologies have dramatically changed the landscape of the global branding. New corporate brands (online brands) such as Amazon.com, Yahoo!, Google, eBay, Facebook have arisen in the new digital age and command immense brand equity, putting them at the top of many traditional offline companies. Online brands emerge as the result of advancements in information and communication technologies. This study examined the congruence between self-concept and brand personality and its effect on emotional brand attachment in the online branding envi

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Chang, Hsin-Yi, and 張心怡. "Brand Story as Advertising Appeal on Enhancing Brand Personality and Brand Relationship." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/21085404052498952139.

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碩士<br>元智大學<br>國際企業學系<br>95<br>Several strong brands start using brand story to introduce themselves to consumers, such as Coca-Cola’s secret prescription “7X merchandise,” “Microsoft CEO- Bill Gate’s life story,” or “Disney’s child-like soul,” etc…. Therefore, it is interesting to analyze effectiveness of brand story, a special advertisement different from traditional approach, such as informational appeals. Dependent variables of this study are perceived brand personality and consumer-brand relationship. In addition, we also include brand knowledge and consumer processing style (i.e., thinkin

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Chang, Ming-Lin, and 張明琳. "The Effect and Investigation of Consumers Personality to Brand Personality and Brand Relationship-Based on the Aspect of Brand Experience." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/f78b74.

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碩士<br>東海大學<br>企業管理學系碩士班<br>101<br>The circumstances of ferocious market makes “Brand experience” popular because the customers won’t be satisfied with the way of traditional marketing; instead, what they eager is more than the product or services that is regarded as the whole value delivery. Aside from the value of products or services itself, brand experience brings customers of the sense attraction, the emotional feeling, the inspiration and the bodily experiences. The purpose of brand experience is to makes experience for customers to contact with. The personally contact experience makes th

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Chen, Yi-Chun, and 陳怡均. "The Effects of Consumer Personality and Brand Personality on Brand Loyalty - A Case Study of Starbucks." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/17505286217735100929.

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碩士<br>東海大學<br>餐旅管理學系<br>97<br>When there is a high degree of similarity exists in the merchandise, brand may be the only resort to distinguish oneself from competitors. Brand is an invisible asset and its value can be added to the product, which may be laid as a foundation of differentiation from other competitors. When the costumers get used to some products, they care whether the brand can reflect their intention of expressing their own vivid image and also the echoes between the brand and self images. As the brand rising to human level, we can understand and learn the characteristic, spe

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LeThiTuyetMai and LeThiTuyetMai. "Relation between Brand Experience, Brand Personality, and Customer Experiential Value." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/7n63nu.

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碩士<br>國立臺北科技大學<br>管理國際學生碩士專班 (IMBA)<br>100<br>The purpose of this study is to evaluate the relation between brand experience, brand personality and customer experiential value. This issue is important that is helpful for managers to assess the level of appeal that influences target consumer’s perception about brand personality, brand experience. By using empirical survey, is conducted on 200 samples of real consumers in Vietnam and Taiwan, is used to test the hypotheses. Data are analyzed using SPSS 18.0 regression to understand the effect of the entire model. The empirical results revealed th

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Lin, Chih-Ying, and 林志穎. "The Influence of Online Brand Personality to Online Brand Equity." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/54694277338342679295.

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碩士<br>國立臺北大學<br>資訊管理研究所<br>96<br>Based on the extreme growth in online business, comprehensive applications have been originated by many online companies to attract online users. Therefore, four research questions were proposed to further exploration, first, what brand personality do internet users perceive of online brands? Second, how do internet users describe popular online brands? Third, what are the relationships among online brands? Forth, how do online brand personality influence online brand equity? This study found six dimensions of online brand personality including trust, attractio

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Choi, Jongsuk. "Brand personality dimensions and the effects on consumers' brand selection." 2008. http://purl.galileo.usg.edu/uga%5Fetd/choi%5Fjongsuk%5F200808%5Fphd.

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Lu, Ya-Hui, and 呂雅惠. "Creating Brand Personality by Celebrity Endorsement." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/79s426.

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