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


  • Rajagopal

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


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.

Suggested Citation

  • Rajagopal, 2004. "Impact of Advertising Variability on Building Customer Based Brand Personality under Competitive Environment : Empirical analysis in reference to Mexico," International Trade 0407003, University Library of Munich, Germany.
  • Handle: RePEc:wpa:wuwpit:0407003
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    Cited by:

    1. Sri Vandayuli Riorini, 2018. "Social Media Marketing Toward Perceptual Consciousness and its Impact on Online Purchasing Intention," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 402-416.

    More about this item


    Brand Personality; Brand Relationship; Advertising Impact;
    All these keywords.

    JEL classification:

    • F1 - International Economics - - Trade
    • F2 - International Economics - - International Factor Movements and International Business


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