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The Impact of Brand Personality on Brand-Aroused Feelings.pdf

November 12, 2009 · Filed Under Marketing  · Tags: , , ,

Taken from Introduction: Over the past decade, there has been increasing interest in brand personality from academics and practitioners (e.g., Aaker 1997; Caprara, Barbaranelli & Gianluigi 2001; Freling & Forbes 2005a; Romaniuk 2008; Sweeney & Brandon, 2006), and the intensity of this interest demonstrates the need to advance its development and investigate its effects. Managers perceive brand personality as a way to develop a sustainable uniqueness in a marketplace proliferated by brands where it is becoming increasingly difficult to come up with branded products that are truly different in the eyes of consumers (Aaker 2003; Sweeney & Brandon 2006). A lack of perceivable differentiation may be contributing to the reason why an estimated 75% to 85% of new brands will fail (Boyle 2003; Kohli & Thakor 1997) or why brands are being commoditized and losing money (Barron 2003). Increasingly, brand personality is used by brand managers as a strategic tool to provide a unique, consistent, and enduring message to consumers (Matthiesen & Phau 2005) and/or as a positioning tool to differentiate brands (Sweeney & Brandon 2006; Rekom, Jacobs & Verlegh 2006) , or as a symbolic device to sustain a competitive advantage (Aaker 1997); however, the consequences of brand personality haven’t been empirically determined or tested so while much money is going into the development of brand personality its effects aren’t generally known (Freling & Forbes 2005a).

Along with brand personality being important to brand managers to endure competition and reduce competitor erosion, increasingly so is developing an emotional brand (Aggarwal 2004; Algesheimer, Dholakia and Herrman 2005; Lynch 2004; Thompson, Rindfleisch & Arsel 2006). Called emotional because consumers may form an intimate bond with a brand, a bond that is passionate, similar to the emotional bond a consumer experiences with a close circle of friends and/or family (Aggarwal 2004) and this emotional bond is believed to be based on positive-aroused feelings. Gradually more being realized, the importance of brand personality and developing positive brand-aroused feelings as research in these areas enable brand managers to better develop positioning strategies, integrated marketing communications and build sustainable competitive advantages in the marketplace.

Contents:

  • CONCEPTUAL DEVELOPMENT [ Brand Personality ~ Brand Aroused Feelings ]
  • RESEARCH DESIGN
  • RESULTS
  • DISCUSSION, CONCLUSION AND IMPLICATIONS
  • REFERENCE LIST

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