complete lit review

SUBMITTED TO: DR. MANZOOR KHALIDI SUBMITTED BY: SYED ZEESHAN AHSAN (53033) MS/MS

BRAND PERSONIFICATION

THESIS I (LITERATURE REVIEW)

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TABLE OF CONTENT CHAPTER - 1. INTRODUCTION ...................................................................................... 10 CHAPTER - 2. LITERATURE REVIEW ............................................................................... 11 2.1. RELATIONSHIP BETWEEN BRAND PERSONIFICATION OF PARENT BRAND AND BRAND EXTENSION ............................. 11 2.1.1. Jalees, T. (2009, January). Relationship Between Brand Personification of Parent Brand and Brand Extension. Market Forces, PAF-Karachi Institute of Economics and Technology, Pakistan , 13. 11 2.1.2. Introduction ....................................................................................................................................... 11 2.1.3. Theories .............................................................................................................................................. 11 2.1.4. Conceptual Framework: .................................................................................................................. 13 2.1.5. Methodological Approach ................................................................................................................ 14 2.1.6. Hypothesis: ........................................................................................................................................ 14 2.1.7. Conclusion:......................................................................................................................................... 15 2.1.8. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 16 2.1.8.(1). Replication viz a viz Data Collection ........................................................................................ 16 2.1.8.(2). Replication viz a viz Methodological Approach ....................................................................... 16 2.2. BRAND PERSONALITY AND MOBILE MARKETING AN EMPIRICAL INVESTIGATION .................................................... 17 2.2.1. Bouhlel, O., Mzoughi, N., Hadiji, D., & Ben Slimane, I. (2009). Brand Personality and Mobile Marketing: An Empirical Investigation. World Academy of Science, Engineering and Technology , 53. ............................................................................................................................................... 17 2.2.2. Abstract .............................................................................................................................................. 17 2.2.3. Introduction ....................................................................................................................................... 17 2.2.4. Conceptual Framework .................................................................................................................... 18 2.2.5. Methodological Approach ................................................................................................................ 18 2.2.5.(1). Sampling and Data Collection..................................................................................................... 18 2.2.6. Hypothesis: ........................................................................................................................................ 18 2.2.7. Conclusion:......................................................................................................................................... 19 2.2.8. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 19 2.2.8.(1). Replication viz a viz Data Collection ........................................................................................ 19 2.2.8.(2). Replication viz a viz Methodological Approach ....................................................................... 19 2.3. BRAND PERSONIFICATION: A TOOL IN BUSINESS-TO-BUSINESS MARKETS................................................................ 20 2.3.1. Brand Personification: a tool in Business-to-Business Markets. (n.d.). Page No. 63. .......... 20 2.3.2. Abstract .............................................................................................................................................. 20 2.3.3. Theories .............................................................................................................................................. 20 2.3.4. Keywords ............................................................................................................................................ 20 2.3.5. Conceptual Framework .................................................................................................................... 20 2.3.6. Methodology Approach .................................................................................................................... 21 2.3.7. Research Question ............................................................................................................................ 22 2.3.8. Conclusion .......................................................................................................................................... 22 2.3.9. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 22 2.3.9.(1). Replication viz a viz Data Collection ........................................................................................ 22 2.3.9.(2). Replication viz a viz Methodological Approach ....................................................................... 22 2.4. DO BRAND PERSONALITY SCALES REALLY MEASURE BRAND PERSONALITY? BY AUDREY AZOULAY RECEIVED (IN REVISED FORM): 21ST JUNE, 2003 .......................................................................................................................................... 23 2.4.1. Azoulay, A., & Kapferer, J.-N. (2004). Do Brand Personality Scales really measure Brand Personality? Journal of Brand Management . .............................................................................................. 23 2.4.2. Abstract:............................................................................................................................................. 23 2.4.3. Theories .............................................................................................................................................. 23 2.4.4. Arguments .......................................................................................................................................... 23 2.4.5. Brand Personality History of the concept in Marketing............................................................. 24 2.4.6. Concepts ............................................................................................................................................. 25 2.4.6.(1). Human Personality Concept in Psychology ............................................................................... 25 2.4.6.(2). Psychology applied to the Brand Personality Concept ........................................................... 26 2.4.6.(3). Brand Personality Measurement ................................................................................................ 27 2.4.7. Issues ................................................................................................................................................... 28 2.4.7.(1). Are Currently Brand Personality Scales Valid? ........................................................................ 28E:\Zeeshan-Gra\Thesis\Final\Literature Review finalization.doc



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2.4.7.1.1. The Issue Of Concept Validity .................................................................................................... 28 2.4.7.1.1.1. Ideas / Recommendations ....................................................................................................... 28 2.4.7.1.2. The main problematic items of the scales ............................................................................... 28 2.4.7.1.2.1. The item competence: ......................................................................................................... 28 2.4.7.1.2.2. The item Feminine: .............................................................................................................. 29 2.4.7.1.2.3. The items related to social class ........................................................................................... 29 2.4.7.1.2.4. Some other questionable items: ............................................................................................ 29 2.4.7.1.3. The flaws of the scale stem from its conceptual definition................................................. 30 2.4.8. Conceptual framework: ................................................................................................................... 30 2.4.9. Methodological Approach ................................................................................................................ 31 2.4.10. Conclusion:......................................................................................................................................... 31 2.4.11. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 31 2.4.11.(1). Replication viz a viz Data Collection .................................................................................... 31 2.4.11.(2). Replication viz a viz Methodological Approach ................................................................... 31 2.5. PAPER NO. 32 (ANTECEDENTS AND CONSEQUENCES OF PERSONIFICATION OF A BRAND ON CUSTOMER RETENTION) 32 2.5.1. Antecedents and Consequences of Personification of a Brand on Customer Retention. (n.d.). Paper No. 32 ........................................................................................................................................ 32 2.5.2. Abstract .............................................................................................................................................. 32 2.5.3. Theories .............................................................................................................................................. 32 2.5.4. Concept ............................................................................................................................................... 32 2.5.5. Hypothesis .......................................................................................................................................... 32 2.5.6. Model Used ......................................................................................................................................... 33 2.5.7. Methodology ...................................................................................................................................... 33 2.5.8. Conclusion .......................................................................................................................................... 34 2.5.9. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 34 2.5.9.(1). Replication viz a viz Data Collection ........................................................................................ 34 2.5.9.(2). Replication viz a viz Methodological Approach ....................................................................... 34 2.6. BRAND PERSONIFICATION IN THE LUXURY GOODS INDUSTRIES PIER LUIGI RONCAGLIA, SOCIET ITALIANA BREVETTI 35 2.6.1. Roncaglia, P. L., & Brevetti, S. I. (2006). Brand Personification in the Luxury Goods Industries. INTA Annual Meeting . ................................................................................................................. 35 2.6.2. Abstract .............................................................................................................................................. 35 2.6.3. Conceptual Framework .................................................................................................................... 35 2.6.4. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 35 2.6.4.(1). Replication viz a viz Data Collection ........................................................................................ 35 2.6.4.(2). Replication viz a viz Methodological Approach ....................................................................... 35 2.7. DIMENSIONS OF BRAND PERSONALITY ATTRIBUTIONS: A PERSON-CENTRIC APPROACH IN THE GERMAN CULTURAL CONTEXT MICHAEL BOSNJAK UNIVERSITY OF MANNHEIM, GERMANY VALERIE BOCHMANN ZELFI AG, GERMANY TANJA HUFSCHMIDT MAGNETIC BRANDS GMBH, GERMANY ...................................................................................................... 36 2.7.1. Bosnjak, M., Bochmann, V., & Hufschmidt, T. (2007). Dimensions of Brand Personality Attributions: A Person-Centric Approach in the German Cultural Context. Social Behaviour and Personality , 35(3), 303-316. .......................................................................................................................... 36 2.7.2. Abstract .............................................................................................................................................. 36 2.7.3. Theories .............................................................................................................................................. 36 2.7.4. Keywords ............................................................................................................................................ 36 2.7.5. Model Developed............................................................................................................................... 36 2.7.6. Tests .................................................................................................................................................... 38 2.7.7. Conclusion .......................................................................................................................................... 38 2.7.8. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 39 2.7.8.(1). Replication viz a viz Data Collection ........................................................................................ 39 2.7.8.(2). Replication viz a viz Methodological Approach ....................................................................... 39 2.8. BRAND AND CORPORATE PERSONALITY AS RELATIONSHIPS SYSTEMS THEORY (SUMMARY ABSTRACT - IAN WEST 2003) 40 2.8.1. West, I. (2003). Brand and Corporate Personality as Relationships-System theory. ........... 40 2.8.2. Abstract .............................................................................................................................................. 40 2.8.3. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 40 2.9. BRAND MEANING AND VIRTUAL BRAND COMMUNITY AMONGST TEENAGERS: A STUDY OF THE IPOD BRAND ............ 41 2.9.1. Solomon, M., & Englis, B. G. (June 2008). A Visual Approach to the Assessment of Apparel Brand Personality and its Relationship to Brand Equity. National Textile Center Research Briefs . 41 2.9.2. Introduction and Theories ............................................................................................................... 41E:\Zeeshan-Gra\Thesis\Final\Literature Review finalization.doc



