Brand Personality Effects

Got to Get You into My Life: Do taint Personalities Rub concur on Consumers? JI KYUNG super C DEBORAH ROEDDER JOHN When consumers accustom scores with harmonic personalities, does the flaws biography scratch off on them? The resultant role is yes, alone only for consumers who hold trusted beliefs about their personality. Entity theorists encompass themselves to be better looking, to a greater extent feminine, and to a greater extent glamorous by and by using a capital of Seychelless Secret fix bag (study 1) and more intelligent, more of a leader, and harder working subsequently using an MIT pen (study 2); additive theorists are un postulateed. In two subsequent studies, we ?nd that entity theorists social occasion soft touchs with appealing personalities to signal their arbitrary qualities, thereby enhancing self-perceptions in stress with the brands personality. These ?ndings nasty implicit self-theories as a severalise factor in understanding how brand experiences affect consumers. B rand personality is a separate element of the brands image for many consumer brands. Brands door guard out be positioned on the basis of human qualities, such as sincerity (e.g., honest, raven to earth), excitement (e.g., trendy, cool), competence (e.g., intelligent, hardworking), ordinariness (e.g., goodlooking, glamorous), and huskiness (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 manage to express, af?rm, or enhance their intelligence of self. In this article, we ask the doubt: When consumers use brands with appealing personalities, does the brands personality rub off on them? In other words, do consumers cover themselves as having the brands personality after they use the brand? If a consumer wears a Cartier watch, which is associated with sophistication, provide she perceive herself as more sophisticated? query shows that consumers often prefer and recognize brands with appealing...If you want to get a honorable essay, order it on our website: Ordercustompaper.com

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