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Testing the Reliability and Validity of a Brand-personality Measurement Tool

Testing the Reliability and Validity of a Brand-personality Measurement Tool

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Testing the Reliability and Validity of a Brand-personality Measurement Tool
Testing the Reliability and Validity of a Brand-personality Measurement Tool

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Published by: Dee Constantine-Simms on Sep 18, 2009
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05/11/2014

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 TESTING THE RELIABILITY AND VALIDITY OF A BRAND-PERSONALITYMEASUREMENT TOOLByDENA STEINA THESIS PRESENTED TO THE GRADUATE SCHOOLOF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT OF THEREQUIREMENTS FOR THE DEGREE OF MASTER OF ADVERTISINGUNIVERSITY OF FLORIDA2004
 
 ACKNOWLEDGMENTSThis thesis is dedicated to my family, friends, professors and classmates for their support and encouragement throughout my academic career. Recently, these peoplehave touched my life in many different ways.First and foremost, I would like to give special thanks to Dr. John Sutherland for  being an excellent professor, advisor, thesis committee chair, and mentor. I appreciate allthe insight and time he put into helping me with my thesis. I am also grateful to him for teaching me the basics, and advancing my knowledge and expertise. I also want to thank my thesis committee members, Dr. Chan-Hoan Cho and Dr. Jorge Villegas, for their  patience and support.In addition, I would like to commend my professors and classmates for their excellence in representing the first Master of Advertising class at the University of Florida, and I congratulate them for their hard work and achievement.Lastly, I thank my family and friends, who have always supported my goals. Ialso thank my classmates Mala and Ross, who became my good friends and confidants. Ithank my roommate Emily for giving me advice and listening to me. I thank my boyfriend Patrick for his encouragement and his confidence in me. I thank my brother James for always being there and taking care of me. Finally, I thank my parents, for instilling their values in me (especially their values of strong work ethic, determination,and achievement).ii
 
TABLE OF CONTENTSPageACKNOWLEDGMENTS……………………………………………………………….iiLIST OF TABLES……………………………………………………………………......viABSTRACT…………………………………………………………………………….viiiCHAPTER 1 INTRODUCTION………………………………………………………………….....1Brand Personality……………………………………………………...........................1 Significance of Brand Personality……………………………………………….........3Research Problem…………………………………………………………......……....52 REVIEW OF LITERATURE………………………………………………………....7Theories Attributed to Brand Personality……………………………………........…7Brand Equity…………………….……………………………………………......…...7Relationship Basis Model……………………………………………………....…7Self Expression Model……………………………………………………….........9Functional Benefit Representation Model…………………………………….....10Self-Concept and Purchase Motivation……………………………………......…….10Self-Image/Product-Image Congruity…………………………………….…...12Measuring Brand Personality Associations…………………………………….........14Qualitative Measurement……………………………………………………...14Quantitative Measurement………………………………………………….….17Meyers-Briggs Type Indicator (MBTI).......................................................................2
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