Brand personality is a way of how companies can deliver their meaning or message to the consumers. Brand personality can help business owners or companies connect with their target audience. Brand personality can change the way consumers make a purchase or use the company services. This paper will explain the personalities traits that is associated with brands. and how brand personality is related to human personality traits.
Aaker (1997) had defined brand personality having the same characteristic as human characteristics. Batra et al.(2010) indicates that brand personality is a bunch of nonfunctional symbolic images. The symbolic images are significant to human personality (Ling et al., 2015; Sung and Kim, 2010). Those human personality …show more content…
The personality trait of sincerity is whereas a person is honest,cheerful and demonstrate sincerity (Aaker 1997; Smith and Conger, 2004). For example, If a hotel owner have reservation employee and when a customer calls in to make a reservation and the employee demonstrates to the customer that they are doing everything in the world to make their reservation right, giving them the right price and rewards. The customer will view the employee as sincere and this will make the customer happy and try to always use that line of hotel for future reservation.
Personality traits that demonstrate imagination and excitement helps build a stronger brand. Aaker (1997) has indicate if the brand create an excitement to the consumer, then they are more than willing to use that services. For example, if Disney World brings excitement to the children each time they go, then the children would want to return. Mickey Mouse was superior in helping the children, laughing with the children and playing with the children. Mickey Mouse was not selling any products, just bringing excitement to the …show more content…
This leads to the Big Five Personality. Neal et al. (2012) explains that the personality models will give companies a better understanding of the behavior of the consumer. Neal et al. (2012) has indicated that these personality traits will influence the consumers. The dimensions are openness, agreeableness, extraversion, conscientiousness and neuroticism. Openness represents when consumers demonstrated that consumers are open-minded. These consumers shows that they are more creative and innovated. An openness person is the consumer that can relate to the IPhone. The conscientiousness personality is the consumers who pays attention to details. This is a good personality trait for service companies to demonstrate to their customers that they pay attention to little details about their likes and wants. Neuroticism personality traits is when someone has a bad feelings, they have negative emotions about a product or services. Extraversion personality traits is when a person works with a team and appears to be more sociable. These person will produce high energy. The person is more dominant and this person is outspoken. Having an extraversion employee could possible help the consumer return to that same store or to continue to use their services. The last one is agreeableness. This person is well liked and this person works will in a team (Neal et al., 2012). Having a understanding of the
Aaker (1997) had defined brand personality having the same characteristic as human characteristics. Batra et al.(2010) indicates that brand personality is a bunch of nonfunctional symbolic images. The symbolic images are significant to human personality (Ling et al., 2015; Sung and Kim, 2010). Those human personality …show more content…
The personality trait of sincerity is whereas a person is honest,cheerful and demonstrate sincerity (Aaker 1997; Smith and Conger, 2004). For example, If a hotel owner have reservation employee and when a customer calls in to make a reservation and the employee demonstrates to the customer that they are doing everything in the world to make their reservation right, giving them the right price and rewards. The customer will view the employee as sincere and this will make the customer happy and try to always use that line of hotel for future reservation.
Personality traits that demonstrate imagination and excitement helps build a stronger brand. Aaker (1997) has indicate if the brand create an excitement to the consumer, then they are more than willing to use that services. For example, if Disney World brings excitement to the children each time they go, then the children would want to return. Mickey Mouse was superior in helping the children, laughing with the children and playing with the children. Mickey Mouse was not selling any products, just bringing excitement to the …show more content…
This leads to the Big Five Personality. Neal et al. (2012) explains that the personality models will give companies a better understanding of the behavior of the consumer. Neal et al. (2012) has indicated that these personality traits will influence the consumers. The dimensions are openness, agreeableness, extraversion, conscientiousness and neuroticism. Openness represents when consumers demonstrated that consumers are open-minded. These consumers shows that they are more creative and innovated. An openness person is the consumer that can relate to the IPhone. The conscientiousness personality is the consumers who pays attention to details. This is a good personality trait for service companies to demonstrate to their customers that they pay attention to little details about their likes and wants. Neuroticism personality traits is when someone has a bad feelings, they have negative emotions about a product or services. Extraversion personality traits is when a person works with a team and appears to be more sociable. These person will produce high energy. The person is more dominant and this person is outspoken. Having an extraversion employee could possible help the consumer return to that same store or to continue to use their services. The last one is agreeableness. This person is well liked and this person works will in a team (Neal et al., 2012). Having a understanding of the