Chapter 7 - personality approach

Question 1

personality approach

Answer 1

= explains how and why people choose brands with certain personalities and how imbuing brands with personality can be a powerful tool to create and enhance brand equity

Question 2

personality approach assumptions

Answer 2

• consumers’ need for identity and expression of self is a key driver of brand attitudes, choice and consumption
• if these symbolic benefits are expressed by imbuing brand with human-like character, then brand will be strengthen significantly –> source of differentiation and brand power, with outward symbolic signalling value

Question 3

brand personality construct

Answer 3

• personality perspective
• brand-consumer exchange

Question 4

personality perspective

Answer 4

= set of human characteristics associated with brand
–> level of consumer’s identification with brand personality determines the degree to which consumers evaluate the brand as suitable or not for themselves
–> assumption: high level of homogeneity among consumers’ perception of personality brands

Question 5

brand-consumer exchange

Answer 5

= symbolically charged interaction between brand and consumer which motivates consumers to choose particular brand
–> cyclical process between brand and consumer creating and enhancing certain brand personality
–> assumption that fulfilment and expression of self is one of strongest basic driving forces

Question 6

theoretical building blocks of personality approach

Answer 6

1. personality
2. consumer self
3. self-congruity

Question 7

personality

Answer 7

= one of the most significant manifestations of human being’s self concept
–> not only determines how they will react to situations but also influences how humans are able to connect with others and the role of personalities in relationship and interactions

Question 8

consumer self

Answer 8

= insight as to how humans attach meaning to possessions
- consumers neglect old and seek new when possessions no longer fit actual or ideal self-images
- 2 branches: individual aspects (=actual self and ideal self), and interdependent aspects (=ingroup and outgroup)

Question 9

self-congruity

Answer 9

= social identification process consumers engage in with brands they consume
- 3 steps:
i. consumers form associations about brands
ii. consumers’ representations of selves are activated
iii. consumers engage in matching process between perception of associations derived from brand and their representation of self ( loyalty)
- useful insights to target groups

Question 10

brand personality

Answer 10

• traits describe characteristics that people associate with each brand personality dimension
• closely related to and an important driver of brand identity and is a useful management tool that can be used to benchmark brand personality with or across product categories
• delivers important input to creative strategy when creating advertising campaigns

Question 11

Aaker framework (5 brand personalities)

Answer 11

• sincerity: down-to-earth, honest, wholesome, cheerful
• excitement: daring, spirited, imaginative, up-to-date
• competence: reliable, intelligent, successful
• sophistication: upper class, charming
• ruggedness: outdoorsy, tough

Question 12

archetypes and brand personality

Answer 12

= basic mechanisms and source codes that enable people to communicate and connect at subconscious level
- enhance creation of emotional affinity
- mediate between products and customer motivation by providing symbolic meaning (emotional level)

Question 13

methods and data of personality approach

Answer 13

• qualitative data (descriptive methodologies, free association methodology)
• quantitative methods (use of questionnaires and scaling techniques)