Brand Personality Effects

Got to Get You into My Life: Do Brand Personalities Rub acquire on Consumers? JI KYUNG PARK DEBORAH ROEDDER JOHN When consumers use dozens with appealing personalities, does the flaws spirit rub dispatch on them? The resultant role is yes, but only for consumers who adopt certain beliefs ab pop their constitution. Entity theorists encompass themselves to be better looking, much feminine, and more than glamorous by and by using a Victorias Secret obtain bag (study 1) and more intelligent, more of a leader, and harder working subsequently using an MIT create verbally (study 2); incremental theorists are unaffected. In dickens subsequent studies, we ?nd that entity theorists use fools with appealing personalities to signal their arbitrary qualities, thereby enhancing self-perceptions in line with the ticks personality. These ?ndings mean implicit self-theories as a severalise factor in understanding how brand experiences affect consumers. B rand personalit y is a key fraction of the brands image for many consumer brands. Brands usher out be positioned on the basis of human qualities, such as sincerity (e.g., honest, down to earth), excitement (e.g., trendy, cool), competence (e.g., intelligent, hardworking), sophistication (e.g., goodlooking, glamorous), and toughness (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 wish to express, af?rm, or enhance their sense of self. In this article, we ask the question: When consumers use brands with appea ling personalities, does the brands personal! ity rub off on them? In some other words, do consumers perceive themselves as having the brands personality after they use the brand? If a consumer wears a Cartier watch, which is associated with sophistication, give she perceive herself as more sophisticated? Research shows that consumers oft prefer and choose brands with appealing...If you want to get a equitable essay, order it on our website: OrderEssay.net

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