factors of brand personality- a study with reference...
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FACTORS OF BRAND PERSONALITY- A STUDY
WITH REFERENCE TO SOFTDRINK
CUSTOMERS IN CHENNAI CITY
K.JAYASHREE Dr. M. R.VASUDEVAN, M.Com., M.Phil., Ph.D., PHD SCHOLOR Associate Professor and Research Supervisor - PG Retired
D.G. Vaishnav College, D.G. Vaishnav College,
Arumbakkam, Chennai – 600 106. Arumbakkam, Chennai – 600 106.
INTRODUCTION.
The personality of the brand is a very important determinant in the emerging marketing
arena .It depends upon product used by the customers, price perceived by the customers,
geographical basis than the product is sold and a promotional and marketing mix of the
manufacturer .(Hendon & Williams, 1985, p.65). The brand personality is a develop among the
customers through appropriate advertisement which promotes the marketing of the brand’s
through your emotional touch up .The sort of advertisements also promotes the brand image
simultaneously. It is learnt from the development of brand image that the brand personality
indirectly promotes the brand image and motivate the customers to have strong bonds of
connection with their particular brand . (Ogilvy, 1985, p. 14).
According to Ogilvy (1985), the brand personality is mounted on the psychology of customers
through an attractive price, magnetic packages, cheaper price, style of the advertisement, nature
of that replacement and utility of their product. (Ogilvy, 1985, p. 14). It is strongly believed that
the brand personality is very important for all the manufacturers to successfully market their
products and make it popular among the customers. (Hendon & Williams, 1985, p.65).
According to Joseph Plummer (1985), the brand image and brand personality are in trend based
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on the physical attributes, product utility and the overall product nature to reach their minds and
psychology of the customers .
There are two different characteristics of the brand namely physical characteristics and the
functional characteristics. Physical characteristics is directly related to product colour, shape and
its package whereas the functional characteristic depends upon its utility and its impact on
consumer psychology . It is also important to note that the relationship between customer
psychology and the brand’s also desired the brand personality. The emotional attachment of
customers towards a particular product is new to the development of brand personality among
the customers.
LITERATURE REVIEWS.
Aaker (1997) profoundly stated that the brand personality actually increases the
consumer preference and usage it recalls the emotions in consumer mind as well as brand
personality to increase the level of trust and loyalty towards the product. Brand personality is not
a unique phenomenon, but it is entirely different from brand image and brand identity. It is an
integral part of brand development of the product and brand strategies to attract the consumers.
(Ferling&Forbes 2005). According to (Doyle, 1990) Argues that a distinct brand personality
leads customers to perceive the brand and develop a strong connection towards the product.
Kumar et al., (2006) state that a brand personality should be shaped as a long-lasting and
consistent entity. Besides, it should also be different from other brands and meet consumers’
demands. Hence, the consumers of those products and brands are like the brand spokespersons
that form the basis for suppliers to build brand personality. With the specific brand personality,
consumers of varying personality traits will be attracted and their brand preference will then be
further developed. In addition, a company can maintain a good relationship with customers
through its brand personality (Aaker and Biel, 1993).
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Aaker, (1996) argues brands have their own particular personalities consumers may treat
brands as real human beings. In this case, consumers will expect the people’s words, attitudes,
behaviors or thoughts and so on to meet their respective personality traits Consumers may likely
use the brand and products in line with their own personality traits. In other words, all the
marketing activities are aimed at having consumers to believe and recognize a brand personality,
and reinforcing the communication between the brand and the consumer (Govers and
Schoormans, 2005). Brand personality has more important in many brands and products,
including durable goods, consumable goods, entertainment and luxury goods and so on (Kumar
et al., 2006; Govers and Schoormans, 2005; Mengxia, 2007).
J.Aaker, (1997) confirmed that brand personality mainly comes from three sources: the
first one is the association consumers have with a brand, secondly, the image a company and the
third is about the product attributes, and distribution channels. Personality is a useful variable in
the consumer’s choice of brands. The brands selected by consumers are usually in compliance
with their own personalities. Hence, brand personality offers the functions of self-symbolization
and self-expression (Keller, 1993). It is indicated that brand personality contains demographic
features, such as gender, age and social class, and they may be directly influenced by the image
of the brand users, personnel and product spokespersons, and indirectly affected by product
attributes as well (Levy, 1959).
Milewicz and Herbig, (1994) brand personality is an important component for development of
brand affection, which can in turn reinforce consumers towards the brand. It is well pointed out
that brands have their own personalities, so users may choose the products matching their
preferences and personalities according to perceived product images. A successful brand, which
enables customers to perceive the unique brand personal, then developing a strong binding
relationship with the brand (Kassarjian and sheffet 1991). The crucial element in constituting
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brand personality is to have a clear differentiation in conveying brand personality. The
personality shall be consistently and persistently cultivated over the long run. When trying to
change the way a brand image is conveyed, the original brand personality and value should first
be strengthened in order to reduce to the minimum a customer’s feelings and inconsistency.