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2.9.3. Abstract .............................................................................................................................................. 41 2.9.4. Conceptual frame work: Brand Selection Criteria ..................................................................... 42 2.9.5. Methodology: ..................................................................................................................................... 42 2.9.6. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 42 2.10. HOW DESIGN HELPS CREATE MEMORABLE BRANDS CREATING THE PREEMINENT GLOBAL BRAND BY KENNETH D. LOVE, PRESIDENT & CREATIVE DIRECTOR ..................................................................................................................... 44 2.10.1. Love, K. D. (n.d.). How Design Helps Create Memorable Brands. Creating the Preeminent Global Brand . ................................................................................................................................................... 44 2.10.2. Introduction ....................................................................................................................................... 44 2.10.3. Abstract .............................................................................................................................................. 44 2.10.4. Conclusion .......................................................................................................................................... 44 2.10.5. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 44 2.11. DESIGNING GLOBAL BRANDS: CRITICAL LESSONS LARRY ROELLIG, EXECUTIVE VICE PRESIDENT, CONSUMER BRANDING, ENTERPRISE IG.......................................................................................................................................... 45 2.11.1. Roellig, Larry. (2001). Designing Global Brands:Critical Lessons. Design Management Journal, Managing Design for Global Value , 12, 4.................................................................................... 45 2.11.2. Introduction ....................................................................................................................................... 45 2.11.3. Abstract .............................................................................................................................................. 45 2.11.4. Keywords ............................................................................................................................................ 45 2.11.5. Conceptual Framework .................................................................................................................... 45 2.11.6. Methodology Approach .................................................................................................................... 46 2.11.7. Lessons in the Papers ....................................................................................................................... 46 2.11.8. Conclusion .......................................................................................................................................... 46 2.11.9. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 46 2.12. THE CULT OF PERSONALITY: EXPLORING BRAND ATTRIBUTES IN A RESEARCH-DRIVEN PRODUCT DEVELOPMENT PARTNERSHIP BETWEEN INDUSTRY AND ACADEMIA JOHN TAKAMURA AND TAMARA CHRISTENSEN...................................... 48 2.12.1. Takamura, J., & Christensen, T. (2007). The Cult of Personality: Exploring Brand Attributes in a Research-Driven Product Development Partnership Between Industry and Academia. International Association of Societies of Design Research The Hongkong Polytech. ........................... 48 2.12.2. Theories .............................................................................................................................................. 48 2.12.3. Abstract .............................................................................................................................................. 48 2.12.4. Conceptual Framework .................................................................................................................... 48 2.12.5. Keywords ............................................................................................................................................ 49 2.12.6. Hypothesis .......................................................................................................................................... 49 2.12.7. Methodology ...................................................................................................................................... 49 2.12.8. Conclusion .......................................................................................................................................... 49 2.12.9. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 49 2.13. EXAMINING THE VALIDITY OF THE COUNTRY BRAND PERSONALITY CONSTRUCT (STEVEN A. MURPHY ALIA EL-BANNA JOS ROJAS-MNDEZ NICOLAS PAPADOPOULOS SPROTT SCHOOL OF BUSINESS CARLETON UNIVERSITY)............................................................................................................................................................... 51 2.13.1. Murphy, S. A. (2009). Examining the Validity of the Country Brand Personality Construct. Alia El-Banna Jose Rojas-Mendes Nicolas Papadopoulos Sprott School of Business Carleton University . ........................................................................................................................................................ 51 2.13.2. Introduction ....................................................................................................................................... 51 2.13.3. Abstract .............................................................................................................................................. 51 2.13.4. Theories .............................................................................................................................................. 51 2.13.5. Keywords ............................................................................................................................................ 52 2.13.6. Finding from Literature Review ..................................................................................................... 52 2.13.7. Conceptual Framework .................................................................................................................... 52 2.13.8. Conclusion .......................................................................................................................................... 52 2.13.9. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 53 2.14. COMPARING FACTOR ANALYTICAL AND CIRCUMFLEX MODELS OF BRAND PERSONALITY IN BRAND POSITIONING JILLIAN SWEENEY AND ESTHER BAO, UNIVERSITY OF WESTERN AUSTRALIA ...................................................................... 54 2.14.1. sweeney, j., & bao, e. (n.d.). comparing factor analytical and circumplex models of brand personality in brand positioning. university of western australia . ....................................................... 54 2.14.2. Introduction and Theories ............................................................................................................... 54 2.14.3. Abstract .............................................................................................................................................. 54 2.14.4. Conceptual frame work: .................................................................................................................. 54 2.14.5. Research Design ................................................................................................................................ 55E:\Zeeshan-Gra\Thesis\Final\Literature Review finalization.doc



