The Influence Of Personality, Brand Personality And Values On Consumer Behavior And Service Management

3923 words - 16 pages

The Influence of Personality, Brand Personality, Values and Cultural Differences on Consumer Behavior and Service Management
Example: McDonald’s

Author: David Burtscher Date: 23th of June, 2014

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Abstract This paper presents the constructs of personality and brand personality as well as the construct of values from consumer behavioral view. Furthermore the paper gives a short insight into value related cultural differences. The paper can be arranged into three parts: personality, values and culture. At first the single constructs are described theoretically, then the relationships and differences between the constructs are discussed shortly. As a last step we tried to integrate ...view middle of the document...

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3.1 3.2 3.3 3.4 3.5 Differentiation Values and Personality Traits .......................................................................... 3 Schwartz Value Theory .............................................................................................................. 4 Application of SVS at the Case of McDonald's ........................................................................ 5 Values in a Consumer Behavioral Context ............................................................................... 5 Cultural Differences in Values ................................................................................................... 6

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CONCLUSION ..........................................................................................................................8 REFERENCES ..........................................................................................................................9

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Introduction

The aim of this paper is to create an overview about the influence of personality, brand personality and values on consumer behavior and service management. Furthermore it should investigate if cultural differences in values among countries exist. The focus of this paper lies more on brand personality instead of human personality due to the growing importance of this topic in terms of consumer behavior.

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Personality and Brand Personality

Since the importance increases of service management researchers investigate more intensive personality especially brand personality which has it origin in human personality in the field of psychology. Freud was the first person, who formulated a human personality theory followed by other psychologists. Thereby the definition constitutes the most important part of the work (Azoulay and Kapferer, 2003). Consequently, Bloch et al. (1997) combined partly the definitions of researches and come to the conclusion that personality can be seen as a “set of relatively stable and general dynamic, emotional and affective characteristics of an individual’s way of being, […]” (Bloch et al., 1997). For measuring this construct, Goldberg explored a scale the ‘Big Five’ (see Appendix A). In terms of consumer behavior this concept is often adapted and assigned to brands (Azoulay and Kapferer, 2003). Nowadays brand personality is a well-known theme beneath researchers, but no clear consensus exists with regard to the definition. One of the most accepted definition is from Aaker (1997) who defined brand personality as a “set of human characteristics associated with a brand” (ibid, 347). Often consumers even go one step further and build an emotional relationship with their favorite brands. For example consumers went in their childhood regularly to McDonald’s with their parents, later on they will go there for remembering these times, so McDonald’s can be seen as their childhood friend (Fournier and Alvarez, 2011; Aaker and Fournier, 1995). It is...

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