The impact of brand personality, origin and psychographics on youth response toward fashion clothing advertising: a brand equity measurement approach
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António Azevedo [1] ; Minoo Farhangmehr [1]
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[1] Universidade do Minho
Universidade do Minho
Braga (São José de São Lázaro), Portugal
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- Localización: VI Forum Internacional sobre Las Ciencias, las Técnicas y el Arte Aplicadas al Marketing: Academia y Profesión: Ponencias académicas: Madrid, 27-28 de noviembre de 2003 / Enrique Ortega Martínez (ed. lit.), Ladislao González Ruiz (ed. lit.), Enrique Pérez del Campo (ed. lit.), 2003, ISBN 8493123439, págs. 261-284
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
The impact of brand personality, origin and psychographics on youth branding advertising response is examined. Each advertising response variable was submitted to GLM repeated measures ANCOVA, using a factorial design with two within-subject factors, 5 brand personality-identity-style constructs (sincerity, excitement, competence, sophistication or ruggedness) x 3 brand origins (Portuguese, English name or "foreign branding"), and each individual variable (sex, group, ethnocentrism, self-monitoring, fashion leadership, susceptibility to interpersonal influence, materialistic values, desire for unique products and price sensitivity) as between-subjects factor. A brand equity comparative analysis was accomplished using price sensitivities. The ideal brand combines sophistication personality with "foreign branding" strategy.
