277,522 research outputs found

    Self-identity and consumption : a study of consumer personality, brand personality, and brand relationship

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    This thesis investigates the relationship between self-identity and consumption by discussing the conceptual and measurement issues of consumer personality, brand personality, and brand relationship. The investigation is based on the theories of personality, self-identity, and interpersonal relationship. The self-identity theories (Belk 1988; Cooley 1964; James 1890; Mead 1935) suggest that consumers may use brands to construct, maintain, and enhance their self-identities. Drawing from the literature of personality and self-identity, this thesis repositions the concept of personality for the context of consumption and refers it to self-identity (self-perception) rather than behaviour. This repositioning indicates that consumer personality and brand personality can be examined by the same personality concept. On the basis of the self-identity theories, a positive relationship is expected to exist between consumer personality and brand personality. Moreover, the interpersonal relationship theories (Aron et al. 1991; Rodin 1978; Thibaut and Kelley 1959) indicate that the relationship partners become a part of the self-identity in a close relationship. Therefore, it is hypothesised that the closer the brand personality and consumer personality perceived by the consumers (consumer-brand congruence), the better the brand relationship quality. This study applies a quasi-experiment from a field setting to examine the relationship among consumer personality, brand personality, and brand relationship. A 2 (high and low involvement) x 2 (high and low feeling) factorial design is featured to explore the role of involvement and feeling in the relationship of self-identity and consumption. A total number of 468 observations reveals that consumer and brand personality are strongly and positively related. The greater the consumer-brand congruence is, the better the brand relationship. Minimal moderating effects of involvement and feeling to the relationships between consumer personality and brand personality and between consumer-brand congruence and brand relationship quality are observed. These findings suggest that consumers use brands from various product categories in different situations to maintain their self-identities. The study attempts to make contributions on the theoretical, methodological, and managerial levels. Theoretically, it clarifies the concepts of consumer personality and brand personality, and reaffirms the concept of brand relationship. In this way, some measurement issues of self-identity and brand personality are resolved. The findings suggest that brand personality can be used as a tool to investigate global markets and to facilitate market segmentation and communication. Finally, the limitations of the thesis are recognised and directions for future research are offered

    Self-identity and consumption : a study of consumer personality, brand personality, and brand relationship

    Get PDF
    This thesis investigates the relationship between self-identity and consumption by discussing the conceptual and measurement issues of consumer personality, brand personality, and brand relationship. The investigation is based on the theories of personality, self-identity, and interpersonal relationship. The self-identity theories (Belk 1988; Cooley 1964; James 1890; Mead 1935) suggest that consumers may use brands to construct, maintain, and enhance their self-identities. Drawing from the literature of personality and self-identity, this thesis repositions the concept of personality for the context of consumption and refers it to self-identity (self-perception) rather than behaviour. This repositioning indicates that consumer personality and brand personality can be examined by the same personality concept. On the basis of the self-identity theories, a positive relationship is expected to exist between consumer personality and brand personality. Moreover, the interpersonal relationship theories (Aron et al. 1991; Rodin 1978; Thibaut and Kelley 1959) indicate that the relationship partners become a part of the self-identity in a close relationship. Therefore, it is hypothesised that the closer the brand personality and consumer personality perceived by the consumers (consumer-brand congruence), the better the brand relationship quality. This study applies a quasi-experiment from a field setting to examine the relationship among consumer personality, brand personality, and brand relationship. A 2 (high and low involvement) x 2 (high and low feeling) factorial design is featured to explore the role of involvement and feeling in the relationship of self-identity and consumption. A total number of 468 observations reveals that consumer and brand personality are strongly and positively related. The greater the consumer-brand congruence is, the better the brand relationship. Minimal moderating effects of involvement and feeling to the relationships between consumer personality and brand personality and between consumer-brand congruence and brand relationship quality are observed. These findings suggest that consumers use brands from various product categories in different situations to maintain their self-identities. The study attempts to make contributions on the theoretical, methodological, and managerial levels. Theoretically, it clarifies the concepts of consumer personality and brand personality, and reaffirms the concept of brand relationship. In this way, some measurement issues of self-identity and brand personality are resolved. The findings suggest that brand personality can be used as a tool to investigate global markets and to facilitate market segmentation and communication. Finally, the limitations of the thesis are recognised and directions for future research are offered.EThOS - Electronic Theses Online ServiceGBUnited Kingdo

