Brand Personality Research Articles

Current Issues of Assessing the Effectiveness of Formation and Use of an Entrepreneur's Personal Brand

The article discusses current issues of assessing the effectiveness of the formation and use of a personal brand, which are important for analyzing the influence of a personal brand as a factor in the development of entrepreneurship. The criteria for assessing efficiency are determined, the relationship between the components of social and economic entrepreneurial benefits and their mutual influence is revealed, the specifics of the costs associated with the provision of services for the formation and use of the entrepreneur’s personal brand are shown, and directions for their minimization are outlined. В статье рассматриваются актуальные вопросы оценки эффективности формирования и использования персонального бренда как фактора развития предпринимательства. Определены критерии оценки эффективности, выявлена взаимосвязь компонентов социальных и экономических предпринимательских выгод и их взаимное влияние, показана специфика затрат, связанных с оказанием услуг по формированию и использованию личного бренда предпринимателя, очерчены направления их минимизации.

Popularitas Sanggar Tari Svarga Art Dance sebagai Organisasi Seni Pertunjukan Tari di Kabupaten Bungo

This study aims to reveal and describe the popularity of the Svarga Art Dance Studio as a dance performance art organization in Bungo Regency. This type of research is qualitative research using a descriptive method. The instruments of this research are interviews, observations and documentation. The steps of analyzing data are data reduction, data presentation and data verification as well as conclusions. The results of the study show that the Svarga Art Dance Studio is very popular in Bungo Regency, this is evidenced by the achievements, as well as the many new dance creations that are only owned by the Svarga Art Dance Studio and become an attraction so as to increase the love of the people of Bungo Regency for dance arts. With the form of democratic management, the performance of the Svarga Art Dance Studio between branches 1 and 2 and its cooperation with UMMUBA UKM of the University of Muhammadiyah Bungo went well and was growing. This, supported by the marketing of the Svarga Art Dance dance studio which uses the Social Media Marketing system through the official Instagram and Tiktok accounts, is also supported by the personal branding owned by the owner of the studio, with this the Svarga Art Dance dance studio can achieve its popularity. The Svarga Art Dance Studio until now has many routines in its performance which are often used by agencies, governments and the general public both inside and outside Bungo Regency.

Pengaruh Penjualan Personal, Citra Merek, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk PT Kingled Indonesia Medan

PT. Kingled Indonesia is a company that holds the exclusive KINGLED brand, headquartered in Medan. It has been distributing its products throughout Indonesia since 2010. Kingled products have obtained ISO and SNI certifications. However, increasing competition has led to a decline in the company's sales, which is related to personal selling, brand image, and product quality. The population studied consists of all customers who made purchases from the company during 2022, totaling 779 stores. Because the population consists of 779 stores, the sample size was reduced using the Slovin sampling technique, with a confidence level of 90% and a margin of error of 10%, resulting in 87 samples. The research results show that personal selling has a positive and significant influence on purchasing decisions. Brand image also has a positive and significant influence on purchasing decisions. Product quality likewise has a positive and significant influence on purchasing decisions. Overall, personal selling, brand image, and product quality have a significant influence on purchasing decisions.

Pengaruh Pengalaman Pengguna Digital dan Personal Branding terhadap Minat Berwirausaha di E-Commerce pada Generasi Z

This research aims to analyze the influence of digital user experience, personal branding, and trust on Generation Z's interest in e-commerce entrepreneurship. This quantitative study distributed questionnaires to Generation Z respondents who are active in e-commerce in the metropolitan area of Solo. Multiple linear regression analysis was used with a sample size of 100 respondents. The research findings are expected to contribute theoretically and practically to understanding the factors influencing entrepreneurial interest in the digital era, especially among Generation Z. The research concludes that: (1) digital user experience has a positive influence on Generation Z's interest in e-commerce entrepreneurship; (2) personal branding has a positive influence on entrepreneurial interest in e-commerce among Generation Z; (3) digital user experience, personal branding, and trust have a simultaneous influence on entrepreneurial interest in e-commerce among Generation Z.

