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A comparison study of personality types and brand involvement.

Record Type:	Electronic resources : Monograph/item
Title/Author:	A comparison study of personality types and brand involvement./
Author:	Meyer, Jenne.
Description:	1 online resource (103 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 69-06, Section: B.
Contained By:	Dissertations Abstracts International69-06B.
Subject:	Personality. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3278021click for full text (PQDT)
ISBN:	9780549219354

A comparison study of personality types and brand involvement.
Meyer, Jenne.

A comparison study of personality types and brand involvement. - 1 online resource (103 pages)

Source: Dissertations Abstracts International, Volume: 69-06, Section: B.

Thesis (Ph.D.)--Capella University, 2007.

Includes bibliographical references

The world today is considered a consumer driven world in which a consumer can search, research, customize, and purchase anything. Branding is a company's most often used defense to a consumer environment where choice exceeds a person's capacity for browsing and knowing. Consumers' ability to relate to brands, associate with brands, and consumer brands is critical in the world of consumer products. Understanding the relationship between consumption and brand is essential in order to build a profitable and successful consumer product. This paper will explore one facet of the connection between consumers and brands based on a consumer company identification theory, which argues that individuals consume products and brands as a reflection of themselves and their persona. This comparison study of personality types and brand involvement exhibited a significant correlation between personality types as defined by Myers Briggs Type Inventory and owners of Harley-Davidson and Buell motorcycles. For example, ENFP, ENTP, and ISTP showed significantly more occurrence within the Harley-Davidson motorcycle ownership, ENFP, ENTP, and INTP showed significantly more incidence within the Buell motorcycle. A correlation of ownership and personality type illustrates the connection between brand and personality in this study. Through a process of consumption, consumers develop a story about themselves. Tapping into and connecting with consumers personalities can lead to strong brand loyalty and recommendations are made related to considering personality as a potential key element when marketing consumable products. Future research in this area is recommended.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9780549219354Subjects--Topical Terms:

516529
Personality.
Subjects--Index Terms:

Brand involvementIndex Terms--Genre/Form:

542853
Electronic books.

A comparison study of personality types and brand involvement.
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100 1 $a Meyer, Jenne. $3 3698466
245 1 2 $a A comparison study of personality types and brand involvement.
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300 $a 1 online resource (103 pages)
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500 $a Source: Dissertations Abstracts International, Volume: 69-06, Section: B.
500 $a Publisher info.: Dissertation/Thesis.
500 $a Advisor: Welch, Deborah Vogele.
502 $a Thesis (Ph.D.)--Capella University, 2007.
504 $a Includes bibliographical references
520 $a The world today is considered a consumer driven world in which a consumer can search, research, customize, and purchase anything. Branding is a company's most often used defense to a consumer environment where choice exceeds a person's capacity for browsing and knowing. Consumers' ability to relate to brands, associate with brands, and consumer brands is critical in the world of consumer products. Understanding the relationship between consumption and brand is essential in order to build a profitable and successful consumer product. This paper will explore one facet of the connection between consumers and brands based on a consumer company identification theory, which argues that individuals consume products and brands as a reflection of themselves and their persona. This comparison study of personality types and brand involvement exhibited a significant correlation between personality types as defined by Myers Briggs Type Inventory and owners of Harley-Davidson and Buell motorcycles. For example, ENFP, ENTP, and ISTP showed significantly more occurrence within the Harley-Davidson motorcycle ownership, ENFP, ENTP, and INTP showed significantly more incidence within the Buell motorcycle. A correlation of ownership and personality type illustrates the connection between brand and personality in this study. Through a process of consumption, consumers develop a story about themselves. Tapping into and connecting with consumers personalities can lead to strong brand loyalty and recommendations are made related to considering personality as a potential key element when marketing consumable products. Future research in this area is recommended.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2023
538 $a Mode of access: World Wide Web
650 4 $a Personality. $3 516529
650 4 $a Self image. $3 3435317
650 4 $a Personality traits. $2 lcstt $3 3266730
650 4 $a Studies. $3 3433795
650 4 $a Personality psychology. $3 2144789
650 4 $a Psychology. $3 519075
650 4 $a Success. $3 518195
650 4 $a Consumerism. $2 bicssc $3 1557397
650 4 $a Social identity. $3 3438286
650 4 $a Demographics. $3 3540640
650 4 $a Identification. $3 827285
650 4 $a Influence. $3 1973172
650 4 $a Research methodology. $3 3559994
650 4 $a Decision making. $3 517204
650 4 $a Society. $3 700566
650 4 $a Variables. $3 3548259
650 4 $a Attitudes. $3 1973410
650 4 $a Motorcycles. $3 3698467
653 $a Brand involvement
653 $a Company identification
653 $a Personality
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690 $a 0625
690 $a 0621
710 2 $a ProQuest Information and Learning Co. $3 783688
710 2 $a Capella University. $b School of Psychology. $3 1018418
773 0 $t Dissertations Abstracts International $g 69-06B.
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3278021 $z click for full text (PQDT)