Instant Access To 100,000+ Essays!

1.0 Introduction 1.1 Background of the Study Brand personality is an attractive and appealing concept in the marketing of today. Schiffman et al. (2001) stated that customer¡¦s personality has influences on various aspects of consumer behavior. For this reason, many companies are trying to get targeted customer¡¦s attention by creating a distinctive brand image for their product. In the United States, promotion of General Motors¡¦ Chevrolet truck emphasized the image of ¡§Like a rock¡¨, and that of Canon¡¦s EOS Rebel X camera emphasized the image of independence, dynamism, and brilliance through the tennis player, Andre Agassi. These kinds of human characteristics associated with a brand are call ¡§brand personality¡¨. Many researchers pointed out that the important of brand personality is building competitive advantage and brand loyalty (Rise & Trout, 1986). ¡§Brand personality is interfered by the set of human characteristics typical of the user of the brand, or the brand¡¦s endorsers. The trait of people associated with the brand are transferred to the brand¡¨ (Schiffman et al. 2001, p. 130). 1.2 Objectives of the Study The purpose of this report is to discuss on the concept of brand personality and