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How Brand Personality affects Products with different Involvement Levels?
Timisoara Journal of Economics and Business
View Archive Info| Field | Value | |
| Title |
How Brand Personality affects Products with different Involvement Levels?
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| Creator |
Punyatoya, Plavini
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| Description |
Brand personality is seen as the set of human characteristics associated with a brand. It carries the symbolic meaning of the brand. Whether it is a low or high involvement product, brand personality will definitely improve the consumer brand preference and purchase intention. This article presents a brief literature review of the concept of brand personality and its relationship to consumer brand preference and purchase intention. The study also emphasised effect of brand personality on high and low involvement products preference and purchase. The paper also talks about how famous endorsers and strong brand argument can improve brand personality of low and high involvement products respectively.
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| Publisher |
The International Institute for Science, Technology and Education (IISTE)
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| Date |
2011-07-28
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| Type |
info:eu-repo/semantics/article
Peer-reviewed Article info:eu-repo/semantics/publishedVersion |
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| Format |
application/pdf
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| Identifier |
http://iiste.org/Journals/index.php/EJBM/article/view/165
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| Source |
European Journal of Business and Management; Vol 3, No 2 (2011); 104-107
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| Language |
eng
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| Relation |
http://iiste.org/Journals/index.php/EJBM/article/view/165/48
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| Rights |
Submission of an article implies that the work described has not been published previously (except in the form of an abstract or as part of a published lecture or academic thesis), that it is not under consideration for publication elsewhere, that its publication is approved by all authors and tacitly or explicitly by the responsible authorities where the work was carried out, and that, if accepted, will not be published elsewhere in the same form, in English or in any other language, without the written consent of the Publisher. The Editors reserve the right to edit or otherwise alter all contributions, but authors will receive proofs for approval before publication. Copyrights for articles published are retained by the authors, with first publication rights granted to the journal. The journal/publisher is not responsible for subsequent uses of the work. It is the author's responsibility to bring an infringement action if so desired by the author.
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