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Impact of Advertising Variability on Building Customer Based Brand Personality under Competitive Environment : Empirical analysis in reference to Mexico

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Author Info

  • Rajagopal

    (Institute of Technology & Higher Education, ITESM, Mexico City)

Abstract

The brand equity is built around brand personality as one of the core dimensions. The psychographic variables like emotions associated with the brand image constitute the personality of a brand. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in personality creation. This paper attempts to explore the mechanism that builds brand personality through media communication like advertising and word of mouth. The discussions in the paper integrate advertising variability concepts with brand personality and present viable propositions as managerial implication for building the brand personality considering the variables of marketing communication. The hypotheses set within the integrated framework lead to the construct of advertising model cohesive to the brand personality measures. In building this framework analysis of the concepts of brand equity and advertising, communication, personality and loyalty have been critically examined and tested on the basis of two separate studies conducted in Mexico.

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File URL: http://128.118.178.162/eps/it/papers/0407/0407002.pdf
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Bibliographic Info

Paper provided by EconWPA in its series International Trade with number 0407002.

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Length: 28 pages
Date of creation: 05 Jul 2004
Date of revision:
Handle: RePEc:wpa:wuwpit:0407002

Note: Type of Document - pdf; pages: 28
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Web page: http://128.118.178.162

Related research

Keywords: Brand personality; Brand Relationship; Adverstising impact;

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