Στην υπερπροσφορά των προϊόντων και υπηρεσιών, το σύγχρονο μάρκετινγκ προσφέρει ένα καθοριστικό εργαλείο με το οποίο ενισχύεται η εικόνα των προϊόντων, συμβάλλοντας στην τόνωση της σχέσης μεταξύ της επωνυμίας και του καταναλωτή, γνωστό ως «προσωπικότητα της επωνυμίας» (brand personality). Η έννοια αυτή έχει προσελκύσει τα τελευταία χρόνια το επιστημονικό ενδιαφέρον των επαγγελματιών του αθλητικού μάρκετινγκ σε μία προσπάθεια διαφοροποίησης των αθλητικών ομάδων. Η έννοια της προσωπικότητας της επωνυμίας των αθλητικών ομάδων, σύμφωνα με την βιβλιογραφία, είναι πολύπλοκη, δύσκολο να ορισθεί λόγω της φύσης της και δύσκολο να μετρηθεί λόγω της αδυναμίας δημιουργίας ενός αξιόπιστου και έγκυρου εργαλείου μέτρησης. Στόχος της παρούσας μελέτης ήταν να εξετάσει την εφαρμογή της εγκυρότητας και αξιοπιστίας του μοντέλου των Blank, Koenigstorfer & Baumgartner (2013) για την προσωπικότητας της επωνυμίας των ποδοσφαιρικών ομάδων της ελληνικής Super League. Επιπλέον, έγινε προσπάθεια εντοπισμού των ενδεχόμενων ομοιοτήτων και διαφορών ως προς τα χαρακτηριστικά της προσωπικότητας της επωνυμίας μεταξύ των άμεσων ανταγωνιστριών ομάδων της ελληνικής Super League. Τέλος, διερευνήθηκε ο βαθμός στον οποίο η προσωπικότητα της επωνυμίας επηρεάζει την καταναλωτική συμπεριφορά των φιλάθλων των ομάδων της ελληνικής Super League. Για τους παραπάνω λόγους πραγματοποιήθηκε έρευνα με την χρήση ερωτηματολογίων σε δείγμα 799 ατόμων. Τα κύρια συμπεράσματα της έρευνας ήταν η εγκυρότητα και αξιοπιστία της κλίμακας μέτρησης των Blank et al. για την προσωπικότητας της επωνυμίας της αγαπημένης ποδοσφαιρικής ομάδας της ελληνικής Super League, η οποία συγκροτείται από 3 βασικές διαστάσεις και της προσωπικότητας της επωνυμίας της σημαντικότερης αντιπάλου της ελληνικής Super League, η οποία αποτελείται από 2 διαστάσεις. / In the oversupply of products and services, modern marketing offers a crucial tool that enhances the image of the product, helping to boost the relationship between the brand and the consumer, known as “brand personality”. This concept has attracted in recent years the scientific interest of professionals in the sports marketing in an effort to diversify the sports teams. The concept of brand personality of sports teams, according to the literature, is complex, difficult to define because of its nature and difficult to quantify because of the inability to create a reliable and valid measurement tool. The aim of this study was to examine the application of the validity and reliability of the model of Blank, Koenigstorfer & Baumgartner (2013) for the brand personality of football teams in Greek Super League. In addition, an attempt was made to identify potential similarities and differences in the brand personality traits between direct rival teams of Greek Super League. Finally, the extent to which the brand personality influences the consumer behavior of Greek Super League team’s supporters is investigated. For these reasons, a survey was conducted using a questionnaire to a sample of 799 individuals. The main conclusions of the research was the validity and reliability of the measurement scale of Blan et al. (2013) of the brand personality of the favorite football team in the Greek Super League, which is composed of three basic dimensions of brand personality and the scale of brand personality of the most important rival in Greek Super League, which consists of two basic dimensions.

I denna uppsats belyses Polisen i Uppsala län ur ett varumärkesbyggande perspektiv med syfte att undersöka om teorier avsedda för företag i konkurrenssituation även kan appliceras på en offentlig myndighet. En kartläggning av Polisen Uppsalas arbete med personifiering av sitt varumärke i sociala media görs genom intervjuer, innehållsanalys och sekundärdata. Insamlad data avseende hur deras varumärkesbyggande stämmer överens med teorier om corporate brand, corporate brand personality och corporate brand personality traits avser besvara uppsatsens syfte. Resultatet visar att en stark koppling mellan Polisen Uppsalas varumärkesbyggande och uppsatsens teoretiska ramverk finns. I undersökningen framkommer att arbetet med personifiering är grundligt utformat genom Polisens värdegrund. Studien ökar förståelsen för hur en organisation motiverar arbetet med sitt varumärke utan att ha behovet att differentiera sig på en konkurrerande marknad. Slutsatsen fastslår inte bara att undersökningsobjektet Polisen Uppsala agerar likt en aktör på en konkurrensutsatt marknad, den leder även till anledning att ifrågasätta tidigare argument om differentiering som syftet med varumärkesbyggande.

