The Role Brand Personality Plays in Purchase Decisions
This is an individual assessment whereby students are expected to demonstrate their understanding of academic theories in the area of research methods. The assignment consists of submitting a research proposal that outlines the various research methods that would be applied in order to carry out the investigation, which closely mirrors the knowledge and skills required in postgraduate study. The final assessment is worth a potential of 100 marks that will use progressive draft submission throughout the semester to monitor development and provide feedback. The report should not contain more than 2000 words (+/- 10%). This coursework has a weighting of 100% towards the final grade. Students are required to achieve an overall grade of 50% in order to pass this module.
2.0 Detailed Description.
For this assignment each student is expected to complete and submit the following task. The assignment is due on Friday at 16.00 in Week 12.
2.1 Students should provide an ‘Introduction’ that can include background/history/definition of their selected topic (2 marks), introduce the two selected journals using in-text citations (1 mark), the thesis statement and a brief outline of report structure/content (2 marks).
2.2Students are to conduct an initial literature review (500-words) into their area of interest and include 10-12 up to date references (within the last 5 years). Students are also required to find and select two journal research papers based on the same area of interest, which have been taken from the top-ranking journals based on the impact factor or those that are rated as 3, 4 or 4* in the ABS (the Associate of Business Schools) guide. The chosen research papers can contain either primary or secondary research but should be useful in developing the research question and therein the research methods to be adopted in the investigation.
Students will be expected to submit:
• A 2000-word (+/- 10%) Microsoft Word document including 500-words literature review.
• The two research papers as well as evidence that the research paper has meet the set journal requirements.
• Highlight and label the following details on the two selected journals:
▪ Author(s) of the research paper.
▪ Journal and journal rank/rating.
▪ Research question of the research paper.
▪ Research philosophy of the research paper.
▪ Research design of the research paper.
▪ Research strategy of the research paper.
▪ Data collection method and sample method.
▪ Key findings and conclusion of the research paper.
▪ Strengths and weaknesses of the research paper.
▪ Relevance to own study.
• Appropriately referenced in accordance with Harvard style referencing.
2.3 Identify and state the research question(s) and the research question type of your two selected papers (2 marks) and based on the literature review from Section 2.2, formulate your own research question, research question type, and justify the method adopted (3 marks).
2.4Based on the literature review from Section 2.2 and the research question in Section 2.2, formulate 5 Hypothesis (5 marks) labelling the independent and dependent variable (5 marks).
2.5 State and justify the research philosophy to be adopted. Students should:
• Identify and explain the research philosophy of your two selected papers (4 marks).
• Suggest and explain a research philosophy that is most appropriate to answer your research question (2 marks).
• Provide justification for selecting said solution by comparing and contrasting the strength and weaknesses of the research methods in order to critically evaluate the theory’s suitability in achieving the research aim (4 marks).
2.6 State and justify the research design to be adopted. Students should:
• Identify and explain the research design of your two selected papers (4 marks).
• Suggest and explain the research design that is most appropriate to answer your research question (2 marks).
• Provide justification for selecting said solution by comparing and contrasting the strength and weaknesses of the research methods in order to critically evaluate the theory’s suitability in achieving the research aim (4 marks).
2.7 State and justify the research strategy to be adopted. Students should:
• Identify and explain the research strategy of your two selected papers (4 marks).
• Suggest and explain the research strategy that is most appropriate to answer your research question (2 marks).
• Provide justification for selecting said solution by comparing and contrasting the strength and weaknesses of the research methods in order to critically evaluate the theory’s suitability in achieving the research aim (4 marks).
2.8 State and justify the data collection method to be adopted. Students should:
• Identify and explain the data collection method of your two selected papers (4 marks).
• Suggest and explain the data collection method that is most appropriate to answer your research question (2 marks).
• Provide justification for selecting said solution by comparing and contrasting the strength and weaknesses of the research methods in order to critically evaluate the theory’s suitability in achieving the research aim (4 marks).
• In addition, identify and explain the sampling method of your two selected papers (2 marks).
• Suggest and explain the sampling method that is most appropriate to answer your research question (2 marks).
• Provide justification for selecting said solution by comparing and contrasting the strength and weaknesses of the research methods in order to critically evaluate the theory’s suitability in achieving the research aim (1 marks).
2.9 Students should provide an appropriate ‘Conclusion’ that reflects on the thesis statement mentioned in the ‘Introduction’ (1 mark), identify and explain one possible limitation of your proposed research methodology (2 marks) and suggest possible future research (2 marks).
3.0 Submission Details.
• The lecturer will announce the assignment due date for each task during the semester.
• All assignments (research proposal and two selected journals) must be uploaded to Moodle via the Turnitin submission link.
• Your research proposal must be written using Microsoft Word and must include the student’s name and BPC student ID.
• Your two selected journal papers must be in PDF, highlighted and labelled (please refer to section 2.1).
The Role Brand Personality Plays in Purchase Decisions
Student Name
Institutional Affiliation
Date
2.1 Introduction
The research will investigate the role of brand personality in influencing purchase decisions. According to Avis and Aitken (2015), the concept of brand personality was coined in 1955 by advertisers and continues to evolve to this day. Brand personality refers to the set of human attributes associated with a brand (de la Paz Toldos-Romero and Orozco-Gómez, 2015). Purchasing decisions imply the thought process that causes a client to identify and select a particular product or service (Hallberg and Krysén, 2015). Through brand personality, an organization can shape how individuals feel about its products or services and ultimately cause them to make a purchase.
