Brand Personality and Emotional Attitudes: The Case of Mobile Telephone Operators

As part of a brand image, brand personality has aroused for years the interest of scholars and marketers. This article examines this concept in the case of two mobile telephone operators in Tunisia (North Africa). An empirical investigation, based on a sample of 272 students, has shown that brand pe...

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Bibliographic Details
Published in:	Journal of global marketing 2011-07, Vol.24 (3), p.245-262
Main Authors:	Klabi, Fethi, Debabi, Mohsen
Format:	Article
Language:	eng
Subjects:	Brand image Brand personality Cellular phones Communication Consumer attitudes Consumers emotional attitudes Management Marketing marketing communication Mobile communication systems mobile telephone operators North Africa Personality traits Product differentiation Studies Success Tunisia Wireless carriers Youth
Online Access:	Get full text
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Summary:	As part of a brand image, brand personality has aroused for years the interest of scholars and marketers. This article examines this concept in the case of two mobile telephone operators in Tunisia (North Africa). An empirical investigation, based on a sample of 272 students, has shown that brand personality influences and above all is influenced by emotional attitudes within consumers. At a managerial level, this study sheds light on the main brand personality traits (agreeableness, conscientiousness, sophistication, and youth) that make successful product differentiation and communication strategies. An emotion-oriented approach is also indicated as a salient branding management key of success.
ISSN:	0891-1762 1528-6975