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Exploring the impact of brand personality on consumer decision making：
Case studies of Apple’s Mac

Introduction
In today, technology develop rapidly, it becomes more and more popular 留学生论文网and important part of people’s life. High-tech can be seen everywhere. For this competitive market, if company want to remain their customers, they must make their product more personalily and different, This report aim to defination of :
a) What is brand personality?
b) How to build a brand personality?
c) How High-techonology products impact to people’s life?
Nowaday’s market, having a well opinion through brand strategy is a key contribution to company success. Brands enable consumers to efficiently encode their functional and emotional values in their minds(Franzen and Bouwman, 2001). That means the important for company to attract customer is to recognize the points of difference between competing brand. Effective brand management with brand personality is of very importance in achieve the whole company objective of satisfaction, loyalty, and profitability.

The paper reviews the literature on the brand building and develops arguments in Reference to symbiotic relationship of brands with cognitive behavior of consumers. The discussion in the paper is categorically spread over brand, brand personality,brand awareness and brand recall, brand personality impact on customer decision making and brand image.
Further more, the proposal considers an example of the brand management power developed by Apple.

Literature review
What is brand personality?

How to build a brand personality?
How High-techonology products impact to people’s life?
Methodology
Reference

Aaker, J.L.(1997), “dimensions of brand personality”, Journal of Marketing Research,Vol.34, pp.347-56.

Batra, R., Lehmann, D. and Singh, D.(1993), “The brand personality component of brand goodwill: some antecedents and consequences”, in Aaker, D.A. and Biel, A.L. (Eds), Brand Equity and Advertising: Advertising’s Role in Building strong Brands, Lawrence Erlbaum, Hillsdale, NJ, pp.83-95.

Berk Ataman,Burc Ulengin,(2003), “A note on the effect of brand image on sale”, pp. 237-250

Cleary, D.P. (1981), Great American Brands, Fairchild, New York, NY.

Franzen, G. and Bouwman, M. (2001), The Mental World of Brands, Worl
Advertising Research Centre, Henley on Thames.

Ginden, R. (1993), The name game”, Cheers, pp. 59-62.

Gregory, J.R. (1993), “Strong brands stick out in a crowd”, Business Marketing, Vol. 78, p. 39.

Hawkins, D.I., Best, R.J., Coney, K.A. (2001), Consumer Behavior: Building Marketing Strategy, 8th ed., McGraw-Hill, New York, NY, .

Jennifer Rowley. (2004), “Online branding” , pp. 131-138

Joseph Arthur Rooney. (1995), “Branding: a trend for today and tomorrow “, pp. 48-55

Keller, K.L. (2003), Strategic Brand Management: Building, Measuring and
Managing Brand Equity, Pearson, Upper Saddle River, NJ.

O’Malley, D. (1991), “Brand means business”, Accountancy, Vol. 107, pp. 107-8.

代写留学生论文Rajagopal, (2006), “measuring business excellence”, pp.56-65.

Ross, J. and Harradine, R. (2004), “I am not wearing that! Branding and young
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