Brand Image and Personality Influence on Positive Consumer Attitude - Case Study Example

Brand Image and Personality Influence on Positive Consumer attitude Name: Institution: Date: Introduction The consumer buying behavior is an overall component influenced by a range of internal and external consumer factors. On one hand, the internal factors are the generic consumer traits such as their culture, gender and age among others. In this case, the factors instristically influence their needs and subsequently their purchasing decisions and trends. On the other hand are the external factors such as prices, earnings and products variety availability. The existence of these external variables in a market influences the ultimate consumers’ decisions on the purchased products as well as the frequency of purchases. Due to increased global competitions as well as the rising risk of substitutes, organisations have resulted to the establishment and development of the branding approach as a sustainable marketing and consumer influencing approach. This can be explained through the Keller’s model. The model states that branding as a marketing strategy seeks on establishing a brand awareness as well as image among consumers (Frost, Chopp & Pozorski, 2004). It is based on these two key establishments that such developed brands influence the consumers purchasing attitudes on a given product. This literature review evaluates the extent to which bran image and personality influence consumers attitudes on a product. Background As a background analysis on the review, it evaluates the components and definitions of brand image and brand personality. On one hand, Koubaa (2008) described a brand image as the established and developed perception of a product that is held by consumers both existing and potential. In this case, a brand image is based on its quality perceptions as well as functional ability to satisfy the consumers’ needs. On the other hand, a brand personality is categorized by Long (2010) as an added brand value through which it develops traits that relate to the respective consumers. In this regard, there are five key brand personalities namely excitement, sincerity, ruggedness, competence and sophistication. Through these various traits, brands seek to influence and sway the consumers’ attitude as evidenced in this review. Both brand image and personality influence the attitudes through increased awareness, stimulating demand, retail power increment and brand loyalty. Awareness and Perception Brand awareness is described as the process through which an organization increases its brand knowledge among consumers. Through this approach, consumers acquire increased knowledge of the brand against other competitors in the market. This is achieved through two main approaches namely brand recall and recognition aspects as outlined under the Keller’s model. On one hand, brand image development increases consumers recall possibility. In this regard, the branding approach includes increased use of slogans and images through which the consumers can easily recall and often use in making purchases (Azoulay & Jean-Noel Kapferer, 2003). The recall approach is especially important in markets with a high level of competition, products varieties as well as close substitutes. In this case, such market consumers are mixed up on the right products and often consumer the products with a positive image. Image building among brand is classified as a major consumer positive attitude development. In an evaluation of the relationship between consumers’ attitudes and brand image, Panda (2004) established that through increased brand image development through avenues such as increased advertisements, consumers knowledge on the products and awareness increased, making such products among the top prioritized options in the market. Therefore, the analysis concluded that increased brand image development enhanced the propagation of consumers’ products awareness a virtue important in creating a positive perception on a product. In addition to awareness merit in creating a positive consumer attitude is brand recognition through image personality development. Image personality as already discussed is the development of products traits to identify with the market consumer traits. For instance, the excitement attribute has positive implications on consumers with increased need and desire for fun and adventure. In this regard, the use of brand personality increases its eventual awareness and recognition as consumers identify with the respective developed personalities. With increased brand recognition through consumer identification with the developed personalities, such consumers develop an increased positive attitude towards such products. In this case, consumers are influenced and motivated to purchase products that identify and relate with their internal traits. Therefore, as Melike, Yurt, Guneri and Kurtulus (2010) on a study of cities branding argued, brand personality development increases the consumer brand recognition and subsequently influence the development of a positive image through the integration and the development of synergies between consumers’ internal traits and the product brand perceptions. This is majorly through perception influence. Zafer Erdogan and Uzkurt (2010) conducted a study evaluating the relationship between consumers’ product perception and attitudes. In this case, the study established that a products perception influenced the respective consumers’ attitudes. On one hand, if a product was perceived as functional and of high quality it acquired an increased positive attitude form the consumer base. Therefore, based on this analysis, it is apparent hat through increased product image and personality