Reliable Nokia-Brand Personality Perceptions of the Finnish Communication Giant

Re-An Muller () and Ayesha L. Bevan-Dye ()
Additional contact information
Re-An Muller: North-West University Vaal-Triangle Campus
Ayesha L. Bevan-Dye: North-West University Vaal-Triangle Campus

A chapter in Country Experiences in Economic Development, Management and Entrepreneurship, 2017, pp 785-796 from Springer

Abstract: Abstract This paper reports on Generation Y students’ brand personality perceptions of the Nokia mobile phone brand. The Generation Y cohort, are the first generation to have been brought up in the mobile telephony era and, consequently, present as a salient current and future segment for mobile device manufacturers and marketers. A brand’s personality is known to increase consumers’ preference for and usage of a brand, which may result in stronger emotional ties and loyalty towards that brand and, ultimately, a sustainable competitive advantage for that brand. A self-administered questionnaire was used to gather data from a sample of 1822 Generation Y students aged between 18 and 24 years, registered at two South African public higher education institutions. The questionnaire comprised 66 brand personality traits of symbolic products, anchored on a five-point Likert-type scale. Participants were requested to indicate the extent to which each of those traits reflected the Nokia brand. The captured data was analyzed using descriptive statistics and a t-test. The findings suggest that Generation Y students perceive the Nokia brand to be “reliable”, “trustworthy” and “intelligent”. The findings also suggest that African respondents have a notable higher brand personality perception of the Nokia brand than White respondents.

Keywords: Brand personality; Perceptions; Generation Y; South Africa; Nokia (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-319-46319-3_50

Ordering information: This item can be ordered from
http://www.springer.com/9783319463193

DOI: 10.1007/978-3-319-46319-3_50

Access Statistics for this chapter

More chapters in Eurasian Studies in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().