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Personality Congruence Effect in Marketing Communication: Theory and Implication

Title:

Personality Congruence Effect in Marketing Communication: Theory and Implication

Chen, Zhefan (2015) Personality Congruence Effect in Marketing Communication: Theory and Implication. Masters thesis, Concordia University.

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Abstract

The research examines whether the congruence of various forms of personality – consumer personality, brand personality and media personality – will increase consumers’ positive attitude towards a brand in the context of marketing communications (e.g., advertisement). The article uses the SEM approach to introduce an overall model, which reveals and explains the mechanism of how various types of personality can form a synergy and therefore determine consumers’ attitudes towards a brand. The results have clear economic significance and suggest that brand managers should view brand personality in a more comprehensive way and increase the congruence of various types of personality in brands’ advertisement campaigns.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Thesis (Masters)
Authors:Chen, Zhefan
Institution:Concordia University
Degree Name:M. Sc.
Program:Administration (Marketing option)
Date:25 September 2015
Thesis Supervisor(s):Grohmann, Bianca
Keywords:Marketing Communication, Brand Personality, Congruence Effect, SEM
ID Code:980612
Deposited By: ZHEFAN CHEN
Deposited On:26 Oct 2015 18:43
Last Modified:18 Jan 2018 17:51

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