developments, organisations influence the consumers perceptions on the products a virtue that has direct implications and influence on the overall product attitude influence and development. An example of brand image perception success is the Coca-Cola Company approach. The organization has established a global presence and influence in the market through its perceived quality brad image. Moreover, the organization has increasingly applied the brand personality approach in a majority of its brand to increase its market base as well as develop positive attitudes in respective markets (Fan, 2005). For instance, the Fanta brand is associated with fun, where it applies the excitement brand personality. On the other hand, the Coca-cola brad applies the sophistication brand personality as its main marketing edge. Therefore, through this approach, the organization through diversified brand personalities create numerous and distinct market niches and segments for its brands in the global beverage industry through consumers’ perception influence. Retailer Power Besides influencing the consumers’ attitudes directly, organisations have alternative brand approaches through which they influence the retailers and other suppliers in the market. This is referenced back in the Keller’s model. Under the model, the brand image component has its key approaches and determinant as the uniqueness and benefits of the brand associations. This argument was evidenced by Dusan and Branko (2014) in a case study of Serbia mergers and acquisitions who evaluated the influence of brand associations in a market. The study established that despite the functional capability of individual brands, their supply chain partners and alliances influenced the overall brand image in the market. In this case, the establishment and development of alliances with recognized and reputable industry players increased the overall brand reputation in the market. Based on this establishment, a majority of the market brands have established strategic alliances with leading industry suppliers. As such, in a bid to promote their market influence, industry strategic alliances have increased in the recent past. Glaser (2008) conducted a study on supply chain management approaches. In the analysis, the authors established that increased supply chain management efficiency and relationship establishment with suppliers and distributors served as an additional marketing approach for modern organisations. This argument can be evidenced through an analysis of the Apple Inc. Company. The organization is a global leader in the technology industry focusing on both the hardware and software markets, through its innovation and on time delivery culture. Analysis on the organizational operations points out on its efficient supply chain management as key among its competitive edges in the technology market. In this regard, through an efficient supply chain management such as the empowerment of its suppliers as well as control against the use of conflict minerals as part of its raw materials have increasingly created an integrity brand image. Therefore, through this approach, the image besides its social responsibility image building programs enhances its increased market influence and success. Through the use of alliances, the brands tap into the existing consumers’ perception and attitudes on the suppliers. For instance, some of the market retailers such as Woolworths, a renowned for their focus on quality for stocked merchandise. Therefore, consumers shopping in the organizational outlets have a positive attitude on all the stocked products quality. Therefore, through seeking shelf spaces in such outlets, the brands utilize the existing organizational institutional brand images as their key marketing pint. In addition, the brands negotiate with the outlets on shelf space. The existing consumer assumption is that through increased presence and large shelf space occupancy, consumers associate such with increased reputation and functionality. Therefore, a majority of the brands tap into this brand image perspective e where they gain increased publicity and consequently an increasing consumer positive attitude. Thus, based on this analysis, it is apparent that brand image and personality attributes are applied in the development of strategic alliances. In this case, as Chang (2010) argued, alliances and partnerships are based on the respective institutions brand image and market reputation. The utilization of these alliances taps into existing consumers brand perception of the partners to create linked positive attitudes on the introduced brands. This is often achieved through the combination of brand images with the brand personality. In this case, the individual products brand personalities such as sincerity and sophistication on products are combined with the retailers brand image and reputation to create an increased positive perception and attitude on respective products. An example of the strategic alliances is the establishment of the alliance between Dell and Microsoft Corporation. On one hand, Dell has a market brand image of developing quality, customized and end user oriented IT components such as computers. In this case, the organization has established a strong brand image on quality as well as a combined brand personality on sophistication. On the other hand, Microsoft Corporation is a global organizational partner that has a strong brand image in software development as well as brand personality on competency. Therefore, an alliance between the two organisations seeks to influence their customers’ attitudes. On one hand, their alliance combines their sophistication and competency image personalities while riding on their shared good market reputation and brand