Research proposal Essay Example | Topics and Well Written Essays - 3000 words - 1

Research proposal - Essay Example It is generally believed that brands have personalities just as humans do. Brand personality is seen as a valuable factor in creating an attachment and bonding with the product in the same say as human create attachment and bonding. The similar measures of personality attributes and factors are used in the promotion of brands. Since it is commonly used by a wide variety of products, this research would aim to ascertain to what extent having a brand personality increases consumers’ brand loyalty. The definition of brand personality differs and so do the attributes that are applicable across different nations. Literature is available on how a brand owner could use brand personality as a way to build and maintain brands. Literature is also available on the packaging as a means of building brand personality. Brand image differs across goods and services. Very little literature is available on celebrity endorsement enhance the brand image and builds brand personality although it is often seen to be very effective. The researches conducted so far express the need that brand personality represents an extensive field for research. Celebrities like David Beckham are lending their names and the brand owners are capitalizing on this concept. It is essential to determine to what extent celebrity endorsement helps in creating brand image and establish the brand. To what extent is celebrity endorser important in building brand personality and how these influence consumers’ decisions? Because of the diverse literature available, it is important to understand how the consumer perceives the brand. The first questions deals with the different forms in which brand personality is communicated. This includes packaging, advertising, positioning etc. The Big Five personality traits that influence personality traits have to be studied in detail as authors have diverse opinion and priorities in this area. Again, these could