Essays about: "brand personality traits"

Showing result 1 - 5 of 18 essays containing the words brand personality traits.

1. 1. Bringing Brands to Life: A study on the impact of brand anthropomorphism and personalization on advertisement attitudes in a social media context

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Sofia Alm; Rebecca Åbom; [2023]
   Keywords : Brand Anthropomorphism; Personalization; Privacy Concerns; Brand Trust; Advertisement Attitudes;

   Abstract : Brand anthropomorphism is a frequently used marketing strategy to enhance a brand's humanlike features and characteristics. Businesses use brand anthropomorphism to increase their brands' appeal, likeability, and memorability for consumers. READ MORE

3. 2. How Generation Z perceive brand personality on TikTok

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Bea Burke; Katrina Mitrofanova; [2023]
   Keywords : Generation Z; personality dimensions; brand personality; TikTok;

   Abstract : Background: Since its publication in 1997, Jennifer Aaker’s brand personality model has been challenged but none of the publications have had the same seminal effect. Additionally, differences in perceptions of Aaker’s personalities have been found which suggests a gap of knowledge to research. READ MORE

4. 3. Play me that Trait : An exploratory study on the association between Sonic logos and Brand personality traits

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Anna Mellin; Kewin Olsson; Hannah Svensson; [2022]
   Keywords : Sonic branding; Brand personality traits; Responsibility; Activity; Aggressiveness; Simplicity; Emotionality; Sonic logos; Mode; Tempo; Association;

   Abstract : The aim of this research is to explore the association between brand personality traits and sonic logos. The brand personality traits that are incorporated into this research are Responsibility, Activity, Aggressiveness, Simplicity and Emotionality. These traits constitute one of the two building blocks for this research. READ MORE

5. 4. LYFT - A Feminine Alternative for Snus : An Exploratory Study of Consumer Perceptions of Gendered Brands

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Cilla Palmroos; Samuel Bengtsson; [2021]
   Keywords : Brand Gender; Brand Love; Gender Congruence; Snus;

   Abstract : Background:Brand gender is the set of human personality traits associated with masculinity and femininity applicable and relevant to brands. Brand gender perceptions can be affected through a range of different marketing techniques, to attract specific customers, and positively influence their consumer-brand relationships and their brand equity. READ MORE

6. 5. Speaking About Voice : A Study on Communicating Brand Personality Through Virtual Assistants

   University essay from Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

   Author : Karolina Bergman; Daniela Sundin; [2019]
   Keywords : Bergman; Sundin; Virtual Assistant; Communication; Voice; Brand Personality;

   Abstract : Problematization: Earlier research on brand communication emphasize the importance of communicating a brand consistently throughout all marketing channels and media. Virtual assistants (VAs) are a new marketing media and a relatively new technology with which a brand can communicate with customers. READ MORE