Consumers’ self-image can be inferred from the brands they use, their attitudes toward different brands and the meanings brands have for them. The perceptions consumers have of themselves influences their brand decisions. Consumers form favourable attitudes toward those products which possess images most similar to the images they either prefer or wish of themselves. Accordingly, they buy those products which match their desired self-image because those products help consumers express themselves (Zinkham& Hong,
Is there any factual evidence to support this argument? Ethos, Pathos and Logos in Personal Branding Just as how advertisers, marketers and trainers use ethos, pathos and logos to connect with the audience at different levels, as owners of our personal brand, we can use the same three methods of persuasion to connect with our audience too. After understanding the audience and establishing who they are, we should ask ourselves these questions: Ethos - Is my brand credible to my target audience? Is my brand authentic and real enough that it can appeal to the audience? As the owner of the brand, does the audience understand what my brand stands for?
If consumers perceive that the product has comparative advantages with other products and that element is very meaningful to the consumer, so the consumer will choose the product even though the product is relatively similar to others. Last things to be analyzed in this study is consumer attitude toward global products. The relationship between affinity towards global brands and brand preferences have acknowledged by recent studies (Sengupta, 2014). Therefore, this study analyzes how the brand is recognized, how the brand is appraised and to what extent consumers are entrust to the
Conceptual model; Costumer Attachment Strength to the endorser Researchers conceptualized the autonomy, relatedness, and competence are the determinants that motivate the costumers to admire human brands. In this case, the human brand earns these emotional bonds from the customers which result to the attachment strength that links to the human brands and the costumer. Researchers believed that: the customer is independent on what he/she does, whom she choose to rely on, and so on and so forth (autonomy); He/she belong in a certain culture and he/she has something in common with somebody (relatedness); The customer is innate and skilled (competence). Each of these factors induces customers to have an attachment with the human brands. Problem Statement Nowadays, social media has been more visible everywhere; to the radio, television, internet and mobile applications.
Customers will also benefit from effective brand identification. A brand offers consumers security and confidence to buy the brand products or services. The consumer trusts the brand and expects quality, which is also important for the brand equity, referring to the monetary value of brand names (Boshoff et al 2010:250-215). Brands
As mentioned previously, one can use a product, not based on its function but based on the value it gives them as a consumer. One must also take into consideration the concept of ‘the ideal self’ in order to gain a clearer interpretation. People consume products in order to become who they aspire to be. Marketers utilise this in their campaigns by portraying some sort of ideal realm in the hope that the consumer will buy into it. Consumers have multiple different personalities.
Celebrity credibility This is a concept which defines a positive characteristic of the source leader to the acceptance of the message but the audience (Ohanian, 1991). Ohanian, proposed that there is a model which is three-dimensional which includes “Testimony”, Attractiveness” and “Reliability” of the source. Therefore, a credible celebrity is likely to have more effectiveness on the advertising campaign than that of one who is not that credible. This also proves that generally celebrities are considered a reliable and trustworthy source of information concerning the products he/she endorsing (Goldsmith, Laffery & Newell, 2000) making it even more essential for brands to carefully pick a celebrity which is in line with their advertising campaign
This viral quality is appealing to those in the business world, while users spread the word for their sites. This is a great outlet for marketers to receive self- promotion in having their services and products advertised with ease. However, companies indulging in such marketing tactics should be aware of the legal issues in order to protect themselves from liability risks, such as trademark and copy issues. (Steinman and Hawkins, Pg. 2) “We are no longer in control of the media, the news, or the advertising, but our customers are.” (Safko and Brake, pg.671) This quote from The Social Media Bible demonstrates how powerful of a tool social media has become in the advertising world.
A personality is a combined form of characteristics that form an individual’s distinctive character. Your personality is not just what defines you, but how you define your outlook on life and your attitudes towards the outside world. It is essentially what makes you, you. Not only is personality exclusive to humans, in society we are increasingly seeing brands taking on this personified role. Brand personality speaks to our consumer needs and allows us to engage in relationship with the brand.