Persons with this disorder often have trouble relaxing because they are preoccupied with details, rules, and productivity.
For decades, researchers have argued that brand personality is an important topic of study because it can help to differentiate brands e.
However, although brand personality is intuitively appealing and, as a result, has received considerable academic attention, it has been criticized on a number of dimensions; conceptual, methodological and substantive.
First, at the conceptual level, there is still some ambiguity over what a brand personality is. How should it be defined and conceptualized?
The answers to these questions have important implications for managers and academics interested in understanding the larger questions of why brand personality is important and how brand personality works.
Second, at the methodological level: While most researchers generally rely on qualitative methods, such as photo-sorts, free associations, psychodramatic exercises cf. Levy these open-ended techniques are often dropped in the later stages of research as marketers look for more quantitative ways to detect and enumerate differences among their brands Blackstonthe most common of which is the differential semantic scale e.
Birdwell ; Plummer However, studies using such scales are limited since the "right" way to compile the adjectives has not yet been determined. Others simply use attributes most related to the products being tested e. Moreover, regardless of how the adjectives are selected, reliability and validity problems are generally not addressed.
See Sirgy for a more complete review of these and other measurement difficulties. Moreover, it would likely include both qualitative and quantitative methodologies in order to retain the advantages of both.
However, what those methodologies are, and how they work together to articulate the conceptualization remain unclear. Third, at the substantive level: What are the implications of having a brand personality?
What marketing activities create or alter it? In the past, researchers have suggested that brand personality is most important when used as a research tool to identify personal meaning for the consumer King Others assert that brand personality is needed as information for creatives when developing advertising Lannon and Cooper Still others have suggested that brand personality should be seen as a more global construct: In brief, brand personality, as a construct, has multiple uses.
However little systematic research has been conducted to understand or classify these uses.
Is brand personality best used as a research tool, a clue for creatives or as a key element to brand equity? Or is the answer "D"? The primary objective of this session is to address these three areas of ambiguity in brand personality research.
As illustrated by the set-up of the session, our goal is not to converge on one definition, conceptualization and measurement tool for brand personality. Rather, we draw on diverse literatures such as narrative theory, social psychology and psychometric theory, and illuminate their potential contributions to the study of brand personality.
The secondary objective of this session is to provide a platform for future research on brand personalities and related topics. Upon reviewing the literature on brand personality, one gets the sense that each study does not receive the attention it may deserveCwheels are spinning yet brand personality research doesn't get very far.
In order to give past, current and future studies some traction, solid theoretical frameworks and a sense of the topic's breadth are needed.Dark personality was operationalized through low honesty-humility. • Dark personality is a potential antecedent to political skill.
• Supervisors give higher performance ratings to politically skilled employees. What Extent Does Personality Predict Employee Performance Business Essay According to research conducted by Zunker (, p.
), personality traits have two different approaches that define them.
These include the nomothetic method and the . To what extent does personality predicts employee performance? Words | 9 Pages. To what extent does personality predicts employee performance?
In the workplace there can be a number of factors that can affect and employee’s work ethic or their performance in their job related task. Fideisms Judaism is the Semitic monotheistic fideist religion based on the Old Testament's ( BCE) rules for the worship of Yahweh by his chosen people, the children of Abraham's son Isaac (c BCE)..
Zoroastrianism is the Persian monotheistic fideist religion founded by Zarathustra (cc BCE) and which teaches that good must be chosen over evil in order to achieve salvation.
Personality psychology is a branch of psychology that studies personality and its variation among grupobittia.com is a scientific study which aims to show how people are individually different due to psychological forces.
Its areas of focus include.
Advances in Consumer Research Volume 22, Pages A BRAND AS A CHARACTER, A PARTNER AND A PERSON: THREE PERSPECTIVES ON THE QUESTION OF BRAND PERSONALITY. Obsessive–compulsive personality disorder (OCPD) is a personality disorder characterized by a general pattern of concern with orderliness, perfectionism, excessive attention to details, mental and interpersonal control, and a need for control over one's environment, at the expense of flexibility, openness to experience, and efficiency. Workaholism and miserliness are also seen often in those. In this paper we review prior theory and empirical evidence relevant to the personality characteristics that differentiate charismatic leaders from noncharismatic leaders.
In this paper we review prior theory and empirical evidence relevant to the personality characteristics that differentiate charismatic leaders from noncharismatic leaders.