Addresses: Graduate School of Administration and Management (EGADE), Monterrey Institute of Technology and Higher Education, ITESM, Mexico City Campus, 222, Calle del Puente, Col. Ejidos de Huipulco, Tlalpan, 14380 DF, Mexico
Abstract: Brand personality is an attractive and appealing concept in the marketing of today. Consumers perceive the brand on dimensions that typically capture a person|s personality, and extend that to the domain of brands. The discussions in the paper are woven around the issues concerning brand strength, brand identity and cognitive relationship between the consumer personality attributes and brand perceptions. Human personality traits that affect the brand performance are critically examined and role of emotions and attitudes including personality, image, reputation and trust (PIRT) in measuring the performance of brand is argued in the paper. An emerging brand strategy concept in context to bottom of pyramid market segment is also discussed illustratively in this paper.
Keywords: cognitive behaviour; brand identity; personality traits; bottom of the pyramid; brand image; trust; corporate reputation; mass markets; brand performance; customer value; interdependence; marketing; consumer perception; brand strength; emotions; attitudes; performance measurement; market segments; segmentation.
International Journal of Business Innovation and Research, 2010 Vol.4 No.5, pp.411 - 426
Available online: 02 Aug 2010 *Full-text access for editors Access for subscribers Purchase this article Comment on this article