Brand Personality Article Analysis - 1065 Words

If I am a brand, how would you get to know me? How would you get to like me? How might you develop real feelings for me? Brands today are just like human personality, it is both distinctive and enduring. Imagine a Harley- Davidson tattoo on your arm; would you perceive yourself to be more muscular or less muscular than before? In the article, the authors revealed that brand personality do â€Å"rub off† onto some consumer who hold certain beliefs about their personality- entity theorist in particular. In this paper, I will be discussing the research topic and the methods used and explore the practicability of the article. Park and John investigated how consumers respond to brand personality and introduce implicit self- theories (entity†¦show more content†¦Study 4 measures the impact of self-threat condition, implicit self- theory and the interaction between self- threat condition and implicit self-theory (independent variables) on self- perceptions (dependent variable). Faced with a self- threat, entity theorists embrace the opportunity by using an MIT pen to portray themselves as more intelligent, hardworking and a leader as compared to those who used a regular pen. In conclusion, the findings of this article were consistent over the four experiments conducted. Brand personalities do rub off on consumers- entity theorists, resulting in more positive perceptions of themselves on personality traits associated with the brands they used. The article gave me a better understanding towards the impact of brand personality towards consumers of different beliefs. Furthermore, it uncovers the underlying reason to such behavior. The ANCOVA method enables me to realize the main effect and interaction between the dependent and independent variables. However, I find that the sample selected for the experiments conducted may pose as a potential bias in the results. For instance, participants in study 2 were selected from two marketing classes. Participants may not answer truthfully when they were asked how well the traits (intelligence, hardworking and leader) represent them. Both entity and incremental theoristsShow MoreRelatedWhat Is Self- Congruity And Consumer Behaviour?1406 Words   |  6 PagesLITERATURE REVIEW OF PUBLISHED JOURNAL ARTICLES Several journal articles have been published in relation to the concept of self- congruity and consumer behaviour. It is seen that different articles focus on developing brand personality and image, pertaining to a specific field. In case of tourism industries, it is seen that self- congruity plays a very major role, even though destination branding is different from that of any normal product or service (Usakli Ahmet, 2009,p.1). The research on destinationRead MoreGot to Get You Into My Life: Do Brand Personalities Rub Off on Consumers? 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