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2.14.6. Methodology: ..................................................................................................................................... 55 2.14.7. Tests: .................................................................................................................................................. 55 2.14.8. Results ................................................................................................................................................ 56 2.14.9. Conclusion:......................................................................................................................................... 57 2.14.10. Replication of Data Collection Methods and Methodological Approach In Pakistan ........ 57 2.15. THEORETICAL FOUNDATION OF BRAND PERSONALITY FOR POSTMODERN BRANDING DYNAMICS: A CRITICAL REVIEW AND RESEARCH AGENDA EUN-JUNG LEE, KENT STATE UNIVERSITY, USA ........................................................................ 58 2.15.1. Lee, E. J. Theoretical Foundation of Brand Personality for Postmodern Branding Dynamics: A Critical Review and Research Agenda. Advances in Consumer Research , 36, 887. ...... 58 2.15.2. Theories and Introduction ............................................................................................................... 58 2.15.3. Abstract .............................................................................................................................................. 58 2.15.4. Conceptual Framework .................................................................................................................... 59 2.15.5. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 59 2.16. LOGOS AND BRAND PERSONALITY KAREL JAN ALSEM1, GARMT DIJKSTERHUIS 12, MARJOLEIN KLEINHUIS13 1 FACULTY OF ECONOMICS DEPT. MARKETING UNIVERSITY OF GRONINGEN ........................................................................ 60 2.16.1. Alsem, K. J., Dijksterhuis, G., & Kleinhuis, M. (n.d.). Logos and Brand Personality. ......... 60 2.16.2. Abstract .............................................................................................................................................. 60 2.16.3. Theories .............................................................................................................................................. 60 2.16.4. Conceptual Framework .................................................................................................................... 60 2.16.5. Keywords ............................................................................................................................................ 61 2.16.6. Methodology ...................................................................................................................................... 61 2.16.7. Findings .............................................................................................................................................. 62 2.16.8. Conclusion .......................................................................................................................................... 62 2.16.9. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 63 2.17. HOW PERSONALITY MAKES A DIFFERENCE BY JOSEPH T. PLUMMER ................................................................. 64 2.17.1. Plummer, J. T. (1985). How Personality Makes a Difference. Journal of Advertising Research, Cambridge University Press/UK , 24 (6). ................................................................................... 64 2.17.2. Introduction ....................................................................................................................................... 64 2.17.3. Conceptual frame work ................................................................................................................... 64 2.17.4. Keywords ............................................................................................................................................ 64 2.17.5. Conclusion .......................................................................................................................................... 64 2.17.6. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 64 2.18. MANAGING BRAND RELATIONSHIPS: SHOULD BOARD-ROOMS LISTEN TO CONSUMER CHOICES? MOHAMMED NADEEM, SCHOOL OF BUSINESS AND MANAGEMENT, NATIONAL UNIVERSITY, USA. .......................................................... 66 2.18.1. Nadeem, M. (2008). Managing Brand Relationships: Should Board-Rooms Listen to Consumer Choices? Advances in Consumer Research , VIII, 329-331. ...................................................... 66 2.18.2. Introduction ....................................................................................................................................... 66 2.18.3. Abstract .............................................................................................................................................. 66 2.18.4. Key words ........................................................................................................................................... 66 2.18.5. Conclusion .......................................................................................................................................... 66 2.18.6. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 66 2.19. CUSTOMER-FOCUSED BRAND POSITIONING (A BREAKTHROUGH METHODOLOGY) .............................................. 68 2.19.1. Customer Manufacturing Group. (2006, July). Customer-Focused Brand Positioning A Breakthrough Methodology. ........................................................................................................................... 68 2.19.2. Introduction ....................................................................................................................................... 68 2.19.3. Abstract .............................................................................................................................................. 68 2.19.4. Conceptual framework .................................................................................................................... 68 2.19.5. Tests .................................................................................................................................................... 69 2.19.6. Conclusion .......................................................................................................................................... 69 2.19.7. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 69 2.20. BRAND PERSONIFICATION OF MOBILINK, U-PHONE, TELENOR, AND WARID TARIQ JALEES, COLLEGE OF MANAGEMENT SCIENCES PAF-KARACHI INSTITUTE OF ECONOMICS & TECHNOLOGY (MARKET FORCES JULY 2006) ....... 71 2.20.1. Jalees, T. (2006). Brand Personification of Mobilink, U-Phone, Telenor, and Warid. Market Forces, PAF Karachi Institute of Economics and Technology , II (2). ...................................................... 71 2.20.2. Introduction ....................................................................................................................................... 71 2.20.3. Abstract .............................................................................................................................................. 71 2.20.4. Conceptual Framework .................................................................................................................... 72 2.20.5. Hypothesis .......................................................................................................................................... 72 2.20.6. Previous Studies On Brand Personality ......................................................................................... 72E:\Zeeshan-Gra\Thesis\Final\Literature Review finalization.doc



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2.20.7. Conclusion .......................................................................................................................................... 73 2.20.8. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 73 2.21. THE SIGNIFICANCE OF REPUTATION AND BRAND FOR CREATING TRUST IN THE DIFFERENT STAGES OF A RELATIONSHIP BETWEEN AN ONLINE VENDOR AND ITS CUSTOMERS......................................................................................................... 75 2.21.1. Einwiller, S. (2001). The Significance of Reputation and Brand for Creating Trust in the Different Stages of a Relationship between an Online Vendor and its Customer. Eighth Research Symposium on Emerging Electronic Markets, Institute for Media and Communications Management, University of St. Gallen, Switzerland . ........................................................................................................ 75 2.21.2. Introduction ....................................................................................................................................... 75 2.21.3. Abstract .............................................................................................................................................. 75 2.21.4. Concept: ............................................................................................................................................. 75 2.21.5. Methodology ...................................................................................................................................... 75 2.21.6. Conclusion:......................................................................................................................................... 78 2.21.7. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 78 2.22. THE IMPACT OF TV CHANNEL DESIGN ON EMOTION AND BRAND PERSONALITY, INNOVATIVE MARKETING, VOLUME 4, ISSUE 4, 2008008 INNOVATIVE MARKETING, NABIL MZOUGHI (TUNISIA), HLA AYED (TUNISIA), .................................... 80 2.22.1. Mzoughi, N., & Ayed, H. (2008). The Impact of TV Channel Design on Emotion and Brand Personality. Innovative Marketing , IV (4). .................................................................................................. 80 2.22.2. Abstract .............................................................................................................................................. 80 2.22.3. Introduction and Theories ............................................................................................................... 80 2.22.4. Keywords ............................................................................................................................................ 80 2.22.5. Conceptual Framework: Animation. ............................................................................................. 80 2.22.6. Research Design ................................................................................................................................ 81 2.22.7. Hypothesis .......................................................................................................................................... 81 2.22.8. Conclusion .......................................................................................................................................... 82 2.22.9. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 82 2.23. SWP 22/88 WHAT DO WE UNDERSTAND BY BRANDS? DR LESLIE DE CHERNATONY LECTURER IN MARKETING ......... 84 2.23.1. Chernatory, D. L., & Mc William, G. (1988). SWP 22/88 What do we understand by Brands? 84 2.23.2. Theories .............................................................................................................................................. 84 2.23.3. Abstract .............................................................................................................................................. 84 2.23.4. Arguments .......................................................................................................................................... 84 2.23.5. Conclusion .......................................................................................................................................... 84 2.23.6. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 85 2.24. SEPARATING BRAND FROM CATEGORY PERSONALITY BY RAJEEV BATRA PETER LENK ,MICHEL WEDEL ................ 86 2.24.1. Batra, R., Lenk, P., & Wedel, M. (n.d.). Separating Brand from Category Personality. .... 86 2.24.2. Introduction and Theory .................................................................................................................. 86 2.24.3. Abstract .............................................................................................................................................. 86 2.24.4. Methodology Approach .................................................................................................................... 86 2.24.5. Test ..................................................................................................................................................... 86 2.24.6. Model Developed............................................................................................................................... 87 2.24.7. Conclusion .......................................................................................................................................... 87 2.24.8. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 87 2.25. THE VARYING NATURE OF BRANDS AS ASSETS: THEORY AND PRACTICE COMPARED DR LESLIE DE CHERNATONY LECTURER IN MARKETING CRANFIELD SCHOOL OF MANAGEMENT CRANFIELD INSTITUTE OF TECHNOLOGY CRANFIELD ........ 89 2.25.1. Chernatory, D. L., & McWilliam, G. (1989). The Varying Nature of Brands as Assets: Theory and Practice Compared. International Journal of Advertising . ................................................ 89 2.25.2. Introduction ....................................................................................................................................... 89 2.25.3. Abstract .............................................................................................................................................. 89 2.25.4. Conclusion .......................................................................................................................................... 89 2.25.5. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 90 2.26. DISCOVERING BRAND MAGIC: THE HARDNESS OF THE SOFTER SIDE OF BRANDING BY ALEXANDER L. BIEL .......... 91 2.26.1. Biel, A. L. (1997). Discovering Brand Magic: The Hardness of the Softer Side of Branding. International Journal of Advertising , XVI................................................................................................... 91 2.26.2. Abstract .............................................................................................................................................. 91 2.26.3. Theories .............................................................................................................................................. 91 2.26.4. Conceptual Model ............................................................................................................................. 91 2.26.5. Conclusion .......................................................................................................................................... 92 2.26.6. Replication of Data Collection Methods and Methodological Approach In Pakistan ............ 93E:\Zeeshan-Gra\Thesis\Final\Literature Review finalization.doc



