rbpm

The Role of Brand Personality in e-Marketing: A Computational Approach

Hera Antonopoulou2, Evgenia Gkintoni1, Panagiotis Togias2, Constantinos Halkiopoulos2, Julia Michailidou3

 

[Abstract]

Brand personality refers to the set of human characteristics or traits that can be associated with a brand (Aaker, 1997) and gives consumers something with which they can relate to which effectively increases brand awareness, popularity and brand loyalty. By establishing a brand personality, businesses can form emotional bonds with their consumers. Empirical research on brand-consumer relationships has shown that brand personality enables consumers to express their self, forming and strengthening the relationship between brands and consumers (e.g. Aaker, Fournier, and Brasel 2004).In the present study, in order to delineate and highlight the role and the impact of brand personality in e-marketing, dimensions of personality and parameters of emotional intelligence are being studied.

For the data collection, three self- report questionnaires* were administered: Brand Personality Appeal [BPA], Eysenck Personality Questionnaire [EPQ] and Emotional Intelligence Questionnaire [TEIQue]. There were being created their electronic versions through Google Forms service and posted through the website “https://www.cicos.gr/iccmi2017/rbpm”. Then the collected data were selected for analysis, with relevant transformations in order to have a suitable form for the implementation of the respective machine learning algorithms included in the software package R.

The results of the present study show among others that emotions, personality dimensions can serve as outcome variablesand can be prevalent in the marketing literature covering a wide range of topics, including evidence that emotions and personality traits of the consumers are generated by the use of specific products in specific mostly known brands.

Keywords: Brand Personality, Emotional Intelligence, Consumers, Social Networks, R, Computational Methods

 

References:

  1. Ahmad, A., &Thyagaraj, K. (2015). Understanding the Influence of Brand Personality on Consumer Behavior. JOAMS Journal of Advanced Management Science, 3(1), 38-43.
  2. Cooper, A., Petrides, K.V. (2010). A Psychometric Analysis of the Trait Emotional Intelligence Questionnaire-Short Form (TEIQue-SF) Using Item Response Theory. Journal of Personality Assessment, 92 (5), 449-457
  3. Eysenck H.J, (1950), Criterion analysis – an application of the hypothetico – deductive method in factor analysis, Psychol. Rev. 1950, 57, p. 38 – 53.
  4. Gkintoni, E., Halkiopoulos, C., Antonopoulou, H., Togias, P., Mitropoulos, A., “Emotional Intelligence in Social Network Consumers”, International Conference on Contemporary Marketing Issues, 22-24 June 2016, Heraklion, Greece
  5. James G., Witten D., Hastie T., Tibshirani R. An Introduction to Statistical Learning with Applications in R. Springer; 2013.
  6. Cohen H., Lefebvre C. editors. Handbook of Categorization in Cognitive Science. Elsevier; 2005.
  7. Togias, P., Margaritis, S., Papaioannou, B., Mortoglou, A., Gkintoni, E., Halkiopoulos, C., Antzoulatos, G., “Evaluation of Emotional Intelligence Quotient with the Use of Machine Learning Methods”, 4th Panhellenic Interdisciplinary Conference “Mental Health, Technology and Telematic Applications”, March 2015, Athens. [Online]Available from: http://www.cicos.

1Dept. of Psychology, University of Crete, Greece

2Dept. of Business Administration, Technological Educational Institute of Western Greece, Greece
3Dept. of Digital Media and Communication, Technological Educational Institute of Ionian Islands, Greece

[Conference Program: ICCMI 2017]

© The Author(s) 2017. Published by 5th International Conference Proceedings on behalf of C.I.CO.S Research Team and the Entrepreneurship & Digital Innovation LAB of the Business Administration Department (Technological and Educational Institute of Western Greek) and Department of Psychology (University of Crete).

This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted reuse, distribution, and reproduction in any medium, provided the original work is properly cited.

*Research Questionnaire: The Role of Brand Personality in e-Marketing

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