L6: Branding and antropomorphic marketing Flashcards
What is brand personality?
Brand personality is the set of human-like characteristics ascribed by consumers to brands to describe the brand in a human-like manner. Brand personality is not solely created and determined by the brand itself, but also in the minds of consumers, hence brand personality can change over time.
Which 5 personalities is in Aaker’s (1997) dimensions of brand personalities?
Sincerity, Excitement, Competence, Sophistification, Ruggedness
HOW TO CREATE A BRAND PERSONALITY - Difference between
Traditional media and Social Media?
Traditional Media: very frequent repetition over a long period of time which is expensive
Social Media: Easier and less expensive. However – we do not hold power over our brand or how it is used!
What is brand relationships?
Relationship between brand and consumer but covered as different relationship types
Which brand relationstype is there according to the model?
- Arranged marriages
- Casual friendships
- Committed partnerships
- Best friendship
- Compartmentalised friendships
- Kinships
- Rebounds
- Childhood friendships
- Courtships
- Dependencies
- Flings
- Enmities
- Secret affairs
- Enslavements
What is anthropomorphism?
is defined as the degree to which a nonhuman object appears to have human-like features or abilities
What does Anthropomorphic marketing?
Anthropomorphic marketing has been proven to:
· Increased brand liking
· More emotional responses
· Consumers ascribing clearer attributions of brand personality
· Increased perceived engagement
· Positive effects on brand relationships
Elaboration Likelihood Model (Hawkins, 2004)
Dependent on Motivation, Opportunity and Ability of the consumer
· Motivation e.g., price sensitivity, goals, values
· Opportunity e.g., access to information, time and distractors.
Ability e.g., age, education, cognitive, financial, emotional, and cultural resources
Cultivation Theory
Initially developed to explain how frequency of watching television correlates with distorted perception of reality.
Research suggests that stories in marketing can lead to narrative immersion, which in turn suspend consumer’s disbelief – hence their persuasion knowledge!
Difference between: 1. Celebrity endorsment
2. Infleuncer
3. eWOM
Celebrity endorsment:
- No social relationship
- Endorsements often unrelated to expertise
- Evaluation based on social credibility
Influencer:
Para-social relationship
Endorsements related to expertise
Often high source credibility
eWOM:
No social relationship
Expertise not easily established
Argument quality is important
What is an influencer?
1) perceived as more accessible, believable and intimate
2) more prone to generate parasocial interactions
3) more relevant persuasive power
What is the definition of an social media influencer according to Lou & Yuan, 2019?
“A social media influencer is first and foremost a content creator: one who has status of expertise in a specific area, who has cultivated a sizeable number of captive followers – who are of marketing value to brands – by regularly producing valuable content via social media”
Two-step-flow theory
Originally developed by sociologists Katz and Lazarsfeld in 2006 in response to rise in mass media and used to explain how the spreading of information to media and then to the general public works. Opinion leaders are crucial gatekeepers in gathering, reacting to and disseminating information to their social networks. But is this still relevant today?
What is source credibility theory?
Source credibility theory explains how persuasiveness of a message is influenced by the source (e.g., influencer) of the message. This is caused by the perceived credibility of the sender, which is determined by
1) Trustworthiness
2) Attractiveness (how similar you are to that person)
3) Expertise
Critisim of two-step flow theory
1) are there only two steps in flow from mass media to individuals?
a. No
2) what about the communication between opinion leaders or individuals?
a. Opinion leaders often communicate with each other.
3) are individuals always susceptible to information from opinion leaders?
Over simplified, you don’t see anything about reaction from the individuals.
What is PESO?
Paid, Earned, Shared & Owned Media
Three goal using influencer marketing
1) Increase brand awareness
2) Content creation and distribution
3) Improve brand perception
The branded message is co-created but varies in creative freedom/brand control.
Micro influencer
Micro <25,000
Mid-level influencer
Mid-level <100,000
Macro influencer
Macro >100,000
Research suggests a number of indicator when considering a suitable influencers
- Number of followers
o Micro
o Mid-level
o Macro - Platforms
o High-involvement platforms works well for increasing awareness and intent to try.
o Consider features of platforms texts, visuals, reels etc. - Follower/followees ratio
o Influences likeability - Quality content
- Appropriate target audience
- Engagement rates
DISCLOSURE OF PARTNERSHIP
In order to ensure ethical, fair and legal marketing practice, we need to be sure, that the influencer is aware of their responsponsibility of disclosing the partnership.
Measurements
Continuous lack of return-on-investment (ROI) calculators for influencer marketing.
Most used for outcome effectiveness are engagement measures but also sales, impressions, reach and clicks.
The comment section can also give an indication of consumer responses to a featured brand or product.
Be careful about algorithms and fake followers.