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2.27. DEVELOPMENT OF BRAND PERSONALITY SCALE AND APPLICATION TO TWO SUPERMARKET BRANDS .................... 94 2.27.1. Ambroise, L., Ferrandi, J. M., Merunka, D., & Florence, P. V. (2005). Development of a Brand Personality Scale and application to two Supermarket Brands. Universite De Droit D' Economie ET Des Sciences D' Aix Marseille University Paul Cezanne , W.P.n 703................................ 94 2.27.2. Introduction ....................................................................................................................................... 94 2.27.3. Abstract .............................................................................................................................................. 95 2.27.4. Keywords ............................................................................................................................................ 95 2.27.5. Approach and Methodology ............................................................................................................. 95 2.27.6. Scale Development and Testing ..................................................................................................... 96 2.27.7. Generation of Items ......................................................................................................................... 96 2.27.8. Items purification ............................................................................................................................. 96 2.27.9. Scale Testing and Purification ........................................................................................................ 96 2.27.10. Validity Test .................................................................................................................................. 97 2.27.11. Conclusion ...................................................................................................................................... 97 2.27.12. Replication of Data Collection Methods and Methodological Approach In Pakistan ........ 97 2.28. BRANDS AS COMPLEX SOCIAL PHENOMENA HANS MHLBACHER, ANDREA HEMETSBERGER, EVA THELEN*, CHRISTINE VALLASTER, RUDOLF MASSIMO, JOHANN FLLER, CLEMENS PIRKER, ROBERT SCHORN, CHRISTINE KITTINGER UNIVERSITY OF INNSBRUCK, DEPARTMENT OF VALUE-PROCESS MANAGEMENT, MARKETING GROUP ..................................... 99 2.28.1. Muhlbacher, H., Hemetsberger, A., Thelen, E., Vallaster, C., Massimo, R., Fuller, J., et al. (n.d.). Brands as Complex Social Phenomena. University of Innsbruck, Department of ValueProcess Management, Marketing Group . ..................................................................................................... 99 2.28.2. Introduction ....................................................................................................................................... 99 2.28.3. Abstract .............................................................................................................................................. 99 2.28.4. Concepts ............................................................................................................................................. 99 2.28.4.(1). Brand Interest............................................................................................................................ 99 2.28.4.(2). Brand Meaning ......................................................................................................................... 100 2.28.4.(3). Brand Manifestations ............................................................................................................. 100 2.28.5. Conceptual frame work ................................................................................................................. 100 2.28.6. Key words ......................................................................................................................................... 101 2.28.7. Conclusion ........................................................................................................................................ 101 2.28.8. Replication of Data Collection Methods and Methodological Approach In Pakistan .......... 101 2.29. PROJECTIVE TECHNIQUES IN CONSUMER RESEARCH SUN DONOGHUE............................................................. 102 2.29.1. Donoghue, S. (2000). Projective Techniques in Consumer Research. Journal of Family Econology and Consumer Services , XXVIII. ................................................................................................ 102 2.29.2. Introduction ..................................................................................................................................... 102 2.29.3. Abstract ............................................................................................................................................ 102 2.29.4. Conceptual Framework .................................................................................................................. 102 2.29.5. Methodology .................................................................................................................................... 102 2.29.6. Conclusion ........................................................................................................................................ 103 2.29.7. Replication of Data Collection Methods and Methodological Approach In Pakistan .......... 103 2.30. BRANDS, CONSUMERS AND RELATIONSHIPS: MAURICE PATTERSON & LISA OMALLEY IRISH MARKETING REVIEW VOLUME NUMBER 2006 ................................................................................................................................ 104 2.30.1. Patterson, M., & Malley, L. O. (2006). Brands, Consumers and Relationship: A Review. Irish Marketing Review , XXVIII. ................................................................................................................... 104 2.30.2. Introduction ..................................................................................................................................... 104 2.30.3. Abstract:........................................................................................................................................... 104 2.30.4. Keywords .......................................................................................................................................... 104 2.30.5. Conceptual framework .................................................................................................................. 104 2.30.6. Conclusion ........................................................................................................................................ 104 2.30.7. Replication of Data Collection Methods and Methodological Approach In Pakistan .......... 105 2.31. BRAND PERSONALITY CREATION THROUGH ADVERTISING HANS OUWERSLOOT ANAMARIA TUDORICA MAXX WORKING PAPER SERIES ..................................................................................................................................... 106 2.31.1. Ouwersloot, H., & Tudorica, A. (2001, February). Brand Personality Creation through Advertising. Maxx working Paper Series . .................................................................................................. 106 2.31.2. Introduction ..................................................................................................................................... 106 2.31.3. Abstract ............................................................................................................................................ 106 2.31.4. Conceptual Framework .................................................................................................................. 106 2.31.5. Propositions ..................................................................................................................................... 108 2.31.6. Conclusion ........................................................................................................................................ 109E:\Zeeshan-Gra\Thesis\Final\Literature Review finalization.doc



