Starting with the research on brand personality, this article explains perceived quality in detail and studies the influences of brand personality to perceived quality by means of questionnaires. Taking mobile phone brand as stimulus, the research discovers the competence personality of mobile phone has biggish influences to perceived quality.
"However, some relevant research appears in different field. Ke Xue (2007) conducted research on characteristics of mobile phones that had biggest influence to perceived quality. Ramaseshan (2007) investigated the moderating effect of the brand concept on the relationship between brand personality and perceived quality. "
[Show abstract][Hide abstract] ABSTRACT: Nokia tops the list this year among India’s most trusted brands. The purpose of this research is to analyze the influence of brand personality of NOKIA to perceived quality. Approximately 214 respondents from a well known management institute are selected for this purpose. Respondents are asked to rate five dimensions of brand personality (sincerity, excitement, competence, sophistication, ruggedness) on a five point rating scale. Similarly, they are asked to rate the four dimensions of perceived quality on a three point rating scale. This paper will help marketers frame proper marketing strategies for the same.
[Show abstract][Hide abstract] ABSTRACT: Although there are many factors affecting the attitude and intention of the consumer, it could be said that personality is the most important among them. Differentiating the products, which are getting more similar today, becomes more difficult for the firms. In differentiating the products emotional factors come to the forefront. If the characteristics of the product are subjective and difficult to evaluate, consumers start to trust brand personality. The importance of brand personality is increasing nowadays. The reason is that brand personality increases the trust and loyalty of the consumers for the brand by affecting costumers' preferences and uses. Pragmatic and personality factors have determinative effects on the formation of consumers' attitude toward product and brand. In this study, it is examined whether the perceptions of costumers about brand personality of cell phones affect their behavioral intention, or not. The answers of the 390 respondents, to whom questionnaires are applied with judgment sample method, are identified by brand personality scale adapted for Turkey by Aksoy and Özsomer because of cultural differences. A four dimensional structure is constructed in the study as Aksoy and Özsomer indicated in their work. The study shows that the dimensions of competency and excitement have higher impact on behavioral intention than the dimensions of traditionalist and androgen. The characterization of a technological product such as cell phone as competent proves that the global firms operate in this sector are in the right direction.
07/2011; 6. DOI:10.5539/ijbm.v6n6p193
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