Page 34 - IILMGSM Journal_Management Perspective
P. 34
AGEMENT PERSPECTIVE
have such a strong verbal emphasis is that most of an effect of brand personality creation or not with
the persuasive communications used as experimental special reference to FMCG sector.
stimuli in developing these approaches contained
only written information (e.g., Lutz 1975; Wright The objectives of the present research paper are as
1973). follows-
Batra, Lehmann, and Singh (1993) argue that brand a) To understand consumers
personality is created by the marketing mix, perception about advertisements on
including symbols used in all phases of brand selected brands.
communication, sales promotion, and media
advertising. However, little is known about whether b) To understand how advertisements
and how brand personality can be created or modified create brand personality.
by advertising elements such as the visual (picture)
and verbal (headline) components. This paper thus To choose, describe & review several brands & their
tries to examine how brand personality is created personalities in comparison with their
through advertising focusing on some of the popular advertisements.
food and beverages brands.
Methodology
Dr. Puja Khatri (2006), in her paper discussed risks
and returns related to celebrity endorsements and The methodology followed for the research work was
clearly explained that it would help in building a exploratory in nature constituting both secondary and
brand image and quick connections to the audiences primary research. Secondary data collection has been
that is a combination of many potential customers made use of in the first part of this research. Non
and talented prospective employees. Even though probability sampling, which is non-random and
endorsements involve risks it would create a subjective, was applied in the study to carry out the
credibility and attractiveness towards the company survey. Convenient sampling was chosen mainly due
or organization within a short period of time. to the selection of participants as that was
Celebrity association with a product or with a brand geographically convenient. Data was collected via a
would multiply the value of its intangible assets like self-administered questionnaire in Delhi-NCR region
brand equity and goodwill, by enhancing its with 208 people serving as the study participants.
attractiveness in the masses. Writer has even The questionnaire contained two sections: the first
suggested that endorsement would even connect the section about consumers’ demographics and the
audience demographically and psycho graphically second section about brand personality factors;
with brand. questionnaire was developed and pilot tested with
30 respondents. The measurement of the study
Research objectives concepts involved the use of existing scales.
Response to the questions was collected using Likertt
A number of factors shape brand personality of a type scales with the range of five.
brand. It is created by all experiences of consumers
with a brand, but advertising plays a dominant role Data analysis
in personality creation. The specific objectives of
the research are to find out whether advertising has Demographic profile of the respondents shows that
age composition of those whose ages were between
(33)
have such a strong verbal emphasis is that most of an effect of brand personality creation or not with
the persuasive communications used as experimental special reference to FMCG sector.
stimuli in developing these approaches contained
only written information (e.g., Lutz 1975; Wright The objectives of the present research paper are as
1973). follows-
Batra, Lehmann, and Singh (1993) argue that brand a) To understand consumers
personality is created by the marketing mix, perception about advertisements on
including symbols used in all phases of brand selected brands.
communication, sales promotion, and media
advertising. However, little is known about whether b) To understand how advertisements
and how brand personality can be created or modified create brand personality.
by advertising elements such as the visual (picture)
and verbal (headline) components. This paper thus To choose, describe & review several brands & their
tries to examine how brand personality is created personalities in comparison with their
through advertising focusing on some of the popular advertisements.
food and beverages brands.
Methodology
Dr. Puja Khatri (2006), in her paper discussed risks
and returns related to celebrity endorsements and The methodology followed for the research work was
clearly explained that it would help in building a exploratory in nature constituting both secondary and
brand image and quick connections to the audiences primary research. Secondary data collection has been
that is a combination of many potential customers made use of in the first part of this research. Non
and talented prospective employees. Even though probability sampling, which is non-random and
endorsements involve risks it would create a subjective, was applied in the study to carry out the
credibility and attractiveness towards the company survey. Convenient sampling was chosen mainly due
or organization within a short period of time. to the selection of participants as that was
Celebrity association with a product or with a brand geographically convenient. Data was collected via a
would multiply the value of its intangible assets like self-administered questionnaire in Delhi-NCR region
brand equity and goodwill, by enhancing its with 208 people serving as the study participants.
attractiveness in the masses. Writer has even The questionnaire contained two sections: the first
suggested that endorsement would even connect the section about consumers’ demographics and the
audience demographically and psycho graphically second section about brand personality factors;
with brand. questionnaire was developed and pilot tested with
30 respondents. The measurement of the study
Research objectives concepts involved the use of existing scales.
Response to the questions was collected using Likertt
A number of factors shape brand personality of a type scales with the range of five.
brand. It is created by all experiences of consumers
with a brand, but advertising plays a dominant role Data analysis
in personality creation. The specific objectives of
the research are to find out whether advertising has Demographic profile of the respondents shows that
age composition of those whose ages were between
(33)
