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Assessing Brand-Consumer Personality...

Bruce, Kelsey Lauren.

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Assessing Brand-Consumer Personality Congruence on Twitter: A Computational Textual Analysis Approach.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Assessing Brand-Consumer Personality Congruence on Twitter: A Computational Textual Analysis Approach./
作者:	Bruce, Kelsey Lauren.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
面頁冊數:	102 p.
附註:	Source: Masters Abstracts International, Volume: 82-04.
Contained By:	Masters Abstracts International82-04.
標題:	Mass communications. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28023429
ISBN:	9798672162690

Assessing Brand-Consumer Personality Congruence on Twitter: A Computational Textual Analysis Approach.
Bruce, Kelsey Lauren.

Assessing Brand-Consumer Personality Congruence on Twitter: A Computational Textual Analysis Approach. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 102 p.

Source: Masters Abstracts International, Volume: 82-04.

Thesis (M.A.)--The University of Alabama, 2020.

This item must not be sold to any third party vendors.

Brands gain importance to consumers when the consumer supplies meaning or value to the brand (McCracken, 1993). BP allows consumers to use brands for self-expression (deChernatony, 1999; Johar & Sirgy; 1991; McCracken, 1986) and establish relationships with brands (Fournier, 1998; Keller, 2003; Meenaghan, 1995). Research shows that consumers are attracted to brands that align with their own personality traits (Escalas & Bettman, 2005; Johar et al., 2005; Landon, 1974). Brand personality has become an integral part of a brand's social media presence. However, the few researchers who are exploring the role of personality in a brand's social media communications are opting to use Aaker's (1997) BP questionnaire (Xu et al., 2016) or psychologist personality measures (Pentina, Zhang, & Basmanova, 2013; Yun et al., 2019). This study will utilize the computational textual analysis software Linguistic Inquiry and Word Count (LIWC; Pennebaker, Francis, & King, 2001) and a custom adapted adjective-based dictionary (Opoku, 2006) to examine BP in brand communication on Twitter. The primary goal of this study was to examine whether consumer engagement, either directly with specific highly social brands or just within a product type, moderates the effect of brand/consumer personality congruence. Towards these ends, we found that consumers who engage with brands identified as highly social are more likely to exhibit personality congruence than consumers who are engaging with a product type. The analysis revealed that the BP dimension has a direct impact on whether consumers engaging with the brand demonstrate congruence.

ISBN: 9798672162690Subjects--Topical Terms:

3422380
Mass communications.
Subjects--Index Terms:

Brand Personality

Assessing Brand-Consumer Personality Congruence on Twitter: A Computational Textual Analysis Approach.
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