    Islamic religious beliefs and brand personality towards new product adoption in the Islamic market, and scale development and validation

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    Brand personality is considered as an important element in building and maintaining strong and valuable brands. Several brand personality scales have been proposed within the brand marketing literature, but no reliable and valid brand personality scale has yet been produced for the Islamic context. Therefore, scholars and practitioners have been unable to empirically assess brands‘ personalities, identity and image in such a context. In addition to developing a brand personality measure for an Islamic context, this study explored Islamic religious beliefs‘ influence on brand personality. A related scale was conceptually and empirically explored in this research, and the influence of Islamic religious beliefs on subjective norms, perceived behavioural control, relative advantage, compatibility, complexity and new religious compliant product adoption was investigated. The study also examines the moderation effects of the demographic variables of age and income, and the mediation effects of the constructs of subjective norms, perceived behavioural control, relative advantage, compatibility and complexity. This study advances the marketing knowledge by presenting a more critical and empirical understanding of the degree to which Islamic religious beliefs influence a brand personality measure, consumers‘ favouring or not favouring a brand‘s personality, and their adoption of new religious compliant products in religiously featured societies. The influence of Islamic religious beliefs on new product adoption generally has not been investigated previously, with exception of the study by Shabbir (2010), and more specifically no previous study has examined the influential relationship between Islamic religious beliefs and new religious compliant product adoption. Given that the value of while the religious markets‘ is expanding, with the Muslim market value alone estimated to be US2.7trillioncurrently,andexpectedtoincreasetoUS 2.7 trillion currently, and expected to increase to US30 trillion by 2050, this makes this study a valuable addition to the marketing management field. A quantitative methodology was employed to collect data from the three largest cities in Saudi Arabia: Riyadh, Jeddah and Dammam; a total of 352 usable questionnaires were returned. After verifying raw data coding accuracy, the missing values from the raw data were assessed, and data tested for normality, outliers and multicollinearity. The brand personality scale development and the conceptual framework were assessed with 287 questionnaires. Exploratory factor analysis was employed to purify the scale, followed by confirmatory factor analysis to verify the scale and determine its psychometric properties. The hypothesised relationships were tested by employing structural equation modelling based on partial least square procedures. Mediation effects were examined using the Sobel test, and moderation effects were assessed using multi group analysis.The findings yielded a unique Islamic brand personality with four dimensions and 28 sub items, which contained one dimension with five religious traits. Gender, age and income were found to moderate some of the hypothesised relationships. Significant influence of Islamic religious beliefs was observed on the Islamic brand personality scale, subjective norms, perceived behavioural control, relative advantage, compatibility, complexity and new religious compliant product adoption. The influence of Islamic religious beliefs on the brand personality measure was observed to be stronger than anticipated by this study. Also surprisingly it was found that the adoption behaviour differs between men and women with the same Islamic religious beliefs and values. Wealthy and educated participants were found to be more concerned with whether the personality of the products that they purchase contradicts with their Islamic religious beliefs or not. The developed Islamic brand personality scale will significantly support marketing managers who operate in the Muslim market to design a more desirable brand personality for their brands. Additionally, marketing practitioners will be helped understand the factors that affect their consumers‘ behaviour and purchasing activities, and carry out the segmentation process more effectively bearing in mind the differences observed between the age, gender and income groups. Finally, this study is one of the first that explores the links between Islamic religious beliefs, brand personality and new religious compliant product adoption in the light of the Theory of Planned Behaviour (TPB) and Diffusion of Innovation Theory (DIT). It develops a new Islamic brand personality scale and it is believed to provide a ground for different directions for future research

    Personality, presence, and the virtual self: A five-factor model approach to behavioral analysis within a virtual environment

