HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE
Journal Title: Вісник Київського національного університету імені Тараса Шевченка. Економіка. - Year 2015, Vol 6, Issue 171
Abstract
The purpose of the present paper is to identify if the congruence of the consumers personality with the perceived brand personality increases their brand preferences. To achieve this purpose, the paper was structured in two parts; the first part contains a general literature review of the consumer behaviour theory and its influence factors and a more specific one regarding the consumer's and brand personality concepts. The second part describes the used research methodology for achieving the paper's purpose. The results of the underlying exploratory research confirmed the hypothesis that an overlapping of the consumers' personality and the brand personality they perceive is positively correlated with their brand preferences.
Authors and Affiliations
Mihai Țichindelean, Monica-Teodora Beca
Keywords
Related Articles
- EP ID EP244153
- DOI 10.17721/1728-2667.2015/171-6/14
- Views 59
- Downloads 0
CRYPTOCURRENCY: ERA AND FIELD OF FINANCIAL INNOVATIONS
Essence of cryptocurrencies is considered in the article, their risks and prospects of development in Ukraine and world. Advantages and disadvantages of crypto currency are described. Positions of foreign central banks a...
THE IMPROVEMENT OF MASS CASHLESS SETTLEMENTS REGULATION
The current state of payment systems and cashless payments in Ukraine shows their dynamic development, expanding the range of payment instruments that reflect the key requirements for payment services, and the integratio...
MANAGERIAL APPROACH ON THE ROLE AND RESPONSABILITY OF THE PRESIDENT OF THE COURT AND THE INDIVIDUAL PERFORMANCE OF JUDGES
The purpose of this study is to understans how the quality of the court is bound to the role of the court presidents in Romania, who, for the proper administration of the departments and the divisions of the court, must...
Perspectives of Investment Policy State as an Instrument Economic Restructuring
In the article conceptual approaches to the issue of investment policy in the restructuring of the economy of Ukraine. The analysis of structural changes value sectors of economic activity, trends in investment processes...
MODERN AREAS OF DEVELOPMENT OF RESOURCE-BASED THEORY
The essence of resource-based view is focus on using unique and rare combination of resources, core competences and organizational capabilities of the firm. The new intellectual resources and their combination provide th...