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Identification of Brand Personality ...

Parks, Jamie Christy.

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Identification of Brand Personality Attributes of Southern Lifestyle Brands and Its Impact on Perceived Quality, Brand Attitude, and Purchase Intention.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Identification of Brand Personality Attributes of Southern Lifestyle Brands and Its Impact on Perceived Quality, Brand Attitude, and Purchase Intention./
Author:	Parks, Jamie Christy.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
Description:	53 p.
Notes:	Source: Masters Abstracts International, Volume: 57-06.
Contained By:	Masters Abstracts International57-06(E).
Subject:	Textile research. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10784088
ISBN:	9780438041073

Identification of Brand Personality Attributes of Southern Lifestyle Brands and Its Impact on Perceived Quality, Brand Attitude, and Purchase Intention.
Parks, Jamie Christy.

Identification of Brand Personality Attributes of Southern Lifestyle Brands and Its Impact on Perceived Quality, Brand Attitude, and Purchase Intention. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 53 p.

Source: Masters Abstracts International, Volume: 57-06.

Thesis (M.S.)--The University of Alabama, 2018.

Many southern lifestyle brands have been experiencing rapid expansion and growth in recent years. In order to continue growing, it is important for marketers to understand what sets their brands apart from other clothing brands. The objective of this research are as follows: (1) to empirically investigate the personality of southern lifestyle brands; (2) to explore the impact of brand personality on perceived quality, brand attitude and purchase intention; and (3) to investigate the relationships among perceived quality, brand attitude, and purchase intention. Specifically, this study used Aaker's brand personality framework to investigate the personality of southern lifestyle brands based on data collected from 283 participants. Results revealed that the personality of southern lifestyle brands could be described in three dimensions with 62 personality traits: sophisticated, casual, and southern. In addition, the results clearly indicated that brand personality has a significant impact on perceived quality and brand attitude, and there are positive relationships among perceived quality, brand attitude, and purchase intention.

ISBN: 9780438041073Subjects--Topical Terms:

2153103
Textile research.

Identification of Brand Personality Attributes of Southern Lifestyle Brands and Its Impact on Perceived Quality, Brand Attitude, and Purchase Intention.
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245 1 0 $a Identification of Brand Personality Attributes of Southern Lifestyle Brands and Its Impact on Perceived Quality, Brand Attitude, and Purchase Intention.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2018
300 $a 53 p.
500 $a Source: Masters Abstracts International, Volume: 57-06.
500 $a Adviser: Xiao Tong.
502 $a Thesis (M.S.)--The University of Alabama, 2018.
520 $a Many southern lifestyle brands have been experiencing rapid expansion and growth in recent years. In order to continue growing, it is important for marketers to understand what sets their brands apart from other clothing brands. The objective of this research are as follows: (1) to empirically investigate the personality of southern lifestyle brands; (2) to explore the impact of brand personality on perceived quality, brand attitude and purchase intention; and (3) to investigate the relationships among perceived quality, brand attitude, and purchase intention. Specifically, this study used Aaker's brand personality framework to investigate the personality of southern lifestyle brands based on data collected from 283 participants. Results revealed that the personality of southern lifestyle brands could be described in three dimensions with 62 personality traits: sophisticated, casual, and southern. In addition, the results clearly indicated that brand personality has a significant impact on perceived quality and brand attitude, and there are positive relationships among perceived quality, brand attitude, and purchase intention.
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650 4 $a Textile research. $3 2153103
650 4 $a Marketing. $3 536353
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710 2 $a The University of Alabama. $b Cloth Textiles Interior Design. $3 3277951
773 0 $t Masters Abstracts International $g 57-06(E).
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