With more brands on the market than ever before, it is increasingly necessary and at the same time challenging for firms to differentiate their brands from competitors (Keller
& Richey, 2006). Fashion brands in particular need to pay special attention to this matter because often there is little difference among many brands’ apparel products on the market. In addition, fashion brands are highly symbolic and self-expressive, reflecting a consumer’s lifestyle and values
(Hameide, 2011; Kim, 2000). Fashion brand managers consistently rely on a variety of marketing tactics, including emotional appeal and use of imagery to achieve their goal of ultimately forming a relationship between the consumer and the brand (Ismail & Spinelli, 2012; Kim, 2000). …show more content…
Sophistication and ruggedness are less clear in the way they are defined, but can be explained by such characteristics as femininity and glamour, and masculinity and toughness, respectively
(Aaker, 2001). Aaker’s (1997) BPS has been used by researchers in a variety of areas, including as a way of comparing brand personality across cultures (Aaker, 2001;
Rojas-Mendez, Erenchun-Podlech, & Silva-Olave, 2004), investigating online communication of brand personality,
(Okazaki, 2006) and measuring the effects of brand personality on consumers’ responses to clothing brands (Azevedo
& Pessoa, 2005; Ismail & Spinelli, 2012). This study uses
Aaker’s (1997) BPS dimensions to learn more about how
US consumers attribute personality traits to brands after exposure to a brand’s logo.
The associations that US consumers have for blue connect it most closely with the competence personality dimension on Aaker’s (1997) BPS. Consumers associate the colour blue with strength (Karp & Karp, 1988), dignity, and poise (Mahnke, 1996). Blue is also associated with security, trust, and calmness (Mahnke, 1996). According to
Fraser and Banks (2004), blue is linked to intelligence
& Richey, 2006). Fashion brands in particular need to pay special attention to this matter because often there is little difference among many brands’ apparel products on the market. In addition, fashion brands are highly symbolic and self-expressive, reflecting a consumer’s lifestyle and values
(Hameide, 2011; Kim, 2000). Fashion brand managers consistently rely on a variety of marketing tactics, including emotional appeal and use of imagery to achieve their goal of ultimately forming a relationship between the consumer and the brand (Ismail & Spinelli, 2012; Kim, 2000). …show more content…
Sophistication and ruggedness are less clear in the way they are defined, but can be explained by such characteristics as femininity and glamour, and masculinity and toughness, respectively
(Aaker, 2001). Aaker’s (1997) BPS has been used by researchers in a variety of areas, including as a way of comparing brand personality across cultures (Aaker, 2001;
Rojas-Mendez, Erenchun-Podlech, & Silva-Olave, 2004), investigating online communication of brand personality,
(Okazaki, 2006) and measuring the effects of brand personality on consumers’ responses to clothing brands (Azevedo
& Pessoa, 2005; Ismail & Spinelli, 2012). This study uses
Aaker’s (1997) BPS dimensions to learn more about how
US consumers attribute personality traits to brands after exposure to a brand’s logo.
The associations that US consumers have for blue connect it most closely with the competence personality dimension on Aaker’s (1997) BPS. Consumers associate the colour blue with strength (Karp & Karp, 1988), dignity, and poise (Mahnke, 1996). Blue is also associated with security, trust, and calmness (Mahnke, 1996). According to
Fraser and Banks (2004), blue is linked to intelligence