image. Therefore, each organization appeals onto its partners consumer base, thus increasing overall positive perception and attitude on such an organization by partners consumers. Consequently, this beneficial approach is mutual in that both organisations gain on increased market influence and perception attitude improvements through brand image and personalities combinations. Brand Loyalty One of the strategic advantages and outcomes of branding is increased market influence, consumer base and loyalty. Forristal and Lehto (2009) conducted a study evaluating the implications of branding as a marketing strategy. In this regard, the study established that through increased branding, consumer expectations were matched with product image, thus raising their overall satisfaction rates on a product. The branding process serves as a consumer’s benchmark of consumers’ expectations on a product and the eventual products outcomes. Therefore, through the development of an appropriate product image and personality, consumers’ expectations are matched to the product functions to increase satisfaction. As such, satisfaction plays a significant role to increasing the overall brand loyalty, a resultant factor of increased positive attitude on a brand as Tu, Lin and Hsu (2013) argued in an empirical analysis of the automotive industry. Unlike in the past, where brand loyalty was perceived as a final outcome in branding, modern marketers perceive it as a tool for increased branding and product market success enhancement. In this case, loyalty is used as a brand personality development factor. In this case, marketers identify the loyal consumer segments and use their traits to identify with the product through increased used of endorsements from these consumer segments. Through such approaches, similar trait consumer market segments are influenced into purchasing the product, thus increasing their positive perceptions on such products. In addition, increased brand loyalty reduces on consumer loss rates. Therefore, a majority of the consumers are retained and the subsequent costs of acquiring new consumers are substantially reduced. Kambara (2010) conducted a study evaluating the role of increased brand reputation on marketing costs. The study revealed that products with superior branding success required minimal marketing efforts to stimulate purchase. Therefore, with reduced marketing needs, the overall marketing costs are reduced, a virtue imperative in reducing the overall production cost as well as prices. Therefore, based on this approach, it is evident that branding reduces overall production costs thus reducing prices, consequently increasing the products competitiveness in the market against competitors. An example of brand loyalty can be cited in the case of Samsung reputation marketing. In 2012, the organization faced a series of legal suits with Apple Company over various patent rights infringement. In this case, the cases publicity was bound to negatively implicate on the organisations reputation and brand image in the technology market. As such, the organization sought reputation management agency services in New York. Based on this case analysis review, it is evident that the organization focused on developing a strong brand image despite its legal challenges. As such, through the positive brand image, the organization managed to retain its consumer’s confidence and loyalty despite the legal challenges. Therefore, based on this case study it is apparent that organisations seek to utilize their brand image in creating positive consumer market attitudes despite other organizational product challenges. This is indeed under the application of the compensatory model where consumers evaluate positive attributes of products both positive and negative in making purchase decisions. Emotional Appeal Use of brand marketing has its major appeal in the application and use of emotional appeal as a marketing tool. In this case, the approach seeks to use the consumers appeal on internal perceptions to stimulate demand and consumption for products. Gladson and Ahiauzu (2010) conducted a study evaluating the implications and motivational aspects for increased emotional appeal marketing. The arguments was based on the consumers decision making model that is classified into five stages namely need recognition, information search, alternatives evaluation, purchase and post purchase stage. In this regard, the emotional appeal approach applies in the first two stages need recognition and information search respectively. On one hand, under the need recognition aspect marketers stimulate demand for a product through stimulative marketing founded on organizational brand image foundation. In this regard, through brand image and personality, such as the need for increased competency, an organization stimulates demand. For instance, the Apple Company relies on innovation as its key demand stimulant. In this case, the Company is pegged on innovation as the major image portrayed by its organizational products consumption. Therefore, through increased brand personality, the Apple company increases demand for its existing and new products under the innovation status acquisition. On the other hand, organisations rely on increased and continued demand under the second stage, information search stage through the application of emotional appeal approach. In this case, a consumer internal emotion determines the depth, breath and scope of information search upon need identification. In this case, the emotions of pleasure, comfort and satisfaction influence the type and nature of literature evaluated by an individual. Therefore, in order to influence and direct information search, organisations adopt diverse brand personalities such as the