Product personality and its influence on consumer preference

By P. Govers, Jan Schoormans. 2005

397 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/460885e1f0702112132a670cea067fa4f2160450

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In Social Psychology

Citations in the corpus

Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook (2018, neutral): “One reason firms may be using such content is because consumers tend to choose brands that are in congruence with their own personalities (Govers and Schoormans 2005).”
Beyond "Pink It and Shrink It" Perceived Product Gender, Aesthetics, and Product Evaluation (2015, background): “In line with prior work on product personality (Govers & Schoormans, 2005), studies on person perception is considered to provide insight into how product gender is perceived.”
Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention (2016, background): “Furthermore, research has indicated that users tend to prefer brands which have an image that matches their self-image (Govers and Schoormans 2005).”
Brand Personality in Sport: Dimension Analysis and General Scale Development (2010, neutral): “Although Govers and Schoormans’ (2005) longitudinal study confirmed Aaker’s findings, examining the influence of product personality on a consumer’s preference over time, Austin, Siguaw, and Mattila (2003) argued that the BP scale was not gener-alizable to individual brands, as a result of the…”
Symbolic purchase in sport: the roles of self‐image congruence and perceived quality (2009, background): “Much of the consumer behavior research in self-image congruence has predicted various consumer behaviors, including product/brand preference (Fitzmaurice, 2005; Govers and Schoormans, 2005; Heath and Scott, 1998; Jamal and Goode, 2001), brand/service attitude (Hogg et al.”
The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers (2010, background): “It has been emphasized in many brands and products, including durables goods, consumables goods, entertainment and luxury goods, and so on (Kumar et al., 2006; Govers and Schoormans, 2005; Mengxia, 2007).”
A mixed method approach to understanding brand personality (2009, background): “Brand personality recognizes the symbolic and emotional meaning that taps consumer appeal and affects purchase decisions (Govers and Schoormans, 2005; McCracken, 1986; Holman, 1981).”
Consumers' perceptions of the dimensions of brand personality (2011, background): “Grohmann (2009) was the first to develop a two-dimensional scale measuring the”
The Impacts of Brand Personality and Congruity on Purchase Intention: Evidence From the Chinese Mainland's Automobile Market (2009, background): “However, only a handful of studies have focused on self-image congruity with a brand’s personality characteristics (e.g., Govers & Schoormans, 2005; Murphy et al., 2007), which is significant in providing insights into consumer purchase behavior.”
Product gender perceptions and antecedents of product gender congruence (2010, background): “Past studies have shown the brand personality/buyer congruence does influence product preference and satisfaction (Grover and Shoormans, 2005), and this study suggests that individuals that seek selfcongruence to products consider gender congruence as important to their selections.”