Year 2013,
Volume: 3 Issue: 1, 89 - 103, 31.05.2013
Abstract
Brand is one of the most valuable assets of the companies. High brand equity provides high financial return for the firms. Brand personality and brand association are the components of brand equity. In research section, it was analyzed the relationship between brand personality traits and brand association factors in dairy products sector. Sample population of the research is 290 people
References
- Aaker, David, (1972), A Measure of Brand Acceptance, Journal of Marketing Research, Vol. 9, May, pp.160-167.
- Aaker, David, (1990), Brand Extensions: The Good, the Bad, and the Ugly, Sloan Management Review, Vol. 31, No: 4, Summer, pp.47-56.
- Aaker, David A, (1993) Alexander Biel, Brand Equity & Advertising Advertising’s Role in Building Strong Brands, Lawrence Erlbaum Associates Publishers.
- Aaker, Jennifer Lynn, (1995), Brand Personality: Conceptualization, Measurement and Underlying Psychological Mechanisms, Doctorate Thesis
- Aaker, Jennifer Lynn, Susan Fournier, (1995), A Brand as a Character, A Partner and a Person: Three Perspectives on the Question of Brand Personality, Advances in Consumer Research, Vol.22, pp.391-395.
- Aaker, David (1996), Building Strong Brands, New York:The Free Press.
- Aaker, Jennifer Lynn, (1997), Dimensions of Brand Personality, Journal of Marketing Research, Vol. 34, No: 3, pp.347-356.
- Chernatony, Leslie de, Gil McWilliam, (1998) What Do We Understand By Brands?,School of Management.
- Cooksey, Ray W, Ravi Pappu, Pascale G. Quester, (2005), Consumer-based brand equity: improving the measurement – empirical evidence, Journal of Product & Brand Management, Vol. 14, Iss: 3, pp.143–154.
- DeVellis F. R, (2003). Scale Development: Theory and Applications, Thousand Oaks, CA: Sage Publication.
- Furnham, Adrian, Patrick Heaven, (1999), Personality and Social Behavior, Oxford Pub, 1st Edition.
- Govers, P.C.M, Schoormans, F.P.L, (2005), Product personality and its influence on consumer preference, Journal of Consumer Marketing, Vol. 22, No: 4/5, pp.189-197.
- Haigood, Traci L. (1999), The Brand Personality Effect: An Empirical Investigation, American Marketing Association Conference Proceedings, 10, Winter, p.149.
- Harris, Eric G, David E. Fleming, (2005), Assessing the human element in service personality formation: personality congruency and the Five Factor Model, Journal of Services Marketing, Vol. 19 Iss: 4, pp.187-198.
- Kapferer, Jean-Noel, (1992), Strategic Brand Management New Approaches to Creating and Evaluating Brand Equity, New York: The Free Press.
- Kapferer, Jean-Noel, Audrey Azoulay, (2003), Do brand personality scales really measure brand personality? Journal of Brand Management, Vol. 11, Issue 2, pp.143-155.
- Kassajian, Harold, (1971), Personality and Consumer Behavior: A Review, Journal of Marketing Research, November, vol.8, pp.409-418.
- Keller, Kevin Lane, (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice-Hall, 1st Ed.
- Keller, Kevin Lane, Kasum L. Ailawadi, (2004), Understanding Retail Branding: Conceptual Insights and Research Priorities, Journal of Retailing, Vol. 80 (4), pp.31-342.
- Low, George S, Charles W. Lamb Jr, (2000), The measurement and dimensionality of brand associations, Journal of Product & Brand Management, Vol. 9 Iss: 6, pp.350-370.
- Moser, Mike, (2003), United We Brand How to Create a Cohesive Brand That’s Seen, Heard, and Remembered, Harvard Business School Press.
- Nilsson, Kent, Susanne Bonde, (1999), Consumer Perception of Brand Personality A Quantitative Approach, Bachelor’s Thesis Lulea Tekniska Universitet.
- Phau, Ian, Kong Cheen Lau, (2001), Brand personality and consumer self-expression: Single or dual carriageway? , Journal of Brand Management, Vol. 8, No: 6, July, p.428.
- Plummer, Joseph T, (1985), How Personality Makes a Difference, Journal of Advertising Research, Vol. 24, No: 6, pp.27-31.
