Brand excellence: measuring the impact of advertising and brand personality on buying decisions

Brand excellence: measuring the impact of advertising and brand personality on buying decisions Purpose – The identity of brand, from the perspective of consumers, is the foundation of a good brand‐building program. Effective brand management encompassing brand personality is of paramount importance in reaching the overall company goals of satisfaction, loyalty, and profitability. Advertising effectiveness can be measured by brand and advertising evaluations. The purpose of this paper is to analyse the strategies of effective brand building and managing the same with reference to acquiring optimum customer value for long‐run competitive gains. Design/methodology/approach – The paper reviews the literature on the brand building and develops arguments in reference to symbiotic relationship of brands with cognitive behavior of consumers. The discussion in the paper is categorically spread over brand equity, brand personality, media impact on brands and brand knowledge. This paper also discusses the process that builds brand personality through media communication. Findings – There are many psychographic variables like emotions associated with the brand image which constitute the personality of a brand. In case typical product category advertisements are associated with negative affect, the particular advertising functions act as a counter‐attitudinal message, which is more persuasive in the case of a mismatch rather than a match with the category advertisements. However, a persuasive advertising may affect consumer preferences. It will be of critical importance for future researchers and practitioners to understand the increasingly complex variety of factors underlying and influencing the linkages between brands and customer relationship. Practical implications – Effective brand management, encompassing brand personality, is of paramount importance in reaching the overall company goals towards satisfaction, loyalty, and profitability. Companies may choose to deliver advertising in a more appealing dimension for quick cognitive reflexes of customers. Originality/value – This paper argues the importance of the brand building and management issues from the perspective of consumers' cognitive variable for a sustainable effect rather than developing a framework of strategies considering company as a pivot. The paper explores and attempts to establish the symbiosis between the cognitive drivers of consumers and brand personality. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Measuring Business Excellence Emerald Publishing

Brand excellence: measuring the impact of advertising and brand personality on buying decisions

Measuring Business Excellence, Volume 10 (3): 10 – Jul 1, 2006

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Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
1368-3047
DOI
10.1108/13683040610685793
Publisher site
See Article on Publisher Site

Abstract

Purpose – The identity of brand, from the perspective of consumers, is the foundation of a good brand‐building program. Effective brand management encompassing brand personality is of paramount importance in reaching the overall company goals of satisfaction, loyalty, and profitability. Advertising effectiveness can be measured by brand and advertising evaluations. The purpose of this paper is to analyse the strategies of effective brand building and managing the same with reference to acquiring optimum customer value for long‐run competitive gains. Design/methodology/approach – The paper reviews the literature on the brand building and develops arguments in reference to symbiotic relationship of brands with cognitive behavior of consumers. The discussion in the paper is categorically spread over brand equity, brand personality, media impact on brands and brand knowledge. This paper also discusses the process that builds brand personality through media communication. Findings – There are many psychographic variables like emotions associated with the brand image which constitute the personality of a brand. In case typical product category advertisements are associated with negative affect, the particular advertising functions act as a counter‐attitudinal message, which is more persuasive in the case of a mismatch rather than a match with the category advertisements. However, a persuasive advertising may affect consumer preferences. It will be of critical importance for future researchers and practitioners to understand the increasingly complex variety of factors underlying and influencing the linkages between brands and customer relationship. Practical implications – Effective brand management, encompassing brand personality, is of paramount importance in reaching the overall company goals towards satisfaction, loyalty, and profitability. Companies may choose to deliver advertising in a more appealing dimension for quick cognitive reflexes of customers. Originality/value – This paper argues the importance of the brand building and management issues from the perspective of consumers' cognitive variable for a sustainable effect rather than developing a framework of strategies considering company as a pivot. The paper explores and attempts to establish the symbiosis between the cognitive drivers of consumers and brand personality.

Journal

Measuring Business ExcellenceEmerald Publishing

Published: Jul 1, 2006

Keywords: Cognition; Consumer behaviour; Brand image; Advertising research; Brand management

References

  • Measuring brand power: validating a model for optimizing brand equity
    Na, W.B.; Marshall, R.; Keller, K.L.

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