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2.31.7. Replication of Data Collection Methods and Methodological Approach In Pakistan .......... 109 2.32. ANZMAC 2009 A SHORT SCALE FOR MEASURING BRAND PERSONALITY SVEN KUENZEL, UNIVERSITY OF GREENWICH* KLAIROONG HAWA PHAIROR, UNIVERSITY OF GREENWICH........................................................................ 110 2.32.1. Kuenzel, S. (2009). A Short Scale for Measuring Brand Personality. University of Greenwich, Klairoong Hawa Phairor .......................................................................................................... 110 2.32.2. Introduction ..................................................................................................................................... 110 2.32.3. Abstract:........................................................................................................................................... 110 2.32.4. Conceptual frame work ................................................................................................................. 110 2.32.5. Research Design .............................................................................................................................. 110 2.32.6. Methodology .................................................................................................................................... 111 2.32.7. Tests: ................................................................................................................................................ 111 2.32.8. Conclusion ........................................................................................................................................ 111 2.32.9. Replication of Data Collection Methods and Methodological Approach In Pakistan .......... 111 2.33. AN EXPLORATORY STUDY INTO THE IMPACT OF COLOUR AND PACKAGING AS STIMULI IN THE DECISION MAKING PROCESS FOR A LOW INVOLVEMENT NON-DURABLE PRODUCT JUDY REX, STUART WAI AND ANTONIO LOBO FACULTY OF BUSINESS AND ENTERPRISE, SWINBURNE UNIVERSITY OF TECHNOLOGY.......................................................................... 112 2.33.1. Rex, J., Wai, S., & Lobo, A. (n.d.). An Exploratory Study into the Impact of Colour and Packaging as Stimuli in the Decision Making Process for a Low Involvement Non-Durable Product. Faculty of Business and Enterprise, Swinburne University of Technology. ......................................... 112 2.33.2. Introduction ..................................................................................................................................... 112 2.33.3. Abstract ............................................................................................................................................ 112 2.33.4. Keywords .......................................................................................................................................... 113 2.33.5. Conceptual Framework .................................................................................................................. 113 2.33.6. Conclusion ........................................................................................................................................ 113 2.33.7. Replication of Data Collection Methods and Methodological Approach In Pakistan .......... 113 2.34. THE IMPACT OF BRAND PERSONALITY ON BRAND-AROUSED FEELINGS DR KAREN MILLER SCHOOL OF MANAGEMENT AND MARKETING, UNIVERSITY OF SOUTHERN QUEENSLAND, TOOWOOMBA, QLD ........................................................... 115 2.34.1. Miller, D. K. (n.d.). The Impact of Brand Personality on Brand-Aroused Feelings. School of Management and Marketing University of Southern Queensland, Toowoomba, QLD . ...................... 115 2.34.2. Introduction ..................................................................................................................................... 115 2.34.3. Abstract ............................................................................................................................................ 115 2.34.4. Keywords .......................................................................................................................................... 116 2.34.5. Conceptual Framework .................................................................................................................. 116 2.34.6. Hypothesis ........................................................................................................................................ 116 2.34.7. Research Design .............................................................................................................................. 116 2.34.8. Conclusion ........................................................................................................................................ 117 2.34.9. Replication of Data Collection Methods and Methodological Approach In Pakistan .......... 117 2.35. A CONCEPTUAL MODEL OF THE INFLUENCE OF BRAND TRUST ON THE RELATIONSHIP BETWEEN CONSUMER & COMPANY IMAGE SUBMITTED TO THE ACADEMY OFF MARKETING CONFERENCE ((AM2005)) SCHOOL OFF MARKETING,, DUBLIN INSTITUTE OF TECHNOLOGY, DUBLIN,, IRELAND JULY 5TTH 8TTH 2005 ................................... 118 2.35.1. Power, J., & Whelan, S. (2005, July). A Conceptual Model of the Influence of Brand Trust on the Relationship between Consumer and Company Image. Academy of Marketing Conference (AM 2005) . ...................................................................................................................................................... 118 2.35.2. Introduction ..................................................................................................................................... 118 2.35.3. Abstract ............................................................................................................................................ 118 2.35.4. Conceptual frame work ................................................................................................................. 119 2.35.5. Hypothesis ........................................................................................................................................ 119 2.35.6. Conclusion ........................................................................................................................................ 120 2.35.7. Replication of Data Collection Methods and Methodological Approach In Pakistan .......... 120 2.36. STRATEGIES FOR MANAGING BRANDS OVER TIME BY MEENAKSHI GAUTAM PROFESSIONAL REPORT SUBMITTED FOR COMPLETION OF MASTERS IN ADVERTISING UNIVERSITY OF TEXAS AT AUSTIN ................................................................. 121 2.36.1. Gautam, M. (n.d.). Strategies for Managing Brands over Time. Professional Report submitted for completion of Masters in Advertising . ............................................................................ 121 2.36.2. Introduction ..................................................................................................................................... 121 2.36.3. Abstract ............................................................................................................................................ 121 2.36.4. Conclusion ........................................................................................................................................ 122 2.36.5. Replication of Data Collection Methods and Methodological Approach In Pakistan .......... 122 2.37. THE TRANSFER OF A REDUCED HUMAN PERSONALITY SCALE TO BRANDS: AN INITIAL CROSS-CULTURAL TEST JEAN-MARC FERRANDI CERMAB, UNIVERSITY OF DIJON(1994) ............................................................................... 123E:\Zeeshan-Gra\Thesis\Final\Literature Review finalization.doc



