IDEAS home Printed from https://ideas.repec.org/a/ids/ijbire/v4y2010i5p411-426.html
   My bibliography  Save this article

Interdependence of personality traits and brand identity in measuring brand performance

Author

Listed:
  • Rajagopal

Abstract

Brand personality is an attractive and appealing concept in the marketing of today. Consumers perceive the brand on dimensions that typically capture a person's personality, and extend that to the domain of brands. The discussions in the paper are woven around the issues concerning brand strength, brand identity and cognitive relationship between the consumer personality attributes and brand perceptions. Human personality traits that affect the brand performance are critically examined and role of emotions and attitudes including personality, image, reputation and trust (PIRT) in measuring the performance of brand is argued in the paper. An emerging brand strategy concept in context to bottom of pyramid market segment is also discussed illustratively in this paper.

Suggested Citation

  • Rajagopal, 2010. "Interdependence of personality traits and brand identity in measuring brand performance," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 4(5), pages 411-426.
    • Handle: RePEc:ids:ijbire:v:4:y:2010:i:5:p:411-426
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=34379
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to look for a different version below or search for a different version of it.

    Other versions of this item:

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Keshab Ray & Meenakshi Sharma, 2021. "Antecedents and Outcomes of Brand Strength: A Study of Asian IT Organizations Towards Brand Sustainability," Corporate Reputation Review, Palgrave Macmillan, vol. 24(3), pages 128-142, August.
    2. Khurram Sultan & Saja Akram & Sara Abdulhaliq & Deema Jamal & Rezan Saleem, 2019. "A Strategic Approach to the Consumer Perception of Brand on the Basis of Brand Awareness and Brand Loyalty:A Comparative Analysis of Coke & Pepsi Brands in Erbil KRI," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 8(3), pages 33-44, May.

    More about this item

    Keywords

    cognitive behaviour; brand identity; personality traits; bottom of the pyramid; brand image; trust; corporate reputation; mass markets; brand performance; customer value; interdependence; marketing; consumer perception; brand strength; emotions; attitudes; performance measurement; market segments; segmentation.;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbire:v:4:y:2010:i:5:p:411-426. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=203 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.