- Rajagopal, (2005), Impact of Advertising Variability on Building Customer Based Brand Personality under Competitive Environment: Empirical analysis in reference to Mexico, Latin American Business Review, Vol.6(3), pp.63-84.
- Rojas-Mendez, Jose I, Isabel Erenchum-Podlech, Elizabeth Silva-Olave, (2004), The Ford Brand Personality in Chile, Corporate Reputation Review, Fall, Volume 7, Number 3, pp. 232-251.
- Ryckman, Richard M, (2000) Theories of Personality, Wadsworth, 7th Ed.
- Supphellen, Magne, Kjell Gronhaug, (2003), Building foreign brand personalities in Russia: the moderating effect of consumer ethnocentrism, International Journal of Advertising, Vol. 22, Iss.2, pp.203-226.
- Temporal, Paul, (2000), Why Brand Personality?, Paul Temporal’s Asia Branding Tips, http://www.brandingasia.com/columns/temporal3.htm, January.
- Tığlı, Mehmet, (2003), Marka Kişiliği, Öneri Dergisi, c.5, s.20, Haziran, pp.67-72.
- Vazquez, Rodolfo, A. Belen del Rio, Victor Iglesias, (2001), The role of the brand name in obtaining differential advantages, Journal of Product & Brand Management, Vol. 10 Iss: 7, pp.452 – 465.
- Venable, Beverly T, Gregory M. Rose, Faye W. Gilbert, (2004), Measuring the Brand Personality of Non- Profit Organizations, Advances in Consumer Research, Vol. 30, pp.379-380.
- Wallenklint, Joakim, (1998), Brand Personality - Brand Personality as a way of developing and maintaining Swedish brands, Master’s Thesis Lulea Tekniska Universitet.
- Wood, Lisa, (2000), Brands and brand equity: definition and management, Management Decision, Vol. 38 Iss: 9, pp.662 – 669.
Year 2013,
Volume: 3 Issue: 1, 89 - 103, 31.05.2013
Abstract
Marka işletmelerin sahip oldukları en önemli varlıklarından biridir. Yüksek marka değeri firmalar için yüksek finansal getiri sağlamaktadır. Marka değerinin bileşenleri arasında marka kişiliği ve marka çağrışımları yer almaktadır. Araştırma bölümünde süt ürünleri sektöründe tüketicilerin kullandıkları markaların kişilik özellikleri ve marka çağrışım unsurları ile olan ilişkisi ortaya konmaya çalışılmıştır. Araştırmanın örnek kütlesi 290 kişiden oluşmaktadır
Keywords
References
- Aaker, David, (1972), A Measure of Brand Acceptance, Journal of Marketing Research, Vol. 9, May, pp.160-167.
- Aaker, David, (1990), Brand Extensions: The Good, the Bad, and the Ugly, Sloan Management Review, Vol. 31, No: 4, Summer, pp.47-56.
- Aaker, David A, (1993) Alexander Biel, Brand Equity & Advertising Advertising’s Role in Building Strong Brands, Lawrence Erlbaum Associates Publishers.
- Aaker, Jennifer Lynn, (1995), Brand Personality: Conceptualization, Measurement and Underlying Psychological Mechanisms, Doctorate Thesis
- Aaker, Jennifer Lynn, Susan Fournier, (1995), A Brand as a Character, A Partner and a Person: Three Perspectives on the Question of Brand Personality, Advances in Consumer Research, Vol.22, pp.391-395.
- Aaker, David (1996), Building Strong Brands, New York:The Free Press.
- Aaker, Jennifer Lynn, (1997), Dimensions of Brand Personality, Journal of Marketing Research, Vol. 34, No: 3, pp.347-356.
- Chernatony, Leslie de, Gil McWilliam, (1998) What Do We Understand By Brands?,School of Management.
- Cooksey, Ray W, Ravi Pappu, Pascale G. Quester, (2005), Consumer-based brand equity: improving the measurement – empirical evidence, Journal of Product & Brand Management, Vol. 14, Iss: 3, pp.143–154.
- DeVellis F. R, (2003). Scale Development: Theory and Applications, Thousand Oaks, CA: Sage Publication.
- Furnham, Adrian, Patrick Heaven, (1999), Personality and Social Behavior, Oxford Pub, 1st Edition.
