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Literature Survey 33 parallel research on brand personality led to another theoretical framework: the Dimensions of Brand Personality (Aaker, 1997). This model defined the following personality categories for brands: sincerity, excitement, competence, sophistication and ruggedness. Three of these dimensions, namely sincerity, excitement and competence, are similar to dimensions of personality of human personality such as the Big Five model, respectively in relation to the dimensions agreeableness, extraversion and conscientiousness (Aaker, Benet-Martinez and Garolera, 2001). Though such dimensions, both for human personality as for brand personality, have the benefit to provide a high and broad level of significance, they also are rather abstract and their significance level in colloquial language is reduced. Aaker (1997) defined a number of lower-level personality traits, see table 3. As companies seek out to create strong, long-lasting brands it is possible that through various marketing activities, the brand personality might be changed to change current brand knowledge to desired brand knowledge Keller, Apéria and Georgson, . It is noteworthy in this regard that consumers will have a tendency to more easily accept and store in memory new trait information if it is congruent with existing, accessible trait information than when it is incongruent (Johar, Sengupta and Aaker, 2005). Tab. 3 Five dimensions of brand personality Name Traits with the Highest Item-to-Total Correlations Sincerity Excitement Competence Sophistication Ruggedness Source: Aaker, 1997, p. 351 (own adaptation) Domestic, honest, genuine, cheerful Daring, spirited, imaginative, up-to-date Reliable, responsible, dependable, efficient Glamorous, pretentious, charming, romantic Tough, strong, outdoorsy, rugged The next section will explain which cognitive, affective and conative processes in consumer behavior affect product placement stimuli as inputs into achieving brand equity effects as outcomes. 3.3 Consumer behavior In an increasingly competitive market it is imperative for a company to understand the behavior of its consumers to gain competitive advantage (Foxall, Brown and Goldsmith, 1998; Kardes, 1999). The theoretical foundations of consumer behavior theory are based both on psychology as well as sociology, respectively in the study of human behavior on individual level and group level (Mooij, 2011). Consumer behavior is defined as the study of human responses to products, services, and the marketing of products and services (Kardes, 1999, p. 5). This understanding of the market, through marketing and consumer research comes down to the way, the reason, the place where and what consumers buy (Foxall, Brown and Goldsmith, 1998). Consumer behavior goes beyond the buying process itself and includes how consumers use and dispose not only in terms of physical products, but also of services, ideas
34 Literature Survey and experiences. In other words, it is a process which includes behavior before, during and after the purchase Mooij, . Such variations will be referred to as the product further on. The marketing of products and services towards a target group utilizes the marketing mix which is defined as the controllable variables the company puts together to satisfy this target group (Perreault and McCarthy, 2002, p. 46). The target group refers to the customers whose wants and needs the marketer attempts to satisfy. Marketers ought to divide the total market into homogeneous segments, chose one or more of these segments as a target market and position the brand in the minds of the consumers of that target market (Ries, 1981) through the effect of the four Ps of the marketing mix (Foxall, Brown and Goldsmith, 1998). According to Perreault and McCarthy these Ps are product, price, place and promotion. Behavioral sciences have been called upon to get a better understanding of the purchasing behavior of consumers, in particular whether or not psychological backgrounds and its factors, such as attitudes, motives and personality traits, have an effect on this behavior (Foxall, Brown and Goldsmith, 1998). This behavior comes down how people are identified, their attributes and traits and how they feel, think and learn (Mooij, 2011). The study of consumer behavior is in its finality aimed at understanding the stages within buying process, from need detection to product purchase (Foxall, Brown and Goldsmith, 1998). Consumer behavior expressed as stages of consumption includes the development of a need or want, pre-purchase planning and decision making, the purchase act itself and post-purchase behavior which may lead to repeat buying, repeat sales, and disposition of the product after consumption (Foxall, Brown and Goldsmith, 1998, p. 25) see figure 6.
Page 1 and 2: The Effects of Product Placement on
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Results 91 Starbucks 2.66 2.96 Red
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Results 97 Red Bull (control group)
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Results 99 Starbucks 2.85 2.86 Red
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Results 103 influence. It does not
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Discussion 105 Regarding product pr
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Discussion 107 (Kotler, 2012) in th
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Benefits of the thesis 109 • Mana
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Conclusion 111 evoke brand recall t
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References 113 9 References Aaker,
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References 115 Cacioppo, J. )., & P
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References 117 Ferrier, M. (2014, J
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References 119 Kahneman, D. (1973).
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References 121 McGuire, William J.
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References 123 Rossiter, J. R. (199
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References 125 Wiles, M. A., & Dani
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List of tables 127 Tab. 22 Intervie
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Appendix 131 B Questionnaire interv
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Appendix 133 7. Which of the follow
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