Performance implications and implementation of brand personality: a dyadic perspective on managers' intentions and consumers' perceptions
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
Hamburg
Kovač
2009
|
| Schriftenreihe: | Schriftenreihe Merkur
34 |
| Schlagworte: | |
| Online-Zugang: | Ausführliche Beschreibung Inhaltsverzeichnis |
| Beschreibung: | XV, 209 S. graph. Darst. 21 cm, 343 gr. |
| ISBN: | 9783830041948 |
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Datensatz im Suchindex
| _version_ | 1804138668490752000 |
|---|---|
| adam_text | Titel: Performance implications and implementation of brand personality
Autor: Malär, Lucia
Jahr: 2009
Table of Contents
DEDICATION................................................................................................VII
ACKNOWLEDGMENTS...............................................................................IX
LIST OF TABLES...........................................................................................XI
LIST OF FIGURES......................................................................................XIII
LIST OF KEY ABBREVIATIONS...............................................................XV
1 INTRODUCTION.......................................................................................1
1.1 Relevance of Brand Personality as a Research Topic.....................1
1.2 Objectives and Research Questions....................................................3
1.3 Structure of the Dissertation.............................................................6
2 LITERATURE REVIEW...........................................................................9
2.1 Literature on the Conceptualization and Operationalization of
Brand Personality................................................................................10
2.2 Literature on the Antecedents of Brand Personality..................24
2.3 Literature on the Performance Implications of Brand.....................
Personality...........................................................................................32
2.3.1 Direct Performance Implications......................................................32
2.3.2 Performance Implications of the Interplay between Brand and
Consumer Personality......... . .............................................................40
2.4 Summary of the State of the Art of Prior Research......................64
3 CONCEPTUAL FOUNDATIONS AND HYPOTHESES.....................67
3.1 Performance Implications of Brand Personality...........................67
3.1.1 Performance Implications of Brand Personality Dimensions...........69
3.1.2 Performance Implications of a Brand Personality Profile................77
3.1.3 Performance Implications of Self-Congruence.................................78
3.2 Implementation of Brand Personality..............................................87
3.2.1 Antecedents of Brand Personality....................................................87
3.2.2 Success Factors of Implementing an Intended Brand Personality.... 92
4 METHODOLOGY....................................................................................99
4.1 Data.....................................:..................................................................99
4.1.1 Data Collection.................................................................................99
V
4.1.2 Descriptive Statistics......................................................................101
4.1.2.1 Consumer Sample.......................................................................101
4.1.2.2Manager Sample.........................................................................102
4.2 Conceptualization and Operationalization of Variables..........103
4.2.1 Variables used in the Context of Brand Personality s Performance
Implications....................................................................................103
4.2.2 Variables used in the Context of Brand Personality Implementation...
........................................................................................................105
4.3 Data analysis......................................................................................107
4.3.1 Methodolgy used for the Measurement of Constructs....................107
4.3.1.1 Evaluation of Reliability Using First Generation Criteria..........Ill
4.3.1.2Evaluation of Reliability and Validity Using Second Generation
Criteria........................................................................................114
4.3.2 Methodology used for Hypotheses Testing....................................123
4.3.2.1 Regression Analysis....................................................................123
4.3.2.2Causal Analysis..........................................................................127
