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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
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    Cited by:

    1. 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.
    2. 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.

    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

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