Asian Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Influence of Brand Personality on Consumer’s Attractiveness and Attitude Towards the Brand:An Empirical Analysis


Affiliations
1 University Institute of Applied Management Sciences, Panjab University, India
2 SRF, University Business School, Panjab University, India
     

   Subscribe/Renew Journal


In the modern competitive world of business, Brand Personality has been seen to play a significant role in depicting a consumer’s behaviour towards the brand. A Brand’s Personality is formed by giving it distinguishing human like characteristics which in turn help the brand to connect with the consumers at a personal level. However, not many studies have been found on the subject, particularly in India. The aim of this study was to investigate the relationship of Brand Personality with Consumer’s Attractiveness and Attitude towards the brand. The brand selected for this particular study is Amul, which is exercising the brand personification strategy of using a mascot to attain the desired brand personality from so many years. An empirical analysis was conducted after collecting data from 150 respondents from Chandigarh, Panchkula and Mohali. The findings suggested that Brand Personality has a significant impact on both consumer’s attractiveness and attitude towards the brand. However, the Personality attributes were found to have a stronger impact on consumer’s attitude as compared to their attractiveness towards the brand. It was concluded that a brand’s human like personality plays a very important role in helping the brand to connect with the consumers in an emotional way which affects the overall image that the brand holds in their mind. In the end, the paper also discusses key managerial implications of the study conducted.

Keywords

Brand Personality, Consumer’s Attractiveness, Consumer’s Attitude, FMCG.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Patterson, Maurice (1999), “Re-Appraising the Concept of Brand Image,” Journal of Brand Management, 6 (6), 409-26.

  • Keller, Kevin Lane, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 1993, 57, 1-22,

  • Doyle, P. (2002) Marketing Management and Strategy, 3rd ed, Harlow, Pearson Education.

  • Briggs, Steven (1992), "Assessing the Five-Factor Model of Personality Description,” Journal of Personality, 60 (2), 253-93

  • Aaker, Jennifer L. (1997), “Dimension Of Brand Personality,” Journal of Marketing Research, 34, 347-356.

  • Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California management review, 38, 102-120.

  • Aaker, J., Fournier, S., and Brasel, S. A. (2004). Why good brands do bad. Journal of Consumer Research, 31(1), 1-16.

  • Keller, Kevin L. (1993), "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity," Journal of Marketing, 57 (January), 1-22.

  • Ahmad, A., and Thyagaraj, K.S.(2014). Understanding the Influence of Brand Personality on Consumer Behavior. Journal of Advanced Management Science , 3(1), 38-43.

  • Sheena, Naresh, G.(2012). Do brand personalities make a difference to consumers? Procedia - Social and Behavioral Sciences, 37, 31 – 37.

  • Park, J.K.(2011). The Influence of Brand Personalities on Consumers: Exploring the Moderating Role of Implicit SelfTheories. Unpublished doctoral dissertation, University of Minnesota, Minnesota, USA.

  • Luckerath, B.(2013). How Brands become People - A Study on the Impact of Brand Personality on Brand Value. Unpublished doctoral dissertation, Copenhagen Business School, University in Frederiksberg, Denmark.

  • Freling, Traci H., and Lukas P. Forbes (2005), "An examination of brand personality through methodological triangulation", Journal of Brand Management, 13 (2), 148-62.

  • Fournier, S., and Alvarez, C. (2012). Brands as relationship partners: Warmth, competence, and in-between. Journal of Consumer Psychology, 22, 177–185.

  • Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15 (September), 139–168.

  • Aaker, J. (1999). The malleable self: the role of self expression in persuasion. Journal of Marketing Research, 36, 45–57.

  • Hurriyati, R. and Setiawan, R. (2016). Destination Personality Analysis on Brand Attractiveness, Brand Awareness, and its Impact on Brand Loyalty: A Survey Research in Indonesia. WSEAS Transactions On Business And Economics,13, 371-383.

  • Ye, S. (2012). The impact of destination personality dimensions on destination brand awareness and attractiveness: Australia as a case study. Original scientific paper, 60(4), 397-409.

  • Huh, J. 2006. Destination branding as an informational signal and its influence on satisfaction and loyalty in the leisure tourism market. Published PhD Dissertation. Faculty of the Virginia Polytechnic Institute and State University.

  • Hoyer, W.D., MacInnis, D.J. and Pieters, R., 2013, Consumer behavior, 6th international edn., South-Western Cengage Learning, Mason, Ohio.

  • Liu, F., Li, J., Mizerski, D. and Soh, H., 2012, ‘Self-congruity, brand attitude, and brand loyalty: a study on luxury brands’, European Journal of Marketing, 46(7/8), 922– 937. http://dx.doi.org/10.1108/03090561211230098.

  • P. Kotler, J. T. Bowen, J. C. Makens, Marketing for Hospitality and Tourism, NJ: Prentice Hall (1999).

  • Berger, I. E., and Mitchell, A. (1989). The effect of advertising on attitude accessibility, attitude confidence, and the attitude-behavior relationship. Journal of Consumer Research, 16, 269–279.

  • Westbrook, R. A., and Oliver, R. L. (1981). Developing better measures of consumer satisfaction: Some preliminary results. In K. B. Monrow (Ed.), Advances in consumer research (pp. 94–99).

  • Ajzen, I., and Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.


Abstract Views: 363

PDF Views: 0




  • Influence of Brand Personality on Consumer’s Attractiveness and Attitude Towards the Brand:An Empirical Analysis

Abstract Views: 363  |  PDF Views: 0

Authors

Sanjeev Kumar Sharma
University Institute of Applied Management Sciences, Panjab University, India
Era Nagpal
SRF, University Business School, Panjab University, India

Abstract


In the modern competitive world of business, Brand Personality has been seen to play a significant role in depicting a consumer’s behaviour towards the brand. A Brand’s Personality is formed by giving it distinguishing human like characteristics which in turn help the brand to connect with the consumers at a personal level. However, not many studies have been found on the subject, particularly in India. The aim of this study was to investigate the relationship of Brand Personality with Consumer’s Attractiveness and Attitude towards the brand. The brand selected for this particular study is Amul, which is exercising the brand personification strategy of using a mascot to attain the desired brand personality from so many years. An empirical analysis was conducted after collecting data from 150 respondents from Chandigarh, Panchkula and Mohali. The findings suggested that Brand Personality has a significant impact on both consumer’s attractiveness and attitude towards the brand. However, the Personality attributes were found to have a stronger impact on consumer’s attitude as compared to their attractiveness towards the brand. It was concluded that a brand’s human like personality plays a very important role in helping the brand to connect with the consumers in an emotional way which affects the overall image that the brand holds in their mind. In the end, the paper also discusses key managerial implications of the study conducted.

Keywords


Brand Personality, Consumer’s Attractiveness, Consumer’s Attitude, FMCG.

References