16. Brand Personality
Feeling emotions towards the brand
Consumer different among competing brands
Five underlying intended dimensions of
brand personality
1. Excitement
2. Sophistication
3. Affection
4. Popularity
5. Competence
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17. Product Anthropomorphism
Attributing human characteristics to something
that is not human
Inner feeling about the products or
brands
Example : ZooZoos(Vodafone), Fido(7UP )
Marketers encourage Anthropomorphism by
giving their product a personality.
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18. Product Personality & Gender
PRODUCT PERSONALITY & GENDER
Armed with knowledge of perceived gender of a product or a specific
brand, marketers select visuals for various marketing messages
28. The Extended Self
Source: “Peak Experiences and Mountain Biking: Incorporating the Bike in the Extend
Self,” by Kimberley J. Dodson in Advances in Consumer Research, 1996.