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2.37.1. Ferrandi, J. M., Merunka, D., Florence, P. V., & Barnier, V. D. (1994). The Transfer of a Reduced Human Personality Scale to Brands: An Initial Cross-Cultural Test. .................................... 123 2.37.2. Introduction ..................................................................................................................................... 123 2.37.3. Abstract ............................................................................................................................................ 123 2.37.4. Conceptual Framework .................................................................................................................. 123 2.37.5. Research Design .............................................................................................................................. 124 2.37.6. Methodology .................................................................................................................................... 124 2.37.7. Tests .................................................................................................................................................. 124 2.37.8. Conclusion ........................................................................................................................................ 124 2.37.9. Replication of Data Collection Methods and Methodological Approach In Pakistan .......... 125 2.38. LUND UNIVERSITY SCHOOL OF ECONOMICS AND MANAGEMENT DEPARTMENT OF BUSINESS ADMINISTRATION MASTER THESIS IN INTERNATIONAL MARKETING AND BRAND MANAGEMENT BRAND PERSONALITY AND GENDER HOW THERE IS A WOMAN INSIDE EVIAN AND A MAN INSIDE NIKE ......................................................................................................... 126 2.38.1. Azusienyte, M., Gutheim, V., & Kervinen, M. (2008, May). Brand Personality and Gender How there is a woman inside Evian and a man inside Nike. Master Thesis in International Marketing and Brand Management . .............................................................................................................................. 126 2.38.2. Introduction ..................................................................................................................................... 126 2.38.3. Abstract ............................................................................................................................................ 126 2.38.4. Conceptual Framework .................................................................................................................. 127 2.38.5. Test Performed ............................................................................................................................... 127 2.38.6. Conclusion ........................................................................................................................................ 127 2.38.7. Replication of Data Collection Methods and Methodological Approach In Pakistan .......... 127 2.39. BRAND EQUITY: CAPITALIZING ON INTELLECTUAL CAPITAL B Y C H I R A N J E E V K O H L I A N D L A N C E L E U T H E S S E R ................................................................................................................................................ 128 2.39.1. Kohli, C., & Leuthesser, L. (2001, March / April). Brand Equity: Capitalizing on Intellectual Capital. Ivey Business Jounal . ............................................................................................... 128 2.39.2. Introduction ..................................................................................................................................... 128 2.39.3. Abstract ............................................................................................................................................ 128 2.39.4. Keywords .......................................................................................................................................... 128 2.39.5. Conceptual Framework .................................................................................................................. 128 2.39.6. Conclusion ........................................................................................................................................ 129 2.39.7. Replication of Data Collection Methods and Methodological Approach In Pakistan .......... 129 2.40. THE PERCEIVED BRAND AGE DENIS DARPY PROFESSEUR DES UNIVERSITS UNIVERSIT PIERRE ET MARIE CURIE (PARIS 6) CENTRE DE RECHERCHE DMSP DRM (UMR CNRS 7088 UNIVERSIT DE PARIS DAUPHINE) ........................ 130 2.40.1. Darpy, D. (n.d.). The Perceived Brand Age. Adrien Levesque, Chef de produit - NISSAN Europe . 130 2.40.2. Introduction ..................................................................................................................................... 130 2.40.3. Abstract ............................................................................................................................................ 130 2.40.4. Conceptual Framework .................................................................................................................. 131 2.40.5. Keywords .......................................................................................................................................... 131 2.40.6. Conclusion ........................................................................................................................................ 131 2.40.7. Replication of Data Collection Methods and Methodological Approach In Pakistan .......... 132 2.41. A NEW MEASURE OF BRAND PERSONALITY MAGGIE GEUENS1 BERT WEIJTERS2 KRISTOF DE WULF3 DECEMBER 2008 133 2.41.1. Geuens, M., Weijters, B., & Wulf, K. D. (2008, December ). A New Measure of Brand Personality: working Paper. ......................................................................................................................... 133 2.41.2. Introduction ..................................................................................................................................... 133 2.41.3. Abstract ............................................................................................................................................ 133 2.41.4. Keywords: ......................................................................................................................................... 133 2.41.5. Criticisms on Aaker Scale .............................................................................................................. 133 2.41.6. Objectives of the Study ................................................................................................................. 134 2.41.7. Conceptual framework .................................................................................................................. 134 2.41.8. Research Design .............................................................................................................................. 134 2.41.9. Methodology .................................................................................................................................... 134 2.41.10. Tests: ............................................................................................................................................ 134 2.41.11. Conclusion .................................................................................................................................... 134 2.41.12. Replication of Data Collection Methods and Methodological Approach In Pakistan ...... 135 REFERENCES ............................................................................................................................................................. 136E:\Zeeshan-Gra\Thesis\Final\Literature Review finalization.doc



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LIST OF FIGURES Figure 2.1.4-1 Aaker Scale (Brand Personality Framework) ..................................................... 13 Figure 2.1.5-1 Sample Allocation .................................................................................... 14 Figure 2.2.4-1 Model presents the process leading to the purchase intention after receiving an SMS ad .............................................................................................................................. 18 Figure 2.2.5-1 Conceptual Framework .............................................................................. 21 Figure 2.3.6.(3-1 Aakers Brand Personality Scale and the Psychological five factors Model ............ 27 Figure 2.3.7.1.2.4-1 Brand Identity Prism by J-N. Kapferer .................................................... 30 Figure 2.4.6-1 Model developed to test the list Hypothesis generated as a result of Literature review .............................................................................................................................. 33 Figure 2.7.5-1 Measurement Model for German Brand Personality attribution derived from Study 1. + denotes positive relationship, - negative relationship and ? indicates that no specific direction of influence is assumed.................................................................................................... 37 Figure 2.7.5-2 Standardized coefficients for the measurement model tested. Latent constructs are shown in ellipses and observed variables in rectangles. All coefficients are significant at alpha= .05, except the intercorrelation of Superficiality and Drive, displayed in brackets. Measurement error terms are not shown. ................................................................................................... 37 Figure 2.11.5-2 Consumer Brand Attribute Categories and Corporate Brand Attribute Categories ..... 46 Figure 2.12.9-1 Brand DNA to Fuel Redesign ............................................................... 50 Figure 2.14.8-1 Plot of Brands using Aakers (1997) five dimensions ......................................... 56 Figure 2.14.8-2 Plot of Brands using Wiggings (1979) 26 IPC attributes ...................................... 56 Figure 2.16.3-1 Double Arrow on the right represents the focus of the reported Study .................. 61 Figure 2.16.7-1 Four biplots of the PCA results for the four product categories. The numbers 1 thru 13 refer to the logos, the association items are lis ted (cheerful, imaginative, reliable, charming, outdoorsy, well known, interesting, surprising, business like). ................................................. 62 Figure 2.19.4-1 Brand Positioning Model in the Mind of Consumers........................................... 68 Figure 2.19.7-1 Brand Personality Map.............................................................................. 70 Figure 2.22.5-1 Conceptual Framework ............................................................................. 81 Figure 2.24.6-1 Conceptual Representation of Brand Personality Construct ................................ 87 Figure 2.26.3-1 Conceptual view of Brand Magic ................................................................. 91 Figure 2.26.3-2 Promising New approach .................................................................... 92 Figure 2.26.3-1 Characteristics of Strongest Brands ..................................................... 92 Figure 2.28.4-1 Brand as a Social complex Phenomenon....................................................... 100 Figure 2.31.4-1 Customer based and Financial Brand Equity ................................................. 106 Figure 2.31.4-1 Customer based Equity and the Consumer Buying Behaviour Model..................... 107 Figure 2.31.4-1 The Brand Image ................................................................................... 107 Figure 2.31.4-1 The Brand personality creation and transfer (adapted from Dingena, 1994) .......... 107 Figure 2.31.4-1 Model of How Advertising works including the brand personality creation and transfer ............................................................................................................................ 108 Figure 2.35.4-1 Conceptual Model ................................................................................. 119 Figure 2.39.5-1 Managing Brand Equity ........................................................................... 128

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CHAPTER - 1.

INTRODUCTION

Literature Review will provide insight of Brand Personification. Personification is an ontological metaphor in which a thing or abstraction is represented as a person. The term "personification" may apply to: A description of an object as being a living person or animal as in: "The sun shone brightly down on me as if she were shining for me alone". In this example the sun is depicted as if capable of intent, and is referenced with the pronoun "she" rather than "it". Literature review focus on the literature related to the Brand Personification with reference to the following: Theories Concepts Ideas Issues Arguments Findings Methodological Approaches Replication of Data Collection and Methodological Approaches in Pakistan This literature review will provide direction flags regarding the formulation of the research question to be examined. It will provide the independent and dependent variables that have been examined by the previous researchers. By examining and analyzing the methodological approaches used in the research works of other researchers in the topic area, the review of literature provides the direction flag with regard to the appropriate methodological approach to be adopted for the research. It will provide the clues regarding the questions that need to be asked from the respondents. It will also provide the direction flag with regards to the appropriate statistical tools necessary for testing the validity of the results of the research.