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    For several decades, researchers have explored the existence of the virtual self, or digital embodiment of self found within an avatar. It was surmised that this new component of one’s overall identity not only existed in conjunction with the public and private persona, but was replete with the necessary physical and psychological characteristics that facilitate a broad range of cognitive, cultural, and socio-emotional outcomes found within a virtual environment (e.g., Second Life, World of Warcraft). However, little is known with regard to whether these characteristics do indeed impact behavioral outcomes. For this reason, this study employed an observational assessment method to explore the virtual self as more than a set of characteristics attributed to an avatar, but rather as a relationship between personality (i.e., individual and avatar) and actualized behavior exhibited within a virtual environment. Further, presence measures were introduced to better understand whether feelings of immersion impact this relationship. Results indicated a burgeoning virtual self, linking personality with behavior along the domain of agreeableness. In other words, behavior is not solely the product of the environment but also is influenced by participant predispositions. Findings also suggest that the construct presence may now need to incorporate variables that account for this virtual self. Implications for educators, instructional designers, and psychologists are discussed

    Influencer marketing: current trends and prospects

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    The article examines the influencer-marketing impact in the digital environment as one of the most popular lines of digital communications. The problem is the difficulty in recruiting a relevant blogger for promotional purposes. Methodologically, the study based on two basic psychological concepts: cognitive and interactive. The authors have conducted a critical analysis of scholarly literature and secondary documents and have addressed the concepts of blogger referentiality, identity and consumer identity statuses. The authors proposes and empirically verifies the hypothesis that the decision to buy an advertised product and the identity status of the consumer are interrelated. The empirical study was conducted using the author’s methodological toolkit, including an online survey using the Schneider Personality Survey. Based on the results of the study, recommendations are given for marketers to select bloggers for the target group of 18–24 year olds with different identity statuses in order to build a positive product brand. Suggestions for bloggers to interact with consumer groups with specified identity statuses are provided. Forecasts are given on the development of the influencer-marketing market, the demand for the blogging profession, the effectiveness of including the blogger’s inclusion in the company communications as potential partners, and the relationship between consumer engagement levels and social network

    The designer's self identity - myths of creativity and the management of teams

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    This paper describes recent research conducted at Sheffield Hallam University in which practicing designers reported on their experiences of working in a cross functional team. The survey related these experiences to the designers’ attitudes to their creativity. Two models for creativity are proposed - one based on the romantic stereotype of the creative genius, the other taking creativity to be an attribute posessed by all human beings in some measure, which can be enhanced by personal effort or by training. Identifying features of cross functional teams which are likely to demand certain personal qualities in designers, the paper notes that these are at odds with the qualities of a ‘romantic - type’ creative person. The link between these qualities, and notions of personality as a set of fixed attributes is pointed out. Several theories of personality which describe mechanisms for change in self identity are described. It is noted that the results of the survey suggest that in many cases designers have a pragmatic attitude to their creativity, despite the prevalence of the romantic stereotype for creativity in the literature of both management and education. Principles are suggested for design education, to enable designers to reflexively re-evaluate creativity as a component of their self identity to enhance their performance as teamworkers

    Political branding: sense of identity or identity crisis? An investigation of the transfer potential of the brand identity prism to the UK Conservative Party

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    Brands are strategic assets and key to achieving a competitive advantage. Brands can be seen as a heuristic device, encapsulating a series of values that enable the consumer to make quick and efficient choices. More recently, the notion of a political brand and the rhetoric of branding have been widely adopted by many political parties as they seek to differentiate themselves, and this has led to an emerging interest in the idea of the political brand. Therefore, this paper examines the UK Conservative Party brand under David Cameron’s leadership and examines the applicability of Kapferer’s brand identity prism to political branding. This paper extends and operationalises the brand identity prism into a ‘political brand identity network’ which identifies the inter-relatedness of the components of the corporate political brand and the candidate political brand. Crucial for practitioners, this model can demonstrate how the brand is presented and communicated to the electorate and serves as a useful mechanism to identify consistency within the corporate and candidate political brands

    How 'green' buying affects how we feel: a study on the impact of green purchases on an individual's subjective well-being

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    The current study investigates whether green buying may affect how one feels. The results of a large-scale survey study showed that green purchase behavior is positively related to an individual’s subjective well-being. In particular, the study suggests that individuals who are frequently purchasing green products experience higher satisfaction with life, higher self-esteem, more positive emotional experiences and less negative emotional experiences. In addition, this study shows that this positive effect can be partly explained by the fact that green consumption triggers an individual’s altruistic behavior which is in turn positively related to well-being

    Donor Retention: What Do We Know & What Can We Do About It?

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    Donor retention is key to a sustainable base of individual giving. What drives customers to stay, and what affects their behavior? This paper outlines the actions nonprofits can take to improve donor loyalty
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