Logo Usage of Disc Golf Athletes on Instagram: The Prevalence of Athlete, Endorser, and Sponsor Brands

Previous research has examined how athletes present themselves on social media, and the role that athletes play in sponsorships and endorsements. The current investigation, though, evaluates how athletes present themselves, their personal brand, and the brands they work with by looking at logo usage specifically. A content analysis of 35 professional disc golf athletes’ Instagram accounts before and after the start of the 2023 season was performed. The 494 posts (n = 1,396) were categorized by the type of self-presentation, and the utilization of logos within the images. Results indicated that logo usage was largely the same between athletes in two different gender-based divisions, and that endorser, sponsor, and athlete logos were utilized more often when individuals presented themselves as an athlete. Additionally, endorser logos were most frequently utilized in athlete Instagram posts. Implications for niche sport athletes and their brands are discussed.

The Role of Social Media in Building Islamic Banking Consumer Engagement: Analysing the Impact of Brand Personality Traits and Brand Love

This study aims to shed light on the role of social media in building consumer engagement and examines the impact of Islamic brand personality traits on electronic word-of-mouth and brand trust in the context of social media engagement behaviour within Islamic online banking. To assess the proposed model a sample of 665 users was recruited. The results show that the brand personality traits of Islamic brands within the context of the Islamic banking sector have a positive impact on brand trust and electronic word of mouth when mediated by brand love. This study addresses this gap in research by examining the impact of Islamic brand personality traits and brand love on electronic word-of-mouth and brand trust in Palestine. These results underline the importance of considering the alignment of brand personality traits with Islamic principles in fostering engagement and trust towards the brand.

Comparative Analysis of the Personal Branding Process of Leading Hotel and Restaurant Businessmen in Vietnam

Vu Tuyet Hang has built her personal brand by shaping a professional and prestigious image in the field of tourism and accommodation services. Her strategy focuses on building a trusting and trustworthy relationship with customers, colleagues and the business community. Mr. Le Thanh Than has built his personal brand based on creating an image of a talented and dedicated businessman in developing the tourism and real estate industry. His strategy focuses on building strong partnerships and strategic alliances, while creating quality products and services to meet growing market demands. In summary, both of these Presidents are focused on building a trustworthy and reputable image in the tourism and hospitality industry, through creating specific brand development strategies and relationships. Relationships with customers, partners and the community. At the same time, they also pay special attention to community development and environmental protection to create an image of responsible and humane leaders.

Destination brand personality and its relationship with the choice criteria of the Lençóis Maranhenses National Park by brazilian tourists

Destination brand personality and its relationship with the choice criteria of the Lençóis Maranhenses National Park by brazilian tourists

Brand loyalty for mobile devices from the perspective of Vietnamese culture: antecedents and moderating effects of age

This study examines the correlations between brand personality, identity, perceived quality, and loyalty, as well as the moderating effect of age. The paper uses structural equation modeling and survey methodologies to present the findings. The data were collected from 228 Vietnamese respondents for the primary analysis. The research results show that brand personality, identification, and perceived quality positively affect brand loyalty. Age also negatively moderates the relationship between brand personality and brand loyalty, and positively moderates the relationship between perceived quality and brand loyalty; however, it does not moderate brand identification-loyalty connections. Additionally, brand loyalty is influenced by brand personality, identification, and perceived quality. Age moderates these relationships. The findings on the moderating effects of age are pioneering academically, especially in Vietnam. This study offers practical recommendations to address branding and marketing issues in business management. Based on moderating effects, managers and businesspeople can create marketing and branding campaigns that target the right age groups for each antecedent.

The Dark Triad of brand personality: Scale development and validation

AbstractDespite the considerable magnitude of negative brand personalities in the marketplace, prior research has disproportionately focused on positive personality traits. To address this research gap, the authors present a conceptual and empirical approach that draws from the Dark Triad of psychology and applies it to the branding domain. They conceptualize and validate the Dark Triad of brand personality which comprises brand narcissism, Machiavellianism, and psychopathy dimensions. Through a multiphase scale development process, a reliable and valid 12‐item brief version of the Dark Triad of brand personality is created, enabling its assessment in both research and management contexts. Examining the Dark Triad in branding is crucial as it provides a unique lens to understand the rise of negative, dark brand personalities. It accounts for brand personality aspects not yet captured by existing scales, including manipulation, exploitation, grandiosity, and lack of empathy. This introduction of the Dark Triad brand personality opens new avenues for research into brand transgressions and ethics in brand management. In terms of managerial implications, insights from this research can inform strategic brand management, enabling companies to better manage their brand's image.

