Search results for "BRAND PERSONALITY"
showing 3 items of 3 documents
Get some respect – buy organic foods! When everyday consumer choices serve as prosocial status signaling
2020
Status considerations have recently been linked to prosocial behaviors. This research shows that even everyday consumer behaviors such as favoring organic foods serve as prosocial status signaling. Key ideas from the continuum model of consumer impression formation and the theories of costly signaling and symbolic consumption are synthetized to make sense of this phenomenon. Two web-surveys (Ns = 187, 259) and a field study (N = 336) following experimental designs are conducted. This approach allows the analysis of both the more and less conscious reactions of consumers. Study 1 shows that the image of consumers favoring organic product versions is marked by characteristics consistent with …
BRAND RELATIONSHIP: PERSPECTIVES ANALYZES AND TRANSCENDING IN MANAGEMENT
2020
RESUMEN El presente artículo de revisión, describe y analiza el estado de la investigación concerniente al Relacionamiento de Marca (Brand Relationship) en el mundo, a partir de la exploración de artículos en inglés publicados en revistas que están catalogadas en ABI Inform (Proquest), Web of Science (WoS) y Scopus (Elsevier) en el periodo comprendido entre 2000 y 2020. Se construyó una base de datos de aproximadamente 143 artículos con el año en que fue publicado el documento, el autor, el nombre de la revista, el país y el método empleado en el estudio. Se puede observar luego de la revisión que en los últimos años ha tomado fuerza el tema y existe una proliferación de artículos relaciona…
How well does brand personality predict brand choice ?
2004
The research proposes a methodology allowing both the construction of a brand personality scale and the test of the ability of the scale to predict brand choice. A brand personality scale is developed and tested via exploratory and confirmatory analyses. A brand personality structure composed of 12 facets is uncovered and allows clearly differentiating brands belonging to the same market. Predictive power of the scale is then tested using binary regression models.