Searching for just a few words should be enough to get started. If you need to make more complex queries, use the tips below to guide you.
Article type: Research Article
Authors: Rup, Bikash Kumar* | Gochhayat, Jyotiranjan | Samanta, Sasmita
Affiliations: Kalinga Institute of Industrial Technology (KIIT), Bhubaneswar, India
Correspondence: [*] Corresponding author: Bikash Kumar Rup, Kalinga Institute of Industrial Technology (KIIT), KITT School of Management (KSOM),
Abstract: Perceived brand personality of an individual may vary with various factors attached to individuals. This study intends to explore the influence of biological sex and gender roles of consumers on their perception of brand personalities. Data were collected through questionnaire survey. Four hundred and eleven valid responses were received on various brands of cell phones, out of which 281 responses on four brands were analyzed using structural equation modelling in AMOS 20. This study finds no evidence of any association of individuals’ biological sex with their perception of brand personality regarding the brand. On contrary it was found that irrespective of biological sex, individuals having certain gender roles can be associated with their perceived brand personality. The findings may not be helpful to low end products where customization of products or sales strategy may not be feasible. The findings will help in sales and marketing management of products and services. This may be very much helpful for high-end products, where customization of individual need can be accommodated. This study identifies how social constructs such as gender roles play a crucial role in redefining marketing as well as sales strategy, leading to better management of potential consumers.
Keywords: Perceived brand personality, biological sex, gender role, structural equation modelling
DOI: 10.3233/KES-180387
Journal: International Journal of Knowledge-based and Intelligent Engineering Systems, vol. 22, no. 4, pp. 231-237, 2018
IOS Press, Inc.
6751 Tepper Drive
Clifton, VA 20124
USA
Tel: +1 703 830 6300
Fax: +1 703 830 2300
sales@iospress.com
For editorial issues, like the status of your submitted paper or proposals, write to editorial@iospress.nl
IOS Press
Nieuwe Hemweg 6B
1013 BG Amsterdam
The Netherlands
Tel: +31 20 688 3355
Fax: +31 20 687 0091
info@iospress.nl
For editorial issues, permissions, book requests, submissions and proceedings, contact the Amsterdam office info@iospress.nl
Inspirees International (China Office)
Ciyunsi Beili 207(CapitaLand), Bld 1, 7-901
100025, Beijing
China
Free service line: 400 661 8717
Fax: +86 10 8446 7947
china@iospress.cn
For editorial issues, like the status of your submitted paper or proposals, write to editorial@iospress.nl
如果您在出版方面需要帮助或有任何建, 件至: editorial@iospress.nl