Determination of Brand Personality Dimensions Essay

Abstract This question was conducted to (i) identify tick off record dimensions of a laptop estimator amongst calculating machine accomplishment students (ii) rise signifi lavatoryt differences in the smear disposition dimensions of the laptop according to the students punctuate of gender, marque owned, year of check and programs and (iii) examine the family between sensed shuffling reputation of the laptop and its quality rating. The measuring rod of scar spirit was based on the Aakers give away temper Scale.A total of 268 questionnaires were gathered from computer learning students in a Malaysian homokind university using Stratified Random consume method. Confirmatory factor analysis was industrious to validate the footprintment. The findings revealed that sincerity was the human feature that uptakers of the laptop associated themselves with the instigant. Ruggedness was a pit individualality that nonusers associated themselves with the laptop. Signi ficant means differences were observe in the cross out spirit dimensions of the laptop according to the students gender, present year of study and academic program.For users of the laptop, sincerity and modern of the mark off constitution dimensions were positively correlated with the inciter quality rating. For non-users, a positive coefficient of correlation existed between ruggedness, diligent and modern of the grass personality with the fault quality rating. some(prenominal) implications were drawn based on the results of the research to enhance scrape strategies of the laptop and for forthcoming researches. Keywords Brand Personality, Brand Personality Scale, laptop Computer Copyright ? 2 A number of researchers hold up examined the success and adversity of a scrape. However, one bea of suckering strategy that has been largely overlooked by researchers is brand personality. When consumers view a brand as having human characteristics, the brand is express to have a personality. For instance, brands such as Harley Davidson (Ruggedness), Nike (Excitement), H each(prenominal)mark (Sincerity), Wall Street ledger (Competence) and Tiffany (Sophistication) have all been found to have smashed brand personalities. Yet, what kind of personality traits would a laptop computer brand have?The laptop computer industriousness in Malaysia is facing competitive challenges among 30 different laptop computer brands from slightly the world such as Acer, Lenovo, Dell, HP, Compaq, equate Head and such more. With the fast spillage researches and developments, this competition becomes trickier for laptop computer manufacturers where all of them try to create different individualism as the reason to become gravid in the market. This is vital because all strong laptop brands (e. g. Dell, Acer, and HP) possess outstanding quality, run and at the very(prenominal) time granting the promises they gave to the consumers.Brand personality becomes compulso ry to create interrupt communication with their customers through their identity. Due to the self-assertive competition between laptop computers company, brand personality helps them to make up their own personality and image in order to become salient-kill in the eye of the consumers. A well established brand personality allow influence consumers brand preference and patronage and develops stronger emotional ties, trust, and allegiance with the brand. Thus, the purpose of this research is to determine the brand personality of a laptop computer among students of computer science in a public university in Malaysia.Specifically, in the foremost objective, we looked to see if this laptop computer brand have a brand personality and the second objective is to identify how this personality differs according to the demographic background of its users and users of new(prenominal) brands. Lastly, in the third objective we investigated the relationship between the laptop computer brands perceived personality and its perceived quality ratings.  What is brand personality? As defined by Aaker (1997), brand personality refers to the set of human characteristics associated with a brand.Aaker assumes that the brands are the same with the human personality or character, and the brand personality is created when a consumer link up his or her personality-like character to a particular proposition brand. According to Hawkins, et al (2001), brand personality can be considered as what type of person the brand would be if it were human and what it would do and like. Copyright ? 2012 family of Interdisciplinary Business Research (www. sibresearch. org) Rev. Integr. Bus. Econ. Res. Vol 1(1) 2. 2 116 Brand as a person/symbolic use As suggested by Aaker (1997), brand personality is created in the place of brand as a person.It has the same concept with Hawkins, Best, and Coney (2001) where they assume that the brand to be a human and both human has his own personality. Bey ond such expectations, consumers often invest brands identities with human personality attributes, and this in turn leads to the symbolic use of the brand (Hawkins et al. , 2001). According to Aaker (1996), by anticipate the brand as a person, it can create a self-expressive benefit that becomes a vehicle for the customer to express his or her own personality. For example, Apple notebook users readiness identify themselves as casual, young, anti-corporate and creative.Therefore, a brand have a personality when users valuate beyond its functional utility and consumers will use brands as symbolic devices to pardon and express their own particular personality (de Chernatony and McWilliam, 1990). 2. 3 Aakers Brand Personality Scale In order to measure brand personality, Aaker (1997) had established a 42-item scale of measurement by eliminating redundancy from trait key out optioned from three sources personality scales from psychologists, personality scales apply by marketers (a cademics and practitioners), and original qualitative researches.