The proposed research will utilize two articles extensively. The first one is “Seeing brands as humans: Development and validation of a brand anthropomorphism scale” by Golossenko, Pillai, and Aroean. The International Journal of Research in Marketing published the article in 2020. The second one is titled “Functional brand qualities and perceived value: The mediating role of brand experience and brand personality.” Coelho, Bairrada, and de Matos Coelho published the article in the Journal of Psychology & Marketing in 2020.
This report will present a search proposal of two articles focusing on brand personality and purchasing decisions. The report will include a literature review that shows what other researchers have done on the topic. Next, the report will include a highlight of the two research articles. The paper will explore the two articles' research questions, philosophy, design, strategy, and data collection methods while demonstrating how the same will be in the report. Lastly, the report will include a conclusion where the researcher will highlight and reflect on the thesis statement. The conclusion will also show a limitation of the study and recommendations for future research.
2.2 Literature Review
The business arena continues to be competitive, forcing companies to consider ways of marketing their products and services. Technological advancement and globalization have forced businesses to abandon mass marketing and consider approaches that most appeal to clients (Dahlman, 2007). In particular, businesses are considering ways that are personalized and appealing. Businesses are working towards ensuring that their products are outstanding since clients have a variety of products they can choose. People nowadays have access to more information and product choices than ever (Ali Taha et al., 2021). Some of the competitors could even be selling the same product cheaply. Without outstanding products or lower prices, businesses are in a dilemma about what they can do to be unique in the ever-crowded market, which is also growing. As a result, businesses have turned to brand personality to influence clients to make purchasing decisions. The topic is important because it can assist businesses in personifying their brands and increasing customer sales.
Bouhlel, Mzoughi, Hadiji, and Slimane (2011) believe that brand personality is an important concept that needs attention. The authors demonstrate that the concept is needed for brand differentiation to create a sustainable competitive environment. Freling and Forbes (2015) support the same position by asserting that brand personality could help buyers choose a certain product from a pool of similar products offered by competitors. Individuals could form relationships with brands as they do with one another (Aggarwal, 2004). Such a relationship needs special attention to help marketers push their products. Bozbay and Özkan (2016) demonstrate that brand personality affects the differentiation of any brand, and hence the business should embrace it.
Golossenko, Pillai, and Aroean (2020) believe that while brand personality is a critical concept, it does not have clarity on its operationalization and measurement. The investigators indicate that many marketing scholars have ignored the area, hence the lack of an appropriate tool to measure brand personality. The investigators work towards developing, developing, and validating the brand anthropomorphism scale (BASC). They aim to deploy the scale as a tool that other investigators and marketers can utilize to measure the effectiveness of brand personality. Similarly, Coelho, Bairrada & de Matos Coelho (2020) believe that brand personality has focused majorly on intangible brand qualities, hence underestimating the role of functional attributes. The investigators seek to overcome the challenge by demonstrating that brand quality and innovativeness are important factors that lead to perceived brand value.
There is a knowledge gap on how brand personality translates to actual sales. Most researchers agree that marketers must incorporate the concept into their products to drive sales (Freling, Crosno, and Henard, 2011). However, they fail to quantify how brand personality can influence clients' purchasing decisions. Therefore, brand personality needs to be considered in the purchase decision process (Vazifehdoost and Hamedani, 2016). This will be critical in helping businesses establish how brand personality can generate sales.
2.3 Details of Journals
▪ Author(s) of the research paper. In the first article, the authors are Artyom Golossenko, Kishore Gopalakrishna Pillai, and Lukman Aroean. In the second paper, the authors are Coelho, Filipe JF, Cristela M. Bairrada, and Arnaldo F. de Matos Coelho.
▪ Journal and journal rank/rating. Both journals are rated 3 in the ABS (the Associate of Business Schools) guide.
▪ Research question of the research paper.
In Golossenko, Pillai, and Aroean (2020), the authors do not expressly state the research question. For Coelho, Bairrada, and Arnaldo (2020), the research question is, “What is the relationship between functional (perceived quality and brand innovativeness) and symbolic qualities?”
▪ Research philosophy of the research paper.
Both articles use a positivist research philosophy. Here, the investigators have disassociated themselves from their values and work independently.
▪ Research design of the research paper.
Golossenko, Pillai, and Aroean (2020) use a correlational research design, while Coelho, Bairrada, and Arnaldo (2020) utilize a descriptive research design
▪ Research strategy of the research paper.
Both Golossenko, Pillai, and Aroean (2020) and Coelho, Bairrada, and Arnaldo (2020) employ a survey strategy.
▪ Data collection method and sample method.
Golossenko, Pillai, and Aroean (2020) used a sample of 1,666 participants divided into three groups. They administer questions on a Likert scale where participants fill in items from “strongly disagree” (1) to “strongly agree” (7) while also answering the demographic questions. In Coelho, Bairrada, and Arnaldo (2020), the investigators administer questionnaires to a sample of 534 students.
▪ Key findings and conclusion of the research paper.
In Golossenko, Pillai, and Aroean (2020), the results indicate that brand personality is a major determinant of the outcomes of brand trust and commitment by the clients. On the other hand, Coelho, Bairrada, and Arnaldo (2020) demonstrate that brand experience and personality relate to perceived value. Hence, employing brand personality contributes to perceiving a high-quality product or service.
▪ Strengths and weaknesses of the research paper.
Golossenko, Pillai, and Aroean (2020) and Coelho, Bairrada, and Arnaldo (2020) use a relatively large sample. Using such a large sample makes it easier for the investigators to generalize the results to the entire population.
Golossenko, Pillai, and Aroean's (2020) weakness entails the limitation of the participants to the UK. The results may not be generalized to a population outside the UK. Similarly, the weakness of Coelho, Bairrada and Arnaldo (2...
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