Reference no: EM132481925

Point 1: Consumers as well as brands possess their own personalities. Consumers often select and utilize brands whose character is similar to their own self-concept (actual self-concept, ideal self-concept or other's self-concept). Kotler and Keller (2016) discuss "five key psychological processes - motivation, perception, learning, emotions and memory - fundamentally influence consumer responses"

For this assignment, you will relate your own personality to the brand personality of a recent purchase you made. In a Microsoft Word document, write a report analyzing one of your most recent purchases of a car, computer, furniture, or clothing and discuss your motivation for the purchase. Be sure to address the following questions:

Question 1: Did any person or marketing communication from the brand influence your purchase?

Question 2: What does the purchase say about your own self-concept ideas?

Question 3: How would you define the personality of the purchased brand as compared to the definitions stated in the chapter by Stanford's Jennifer Aaker and is it consistent with your own?