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Cultural Factors That Impact Brand Personification Strategy Effectiveness
Author(s) -
AguirreRodriguez Alexandra
Publication year - 2014
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20676
Subject(s) - context (archaeology) , appeal , advertising , personality , product (mathematics) , psychology , brand awareness , brand names , brand management , marketing , business , social psychology , political science , history , mathematics , geometry , archaeology , law
A brand personification is a human‐like portrayal of a product or brand that is designed to associate the brand with certain human characteristics. Brand personifications, such as fictional human characters (e.g., Mr. Clean), human‐like brand characters (e.g., Pillsbury doughboy), and product animations (e.g., M&M's characters), portray human‐like personality characteristics intended to shape consumers’ brand images. However, a brand personification strategy that appeals to consumers in one cultural context will not necessarily appeal to consumers in another cultural context. To explore cultural factors impacting brand personification strategies, a literature review was conducted. Ten research propositions were developed for future research and managerial implications were discussed.

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