File(s) not publicly available

Do brands have feelings too?

conference contribution
posted on 06.12.2017, 00:00 by Jennifer BanksJennifer Banks, Nicole HartleyNicole Hartley
Emotions, and more specifically the construct of emotional intelligence, appear with increasing regularity across a diversity of literature pertaining to human personality issues. Marketing literature provides us with a body of evidence illustrating an accepted link between established human personality theories and suggested brand personality dimensions. As consumers are seen to purchase brands that reflect their own self image as characterised by human personality characteristics, and as emotional intelligence is increasingly utilised as human personality dimension, it would seem opportune to explore potential links between emotional intelligence and brand personality. By examining the current theories of brand personality and how it is constructed, and by highlighting the potential for inclusion of an EI dimension, there is opportunity to expand on the current theoretical frameworks of brand personality. As the literature indicates a shift in focus in brand personality research towards facilitating a greater understanding of relationships between consumers and brands, the importance of recognising the emotional components of brands is evident both on a broad level and for specific products and services. Hence the inclusion of Emotional Intelligence based competencies in future research can further develop and support marketers in their efforts to facilitate the consumer brand relationship.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Start Page

1

End Page

13

Number of Pages

13

Start Date

01/01/2004

ISBN-10

0476011310

Location

Dunedin, New Zealand

Publisher

media@management, University of Otago

Place of Publication

Dunedin, New Zealand

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Faculty of Business and Law; International conference;

Era Eligible

Yes

Name of Conference

Australian and New Zealand Academy of Management. International conference