5 RESULTS OF HYPOTHESES TESTING............................................135
5.1 Results on the Performance Implications of Brand Personality ....
...............................................................................................................135
5.1.1 Results on the Performance Implications of Brand Personality
Dimensions.....................................................................................135
5.1.2 Results on the Performance Implications of a Brand Personality
Profile.............................................................................................144
5.1.3 Results on the Performance Implications of Self-Congruence.......144
5.2 Results on the Implementation of Brand Personality.................148
5.2.1 Results on the Antecedents of Brand Personality...........................148
5.2.2 Results on the Implementation of an Intended Brand Personality.. 149
5.3 Summary of all Hypotheses..............................................................152
6 CONCLUSION AND IMPLICATIONS...............................................155
6.1 Summary...............................................................................................155
6.2 Implications for Research.................................................................160
6.3 Managerial Implications...................................................................162
REFERENCES................................................................................................167
APPENDIX......................................................................................................211
VI
|
| any_adam_object | 1 |
| author | Malär, Lucia |
| author_GND | (DE-588)137230540 |
| author_facet | Malär, Lucia |
| author_role | aut |
| author_sort | Malär, Lucia |
| author_variant | l m lm |
| building | Verbundindex |
| bvnumber | BV035348789 |
| classification_rvk | QP 624 QP 820 |
| ctrlnum | (OCoLC)428240984 (DE-599)DNB992158826 |
| dewey-full | 658.827 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.827 |
| dewey-search | 658.827 |
| dewey-sort | 3658.827 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Thesis Book |
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| isbn | 9783830041948 |
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| spelling | Malär, Lucia Verfasser (DE-588)137230540 aut Performance implications and implementation of brand personality a dyadic perspective on managers' intentions and consumers' perceptions Lucia Malär Hamburg Kovač 2009 XV, 209 S. graph. Darst. 21 cm, 343 gr. txt rdacontent n rdamedia nc rdacarrier Schriftenreihe Merkur 34 Zugl.: Bern, Univ., Diss., 2008 Management stw Markenimage - Markenpolitik - Verbraucherinteresse Markenpolitik stw Produktimage stw Verbraucher stw Wahrnehmung stw Verbraucherinteresse (DE-588)4134944-1 gnd rswk-swf Markenimage (DE-588)4136439-9 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Markenimage (DE-588)4136439-9 s Markenpolitik (DE-588)4144679-3 s Verbraucherinteresse (DE-588)4134944-1 s DE-604 Verbraucherverhalten (DE-588)4062644-1 s 1\p DE-604 Schriftenreihe Merkur 34 (DE-604)BV013031929 34 text/html http://www.verlagdrkovac.de/978-3-8300-4194-8.htm Ausführliche Beschreibung HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017152970&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Malär, Lucia Performance implications and implementation of brand personality a dyadic perspective on managers' intentions and consumers' perceptions Schriftenreihe Merkur Management stw Markenimage - Markenpolitik - Verbraucherinteresse Markenpolitik stw Produktimage stw Verbraucher stw Wahrnehmung stw Verbraucherinteresse (DE-588)4134944-1 gnd Markenimage (DE-588)4136439-9 gnd Markenpolitik (DE-588)4144679-3 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
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| title | Performance implications and implementation of brand personality a dyadic perspective on managers' intentions and consumers' perceptions |
| title_auth | Performance implications and implementation of brand personality a dyadic perspective on managers' intentions and consumers' perceptions |
| title_exact_search | Performance implications and implementation of brand personality a dyadic perspective on managers' intentions and consumers' perceptions |
| title_full | Performance implications and implementation of brand personality a dyadic perspective on managers' intentions and consumers' perceptions Lucia Malär |
| title_fullStr | Performance implications and implementation of brand personality a dyadic perspective on managers' intentions and consumers' perceptions Lucia Malär |
| title_full_unstemmed | Performance implications and implementation of brand personality a dyadic perspective on managers' intentions and consumers' perceptions Lucia Malär |
| title_short | Performance implications and implementation of brand personality |
| title_sort | performance implications and implementation of brand personality a dyadic perspective on managers intentions and consumers perceptions |
| title_sub | a dyadic perspective on managers' intentions and consumers' perceptions |
| topic | Management stw Markenimage - Markenpolitik - Verbraucherinteresse Markenpolitik stw Produktimage stw Verbraucher stw Wahrnehmung stw Verbraucherinteresse (DE-588)4134944-1 gnd Markenimage (DE-588)4136439-9 gnd Markenpolitik (DE-588)4144679-3 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Management Markenimage - Markenpolitik - Verbraucherinteresse Markenpolitik Produktimage Verbraucher Wahrnehmung Verbraucherinteresse Markenimage Verbraucherverhalten Hochschulschrift |
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