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Summary: Brand Personality Of The Consumer

987 Words4 Pages

A typical retail store generally does all its promotions around discounts, price cuts and savings but is that what defines the retailer or is it the brand personality of the retailer. Retail sales are increasing worldwide. Asia showed the highest increase in retail growth this year with china leading the way. Looking at India, it has a current population of 1.252 BN Approx. According to AT Kearney Global Retail Development Index total retail sales in India are currently pegged at $925 BN and growth rate has been 5.8%. AT Kearney GRDI expects India’s retail market to grow to $1.3 Trillion by 2020 (Global Retail Exapansion: An Unstoppable Force, 2015). India is on the cusp of growth and it means the same for international retailers in all formats. …show more content…

Brand’s characteristics and marketing communications define the brand (Ramaseshan & Tsao, 2007). Carprara et al. relates brand personality to the ‘metaphoric reasoning’ which consumers use to explain their perceptions of brands and products (Caprara, Barbaranelli, & Guido, 2001). It is however different from Brand Image and User Image. User Image is the personality of the user of the brand. Brand Image is the result of the perceptions. Brand Personality is created by the organization and brand image is the result in the mind of the customer. Continuing in a similar vein Brand image has also been described as consumer’s perceptions of brand characteristics, traits and associations which are a part of Brand Personality. Plummer (1985) found that brand image perceptions are formed whenever there is an indiret/direct contact with the brand. The consumer derives some intrinsic value from these associations. Aaker (1996) found the cognitive elements (ex product/ specification related characteristics) to be the primary precursors of brand personality. He also found that Brand Personality is a key component of Strong Brands (Aaker D. A., 1996) Research has also found that the functional/ utilitarian motivations could lead to emotional or affective reaction. This in turn may lead to the overall evaluation and thus lead to conative, behavior intention (e.g. loyalty intention). It could also lead to final purchase. Batra et al. (1993) explain that personality traits are normally associated with a brand in an indirect way, for instance, through product-related attributes, product category association, brand name, symbol or logo, advertising style, price and distribution channel. The BP construct was initially suggested for product branding, but subsequent applications have extended it to, for example, corporations (Davies, Chun, Da Silva, & Roper, 2003) and food services (Siguaw, Mattila, & Austin, 1999) as

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