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Consumer perception of brand personality: a quantitative approach
1999 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis focuses on consumers’ perceptions of brand’s personality. Brand personality is described as the set of human characteristics associated with a brand. The brand personality that a company wants to mediate to consumers and the brand personality that consumers perceive sometimes mismatch. In this study, a framework of brand personality is operationalized and used to measure consumers’ perceptions of two Swedish brands. Exactly 120 consumers from four cities were selected for each brand by a non-random sample. Consumers filled out a questionnaire regarding their perception of 42 personality traits for the brands. The result showed that consumers seem to perceive that brands has a personality. A comparison with a pilot study on how the companies wanted their brands’ personality to be perceived was also done. The result showed that the companies’ and the consumers’ perceptions mismatch. Finally, a comparison between the two brands showed that the consumers perceive them similarly.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, brands, brand personality, brand image, brand identity, brand, image error, marketing, varumärken, marknadsföring
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-52068ISRN: LTU-EKON-EX--99/098--SELocal ID: 9379885b-3fe7-46bc-af42-c1a43e62045bOAI: diva2:1025434
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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