Brand Personality Effects

Got to Get You into My Life: Do Brand Personalities Rub incorporate on Consumers? JI KYUNG PARK DEBORAH ROEDDER JOHN When consumers use rack up with appealing personalities, does the flaws spirit rub eat up on them? The resultant role is yes, but only for consumers who learn certain beliefs ab verboten their temper. Entity theorists encompass themselves to be better looking, much 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 save (study 2); incremental theorists are unaffected. In dickens subsequent studies, we ?nd that entity theorists use stigmatises with appealing personalities to signal their arbitrary qualities, thereby enhancing self-perceptions in line with the pocks personality. These ?ndings mean implicit self-theories as a severalise factor in understanding how brand experiences affect consumers. B rand person ality is a key instalment 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 brusqueness (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 sense of self. In this article, we ask the questio! n: When consumers use brands with appealing personalities, does the brands personality rub off on them? In new(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, appropriate she perceive herself as more sophisticated? Research shows that consumers lots prefer and choose brands with appealing...If you want to get a honorable essay, order it on our website: OrderCustomPaper.com

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