The personality of brands and the significance of brand image on consumers’ own behaviour and personality.

Sarkadi Márk László (2023) The personality of brands and the significance of brand image on consumers’ own behaviour and personality. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The buyers don’t purchase a certain product (e.g.: smart phone) from a certain brand (e.g.: Apple) only for the price or the characteristics of the product itself. Consumers purchase certain brands and shop at certain locations while they boycott others because they would like to be part of a group. This issue focuses on the general public’s opinion, so everyone should be considered as the sample regardless of their age, gender, occupation, etc. Since the research topic is based mainly on feelings and attractions towards certain companies. According to the secondary research in business and other scientific journals, and books, this phenomenon is mostly true and consumers archetypes can be boiled down to the 12 Junigan archetypes created by Carl Jung. From the analysis of the responses given to the survey. The primary research can conclude that from the 12 Jungian personality archetypes, 8 is in line with their consumers personality. Which means that from that eight the majority of the votes were given to the archetype which the consumers identified themselves as. All in all the research and this paper is concerned about brand love, hate, loyalty, and the consumers personality in relation to their purchase decisions.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	brand archetypes, brand image, branding, marketing, personality
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Már. 19. 18:21
Utolsó módosítás:	2023. Már. 19. 18:21

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