Page 40 - IILMGSM Journal_Management Perspective
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othesis is rejected. Also, the mean difference The advertising agency needs to know everything
comes to be 2.88 which are close to 3, i.e., neutral, about the brand in order to succeed the creation of
meaning that the personality of celebrity is not the brand’s personality. The transfer of the brand
necessary for creating a successful brand. personality to the advertised product is completed
when the brand personality becomes a component
From the above four tests of hypothesis it is reflected of the brand image. After the brand personality has
that brand personality is created through advertising. been connected to the advertised product, the brand
Thus, null hypothesis gets rejected and alternate personality will be connected to the consumer.
hypothesis is accepted, concluding that advertising Advertising agencies want the consumers to choose
plays a dominant role in creation of brand personality and consume the advertised brand as well as to
with respect to the FMCG sector. become loyal to it.
Conclusion Consumers interpret the advertisement in order to
comprehend and actually “create “the brand’s
Brand personality communicates deep and personality in their minds. However, it’s not certain
fundamental meaning about the brand. Building that the consumer will comprehend the real
brand personality means building an effective bond personality immediately as every person thinks
with consumers. Print advertising and the television differently. After all, there are so many words that
advertising are the most important tools for creating can describe personality characteristics. This means
brand personality as they can show the brand’s that the personality is not only created through the
characteristics and ‘behavior’ with high connection advertising design but also through the consumer’s
with the customers. Advertising design has the ability mind.
to create stories about the brand. The creation of a
brand’s personality helps consumers form a closer Through the research following assumptions were
relationship with the brand. concluded –
Consumers eat, drink or wear products that reflect Television is the most effective mode of
their own personalities and lifestyles. Therefore advertising, followed by newspaper and
consumers are what they consume. Advertising can internet, helping consumers to build
build a strong and positive relationship between the perception about a specific brand. There is
brand and the target audience. Advertising integrate a great impact on purchase decisions due to
products into consumer’s minds by adding values, advertising.
giving life and personality to a brand. Then the
product leaves its vague picture behind and becomes Advertising helps in recalling the brand
a brand with strong personality that consumers can name at time of purchase. Most brands are
identify. What advertising aims to achieve is to give purchased first time due to advertising it
brands more meaning and more substance. Through also increase brand awareness.
the design and the strategic thinking of advertising
the brand can achieve a strong personality. In order Most of the times personality of the endorser
to build and provide the brand with personality, is not reflected in the brand endorsed by
advertising agencies need to understand consumer’s them. Celebrity endorsement is not a
needs. necessity for creating a successful brand.
(40)
comes to be 2.88 which are close to 3, i.e., neutral, about the brand in order to succeed the creation of
meaning that the personality of celebrity is not the brand’s personality. The transfer of the brand
necessary for creating a successful brand. personality to the advertised product is completed
when the brand personality becomes a component
From the above four tests of hypothesis it is reflected of the brand image. After the brand personality has
that brand personality is created through advertising. been connected to the advertised product, the brand
Thus, null hypothesis gets rejected and alternate personality will be connected to the consumer.
hypothesis is accepted, concluding that advertising Advertising agencies want the consumers to choose
plays a dominant role in creation of brand personality and consume the advertised brand as well as to
with respect to the FMCG sector. become loyal to it.
Conclusion Consumers interpret the advertisement in order to
comprehend and actually “create “the brand’s
Brand personality communicates deep and personality in their minds. However, it’s not certain
fundamental meaning about the brand. Building that the consumer will comprehend the real
brand personality means building an effective bond personality immediately as every person thinks
with consumers. Print advertising and the television differently. After all, there are so many words that
advertising are the most important tools for creating can describe personality characteristics. This means
brand personality as they can show the brand’s that the personality is not only created through the
characteristics and ‘behavior’ with high connection advertising design but also through the consumer’s
with the customers. Advertising design has the ability mind.
to create stories about the brand. The creation of a
brand’s personality helps consumers form a closer Through the research following assumptions were
relationship with the brand. concluded –
Consumers eat, drink or wear products that reflect Television is the most effective mode of
their own personalities and lifestyles. Therefore advertising, followed by newspaper and
consumers are what they consume. Advertising can internet, helping consumers to build
build a strong and positive relationship between the perception about a specific brand. There is
brand and the target audience. Advertising integrate a great impact on purchase decisions due to
products into consumer’s minds by adding values, advertising.
giving life and personality to a brand. Then the
product leaves its vague picture behind and becomes Advertising helps in recalling the brand
a brand with strong personality that consumers can name at time of purchase. Most brands are
identify. What advertising aims to achieve is to give purchased first time due to advertising it
brands more meaning and more substance. Through also increase brand awareness.
the design and the strategic thinking of advertising
the brand can achieve a strong personality. In order Most of the times personality of the endorser
to build and provide the brand with personality, is not reflected in the brand endorsed by
advertising agencies need to understand consumer’s them. Celebrity endorsement is not a
needs. necessity for creating a successful brand.
(40)
