Essays about: "brand personality dimensions"

Showing result 1 - 5 of 27 essays containing the words brand personality dimensions.

1. 1. Does Brand Personality Beat Sustainability Claims?

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Emilia Gottbrink-Müller; Jennifer Teurnberg; [2023]
   Keywords : Consumer preconceptions; Sustainability preconceptions; Brand image; Brand personality; Luxury;

   Abstract : Sustainability has been an inevitable topic globally and its importance is not expected to decline in the near future. Lately, sustainable options have taken a bigger proportion of the market share within the fashion industry. 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. Made by Sweden : Country-of-origin as part of brand identity

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Rebeka Matukevica; Alina Yassin; [2022]
   Keywords : Country-of-origin; Brand Identity; Country-of-origin Branding; COO impact on Brand Identity; SMEs;

   Abstract : BACKGROUND A great interest of researchers has been attracted to the phenomenon of country-of-origin (Andéhn et al., 2016). It is argued that companies could increase competitiveness in the market by implementing a COO into the company's branding strategy (Guercini & Ranfagni, 2013). READ MORE

5. 4. 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

6. 5. Blands – A not so bland new trend in branding? An exploratory study of the phenomenon blands

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : James Brattström; Hugo Röken; Hanna Welander; [2021]
   Keywords : Blands; Brand Personality; Positioning; Me-too brand; Business and Economics;

   Abstract : Abstract Purpose: A new phenomenon has emerged in the world of branding which has not yet been researched in an academic setting. Brands that look the same, feel the same, offer similar business models towards consumers but still somehow feel modern and unique at a first glance. READ MORE