PENGARUH BRAND PERSONALITY, BRAND AWARENESS DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BUKU DI GRAMEDIA BENGKULU

The title of this research is The Influence of Brand Personality, Brand Awareness and Product Quality on Book Purchasing Decisions at Gramedia Bengkulu. This research is based on the importance of the right system and strategy in conveying messages to consumers through marketing media which usually uses one or a combination of marketing variables. Many factors can influence purchasing decisions, including brand personality, brand awareness and product quality. This research aims to determine the influence of Brand Personality, Brand Awareness, product quality on product purchasing decisions at the Gramedia Store, Bengkulu City. This type of research is a quantitative approach. The method used in this research is descriptive method. The population in this study were all consumers of the Gramedia Store, Bengkulu City, Bengkulu. This research used an incidental sampling technique with a sample of 150 respondents. The data collection techniques include interviews, observation, literature study, and questionnaires. Based on the results of research using multiple regression data analysis techniques, it was found that brand personality, brand awareness and product quality together show an influence on consumer purchasing decisions at Gramedia Bengkulu Keywords: Brand Personality, Brand Awareness, Product Quality, Purchase Decision

Traditional vs. AI-generated brand personalities: Impact on brand preference and purchase intention

This study evaluates how generative AI images align with consumer perceptions and impact consumer-brand relationships and purchase behavior. Using generative AI (ChatGPT 4 and DALL-E 3), images of luxury fashion brands were generated and assessed against established brand personalities. Findings show that AI-generated images effectively reflect brand personalities, significantly influencing consumer preferences and purchase intentions through self-brand connections. While traditional models have higher explanatory power, this research highlights the vital role of generative AI in marketing. The insights underscore AI's potential to shape consumer-brand dynamics, particularly among younger generations in the luxury market.

Examining process mechanism of celebrity attributes on brand advocacy

PurposeThe study uses the meaning transfer model to integrate celebrity advertising and branding under the broad paradigm of celebrity–brand communication. Specifically, the paper aims to examine the influence of celebrity attributes (authenticity and identification) on brand advocacy and purchase intention through brand personality appeal and brand identification.Design/methodology/approachThe study adopts two scenario-based research designs (involving nonfictitious and fictitious celebrities) for a cross-sectional structural path analysis.FindingsCelebrity authenticity, celebrity identification and celebrity–brand congruency significantly influence brand advocacy and purchase intention, with brand personality appeal and brand identification emerging as effective mediators.Originality/valueThe study highlights how vital brand personality appeal and brand identification are in transferring positive perceptions about a celebrity endorser into brand advocacy and purchase intention. These results will allow marketers to realize the relative influence of celebrity attributes on the partnered brand.

Factors Affecting Purchasing Behavior in Buying of Passenger Cars

This study is about the consumer behavior in buying of passenger cars in Nepal. It aimed to identify the factors affecting the consumer behavior in car purchase. It used primary data, which came from a structured questionnaire on the six-point Likert scale that was sent to Nepalese car owners. Kathmandu was chosen as the sample site for our convenience to reach. Primary data was collected through the structured questionnaire. 411 car users were the sample size. SPSS software was used to prepare and look at the data. Through the path analysis, the effect of attributes, price, appearance, self-congruity, and brand personality on consumer buying behavior was examined using the structural equation modeling. The study found that there is significant positive impact of product attributes (β=.175, p=.012) on consumer behavior. It is also discovered that there is a significant positive effect of brand personality (β=.152, p=.032) and self-congruity (β=.619, p=.000) on consumer choice behavior but it was found that the product price (β=.073, p=.271) and product appearance (β=.084, p=.180) have no significant influence on consumer buying behavior towards passenger cars in Nepalese market. The study's results show how future researchers and business people can look at the new conditions for market growth.

Consequences of influencer-created content on influencers’ authenticity in the beauty and personal care industry

ABSTRACT One challenge in creating a personal brand is convincing consumers that it is authentic. Brands perceived to be inauthentic will have difficulty engaging with consumers; thus, the brand may not be long-lasting. This is also important for influencers, as they are a type of personal brand. Therefore, it is essential to consider the authenticity that is necessary for influencers when creating their brands. This study adapts the dimensions of advertising content value, and it examines the direct and indirect effects on influencer authenticity and followers’ trust, attitudes, and purchase intentions. The study reached out to 445 social media users interested in beauty and personal care products. The results indicate that the perceived entertainment and perceived informativeness of the influencer’s post content have a significant positive effect on influencer authenticity. Moreover, the results also show that influencer authenticity plays an important role in trust in and attitude toward branded posts. Finally, trust in and attitude toward branded posts lead to purchase intention.

