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Antecedents and consequences of bran...

Hayes, James Bryan.

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Antecedents and consequences of brand personality.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Antecedents and consequences of brand personality./
Author:	Hayes, James Bryan.
Description:	350 p.
Notes:	Major Professor: Louis M. Capella.
Contained By:	Dissertation Abstracts International61-01A.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9959055
ISBN:	0599624876

Antecedents and consequences of brand personality.
Hayes, James Bryan.

Antecedents and consequences of brand personality. - 350 p.

Major Professor: Louis M. Capella.

Thesis (D.B.A.)--Mississippi State University, 1999.

The importance of brand image as a component of brand identity is well established in the marketing literature. It has been suggested that the brand personality, a brand image component consisting of the human characteristics people associate with brands, is superior to the overall brand image as a basis for differentiating products. The brand personality is thought to be a particularly strong basis for differentiating personally meaningful products, such as clothing, cars, and makeup, or those with similar features. However, little is known about how a brand personality is created, its impact on consumer behavior, or the psychological mechanisms through which it operates.

ISBN: 0599624876Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Antecedents and consequences of brand personality.
LDR:03981nam 2200313 a 45 001 929948
005 20110427
008 110427s1999 eng d
020 $a 0599624876
035 $a (UnM)AAI9959055
035 $a AAI9959055
040 $a UnM $c UnM
100 1 $a Hayes, James Bryan. $3 1253430
245 1 0 $a Antecedents and consequences of brand personality.
300 $a 350 p.
500 $a Major Professor: Louis M. Capella.
500 $a Source: Dissertation Abstracts International, Volume: 61-01, Section: A, page: 0268.
502 $a Thesis (D.B.A.)--Mississippi State University, 1999.
520 $a The importance of brand image as a component of brand identity is well established in the marketing literature. It has been suggested that the brand personality, a brand image component consisting of the human characteristics people associate with brands, is superior to the overall brand image as a basis for differentiating products. The brand personality is thought to be a particularly strong basis for differentiating personally meaningful products, such as clothing, cars, and makeup, or those with similar features. However, little is known about how a brand personality is created, its impact on consumer behavior, or the psychological mechanisms through which it operates.
520 $a This investigation involved a series of two studies concerning antecedents and consequences of brand personality. The first study was an experiment that examined the impact of manipulated brand associations, presented in print advertisements, on the formation of the perceived brand personality. The second study explored the influence of the perceived brand personality on four favorable behavioral intentions: purchase intent, willingness to pay a price premium, intention to say favorable things about the brand to others and stated brand preference, that both signify and contribute to brand equity. The second study also examined the influence on favorable behavioral intentions toward the brand of three factors related to the brand personality as the basis for a relationship between the consumer and the brand, and the brand personality as a heuristic device for functional benefits of the brand. Additionally, the second study investigated the moderating influence of these variables on the direct relationships between perceived brand personality dimensions and favorable behavioral intentions.
520 $a The findings from the experiment revealed that certain brand associations, namely corporate associations and user imagery, directly impact the perceived brand personality. However, no significant direct effect was observed from manipulated levels of product attributes. The findings also indicated that brand personality profiles can be controlled to an extent by the specific corporate associations and user imagery presented in advertising. User imagery was shown to have a greater impact on the perceived brand personality than other types of brand associations. The findings from the second study revealed that perceived brand personality has a direct effect on favorable behavioral intentions toward the brand. Additionally, the findings indicated that the strength of the brand personality's impact on behavioral intentions is modified by other factors, including: perceived self congruence with the brand personality (self congruence), the brand personality as the basis for a relationship between the consumer and the brand (relationship basis), and the brand personality as a repository and cueing mechanism for functional benefits of the brand (benefit cueing). Each of these factors also had a direct impact on favorable behavioral intentions toward the brand.
590 $a School code: 0132.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Psychology, Personality. $3 1017585
650 4 $a Psychology, Social. $3 529430
690 $a 0338
690 $a 0451
690 $a 0625
710 2 0 $a Mississippi State University. $3 1017550
773 0 $t Dissertation Abstracts International $g 61-01A.
790 $a 0132
790 1 0 $a Capella, Louis M., $e advisor
791 $a D.B.A.
792 $a 1999
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9959055