دانلود رایگان مقاله انگلیسی مدیریت برند لوکس در راستای شخصیت - اشپرینگر 2018

Abstract

This paper combines the brand personality and brand anthropomorphization concepts and introduces the notion of personality-driven brand management especially for the context of luxury branding. A central part of this paper is a study about the major dimensions of luxury brand personality. Results suggest that there exist five distinct luxury personality dimensions including tradition, modesty, elitism, eccentricity and sensuality. They help brand managers to develop distinct brand personalities by encouraging them to decide between contrasting traits. After presenting the major strategies to bring a luxury brand personality alive, the paper discusses the benefits of personality-based brand management and concludes with some major lessons learned.

Conclusions

This paper makes three major contributions: (1) It provides a checklist to determine brand personality traits, which may be helpful for future research considering that many existing brand personality concepts include items beyond personality traits (Avis et al. 2014); (2) it introduces the notion of personality-driven luxury brand management; and (3) it outlines the major dimensions of luxury brand personality as an essential tool for building brand personality. We conclude with the following lessons learned:

1. People are likely to engage in some form of brand animism (Kervyn et al. 2012). Therefore, brands will always have a personality to some degree, regardless if companies want to manage it or not (Azoulay and Kapferer 2003). The challenge is to strengthen brand anthropomorphization and make better use of its benefits.

2. As a starting point of creating a brand personality, managers need to conduct an in-depth brand audit to encode the brand’s DNA. Brand personalities should be regularly audited in order to identify misguided marketing measures or adverse external situations (Wee 2004).