NDLTD logo NDLTD Union Catalog and Global ETD Search

Global ETD Search

Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.

Results

Showing 1 to 20 of 27 for “"brand personality"”.

  1. Exploring Brand Personality through Archetypes.

    Roberts, Candice2010

    <p>Though brands are created and maintained using many different management strategies, market and academic research has offered evidence that brands presenting the strongest personalities are more likely to perform better and resonate longer with consumers. This paper examines the components of …

    etsu Repository record

  2. Communicating CSR and Brand Personality through Social Media

    Lopez, Cecilia MariaVirginia Tech2015

    … as how socially responsible companies express brand personality using these social media sites. Furthermore, this study compared organizations' use of image, text, and text-only based social media posts, as well as their use of image-power strategies. This study also contributed to existing …

    vt Repository record

  3. Fashion Bloggers as Human Brands: Exploring Brand Personality within the Blogosphere

    Cuevas, Leslie M.Texas State University2016

    … fashion bloggers into its marketing and branding strategies, the degree to which bloggers influence consumer engagement is questioned. Thus, this study drew on Aaker’s five brand personality framework (human-like attributes of a brand) to analyze fashion bloggers as human brands. While …

    texas-state Repository record

  4. The interplay of regulatory focus and brand personality on persuasion in advertising

    Kim, Dong HooUniversity of Texas at Austin2011

    … the interactive effects of regulatory focus and brand personality on persuasion in advertising. Specifically, the study sought to know whether the interplay would increase a positive attitude toward the advertisement, the brand and purchase intention. The results of this present research showed …

    texas Repository record

  5. BRAND DYNAMICS: The Effects of Brand Personality and Brand Experience on Emotional Brand Attachment

    Ishikawa, Keizo2014

    … assumed, that people buy certain products or brands as a means of expressing themselves. Marketing researchers have studied this phenomenon from the perspective of "self-congruity," assuming that a fit between the consumer's understanding of self (i.e., self-image) and the brand's image (or …

    siu-theses Repository record

  6. The influence of perceived brand personality of social media on users' attitude motivations and behaviour

    University of Pretoria2018

    … examines the effect of the users’ perceived brand personality (PBP) of social media (Facebook, LinkedIn and YouTube) on attitude, motivation, behavioural intent, and behaviour. The study applies Aaker’s (1997) brand personality scale (BPS) to social media brands to test the extent to which it …

    pretoria Repository record

  7. WILLINGNESS TO REWARD OR PUNISH BRANDS AS MODERATORS FOR THE BRAND PERSONALITY DIMENSION OF SOCIAL RESPONSIBILITY

    Sweetin, Vernon Harold

    … TITLE: WILLINGNESS TO REWARD OR PUNISH BRANDS AS MODERATORS FOR THE BRAND PERSONALITY DIMENSION OF SOCIAL RESPONSIBILITY MAJOR PROFESSOR: Dr. John H. Summey Social responsibility has received empirical support for its addition to the Brand Personality construct. The objectives of this …

    siu-theses Repository record

  8. What Makes Apple Consumers Brand Loyal? The Effects of Brand Personality, Reputation, and Brand Identity On Brand Loyalty

    Pinson, Caroline

    … to the large loyal following Apple has garnered. Brand loyalty is becoming more important because brands are introducing products with the same attributes and firms have to do more to differentiate themselves. This paper will investigate what Apple is doing that gives them such a large loyal …

    south-carolina Repository record

  9. Luxury fashion brands: how brand personality, mediated by perceived brand luxury, and moderated by brand experience, contributes to brand equity

    Jia, HanUniversity of Alabama Libraries2017

    … was to gain a better understanding of brand personality, perceived brand luxury, and brand experience, and how these variables impact brand equity for luxury fashion brands. The study developed a valid instrument for measuring luxury fashion brand personality and provided a relationship …

    alabama Repository record

  10. An empirical assessment of the configural invariance of the brand personality scale : a comparison involving ethnic groups and brands in Canada

    Hassan, Guliz2001

    Brand personality, as one of the major components of brand identity, is a significant determinant of brand equity. This study investigates the configural invariance of a 42-item brand personality scale that was suggested by Aaker (1997) by extending its use from her U.S. sample to Anglophone and …

    concordia Repository record

  11. An empirical study of the effect of brand personality and consistency between marketing channels on performance within the UK higher education sector

