Interdependence of Personality Traits and Brand Identity in Measuring Brand Performance

Prof Rajagopal

No 2008-06-MKT, Marketing Working Papers from Tecnológico de Monterrey, Campus Ciudad de México

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 behavior; brand identity; personality traits; bottom of the pyramid market; brand image; trust; corporate reputation; mass market; brand performance; customer value (search for similar items in EconPapers)
JEL-codes: M14 M31 (search for similar items in EconPapers)
Date: 2009-03
New Economics Papers: this item is included in nep-mkt
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Related works:
Journal Article: Interdependence of personality traits and brand identity in measuring brand performance (2010)
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Persistent link: https://EconPapers.repec.org/RePEc:ega:wpaper:200806

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