- Govers, P.C.M, Schoormans, F.P.L, (2005), Product personality and its influence on consumer preference, Journal of Consumer Marketing, Vol. 22, No: 4/5, pp.189-197.
- Haigood, Traci L. (1999), The Brand Personality Effect: An Empirical Investigation, American Marketing Association Conference Proceedings, 10, Winter, p.149.
- Harris, Eric G, David E. Fleming, (2005), Assessing the human element in service personality formation: personality congruency and the Five Factor Model, Journal of Services Marketing, Vol. 19 Iss: 4, pp.187-198.
- Kapferer, Jean-Noel, (1992), Strategic Brand Management New Approaches to Creating and Evaluating Brand Equity, New York: The Free Press.
- Kapferer, Jean-Noel, Audrey Azoulay, (2003), Do brand personality scales really measure brand personality? Journal of Brand Management, Vol. 11, Issue 2, pp.143-155.
- Kassajian, Harold, (1971), Personality and Consumer Behavior: A Review, Journal of Marketing Research, November, vol.8, pp.409-418.
- Keller, Kevin Lane, (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice-Hall, 1st Ed.
- Keller, Kevin Lane, Kasum L. Ailawadi, (2004), Understanding Retail Branding: Conceptual Insights and Research Priorities, Journal of Retailing, Vol. 80 (4), pp.31-342.
- Low, George S, Charles W. Lamb Jr, (2000), The measurement and dimensionality of brand associations, Journal of Product & Brand Management, Vol. 9 Iss: 6, pp.350-370.
- Moser, Mike, (2003), United We Brand How to Create a Cohesive Brand That’s Seen, Heard, and Remembered, Harvard Business School Press.
- Nilsson, Kent, Susanne Bonde, (1999), Consumer Perception of Brand Personality A Quantitative Approach, Bachelor’s Thesis Lulea Tekniska Universitet.
- Phau, Ian, Kong Cheen Lau, (2001), Brand personality and consumer self-expression: Single or dual carriageway? , Journal of Brand Management, Vol. 8, No: 6, July, p.428.
- Plummer, Joseph T, (1985), How Personality Makes a Difference, Journal of Advertising Research, Vol. 24, No: 6, pp.27-31.
- Rajagopal, (2005), Impact of Advertising Variability on Building Customer Based Brand Personality under Competitive Environment: Empirical analysis in reference to Mexico, Latin American Business Review, Vol.6(3), pp.63-84.
- Rojas-Mendez, Jose I, Isabel Erenchum-Podlech, Elizabeth Silva-Olave, (2004), The Ford Brand Personality in Chile, Corporate Reputation Review, Fall, Volume 7, Number 3, pp. 232-251.
- Ryckman, Richard M, (2000) Theories of Personality, Wadsworth, 7th Ed.
- Supphellen, Magne, Kjell Gronhaug, (2003), Building foreign brand personalities in Russia: the moderating effect of consumer ethnocentrism, International Journal of Advertising, Vol. 22, Iss.2, pp.203-226.
- Temporal, Paul, (2000), Why Brand Personality?, Paul Temporal’s Asia Branding Tips, http://www.brandingasia.com/columns/temporal3.htm, January.
- Tığlı, Mehmet, (2003), Marka Kişiliği, Öneri Dergisi, c.5, s.20, Haziran, pp.67-72.
- Vazquez, Rodolfo, A. Belen del Rio, Victor Iglesias, (2001), The role of the brand name in obtaining differential advantages, Journal of Product & Brand Management, Vol. 10 Iss: 7, pp.452 – 465.
- Venable, Beverly T, Gregory M. Rose, Faye W. Gilbert, (2004), Measuring the Brand Personality of Non- Profit Organizations, Advances in Consumer Research, Vol. 30, pp.379-380.
- Wallenklint, Joakim, (1998), Brand Personality - Brand Personality as a way of developing and maintaining Swedish brands, Master’s Thesis Lulea Tekniska Universitet.
- Wood, Lisa, (2000), Brands and brand equity: definition and management, Management Decision, Vol. 38 Iss: 9, pp.662 – 669.
There are 34 citations in total.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | May 31, 2013 |
| Submission Date | January 5, 2015 |
| Published in Issue | Year 2013 Volume: 3 Issue: 1 |
