Considering the important role that personality traits and brand identity is playing in gaining advantage for companies against the competitors, these seem to be more important when customers be loyal to the brand. The purpose of this paper is to determine the relationship between personality traits of customers and personality and brand loyalty. The model of this research is presented based on...

Considerable attention has been given to the notion that there exists a set of human-like characteristics associated with brands, referred to as brand personality. Here we combine newly available machine learning techniques with functional neuroimaging data to characterize the set of processes that give rise to these associations. We show that brand personality traits can be captured by the wei...

the current study aims to investigate the factors affecting  development of the services brand identity in insurance industrial. therefore, considering the importance of brand identity, and in order to succeed in today's competitive market, in this paper, the relevant literature in the field of brand identity development is reviewed to investigate the effect of its dimension on development...

In order to remain distinct and to build up strong business relationships in an competitive environment, an increasing number of industrial marketers attempt to exploit the profiling potentials of branding. However, brand management in the industrial sector is still at its starting point. For this reason, the paper introduces the concept of brand personality to industrial markets. Hereby it rep...

W investigate whether partners in a brand alliance should be similar or dissimilar in brand image to foster favorable perceptions of brand fit. Using a Bayesian nonlinear structural equation model and evaluations of 1,200 brand alliances, we find that the conceptual coherence in brand personality profiles predicts attitudes towards a brand alliance. More specifically, we find that similarity in...

Amaç: İnönü Üniversitesi’nde eğitim gören öğrencilerin marka tercihlerinde tüketici kişiliğinin kişilik algısı üzerinde etkisinin olup olmadığını belirlemektir. Ayrıca demografik özelliklere bağlı olarak kişiliği ve algısının farklılık gösterip göstermediği de tespit edilmeye çalışılmıştır. Gereç Yöntem: Nicel yöntemin kullanıldığı araştırmada, veriler anket ile toplanmıştır. 264 öğrencinin kat...

In their provocative and influential book The Distribution Trap, Thomas and Wilkinson (2010) contend that firms that develop differentiated products would be better served to avoid what the authors call mega-retailers or Megas: big-box retailers such as Target and Walmart and category killers such as Home Depot, Lowe’s and Best Buy. As an alternative, the authors recommend that firms either fin...

This study investigates the issue of standardization and adaptation in international advertising from a consumer perspective by focusing on two variables, i.e., brand personality and countryof-origin (hereafter COO). Results reveal that brand personality is positively related to a more adaptive approach by firms; whereas COO image is found to exert a positive influence on a more standardized ap...