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CHAPTER - 2. 2. 1.

LITERATURE REVIEW

RELATIONSHIP BETWEEN BRAND PERSONIFICATION OF PARENT BRAND AND BRAND EXTENSION

2.1.1. JALEES, T. (2009, JANUARY). RELATIONSHIP BETWEEN BRAND PERSONIFICATION OF PARENT BRAND AND BRAND EXTENSION. MARKET FORCES, PAF-KARACHI INSTITUTE OF ECONOMICS AND TECHNOLOGY, PAKISTAN , 13. 2.1.2. INTRODUCTION The last 30 years have seen the publication of numerous research papers on topics such as brand Image, Brand equity, and Brand Personification. There has however been limited research examining the relationship between the Brand personification of the parent brand and the extended brand. To the best of the authors knowledge, only one comprehensive study on this issue has been carried out by Jarlhem & Mihailescue(2003) in which the authors have selected ethnic food industry as the stimulus, and their analysis is qualitative in nature. This study differs significantly from that of Jarlehem and Mihailescue (2003) on two counts. (1) The stimulus used in this study consists of sets of three fast moving consumer goods (FMCG), each representing varied degree of synergy. (2) This study is quantitative in nature. It involves an attempt to derive and empirically test six different hypotheses for addressing the following question (a) Is there any relationship between the companys perceptions and consumers perceptions about parent brand personification? (b) Is there any relationship between the consumer perception of the brand personification of the parents brand and the extended brand? 2.1.3. THEORIES Brand Extension is using an established name of one product class for entering another product class (Aaker1991). A strategy commonly used by firms for using established and successful brand name for launching a new or modified product (Kotler & Armstrong 1990). Brand Extension is using an established brand name for launching a new product into a product category which is new to the company is known as franchise strategy (Harman, Price & Duncan, 1990). Brand Extension could be further classified into three categories that are: i) Horizontal Extension ii) Distance Extension iii) Vertical Extension (Kamal, 2003). In Horizontal extension the existing product name is used for extending a new product to the company (Kamal, 2003).




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Close extension are those where the distance between the core product and extended product is nominal. Whereas Distance extensions involves the extension into an unrelated product category. In the latter case, overall quality association of core brand is necessary for success (Pita & Katsanism 1995). Distancing is a deliberate effort to increase the perception distance of the core brand and the extension product (Raj, 2003). Umbrella branding involves the use of the same brand name for several products. Firm following this strategy must ensure that the quality perception of the core product gets transferred to all the extensions (Erdem, 1998). Vertical extension involves launch related brand in the same product category but with a different price and quality level. Vertical extension could have two possible directions. If the new product is of higher quality level and higher pricing it will called up-scaling. On the other hand, if the extended brand quality is low and also has a lower price it will be known as down-scaling (Kamal, 2003). Vertical strategy is generally considered less risky, therefore is acceptable strategy by the management. The strategy may however not necessarily be successful for all functional products. Upscale extensions are more acceptable for prestige products where the requirement is to sell small quantities of the product at high price (Kamal, 2003). The downscale strategy is found to be more effective in functional products such as stripped down version of computer software at low price. The concept of Brand Personality is relatively a recent phenomenon for the marketers and educationists, but not for the advertisers who have been using the concept for quite long time. The evolution of the concept could be traced back to the early fifties when celebrities started to endorse brands. The use of famous people and their personalities not only helps marketers to position their brands; it also seduces the consumers to purchase the products who identify themselves in stars. In other words, consumer could perceive congruence between their (ideal or actual) perceived selves and that of the star, and hence form an attraction to the brand. Otherwise more simply, this personality endowment may merely give the brand a meaning in the consumers eyes (Plummer, 1984-85). Recent research has shown that Medical Doctors (generally practitioners, as well as specialists) had no difficulty in attributing personality traits to pharmaceutical brands; furthermore, these traits were actually significantly correlated to the medical prescription itself. (Kapferer, 1998). In real life the relationship between two persons not only depends on what the other person is, but also on what that person thinks of the other person. Similarly, a brand-Customer relationship will have an active partner at each end, the brand as well as the customer (Aaker, 1997). If the firm is able to create distinctive personality for its brand, It will come alive for the customer and endear itself to him. It will help your customers in identifying with your Brands Personality Traits. (Kapoor, 2005).




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There are different ways and tools for creating brand personality including active communication. The Personality has to be disseminated to come alive. Advertising is heavily used in this process of personality creation. This follows logically from the fact that personalities are particularly useful for the creation of brand association. Brand associations influence the evaluation of alternatives stage in basic consumer buying behavior models. In this stage, and for these goals, advertising is considered to be the most effective communication tool. (Brassington and Pettit 2000). The most visible and commonly used method of personality creation is by means of celebrity endorsements. Public heroes, sports personalities, pop stars, and movie stars are commonly used to lend their personality to a brand. These celebratory endorsement techniques may sound ancient; nevertheless, it is still considered an effective advertisement technique. (Ergogan and Baker (2000). There are two approaches towards brand personification. One, the creation of an intrinsic personality of the brand itself, the other approach involves the associating of several personalities or celebrities with the product branded, the rationale being: Celebrities or personalities who now move into another era of being branded and therefore, have consumers going after them and following their ways and their styles to enhance their own standard of living (Kapoor, 2001). Prior to 1997, Brand Personality scales were drawn arbitrarily. Aaker in 1997 carried out a research Brand Personality Dimensions wherein the brand personality dimensions were identified non-arbitrarily in research, is therefore considered as the pioneering research on brand personification. 2.1.4. CONCEPTUAL FRAMEWORK: Aakers scale is now widely used in brand personality research. Initially, various replication studies were carried out in the United States, Subsequently, different researchers in other countries also used the brand scale dimension developed by Aaker:

Figure 2.1.4-1 Aaker Scale (Brand Personality Framework)




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2.1.5. METHODOLOGICAL APPROACH Based on literature survey, three sets of questionnaire covering the brand of three companies were developed: each containing 45 brands personality traits. The total sample size for the study was 210. One set of the questionnaire was administered to the representative of the three companies whose brands were being studied. Of the other two sets, one was administered to the respondents of parent brand, and the other was administered to the respondents of parent brands and other was administered to the respondents of brand extension. The Summary of sample allocation is presented below:

Figure 2.1.5-1 Sample Allocation The respondents were asked to rate all the 45 selected traits on the scale of 1 to 5, rating five representing close association with the brand, and one representing no association at all. For the purpose of analysis, rank correlation was carried out for the traits that were ranked top by the respondents. The Stimulus was selected through informal focus group discussions. While selecting the stimulus, the emphasis was on the different level of synergy between the brands and their extensions. For example, Lifebuoy and Lifebuoy Shampoo have very close synergy, Pakola Drink and Pakola Milk have close synergy and Woodwards Gripe water and Woodwards Toothpaste have the least synergy. 2.1.6. HYPOTHESIS: All the hypothesis were tested through Rank Correlation. H1. Hypothesis one postulates that there is no relationship between the company and consumer perception with regard to the brand personification of Lifebuoy Soap (Parent Brand). Hypothesis two postulates that there is no relationship between the consumer perception of the brand personification of Lifebuoy brand (Parent Brand) and Lifebuoy Shampoo. Hypothesis three postulates that there is no relationship between the companys and consumers perception on the brand personification of Pakola. Hypothesis four postulates that there is no relationship between the consumer perception of Pakola Drink (Parent Brand) and Pakola Milk (extended Brand). Hypothesis five postulates that there is no relationship between the company and consumer perception regarding the brand personification of Woodwards Gripe Water.

