Brand personality research paper

Achour L. Ambroise, L. Anees Ahmad and K. Bellenger, Danny N. Ben Sliman, S. Berry, N. Biel A. Birdwell ,A. Bitner, M. Blackwell, R. Burris, Christopher T. Chang, K. Park and I. Chon, K. Dissertation; Virginia Tech University. Cronin, J. Darpy, D. Day R. Dolich, Ira J. Durgee, J. Escalas, J. E, Bettman J. J Consumer Psychology Vol. Escalas, Jennifer Edson and James R. Ferrandi, J. Fournier, S.

Freling, T. Journal of Product and Brand Management 14 7 , pp. Gilmore, G. Boston: Marshall Jones Company.

The Brand Personality Framework

Goldberg, Lewis R. Journal of Personality and Social Psychology, 59 6 , Gould, S. Govers, P. Graeff, T. Graeff, Timothy R.

Crafting Your Brand Personality | Marketing MO

Grubb, E. Guttman, J. Public Opmion Quarterly Fall. Hamm, B. Cundiff, Red, meanwhile, provides a stark visual contrast, and is a complementary color to green. We find additional evidence of the isolation effect in multivariate tests, including one conducted by Paras Chopra published in Smashing Magazine.

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Chopra was testing to see how he could get more downloads for his PDFProducer program, and included the following variations in his test:. Example 10 outperformed the others by a large margin.

Crafting Your Brand Personality

More sign-ups or more clicks is just a single measurement — often a misleading one that marketers try to game simply because it can be so easily measured. Although different colors can be perceived in different ways, the descriptive names of those colors matters as well. Additional research finds the same effect applies to a wide variety of products; consumers rated elaborately named paint colors as more pleasing to the eye than their simply named counterparts.

It has also been shown that more unusual and unique color names are preferable for everything from jelly beans to sweatshirts. Join the gang of savvy subscribers who receive original, well-researched articles about company culture, customer service, and building a better business every week.

In fact, we may have raised more questions than answers. What a ripoff. Explore the Help Scout Brand Handbook. Join , customer-obsessed readers on our mailing list. Greg is a writer, marketing strategist and alum of Help Scout.

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Connect with him on Twitter and LinkedIn. The Psychology of Color in Marketing and Branding. Maehle, N. Journal of product and brand management, 19, 1. Magin, S. Martineau, P. Harvard Business Review, 36, McCrae, R. Journal of Personality, Morschett, D. Mugge, R.

Table of Contents

European Advances in Consumer Research, 8, Munson, J. Oh, H. Oliver, R. Oliver, Richard L. Onkvisit, S.

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