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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