Communications Identity Analysis @Viviatal in Forming Personal Branding in Tiktok

Communications Identity Analysis @Viviatal in Forming Personal Branding in Tiktok

Cold tones for sincerity and warm tones for excitement: interactive effects of color tone and brand personality on brand evaluation

ABSTRACT The interior design of hospitality settings is crucial for distinguishing a brand from its competitors. Drawing on color marketing and brand personality theories, this paper posits that aligning interior color tones with the brand personality of the hospitality and tourism brand can heighten tourists’ perceptual fluency and thus their brand evaluation. Three studies support this proposition. The initial archival data analysis discovered a correlation between cold – warm interior tones and sincere – exciting brand personality in real-world hotel interior designs (Study 1). Study 2 revealed that cold tones evoke brand perceptions of sincerity, whereas warm tones elicit brand perceptions of excitement. Study 3 confirmed the effects of matching cold – warm tones with brand personality on brand evaluations and the mediating role of perceived fluency. The present research holds significant practical implications for hospitality and tourism suppliers in terms of interior design, brand personality identification, online platform promotional design, and brand marketing strategy development.

The Try Guys Try Cheating: Social Media Influencers in Crisis

The Try Guys are social media influencers who were in crisis when member Ned Fulmer cheated on his wife and affected their brand. The Try Guys’ followers took to social media to express their thoughts and give advice about the Try Guys brand. This study explored the relationship between social media influencers and their followers, how those influencers talk about their personal brand during a crisis, and how followers aid in reputational repair. The theories were parasocial interaction and Situational Crisis Communication Theory. A content analysis of posts and comments on Instagram, Twitter, and YouTube was conducted. The findings showed crisis frames in the Try Guys’ posts were different from their followers’ comments. The Try Guys focused on justification, ingratiation and victimage, whereas the followers scapegoated the woman involved in the affair instead of her married boss. Implications for public relations, social media, and parasocial interaction are offered.

Virtual Discrimination - Advertisements and Self Image

The internet has taken our world by storm. Personal branding and self-image, theway we think we need to look is always a passing thought for everyone of us. Advertisementshave a way of grabbing the attention of a target audience and are so catchy that they linger inour thoughts long after we first see them. Many of them dictate the way we often see andportray ourselves. They advocate the use of certain products, cell phones, branded apparel,and footwear – all in the name of conspicuous consumption that can set a tone for our imageand personal branding which is regarded as ‘acceptable’ by society. Only in recent times,however, have many of these advertisements been called out for their sexist and racialovertones/undertones that have a mental, physical as well as an emotional effect on the livesof individuals. Adolescents and adults alike, people are becoming more and more aware thatthe way the media portrays their models overshadows our everyday lives. This study aims toexamine and investigate how advertisements can influence the way human beings seethemselves. It will trace the influence of advertisements over the years and the role it plays intoday’s world – one where access to information is so easily available and at a time wherepeople are questioning so many archaic norms. With special reference to Erving Goffman’sfamous work – Gender Advertisements (1976) – and other secondary sources of data likejournals and articles, this study seeks to correlate theory with real life examples from theEntertainment Industry.

ONLINE PERSONA OF VTUBER AYUNDA RISU CH: SOCIOLINGUISTIC STUDY

With the pandemic COVID-19 outbreak throughout the world, the number of social media users multiplied by a massive number. YouTube streaming platforms becomes a place where people spend most of their time online. The trend called Virtual YouTubers becomes popular during the pandemic. One of the prominent factors of VTuber was their persona. VTubers Ayunda Risu becomes the subject of this research to give insight into how VTuber can manifest their persona to attract or retain their audience. By following the guidance of the qualitative method, this article focused on analyzing the live streams done by Ayunda Risu. Combining the method of qualitative study simultaneously with the author's experience in VTuber entertainment, this article creates a conclusion corresponding to how VTubers manifest their persona to attract and retain their audience. The study concludes that persona manifests as a result of the audiences preference. However, VTubers' inner personality also becomes the essential element to manifest their persona and online build personal branding, which as a result can gain or retain an audience.