Browsing by Subject "Brand personality"
Now showing items 1-7 of 7
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Brand personality perceptions of luxury sedan motor vehicles amongst the South African Generation Y cohort
(2015)Brand personality is a set of human personality traits that are relevant to a brand. A distinctive brand personality serves a symbolic or self-expressive function and helps to create a set of unique and favourable associations ... -
A comparative analysis of brand perceptions amongst selected stakeholders : the case of King Price Insurance
(North-West University (South Africa), 2020)Brand personality and brand archetypes are thought to influence customers’ loyalty, feelings, perceptions, and attitudes, all of which aid in building and maintaining a strong relationship between brand and customer (Mark ... -
Destination branding : a case study of the Kruger National Park
(North-West University, 2008)The conscious creation and marketing of a destination brand and image is a feature of the present age. Brands can affect tourists' choices and behaviour and are therefore important in destination marketing. Marketing ... -
Developing and validating a Symbolic-product-brand-personality-trait Scale
(North-West University (South Africa), Vaal Triangle Campus, 2017)Branding has been part of human existence for several millenniums and has evolved from being a mark of ownership and identification, to a quality assurance and, eventually, to being a bearer of certain symbolic associations. ... -
Investigating the antecedents and consequences of vehicle buyers' brand attachment behaviour
(North-West University, 2018)The South African automotive industry is faced with the challenge of consumers losing confidence in their vehicle brands and becoming detached from the industry. The present tumultuous economic climate in South Africa, the ... -
Perceived Brand Personality of Symbolic Brands
(International Foundation for Research & Development, 2014)Brand personality can be defined as a set of human characteristics associated with a brand (Aaker, 1997).This study reports on the perceived brand personality of symbolic brands as seen by Generation Y students from one ... -
Team identification and African Generation Y students’ perceived brand personality of Premier Soccer League teams
(2016)There has been a significant amount of growth in soccer game attendance and media coverage since the Premier Soccer League (PSL) in South Africa was established in 1996. However, match attendance started to decline from ...
