The Influence of Personality, Brand Personality and Values on Consumer Behavior and Service Management

Topics: Brand, Brand management, Branding Pages: 14 (3835 words) Published: October 31, 2014
The Influence of Personality, Brand Personality,
Values and Cultural Differences on Consumer
Behavior and Service Management
Example: McDonald’s

Author: David Burtscher
Date: 23th of June, 2014

I

Abstract
This paper presents the constructs of personality and brand personality as well as the construct of values from consumer behavioral view. Furthermore the paper gives a short insight into value related cultural differences. The paper can be arranged into three parts: personality, values and culture. At first the single constructs are described theoretically, then the relationships and differences between the constructs are discussed shortly. As a last step we tried to integrate and apply the theoretical knowledge at a practical example. For this we chose McDonald's. We think McDonald’s is a good choice because it is present all around the world in many different cultures and it also appeals many different customer types.

II

Table of Contents
Abstract..................................................................................................................................................... I Table of Contents ................................................................................................................................... II

1

INTRODUCTION ....................................................................................................................1

2

PERSONALITY AND BRAND PERSONALITY .................................................................1 2.1 Scales for Measuring Brand Personality ......................................................................................... 1 2.2

3

Effects of Brand Personality and Managerial Implications .................................................... 2

VALUES ....................................................................................................................................3 3.1

Differentiation Values and Personality Traits .......................................................................... 3

3.2

Schwartz Value Theory .............................................................................................................. 4

3.3

Application of SVS at the Case of McDonald's ........................................................................ 5

3.4

Values in a Consumer Behavioral Context ............................................................................... 5

3.5

Cultural Differences in Values ................................................................................................... 6

4

CONCLUSION ..........................................................................................................................8

5

REFERENCES ..........................................................................................................................9

1

1

Introduction

The aim of this paper is to create an overview about the influence of personality, brand personality and values on consumer behavior and service management. Furthermore it should investigate if cultural differences in values among countries exist. The focus of this paper lies more on brand personality instead of human personality due to the growing importance of this topic in terms of consumer behavior.

2

Personality and Brand Personality

Since the importance increases of service management researchers investigate more intensive personality especially brand personality which has it origin in human personality in the field of psychology. Freud was the first person, who formulated a human personality theory followed by other psychologists. Thereby the definition constitutes the most important part of the work (Azoulay and Kapferer, 2003). Consequently, Bloch et al. (1997) combined partly the definitions of researches and come to the conclusion that personality can be seen as a “set of relatively stable and general dynamic, emotional...

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