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Buyer behaviour

            
            
             Brand personality is an attractive and appealing concept in the marketing of today. (2001) stated that customer's personality has influences on various aspects of consumer behavior. For this reason, many companies are trying to get targeted customer's attention by creating a distinctive brand image for their product. In the United States, promotion of General Motors' Chevrolet truck emphasized the image of "Like a rock", and that of Canon's EOS Rebel X camera emphasized the image of independence, dynamism, and brilliance through the tennis player, Andre Agassi. These kinds of human characteristics associated with a brand are call "brand personality". Many researchers pointed out that the important of brand personality is building competitive advantage and brand loyalty (Rise & Trout, 1986). "Brand personality is interfered by the set of human characteristics typical of the user of the brand, or the brand's endorsers. The trait of people associated with the brand are transferred to the brand" (Schiffman et al. 2001, p. 130). .
             1.2 Objectives of the Study.
             The purpose of this report is to discuss on the concept of brand personality and its influence on consumer's behaviour from both theoretical and practical perspectives. .
             1.3 Scope of the Study.
             This report covers three areas relating to the concept of brand personality. First, it begins with the review of literatures based on both different and similar viewpoints relating to brand personality. The second section is an application of the personality theory, based upon Freudian personality theory, on the marketing area. This section will discuss how advertising uses the personality concept to create brand personality. Lastly, there is a practical media illustration of personality theory that this done by a practical exercise from the three participants. .
             2.0 Analysis.
             2.1 Literature Review Based On Brand Personality .
             Kim, Han & Park (2001) stated that brand personality relates a customer's characteristics with various aspects of consumer behavior and brand loyalty.


Essays Related to Buyer behaviour

1. Buyer Behaviour

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2. Consumer behaviour

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3. Understanding the buyer behavior of organic food consumers a

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8. Buyer Behaviour

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9. Organisations and Behaviour

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