sophistication approach to influence consumers. In this case, the approach aims at influencing against logical information search and instead apply emotionally influenced information search. On one hand, a logical information search includes and incorporates increased information search diversity in the market thus using objective means to develop viable need satisfaction alternatives. However, use of brand personality negates objective information search and instead encourages subjective information search, where the perception and pre search mind set is dominated by the brand personality. Consequently, the use of this approach increases a given brand perception and overall market attitude on the brand, thus increasing their sales and performance in a market. An example of the application of emotional appeal through brand image and personality can be cited in the case of the coca cola company marketing of its Fanta beverage brand. In this case, the organization markets the brand as a celebration and enjoyment drink. In this case, it is associated with celebrations and festive seasons. Therefore, whenever festive seasons draw near, the beverage market consumers are predominated by the relevance of the brand to cap fun and celebrations. Thus, this increases its positive attitudes and perception among the consumer, a virtue that can be referenced in the increased brand sales increase and peak during the festive seasons such as Christmas and the USA thanksgiving period. Literature Gap An evaluation of the existing literature on the relationship between branding and consumer attitudes especially the variables of brand image and personality. In this case, the review establishes the existence of a relationship between brand image and personality in that it increases brand awareness, loyalty, retailer power and emotional appeal. In this case, the establishment of these marketing outcomes increases consumers’ positive perception and attitudes on respective brands. However, the analysis fails to establish the eventual causes of brand image and personality on consumers’ long-term loyalty. Although there is evidence of created positive attitude in the short run, there exists minimal literature empirical evidence on the retention of these attitudes in the long run upon the establishment of brand images and personalities by competitors in the market. Therefore, this raises the need for an increased evaluation of competition influence on brand image and personality on a product and subsequently on the consumers’ attitudes. Summary In summary, this literature review establishes an analysis of branding impacts on consumers’ attitudes. As such, the review critically examines the ways in which brand image and personality enhance positive consumer attitudes. In this regard, the review establishes that through increased brand awareness, retailer power, brand loyalty and emotional appeal, brand image and personality management increase overall positive consumers attitude on a product, However, the review establishes that there exists minimal knowledge on role of competition ob brand and consequently consumers perception. Therefore, it recommends increased future studies evaluation on the concept. References Azoulay, A., & Jean-Noel Kapferer. (2003). Do brand personality scales really measure brand personality? Journal of Brand Management, 11(2), 143-155 Chang, W. (2010). A taxonomy model for a strategic co-branding position. Journal of American Academy of Business, Cambridge, 16(1), 165-170. Dusan, M., & Branko, R. (2014). Transfer Of Intangible Resources Through Cross-Border Acquisitions the Case Of Serbia. Paper presented at the 108-118 Fan, Y. (2005). Ethical branding and corporate reputation. Corporate Communications, 10(4), 341-350 Forristal, L. J., & Lehto, X. Y. (2009). Place branding with native species: Personality as a criterion. Place Branding and Public Diplomacy, 5(3), 213-225 Frost, S., Chopp, R., & Pozorski, A. L. (2004). Advancing universities: The global city as guide for change. Tertiary Education and Management, 10(1), 73-86. Gladson, N., & Ahiauzu, A. I. (2010). Marketing in governance: Emotional intelligence leadership for effective corporate governance. Corporate Governance, 10(2), 150-162 Glaser, S. (2008). The role of branding in the value chain. International Journal of Physical Distribution & Logistics Management, 38(9), 726-736 Kambara, K. M. (2010). Managing brand instability and capital market reputation: Implications for brand governance and marketing strategy. Journal of Brand Management, 17(8), 568-578 Koubaa, Y. (2008). Country of origin, brand image perception, and brand image structure. Asia Pacific Journal of Marketing and Logistics, 20(2), 139-155. Long-Yi, L. (2010). The relationship of consumer personality trait, brand personality and brand loyalty: An empirical study of toys and video games buyers. The Journal of Product and Brand Management, 19(1), 4-17 Melike, D. K., Yurt, O., Guneri, B., & Kurtulus, K. (2010). Branding places: Applying brand personality concept to cities. European Journal of Marketing, 44(9), 1286-1304. Panda, T. K. (2004). Consumer response to brand placements in films role of brand congruity and modality of presentation in bringing attitudinal change among consumers with special reference to brand placements in hindi films. South Asian Journal of Management, 11(4), 7-25. Tu, Y., Lin, S., & Hsu, T. (2013). The impact of brand image and customer commitment on loyalty: An empirical study of automobile sector. Information Management and Business Review, 5(4), 181-193. Zafer, B., & Uzkurt, C. (2010). Effects of ethnocentric tendency on consumers' perception of product attitudes for foreign and domestic products. Cross Cultural Management, 17(4), 393-406 Read More