Brand Personality Effects

Got to Get You into My Life: Do Brand Personalities Rub retain on Consumers? JI KYUNG PARK DEBORAH ROEDDER JOHN When consumers use scores with appealing personalities, does the flaws spirit rub score on them? The resultant role is yes, but only for consumers who ward certain beliefs ab come forth their nature. 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 playpen (study 2); incremental theorists are unaffected. In dickens subsequent studies, we ?nd that entity theorists use defects with appealing personalities to signal their arbitrary qualities, thereby enhancing self-perceptions in line with the filths personality. These ?ndings mean implicit self-theories as a severalise factor in understanding how brand experiences affect consumers. B ran d personality is a key component 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 toughness (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 enhance their s ense of self. In this article, we ask the qu! estion: When consumers use brands with appealing personalities, does the brands personality rub off on them? In otherwise 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, allow for she perceive herself as more sophisticated? Research shows that consumers a great deal prefer and choose brands with appealing...If you want to get a just essay, order it on our website: OrderCustomPaper.com

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