    Rutter, RichardUniversity of East Anglia2013

    … adopted and utilised by HEIs. Marketing and brand management has received special attention from such institutions, particularly in order to attract students and build reputation. Some authors argue that the concept of branding transfers directly to the education sector, whilst others argue …

    east-anglia Repository record

  12. The impact of consumers’ transaction experience on the retailers’ transaction-specific brand equity: an analysis into consumers’ transaction experience with contactless technology in the context of the UK

    Batul, K.Middlesex University2022

    … transaction experience on transaction-specific brand equity. Transaction experience occurs while customers are at the checkout, to pay for their purchase. Hence, it is very essential for retail management to ensure that customers undergo a speedy, convenient, enjoyable and secure transaction …

    middlesex Repository record

  13. The antecedents and consequences of brand equity in the South African running shoe market

    Bastian, Julia Christina MargitSchool of Management Studies2015

    … to the manner in which consumers perceive their brand. For the assessment of global brands in emerging markets, such as South Africa, progressive empirical research supports managerial approaches so consumer behaviour can be influenced and predicted in a precise way. Gaining insight into factors …

    cape-town Repository record

  14. Assessing Brand-Consumer Personality Congruence on Twitter: A Computational Textual Analysis Approach

    Bruce, Kelsey LaurenUniversity of Alabama Libraries2020

    Brands gain importance to consumers when the consumer supplies meaning or value to the brand (McCracken, 1993). BP allows consumers to use brands for self-expression (deChernatony, 1999; Johar & Sirgy; 1991; McCracken, 1986) and establish relationships with brands (Fournier, 1998; Keller, 2003; …

    alabama Repository record

  15. Exploring the Effect of Digital Brand Engagement in Self-Concept (BESC) on the Continued Usage of Branded Digital Possessions

    Read, Samantha2022

    … This research focused specifically on consumer brand engagement with branded Smartphone Applications to study the effect of users’ self-concept on the continued usage of digital possessions. The exploratory research approach involved two studies, taking a multi-phase mixed methods approach, …

    northampton Repository record

  16. #EvenMore than just a brand of soap: a case study analysing LUX soap's use of Instagram

    Venter, L'AndréCentre for Film and Media Studies2020

    … which Unilever's LUX soap has repositioned their brand away from their historical association with beauty pageants. This research aims to unpack the ways in which Instagram is utilised by LUX soap to effectively communicate a distinct brand personality. This research identifies that the …

    cape-town Repository record

  17. An examination of factors influencing the formation of the consideration set and consumer purchase intention in the context of non-deceptive counterfeiting

    Bian, XuemeiUniversity of Glasgow2006

    … the influence of consumer perceptions of branded products on the formation of the consideration set. This thesis attempts an investigation of the determinants of the two crucial stages – consideration set and purchase intention – of the consumer choice process in the context of …

    glasgow Repository record

  18. Explicit disclosure in retail communication: Impact of undetermined social network site relationships on branded identity

    Gnegy, Hannah R.2019

    … social network site. In traditional models of branded identity, it is assumed that there is a distinction made between the retailer and consumer (de Chernatony, 1999; Kapferer, 2008). However, social network sites allow for the formation of undetermined relationships in which the underlying …

    wvu Repository record

  19. Exploring charity brand relationships in a healthcare context.

    Ramjaun, Tauheed R.Bournemouth University2014

    The brand relationship paradigm (Heding et al. 2009) has been applied extensively in the commercial consumer-brand context (Breazale and Fournier 2012) but there has been scant attention to the study of corporate brand relationships (Abratt and Kleyn 2010) and more specifically in the charity …

    bournemouth Repository record

  20. Evaluating gender in retail servicescapes: Beyond the heteronormative binary approach

    Cook, Kirby Margeson LeeUniversity of Illinois at Urbana-Champaign2021

    … include exploration of how consumers process brand personality information; interactions with sales associates are critical to consumers’ evaluation of fit; shoppers feel vulnerable to varying degrees in retail environments; and lastly, despite changes in socio-cultural norms, retail continues …

    uiuc Repository record

Page 1 of 2