null
US
Entrar
Registre-se gratuitamente
Registre-se
Detectamos que o JavaScript não está habilitado no teu navegador. Habilite o Javascript para o funcionamento correto do nosso site. Por favor, leia os
Termos e Condições
para mais informações.
Próximo
Copiar e Editar
Você deve estar logado para concluir esta ação!
Inscreva-se gratuitamente
5601803
PERSONAL II: PERSONALITY & SELF-CONCEPT
Descrição
consumer behaviour
Sem etiquetas
consumer
behaviour
marketing
Mapa Mental por
nurdinadianah88
, atualizado more than 1 year ago
Mais
Menos
Criado por
nurdinadianah88
mais de 8 anos atrás
10
0
0
Resumo de Recurso
PERSONAL II: PERSONALITY & SELF-CONCEPT
One's self-concept and personality influence buying behaviour
Useful in analysing consumer brand choices
PERSONALITY
Idea that brands have personality and consumers choose brands which matches their own personality
Brand
Specific mix of human traits that may be attributed to a certain brand
Consumers choose & use brands which personality is consistent with their actaul self-concept
Sometimes match based on consumer's ideal self -concept
Aaker's 7 brand personalities model
Sincerity
Excitement
Competence
Sophistication
Passionate
Peacefulness
Ruggedness
Cultural differences
"Passion" dimension in Spain
"Passive likeableness" in Korea
CB Application
1. Celebrity
Endorsers- personality of celebrity transferedto brand Eg. Serena Williams -NIKE
2. User Imagery
Typical users with types of activities engaged Eg. PEPSi- Young, fun
3. Executional factors
includes "how" core msg communicated Eg. MacDonalds logo -Youthfulness
SELF-CONCEPT
Referencing him/ herself as an object, totality of one's thoughts & feelings
One's perception of and feelings towards himself
Composed of attitudes one hold towards themselves
Actual
Private self- How I actually see myself
Social self- How others actually see me
Ideal
Private self: How i would like to see myself
Social self: How I would like others to see me
CB Application
Important in all culture
Aspects most valued and influenced consumption varies across cultures
Extended Self: slide 143-146
2 Other Classifications
Independent
Western Culture
Emphasise personal goals, characteristics & achievement desires
Define oneself based on what they've done, what they have,personal attributes
Interdependent
Common Asian belief
Emphasise family, cultural professional & social r/s
Define oneself based on social roles, family r/s commonalities with others in the group
Self-concept to position products
Attempt to get ideal self-concept or maintain self-concept by purchasing and consuming products, services, media
Prefer brand matches self-concept/ personality
Leads to avoidance
Maintain and enhance self concept not only by consumption but also what is avoided. Eg. Meat
R/s b/wn self-concept & brand image
Slide 157-158
Quer criar seus próprios
Mapas Mentais
gratuitos
com a GoConqr?
Saiba mais
.
Semelhante
3.1 Keywords - Marketing
Mr_Lambert_Hungerhil
Digital Marketing Strategy - The Essentials
Micheal Heffernan
Marketing and Distributing
Shannon Clarke
Design Tips for Non-Designers
Micheal Heffernan
What is Marketing?
Stephanie Natasha
Business Studies: Marketing
Harriet Glover
Calculating Content Marketing Strategy ROI
Rebecca Tarpey
Sensory Marketing
Paisley Williams
Chief Marketing Officer (CMO)
takhmina1995
Unit 3.1: Marketing
nk_
Market & Technology Dynamics
Tris Stindt
Explore a Biblioteca