University of Twente Student Theses


Effects of brand personality and event personality congruence

Draaijer, B. (2015) Effects of brand personality and event personality congruence.

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Abstract:To identify the effects of congruence between brand personality and event personality on consumers’ attitudes toward the brand and attitude toward the event, an experiment was conducted. Brand commitment and product involvement were included as moderators. Two brand personalities and two event personalities were used in the experiment. Results did not show beneficial or harmful effects on brand attitude and event attitude in the congruent and incongruent conditions. Also for the predicted defense mechanism of brand commitment no statistical evidence was found. Based on the results, there can be concluded that a communicated sponsored event does not affect brand attitude. Future research has to show if these effects are similar for other product classes, brands and other forms of communications of brands.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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