Brand personality influence on brand choice: the case of televisions in University of Nairobi MBA students
Mutinda, Jeremiah K
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Consumers often see brands as persons whereby they give the brands metaphoric personality traits, and marketers often create or reinforce these perceptions through advertisements. Successfully advertising on brand's personality of a product category requires testing of brand's unique personality traits and their influence on brands selection in that product category. This paper looks in to how brand personality influence brand choice in the case of televisions market. It demonstrates how brand personality scale is used to test the influence of personality on brands is worldwide acceptable measure of brand personalities (Aaker, J. L. (1997). It also helps marketers to understand the personalities customers have attached to their products and can be key tool to help in brands r~positioning and differentiation. The methodology used is case study combined with convenient sampling. Data was collected using questionnaires distributed to MBA students in university of Nairobi on the selected BPS facets applying to televisions. Data was analyzed on statistical measures to compare and establish existing relationships. It is evident that sincerity, excitement, competence and sophistication are the key personality drivers in television brand selection. Marketers are too facing challenges to maximize these variables in building competitive edge on their television brands and differentiation of the same. BPS dimensions are key marketing resources and in this study it's clear that television purchase is influenced most by competence and sophistication.