The relationship between brand personality and brand loyalty according to Guo (2003) also discovered that brand personality has a significant influence on brand preference. Because brands have their own distinct personalities, consumers can treat brands like real people. In this case, consumers would expect people's words, attitudes, behaviors or thoughts to meet their personality traits (Aaker, 1996). Mengxia (2007) studied the influence of brand personality on consumer brand preference, sentiment, loyalty and purchase intention. Research results show that brand personality has a positive influence on brand choice, sentiment, loyalty and purchase intention. A brand personality should be defined as lasting and consistent. Besides, it should also be differentiated from different brands and meet the needs of consumers (Kumar et al., 2006). In addition, a study conducted by Kumar et al (2006) classified the relationship between brand personality and separately applied durable goods (cars), consumer goods (ice cream), and teeth) to explore the relationship between brand personality and brand loyalty.
Read more ...The Socialist Republic of Vietnam is an agro-industrial state, in which agriculture and industry are the main foundations of development. The society is built on the basis of overall dictatorship of proletariat and a close relationship between working people and peasants, with the aims of realizing communism.
Read more ...As the world has locked down to combat the dreaded pandemic, it has done so in conjunction with a massive drop in consumer spending. In fact, over the past few months take up of common household goods have dropped by 22%. This is a particularly concerning finding as it suggests potential market penetration for brands aiming for high levels of growth. This year's global consumer sentiment index has been a rollercoaster: we saw one of the lowest levels ever recorded, while the second quarter of 2020 was actually the most optimistic period in history – and we’re expecting another downward shift in 2021. With that said, things are starting to look up for the rest of 2020 – here are all 5 consumer trends you need to know, to help you plan your marketing strategy for the rest of 2020 and beyond.
Read more ...The best way to understand your customers and target them with the appropriate communication tactics is to have a good understanding of what makes them tick. When working with an outsourced marketing department (especially when they have a foreign element or are developing services for multinational companies), you will hear them talk a lot about communication tactics to influence – and the learning ability of the customer file you target for each product line.
Read more ...
.jpg)
