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Perceived Brand Personality of Symbolic Brands

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  • RE-AN MÃœLLER

Abstract

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 higher education institution campus located in South Africa. The respondents were asked to write down the first brand that came to mind for eight symbolic product categories. The top two brands in each category were used in a self-administered questionnaire. A second group of respondents were then asked to write down personality traits they associate with each of the identified brands. These findings, present a unique viewpoint regarding a number of brands and how the respondents perceive their brand personalities.

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  • Re-An Mãœller, 2014. "Perceived Brand Personality of Symbolic Brands," Journal of Economics and Behavioral Studies, AMH International, vol. 6(7), pages 532-541.
    • Handle: RePEc:rnd:arjebs:v:6:y:2014:i:7:p:532-541
    DOI: 10.22610/jebs.v6i7.514
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    Cited by:

    1. Sarun Amatyakul & Kawpong Polyorat, 2017. "The Traits of City Personality: A Qualitative Study," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 2(6), pages 356-365.

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