H2.

H3.

H4.

H5.




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H6.

Hypothesis six postulates that there is no relationship between the consumer perception regarding the brand personification of Woodward Gripe Water (Parent Brand) and Woodward Toothpaste (Extended Brand).

2.1.7. CONCLUSION: The objective of the study was to examine the relationships (1) between the consumer and company perception on the brand personification (2) relationship between the brand personification of parent brand and extended brand. A sample size of 245 was selected that was administered to the company and consumers of parent brand and extended brand. The questionnaire contained 45 brand personality traits. The respondents were asked to rate how close each of them were in reference to the brand. Six different hypotheses were derived that were tested through rank correlation. The summarized results are presented below: 1) A strong relationship was found between company and consumer perception of the brand personification of the lifebuoy. The reason for such a strong relationship could be attributed to the fact the Lifebuoy Soap is one of the largest selling toiletries of the company. It is targeted to rural areas and lower income group, and the other soaps of the company have different positioning and perception. However, there appears to be significant gap on how company and consumers perceive the brand personality on the same traits were similar. The company thus needs to examine whether they really want to portray the brand personification of Lifebuoy as perceived by their employees, or want to realign their strategies in order to fit consumer perceptions. The hypothesis relating to no relationship on the consumer perception of the brand personification of Lifebuoy Brand (parent brand) and Lifebuoy Shampoo) was substantiated. There appears to be a strong be a strong negative relationship between the brand personification of Lifebuoy (Parent Brand) and Lifebuoy Shampoo (Brand Extension) with R2 being -0.65. The reason for inverse relationship is that Lifebuoy is generally targeted at rural areas and low income group. These two segments, generally, in developing countries could not afford shampoo, or even if they could they do not use shampoo. Companies thus need to deliberate whether they want to maintain the strong inverse relationship in the brand personification of the period of time want to change the image of both the parent brand and extended brand so that there is more synergy in the brand personification of soap and shampoo. A weak negative relationship was found between the brand personification of Pakola Drink and Pakola Milk. The reason for such a weak relationship could be that consumers in urban areas generally do not find any synergy in milk and beverages. Pakola was the first company that launched flavored milk in Pakistan. After the launching of Pakola flavored Milk, the trend has changed, and now other companies also have launched flavored milk. Now consumers have not only started drinking Pakola flavored milk, but in this case the extended brand was found to be more successful than the Pakola drink (parent brand). In this case, we could infer that the brand personification strategy being followed for the extended brand appears to be

2)

3)




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appropriate. However, the company could re-align their brand personification strategy of Pakola drink. 4) A very strong relationship was found between company and consumers perception on brand personification of Woodward Gripe water with R2 being 0.78. The result is not surprising as Woodward Gripe water is a leading brand and has not been used by parents for their infant from generation to generation. A very strong and positive relationship was found between the brand personification of Woodward Gripe Water and its extension toothpaste with R2 being 0.63. The reason for such a strong relationship was surprising because there is no synergy between the parent brand and extended brand. Moreover the brand image of the Woodwork was so strong that it was presumed that it would not have any correlation with extended brand that is toothpaste.

5)

2.1.8. REPLICATION OF DATA COLLECTION METHODS AND METHODOLOGICAL APPROACH IN PAKISTAN Since this research was conducted in Pakistan, replication of the data collection and Methodological approach is quite easy and effective. 2.1.8.(1). REPLICATION VIZ A VIZ DATA COLLECTION

Data were collected through three sets of Questionnaire covering the brand of three companies, each containing 45 brands personality traits. The total sample size for the study was 210. One set of the questionnaire was administered to the representative of the three companies whose brands were being studied. Of the other two sets, one was administered to the respondents of parent brand, and the other was administered to the respondents of parent brands and other was administered to the respondents of brand extension. 2.1.8.(2). REPLICATION VIZ A VIZ METHODOLOGICAL APPROACH

The respondents were asked to rate all the 45 selected traits on the scale of 1 to 5, rating five representing close association with the brand, and one representing no association at all. For the purpose of analysis, rank correlation was carried out for the traits that were ranked top by the respondents. The Stimulus was selected through informal focus group discussions. While selecting the stimulus, the emphasis was on the different level of synergy between the brands and their extensions.




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2. 2.

BRAND PERSONALITY AND MOBILE MARKETING AN EMPIRICAL INVESTIGATION

2.2.1. BOUHLEL, O., MZOUGHI, N., HADIJI, D., & BEN SLIMANE, I. (2009). BRAND PERSONALITY AND MOBILE MARKETING: AN EMPIRICAL INVESTIGATION. WORLD ACADEMY OF SCIENCE, ENGINEERING AND TECHNOLOGY , 53. 2.2.2. ABSTRACT This research assesses the value of the brand personality and its influence on consumers decision making, through relational variables, after receiving a text message ad. An empirical study, in which 380 participants have received an SMS ad, confirms that brand personality does actually influence the brand trust as well as the attachment and commitment. The levels of sensitivity and involvement have an impact on the brand personality and the related variables to it. 2.2.3. INTRODUCTION Branding is becoming ever more important as firms face an increasingly global and competitive marketplace. They remain a tool of differentiation according to the type of market and the brand positioning. Many useful constructs and measurements have been developed recently in the branding literature including brand personality, brand community, brand trust and brand attachment. The brand personality is an inanimate object associated with personality's lines resulting from interactions that the consumer has with it or through the marketing communication. A well established brand personality influences consumer preference and patronage and develops stronger emotional ties, trust, and attachment with the brand. Consumers' emotional attachments to a brand might predict their commitment to the brand and their willingness to make financial sacrifices in order to obtain it. In marketing, trust has been empirically tested as a key factor in the initiation and maintenance of any long-term relation. Trust leads to customer loyalty and commitment. The target should be approached in a personalized, interactive and immediate way. The mobile marketing presents powerful opportunities to reach consumers by allowing interactivity and personalization of the content and message context The purpose of this study is to define the individuals profile who, under the influence of the brand personality, are the most susceptible to maintain a strong relationship with it and to buy the product after a short message service ad. This research value the relational approach of the brand personality and the mobile marketing on the purchase intention. The managerial interest is to study the mini message, as a daily mean of communication, adapted to the management of brand equity. The mini message practice becomes a durable phenomenon, targeting different users. Some brands perceive the mobile potential, but do not know how to integrate it into their marketing campaigns. There is little research which focuses on the communication by SMS, the relationship between brand personality and mobile marketing as well as the influence of the mobile marketing on the purchase intention.



THESIS I (L

complete lit review

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