Brand Personality and Archetypical Symbolism of Animal Applied to Fashion Brand Logos

2009 ◽  
Vol 9 (1) ◽  
pp. 15-25
Author(s):  
Seo Ha Min ◽  
Min Ja Kim
Keyword(s):  
Brand Personality ◽  
Fashion Brand ◽  
Brand Logos

Fashion Brand Image Marketing: Brand Image and Brand Personality

2000 ◽  
Vol 4 (2) ◽  
pp. 60-67 ◽  
Author(s):  
T.S. Lee ◽  
C.S. Leung ◽  
Z.M. Zhang
Keyword(s):  
Market Share ◽  
Brand Image ◽  
Brand Personality ◽  
Competitive Environment ◽  
Related Concept ◽  
Marketing Program ◽  
Fashion Brand ◽  
Market Niche ◽  
Consumer Marketing

Driven by the competitive environment in fashion business, marketers have realized that creating a favorable brand image is a key to win larger market share in its market niche. An understanding of brand image can provide better foundation for developing a more effective marketing program. However, the brand image literature in consumer marketing can be characterized as fragmented. Even the definitions of brand image lack consensus. This paper critically reviews the meaning of brand image and its related concept, brand personality, and discusses marketing implication for fashion marketers

Mid- to low-end fashion brand personality affects consumers' perceived quality, commitment, and loyalty

2019 ◽  
Vol 47 (7) ◽  
pp. 1-14
Author(s):  
Su Jin Yang ◽  
Yuri Lee
Keyword(s):  
Brand Personality ◽  
Critical Role ◽  
Perceived Quality ◽  
Mediating Effects ◽  
Personality Dimension ◽  
Personality Dimensions ◽  
Fashion Brand ◽  
The Impact ◽  
Significant Mediator

To gain insight into fashion brands that are newly entered in the market of a country with emerging economies, we compared Chinese versus Korean consumers' perception of Western (European) versus Eastern (Korean) mid- to low-end brands. We identified sincerity, competence, and excitement as brand personality dimensions, and used brand commitment and perceived quality as mediating variables, with the brand personality dimensions as independent variables, to predict affective loyalty. Results showed that competence and sincerity significantly predicted affective loyalty toward both Western and Eastern brands, and excitement played an essential role in loyalty to Eastern brands. Perceived quality mediated the impact of each brand personality dimension on affective loyalty, but for the Western brands the mediating effects of commitment were significant for sincerity and excitement only, and for the Eastern brands commitment was a significant mediator of the effects of competence and excitement only. These results increase understanding of how consumers perceive Western versus Eastern fashion brands, by providing empirical evidence of the critical role of brand personality in the formation of affective loyalty.

scholarly journals The Nuances of Brand Personality: A Corpus-assisted Linguistic Analysis of Web-based Communications of Fashion Brands

2018 ◽  
pp. 141
Author(s):  
Belinda Crawford Camiciottoli
Keyword(s):  
Personality Traits ◽  
Brand Management ◽  
Brand Personality ◽  
Web Based ◽  
Fashion Brand ◽  
Positive Time ◽  
Relationship Intimacy ◽  
Facebook Pages ◽  
Brand Personality Traits ◽  
Semantic Domains

The ability to establish a particular brand personality (i.e. a set of human personality traits that consumers associate with a brand) is a key component of fashion brand management and communication. A given fashion brand may use language that communicates different personality traits (e.g. glamourous, exciting, youthful, exotic) as a way to define its own personality and distinguish itself from other fashion brands. Based on a corpus consisting of company-produced texts collected from the websites and Facebook pages of over 100 fashion brands, this study aimed to determine which traits of brand personality emerge, which are the most frequent, and which nuances of meaning can be identified within them. This was accomplished by means of text analysis software that identifies statistically significant semantic domains to which conceptually-related lexical items are assigned. The analysis revealed 14 key semantic domains that were linked to various brand personality traits. Among the most prominent were Judgement of appearance: Positive, Time: New and young, Relationship: Intimacy and sex, and Unexpected, highlighting not only the traditional importance attributed to attractiveness, but also to sensuality and non-conventionality as desirable traits of fashion brand personality. Other distinctive traits that emerged as significant involved exclusivity (encoding the value of elitism) and iconicity (emphasizing high stature and uniqueness). The study offers insights into how fashion brands utilize web-based communications to convey brand personality. It also offers a useful methodology that fashion companies can adapt to ensure that they are effectively communicating the intended brand personality.

scholarly journals Brand personality and sexuality levels of luxury advertisements

2019 ◽  
Vol 23 (4) ◽  
pp. 572-586
Author(s):  
Alyssa Dana Adomaitis ◽  
Diana Saiki
Keyword(s):  
Statistical Analysis ◽  
Personality Traits ◽  
Design Methodology ◽  
Brand Image ◽  
Brand Personality ◽  
Emotional Stability ◽  
Men And Women ◽  
Content Type ◽  
Fashion Brand ◽  
Different Levels

Purpose The purpose of this paper is to determine the perceived personality of brands featuring different levels of sexuality in advertisements of luxury fashion brands. Design/methodology/approach To determine the identity of the company a “personality traits” scale by Geurens et al. (2015) was used with 25 brand personalities: conscientiousness/responsibility, extraversion/activity, emotional stability/emotionality, agreeableness/aggressiveness, and openness/simplicity. The final survey was then made available on Amazon Turk for two weeks. Each participant assessed one photograph at a level of sexuality given the gender they identified with the most. Findings There were 1,266 participants including 701 females and 565 females. Statistical analysis of the responses revealed that the degree of sexuality in the advertisements impacted brand perceptions. Among both genders, the greater degree of sexuality in the advertisement, the more the brand was considered less conscientious and responsible. The results also suggested that men and women view levels of sexuality differently. They varied most in the area of openness and simplicity, with men viewing advertisements of male models that had greater sexuality as simple. Men felt less sexuality was more emotional and romantic, while women viewed mid-level degree of sexuality in this manner. Originality/value Limited research has examined how level of sexuality influences perceived brand personality. The results contribute to theories pertaining to motivations to identify with a luxury fashion brand and provide strategies for luxury fashion brands to enhance their intended brand image.

scholarly journals The Influence of Brand Logo Frame on Brand Character and Consumer’s Brand Evaluation

2021 ◽  
Vol 7 (1) ◽  
pp. p53
Author(s):  
Yifei Sheng ◽  
Hanhan Liu ◽  
Xiaoting Shen
Keyword(s):  
Data Analysis ◽  
Brand Personality ◽  
Product Category ◽  
Complete Data ◽  
Brand Identification ◽  
Related Research ◽  
Brand Evaluation ◽  
Time Problem ◽  
Brand Logos ◽  
Rounded Rectangle

This paper proposes that the different border shapes of brand logos (rectangle and rounded rectangle) cause the differences in the evaluation of brand personality by consumers, which further affects the evaluation of brand by consumers. At the same time, this process is regulated by product category. If product category and brand personality are in the same direction, the border shape of brand logo will generate positive brand evaluation. In this paper, two experiments were designed to verify the hypothesis respectively and to guess the results of data analysis. However, due to the time problem, complete data has not been collected for analysis. This paper provides marketing inspiration for brand identification and deepens the related research on brand identification and brand evaluation.

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