Brand Personality as a Predictor of Consumer Brand Relationship

Keni, Keni; Esmeralda, Verena Sandra

doi:10.24912/jm.v25i2.736

Cited by 5 publications

(2 citation statements)

References 25 publications

(55 reference statements)

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“…Brand awareness and brand loyalty have a strong positive correlation with purchase intention (Malik et al, 2013). A communication strategy that avoids a gulf between customer perception and what the company wishes to convey about the brand’s personality can be created with the help of brand awareness (Keni Keni, 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

Understanding Indian Millennials' Awareness Towards Brand Personality of Apparel Brands

Sikka,

Kumar

2023

SEDME (Small Enterprises Development, Management & Extensio

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The purpose of this study report is to identify the brand awareness of Indian millennials towards the brand personalities of apparel brands. The idea of brand personality has recently received a lot of attention as it is an essential component of the symbolic and emotional traits of a business. Consumers’ perceptions of a brand’s human qualities are referred to as its ‘brand personality’. The utilisation of brand personality connections by marketers and advertisers can help them create more effective strategies for showcasing products in a way that appeals to consumers on an emotional level. Brand personality is important from both the advertiser’s and the consumer’s perspectives. Because of this, it is now being used more often to change customer behaviour. The primary sources from which the data were acquired were surveyed. Non-probability sampling techniques were used by the researcher. Using a survey technique, the researcher obtained information from the millennials. A total of 450 Generation Y consumers provided data. In this study, Chi-square was used to show the significant disparities in brand personality awareness among millennials. The survey found that urban school and college students and independent earnings individuals who earn a fair living had a propensity to be more aware of brand personality.

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Section: Literature Reviewmentioning

confidence: 99%

Understanding Indian Millennials' Awareness Towards Brand Personality of Apparel Brands

Sikka,

Kumar

2023

SEDME (Small Enterprises Development, Management & Extensio

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“…3. Brand personality: It is a brand that is built with full planning so that it can attract the attention of consumers or the public and can be used to convince consumers or the public that the brand is the best (Aagerup et al, 2022;Keni and Esmeralda, 2022). In brand personality, there are strategies that can be carried out.…”

Section: Private School Branding Strategymentioning

confidence: 99%

Qualitative study on private school branding in Indonesia: Identifying barriers and strategies for school branding

Irdiyanti,

Haryono,

Oktorina

et al. 2023

Int. j. adv. appl. sci.

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This research focuses on understanding how private schools in Indonesia use branding to stay relevant and competitive. It explores the difficulties these schools face in branding and suggests potential solutions. The study employed a systematic review of literature, examining journal articles on school branding from 2016 to 2022. These articles, 20 in total, were found in the Google Scholar database in 2022. The research utilized Nvivo software to analyze the data and draw conclusions. Findings reveal two main types of challenges in school branding: internal and external. Internal challenges include insufficient quality of school staff and the lack of a clear brand identity and personality for the school. External challenges involve government policies, limited public understanding of private schools, and the public's perception of these schools. The study suggests four branding strategies for private schools: developing a brand identity and personality, positioning the brand effectively, and effective brand communication.

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Revitalizing the non-profit brand personality through brand experience and brand relationship dimensions

Anestis

Karantza

Assimakopoulos

et al. 2021

Int Rev Public Nonprofit Mark

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Brand Personality as a Predictor of Consumer Brand Relationship

Cited by 5 publications

References 25 publications

Understanding Indian Millennials' Awareness Towards Brand Personality of Apparel Brands

Understanding Indian Millennials' Awareness Towards Brand Personality of Apparel Brands

Qualitative study on private school branding in Indonesia: Identifying barriers and strategies for school branding

Revitalizing the non-profit brand personality through brand experience and brand relationship dimensions

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