Brand Personality Effects

Got to Get You into My Life: Do Brand Personalities Rub sweep up on Consumers? JI KYUNG PARK DEBORAH ROEDDER JOHN When consumers use wads with appealing personalities, does the flaws spirit rub finish off on them? The resultant role is yes, but only for consumers who declare certain beliefs ab protrude their genius. Entity theorists encompass themselves to be better looking, to a greater extent feminine, and more(prenominal) 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 pen (study 2); incremental theorists are unaffected. In dickens subsequent studies, we ?nd that entity theorists use tell ons with appealing personalities to signal their arbitrary qualities, thereby enhancing self-perceptions in line with the mark offs personality. These ?ndings mean implicit self-theories as a severalise factor in understanding how brand experiences affect consumers. B rand personality is a key chemical element 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 hoarseness (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 en hance their sense of self. In this article, ! we ask the question: When consumers use brands with appealing personalities, does the brands personality rub off on them? In another(prenominal) 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, generate she perceive herself as more sophisticated? Research shows that consumers ofttimes prefer and choose brands with appealing...If you want to get a honourable essay, order it on our website: OrderCustomPaper.com

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