abstract: Color as a communication medium plays an important role in conveying meaning. It has been identified as a major element in marketing and advertising, and has shown to influence consumer's emotions (Labrecque & Milne, 2012). Despite the large volume of color-centered research, the literature on the subject remains largely abstract and unreliable. Academic research on the impact of color on brand personality it is still in its early stages of investigation, and therefore fragmented and inadequate. The goal of this study is to identify and visually represent patterns of association between colors and specific brand personality traits. We hypothesized that such patterns exist, although the exact associations are difficult to predict. If such patterns are found, they can assist in creating a valuable design tool with wide range of applications in product design, manufacturing, and marketing. / Dissertation/Thesis / Masters Thesis Human Systems Engineering 2017

The main objective of the thesis is to evaluate how FMCG companies respect the personality of the brand during promotion on social networks, and whether it is consistent with their communication in other types of media. The partial aim is to assess how opinions of marketing experts are different. The theoretical part is prepared on the basis of secondary sources of information, especially professional publications. The practical part summarizes the findings from quantitative content analysis and expert interviews with employees of companies. Based on these interviews a summary and suggested possible improvements is in the conclusion of the thesis.

Globally, the market for green products and services is worth billions of dollars and is growing year on year at an increasing rate. The following study investigated the congruence between brand image and brand identity within the green marketing space, focusing specifically on Pick ‘n Pay’s Green Line of environmentally friendly household cleaning products.Through interviewing Pick ‘n Pay’s brand manager for their Green Line and one hundred shoppers at Pick ‘n Pay’s on Nicol store in Bryanston, Johannesburg, South Africa, the brand identity and brand image were both respectively characterised. Data was also gathered from the shoppers to allow the brand loyalty and brand equity generated to be determined.This research identified that for Pick ‘n Pay’s Green Line to generate positive brand loyalty and brand equity:<ul><li> A strong alignment between brand image and brand identity must be achieved;</li><li> There must be a strong believability of the green claims made; and</li><li> The credibility (trustworthiness) of the green claims must be sound.</il></ul>A model designed specifically to illustrate and summarise the findings of the research is later presented with the aim of providing brand managers who oversee products with green credentials a quick and simple guide to ensure all is being done to ensure that brand loyalty and brand equity for their products may be maximized. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

Background: Since its publication in 1997, Jennifer Aaker’s brand personality model has been challenged but none of the publications have had the same seminal effect. Additionally, differences in perceptions of Aaker’s personalities have been found which suggests a gap of knowledge to research. With the development of social media, customers begin to be more engaged with the brands. Purpose: The goal of this study is to explore European airlines’ brand personalities and Gen Z’s perception of the personalities through brands’ TikTok content by using Jennifer Aaker’s (1997) brand personality dimensions. Additionally, social media engagement is used as a tool to investigate the significance of social media for brands. Method: An exploratory qualitative deductive study, with an exploratory nature and an experimental design, applying semi-structured interview methods with a sample size of 25 participants. Conclusion: The findings demonstrate that Aaker’s personality traits are somewhat still relevant to Gen Z’s perception of them but there are traits that could be added which have been argued for by other scholars as well before. These additional traits should include negative traits and traits that show extroversion and introversion, for instance.

Two psychological variables are of interest in the study of consumers: brand personality perceptions (per social cognition, beliefs that brands exhibit human-like attributes) and nudges (per behavioral economics, an attempt to influence behavioral change that benefits the consumer without taking away their right to choose). However, no known research exists about whether these variables explain behavioral intentions to consume podcasts, specifically. This is relevant because perceptions of mass media brands are historically negative, and consumers increasingly seek out independent media (e.g., Breaking Points). Therefore, this dissertation’s purpose was to use Breaking Points as an example to study the influence of brand personality and nudges on behavioral intentions to subscribe to a podcast. In two survey experiments (total N = 486 United States adults recruited via CloudResearch’s Connect), brand personality perceptions (i.e., sincerity, competence, status) were hypothesized to explain intentions to subscribe. Likewise, those exposed to the potential nudge were expected to report stronger intentions, compared to those unexposed. All participants viewed a description about and a clip from the podcast. Some were also randomly assigned to view a potential nudge from Breaking Points’ YouTube channel. Then, all participants answered questions about the podcast’s brand personality, about intentions to subscribe, and about psychographics. In both experiments, hierarchical regression revealed that brand personality significantly explained behavioral intentions while controlling for potential confounds (average R2 = 40%). The findings provide evidence that brand personality knowledge can expand into podcasts. In contrast, future research should investigate other stimuli that could potentially nudge podcast consumers.

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In the competitive atmosphere of today's business world, corporate social responsibility (CSR) has become yet another factor organizations use to distinguish themselves and make their values apparent to their audiences. Social media have helped organizations communicate these characteristics with their audiences by enabling timely and cost-effective communication between individuals and organizations. While many studies have explored the role of social media in communicating CSR messages, few studies have focused on the social transformational cues that visual elements of these tools offer organizations in terms of communicating their socially responsible activity. Through a content analysis of social media posts by both the Reputation Institute's 20 most responsible companies and the institute's top 20 Fortune 500 companies, this study explored the ways in which organizations communicate their CSR activities over a three-month period. The analysis examined companies' CSR initiatives through their text and image posts on Instagram and Twitter, as well as how socially responsible companies express brand personality using these social media sites. Furthermore, this study compared organizations' use of image, text, and text-only based social media posts, as well as their use of image-power strategies. This study also contributed to existing work on CSR in social media by examining trends in the social media strategies of the most responsible and highest earning organizations in terms of how they communicate cues related to CSR. / Master of Arts