Resumen de The impact of brand personality, origin and psychographics on youth response toward fashion clothing advertising: a brand equity measurement approach
António Azevedo, Minoo Farhangmehr
The impact of brand personality, origin and psychographics on youth branding advertising response is examined. Each advertising response variable was submitted to GLM repeated measures ANCOVA, using a factorial design with two within-subject factors, 5 brand personality-identity-style constructs (sincerity, excitement, competence, sophistication or ruggedness) x 3 brand origins (Portuguese, English name or "foreign branding"), and each individual variable (sex, group, ethnocentrism, self-monitoring, fashion leadership, susceptibility to interpersonal influence, materialistic values, desire for unique products and price sensitivity) as between-subjects factor. A brand equity comparative analysis was accomplished using price sensitivities. The ideal brand combines sophistication personality with "foreign branding" strategy.
