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Essay 1> motional brand attachment and brand personality: The relative importance of the actual and the ideal self. essay 2> utilitarian over hedonic qualities $6.96
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Essay 1> motional brand attachment and brand personality: The relative importance of the actual and the ideal self. essay 2> utilitarian over hedonic qualities
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Course
The psychology of Selling and Advertising
Institution
Universiteit Leiden (UL)
emotional attachment to the brand . motional brand attachment and brand personality: The relative importance of the actual and the ideal self.
References
Malär, L., Krohmer, H., Hoyer, W. D., Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of...
Fitting Premaman’s Brand Image according to Targets’ Actual Self-Image
“Premaman Orchestra” portrays models that remain flawless and relaxed throughout
their pregnancy, representing an idealized image of mothers-to-be, when the true target
audience is realistically not as slim and peaceful as these exemplars that pose as light as
feathers, but rather tense and puffy.
Adjusting brand personality to be congruent with the audience’s actual self may
increase targets’ emotional attachment to the brand (Malär, Krohmer, Hoyer, & Nyffenegger,
2011), hence, the French maternity wear brand could improve its image by making it
correspond with targets’ actual self-image. A salient brand attachment can be stimulated
through individuals represented in the ads and promote targets’ emotional connection to the
product. Soon-to-be-mothers could see their reflection in images of less fictional models.
Online content can be dedicated to real moms’ stories, going through the same struggles the
target group could identify with. Representing others similar to them, thus relevant to their
actual self-image, can strengthen their relationship with the product as these images would be
closer to reflections of themselves and foster involvement with the product. Campaigns could
emphasize brand identity portraying the average pregnant woman: targets would compare
themselves to these other mothers and feel at ease in their skin, whereas their self-esteem
could be negatively affected by upward comparisons when idealized images are portrayed.
This brand image may yield cognitive closeness to the brand by feeling of attachment
and involvement, making it clearer to targets they need the product. Besides, it is easier to
identify with other average pregnant women.
Reference
Malär, L., Krohmer, H., Hoyer, W. D., Nyffenegger, B. (2011). Emotional brand attachment
and brand personality: The relative importance of the actual and the ideal self. Journal
of Marketing, 75, 35-52.
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