What’s this thing called Love? Exploring the relationship between brand love, personality, and the propensity to anthropomorphize

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The document summarizes a presentation given at the 2013 Consumer Brand Relations Conference in Orlando, Florida. The presentation explored the relationship between brand love, personality traits, and the propensity to anthropomorphize brands. It hypothesized that extroversion and openness would be positively associated with brand love, and that high involvement and transformational products would score higher in brand love. The results found openness increased brand love and that anthropomorphization increased love as well, though it did not mediate personality traits. The presentation recommended brand managers actively employ anthropomorphization cues in their branding to increase love, especially for lower involvement products.

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The document summarizes findings from a 2012 study about people's behaviors and engagement on social media platforms: - The most popular types of brands/pages people follow are related to food, entertainment, apparel, sports and electronics. - Women are more likely than men to follow brands. - People are most likely to respond to offers from friends or a brand's own page, less so from ads or in their news feed. - When brands post on social media, users prefer status updates, pictures, videos and links to articles over ads or jokes.

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Social media activities on brand equity of Mamaearth.ppt

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inventionjournals

International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.

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Shashank Srivastav

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In 2012 we saw the rise of Pinterest, Facebook go public, the proliferation of niche networks and a growing emphasis on visual content. 2013 is sure to be a year in which social media marketing is redefined and marketers are forced to adapt even more to the constantly evolving landscape. The rise of visual web, the end of the social silo, the necessity of agile marketing, show vs. tell your brand story in the social space, and more will define social media marketing in 2013. Now is the time to prepare.

Tapping into Social Inflience

Leigh George, PhD

What’s one of the first things you do before you buy something? You go online and look for reviews, recommendations, advice, some type of social proof that validates your decision right? Despite the powerful influence of these social networks and communities of interest, brands continue to expand their social footprint rather than going to the places where decisions about their products and services are made. The biggest challenge brands face today is not what social network to join but how to decide what conversations across the vast social web to pay attention to. In a presentation packed with actionable insights into leveraging the influence of the social web, you will learn how to: · Identify the most relevant conversations and decision-driving communities · Join the most critical conversations and add value · Leverage brand advocates and influencers · Measure the impact of social influence activities

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Here to help you find what you need Listens more than talks Asks questions to understand your needs Connects you to others who can help The Concierge: Makes introductions Curates experiences Facilitates connections Focuses on enhancing your experience The Guide: Shares insights and perspectives Helps you explore new ideas Points out interesting things along the way Leads by example The Host: Welcomes participation Creates a comfortable environment Brings people together Fosters meaningful exchange The Storyteller: Paints a picture Inspires through narrative Shares lessons learned Entertains while informing The Observer:

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Purpose of this study is to deliberate upon the young consumer behaviour towards branded apparel in Jaipur, Rajasthan & to understand concept of branded apparel, to observe brand awareness for different apparel brands, to analyse factors responsible for brand recognition, discover significant factors which persuade a consumer to choose any brand among from available brands; to study factors creating brand association & to analyse how brand loyalty is beneficial to marketers. The study is descriptive in nature based on primary data for analyses of results. A structured questionnaire was formulated using likert scale, multiple grid, multiple choice questions administered to 80 young consumers (Age 15-34 Years) including both males and females varying from professional, businessman, student or job seekers using convenience sampling from different places of Jaipur, Rajasthan. The results were analysed based on demographic profile (work status, age, gender, education and income) which was the subject under study for this paper. This vital information can help the companies in better understanding customer needs & deliver them the products. Today buying has become a delightful experience rather than mere satisfaction. Following the entry of several new brands, the branded segment has grown at 25% annually. This represents a shift from unbranded to the branded segment which is mainly due to factors like, rising income levels of Indians, changing demographics, improvements in standard of living and increasing brand consciousness especially for young consumers in Jaipur, Rajasthan. Thus, marketers should devise attractive consumer strategies to bring more loyalty towards their brands in young consumers to avoid brand shifting. Brand loyal consumers respond positively to a brand changes in terms of price, quality, competition, variety. This study is also useful for the researchers in understanding the entire branding process and how each stage in branding is important to ultimately ensure brand loyalty.

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Larua Chen

This document summarizes a research study on the effects of brand love, personality, and image on word of mouth. The study developed a model to explore the relationships between these constructs. It surveyed 250 students about a fashion brand they felt emotionally attached to. The results found that excitement dimension of brand personality positively impacts brand image but not brand love. Brand love and brand image did not positively impact word of mouth as hypothesized. The conclusions were that building brand personality can increase brand image, and using brand image can increase emotional relationships with brands, which can then increase positive word of mouth.

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What’s this thing called Love? Exploring the relationship between brand love, personality, and the propensity to anthropomorphize

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What’s this thing called Love? Exploring the relationship between brand love, personality, and the propensity to anthropomorphize