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The Hero versus the Outlaw?: archetypical brand-testimonial congruence and its influence on brand attitude, purchase intention and retrieval.

Vieth, Marius Niklas (2012) The Hero versus the Outlaw?: archetypical brand-testimonial congruence and its influence on brand attitude, purchase intention and retrieval.

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Abstract:Dr. M. Galetzka Dr. S.M. Hegner This thesis revolves around the influence of personality based brand-testimonial congruence on brand attitude, purchase intention and (aided vs. unaided) retrieval. The study investigates the concept of archetypes as means of brand and testimonial personality assessment. Four online studies of quantitative nature were conducted, two preliminary and two experimental studies. Altogether, 354 undergraduate and graduate students took part. Firstly, the study shows that archetypes can successfully be applied to brand personalities and testimonials. Secondly, the results revealed that a higher level of congruence between brands and testimonials leads to a higher brand attitude and purchase intention. Thirdly, the processing fluency plays a vital role with its full mediation in the brand attitude formation. Fourthly, the relationship between actual self and brand attitude could not be proven. Finally, the results prove that a higher congruence increases the ease of retrieval, while an aid generates higher retrieval scores of brand-testimonial couples. This study underlines the importance of congruent brand-testimonial personalities for the marketing world, because they increase the brand attitude, purchase intention and ease of retrieval. Furthermore, it proves that archetypes serve as means of assessing brand and testimonial personalities in order to find suitable matches and get insight into the heart of the brand.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/61684
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