(Kumar et al., 2006).
RESEARCH GAP.
The above-mentioned the reviews regarding branding and brand personality clearly
revealed the two important unaddressed issues namely what are all the factors responsible for the
determination of brand personality and are there demographic variables of customers are playing
a vital role to surmount brand personality among them. Therefore the researcher is interested to
venture upon these two research gaps through the empirical evidences obtained from the opinion
of customers..
OBJECTIVES OF THE STUDY
1. To identify the factors are responsible for brand personality with respect to soft drinks
customers in Chennai city.
2. To find the influence of demographic variables of customers on the factors of brand
personality.
HYPOTHESIS OF THE STUDY
1. The factors of brand personality dimensions do not differ significantly
2. There is no significant influence of demographic variables of customers on brand
personality.
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RESEARCH METHODOLOGY
The study is based on both primary and secondary data. The primary data is collected
through structure questionnaire and the secondary data is obtained from various sources.
Questionnaire design
In order to collect the primary data to assess the effectiveness of brand personality, the
researcher framed questionnaire based on the gaps in the literature. The questionnaire consists of
five parts, namely demographic variables, consumer behavior towards soft drink, brand
personality perceptions, level of satisfaction and brand loyalty towards soft drinks.
The questionnaire consists of optional questions and questions that require answers in
statements modeled on Likert 5 point scale. There are two different types of Likert scales namely
- strongly agree to strongly disagree and highly satisfied to highly dissatisfied.
Pilot study
In order to check the reliability and validity of the questionnaire the researcher conducted
a pilot study in the study area of Chennai city. The researcher conducted and collected 75
samples from different zones from Chennai District, and tested the reliability of the questionnaire
using Cronbach’s alpha method.
The Cronbach’s alpha obtained for 75 responses is found to be above 0.75. It implies that
the questionnaire is highly reliable and that can be used for further main study.
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Sample size
The researcher collected 231 samples from the all the 15 zones of Chennai city.A special
care was taken to cover all types of customers with the different income level.. The convenience
sampling method was applied to collect the data because the researcher eliminated the illiterates
from the survey. The researcher also issued both English and regional language questionnaires to
collect from both rural and urban areas of Chennai District.
Data analysis
After collecting 231 perfect responses, the researcher entered the data systematically and
tabulated them into two for analytical purposes. The researcher used linear multiple regression
analysis, Analysis of variance and t-test.
ANALYSIS AND DISCUSSION.
In this section the researcher considered Influence of the five independent factors of
brand personality on eight dependent factors of customers satisfaction namely product attribute,
quality satisfaction, promotional satisfaction, brand satisfaction, usage satisfaction, perceived
status, health satisfaction and cost satisfaction through multiple regression analysis in the
following section.
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FACTORS OF BRAND PERSONALITY WITH RESPECT TO SOFT DRINKS.
Factor analysis has been applied to analyze a large number of variables by
identifying common and unique sets variance that are referred to as dimensions, factors,
or components. It allows the researcher to summarize and reduce the data. The process of
summary and reduction allows the data to be described by a much smaller number of
variables than the original. In this study, the researcher has taken all the factors
influencing the brand personality towards soft drinks and the results are discussed below.
Table 1
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .655
Bartlett's Test of Sphericity Approx. Chi-Square 6879.639
Df 300
Sig. .000
From the above table it is found that KMO measure of sampling adequacy is
0.655, Bartlett's Test of Sphericity with approximated chi-square value 6879.63 are
statistically significant at 5 percent level. This indicates all the twenty five variables are
normally distributed and suitable for data reduction.
Table 2
Communalities influencing the brand personality towards soft drinks
Initial Extraction
Advertisement. 1.000 .721
Attractive packages 1.000 .778
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Better quality 1.000 .623
Brand loyalty 1.000 .677
Brand Name 1.000 .617
Color 1.000 .655
Confidence 1.000 .536
Convenience 1.000 .573
Discount offer 1.000 .640
Easy availability 1.000 .647
Foreign brand 1.000 .711
Gift Coupons 1.000 .663
Ingredients 1.000 .533
Lifestyle 1.000 .541
More Energetic 1.000 .756
More Hygienic 1.000 .613
More Quantity & Quality 1.000 .624
Packing 1.000 .646
Popularity 1.000 .647
Prestige 1.000 .793
Pure and fresh 1.000 .709
Reasonable price 1.000 .606
Safe for health 1.000 .705
Smell 1.000 .704
Taste 1.000 .671
Extraction Method: Principal Component Analysis.
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Twenty five variables of brand personality factors exhibit the variance 0.536 to
0.793. This implies these twenty five variables establish considerable variance 53.6 % to
79.3 %. This variance range is statistically significant at 5% level and the segmentation
process can be done for these twenty five variables.
Table 3
Total variance influencing the brand personality towards soft drinks
Component
Initial Eigenvalues Rotation Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %
1 5.544 22.175 22.175 2.699 10.794 10.794
2 2.196 8.786 30.960 2.536 10.145 20.940
3 1.855 7.422 38.382 2.292 9.169 30.109
4 1.561 6.244 44.626 1.892 7.566 37.676
5 1.466 5.864 50.490 1.772 7.087 44.763
6 1.418 5.670 56.160 1.752 7.007 51.770
7 1.227 4.909 61.069 1.733 6.933 58.704
8 1.123 4.491 65.560 1.714 6.856 65.560
9 .930 3.721 69.280
10 .898 3.592 72.872
11 .797 3.187 76.059
12 .775 3.099 79.158
13 .732 2.928 82.086
14 .673 2.691 84.777
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15 .555 2.221 86.998
16 .541 2.164 89.162
17 .470 1.880 91.041
18 .428 1.711 92.752
19 .401 1.604 94.356
20 .344 1.375 95.731
21 .295 1.181 96.912
22 .244 .975 97.888
23 .199 .798 98.685
24 .183 .733 99.418
25 .145 .582 100.000
The twenty five variables are reduced into eight predominant factors with individual
variances 2.699, 2.536, 2.292, 1.892, 1.772, 1.752, 1.733, 1.714 and the variance showed
10.794, 10.145, 9.169, 7.566, 7.087, 7.007, 6.933, 6.856 with the cumulative percentage
65.560. This shows that the twenty five variables of customer satisfaction towards
FMCG factors are reduced into eight predominant factors to represent their respective
underlying variables. The following information clearly explains the variable loadings in
each factor.
Table 4.
Rotated Component Matrixa influencing the brand personality towards soft drinks
Component
1 2 3 4 5 6 7 8
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Safe for health .762
Smell .747
Taste .632
Confidence .593
Prestige .844
Pure and fresh .673
packing .659
More Quantity & Quality .532
Discount offer .772
Ingredients .635
Easy availability .520
popularity .509
Advertisement. .779
Brand Name .542
Brand loyalty .416
Better quality .751
color -.556 .
Reasonable price .516
More Energetic .854
Convenience .441
Attractive packages .845
More Hygienic .425
Lifestyle .407
Foreign brand .801
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Gift Coupons .553
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 19 iterations.
The first factor consist of four variables
Safe for health .762
Smell .747
Taste .632
Confidence .593
This first factor is named as “Health safety”
The second factor consist is of four variables
Prestige .844
Pure and fresh .673
Packing .659
More Quantity & Quality .532
The second factor is named as “Perceived Prestige”
The third factor consist is of four variables
Discount offer .772
Ingredients .635
Easy availability .520
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popularity .509
Third factor is named as “Attractive sales promotion”
The fourth factor consist is of three variables
Advertisement .779
Brand Name .542
Brand loyalty .416
Therefore the fourth factor is named as “Attractive advertisement”
The fifth factor consist is of three variables
Better quality .751
color -.556
Reasonable price .516
Therefore the fifth factor is named as “Physical Attraction”
The sixth factor consist is off to variables
More Energetic .854
Convenience .441
Date for the sixth factor is named as “Energy Recovery”
The seventh factor consist is of three variables
Attractive packages .845
More Hygienic .425
Lifestyle .407
The seventh factor is named as “Attractive Package”
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The eighth the factor consist is off to variables
Foreign brand .801
Gift Coupons .553
The eighth of factor is named as “Brand name”
FINDINGS AND CONCLUSION.
Brand Personality dimensions are identified by six important factors namely sincerity,
excitement, competence, sophistication and ruggedness. Similarly, Customer satisfaction
towards soft drinks are influenced by product attribute satisfaction, quality satisfaction,
promotional satisfaction, Brand satisfaction, Usage satisfaction, perceived satisfaction,
health satisfaction and cost satisfaction. Consumer satisfaction towards brand loyalty are
influenced by brand attachment, regular purchase, cost effectiveness
Female customers strongly agree sincerity, sophistication, ruggedness, brand satisfaction,
usage satisfaction, perceived satisfaction, health satisfaction, brand attachment, regular
purchase influence to consume soft drinks. Consumers residing in urban areas, semi-
urban areas strongly agreed to have influenced by sincerity, excitement, ruggedness,
product attribute, quality satisfaction, perceived satisfaction, health satisfaction, regular
purchase, brand attachment. Those residing only in urban areas strongly agreed towards
influenced by competence, sophistication, brand satisfaction, usage satisfaction.
Consumers residing in semi urban areas strongly agreed to have influenced by
promotional satisfaction. Consumers residing in rural areas strongly agreed to have
influenced by cost satisfaction, cost effectiveness.
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