Edith Cowan University Research Online Theses : Honours Theses 2010 An exploration of the impact of brand personality on consumer buying intentions toward specialist stationery products across age groups Chalinun Aurmanarom Edith Cowan University Follow this and additional works at: https://ro.ecu.edu.au/theses_hons Part of the Public Relations and Advertising Commons Recommended Citation Aurmanarom, C. (2010). An exploration of the impact of brand personality on consumer buying intentions toward specialist stationery products across age groups. https://ro.ecu.edu.au/theses_hons/1235 This Thesis is posted at Research Online. https://ro.ecu.edu.au/theses_hons/1235 Edith Cowan University Copyright Warning You may print or download ONE copy of this document for the purpose of your own research or study. The University does not authorize you to copy, communicate or otherwise make available electronically to any other person any copyright material contained on this site. You are reminded of the following: Copyright owners are entitled to take legal action against persons who infringe their copyright. A reproduction of material that is protected by copyright may be a copyright infringement. Where the reproduction of such material is done without attribution of authorship, with false attribution of authorship or the authorship is treated in a derogatory manner, this may be a breach of the author’s moral rights contained in Part IX of the Copyright Act 1968 (Cth). Courts have the power to impose a wide range of civil and criminal sanctions for infringement of copyright, infringement of moral rights and other offences under the Copyright Act 1968 (Cth). Higher penalties may apply, and higher damages may be awarded, for offences and infringements involving the conversion of material into digital or electronic form. An Exploration of the Impact of Brand Personality on Consumer Buying Intentions toward Specialist Stationery Products across Age Groups by Chalinun Aurmanarom This thesis is submitted in partial fulfillment of requirements forthe award of Bachelor of Business (Marketing) Honours School of Marketing, Tourism and Leisure Faculty of Business and Law Edith Cowan University, WesternAustralia July 2010 1 USE OF THESIS The Use of Thesis statement is not included in this version of the thesis. Abstract The market for stationery products is constantly evolving particularly in light of technological influences and changes in the range of items available beyond single categ01y products. Customers now seek more than pens and paper products; rather they are looking towards convenient specialist stationery one-stop-shop options. This research aimed to provide insight into consumers' specialist stationery products (SSPs) purchasing intentions across different age groups. A qualitative design via focus groups was used to gather consumer information. This process allowed for expressions of personal feelings and emotions relating to SSPs purchasing experiences to be captured. The findings revealed that brand personality is a valuable asset in bonding consumers' relationships with SSPs. In conjunction with this emotional value, brand personality relates to the product's functional benefits and provides both intrinsic and extrinsic value in satisfying the consumers' specific needs - all of which are key factorsin motivating consumers' SSPs purchasing intentions. In this study preferred SSPs brand personality factors, such as Simplistic, Exciting, and Likable, were determined in response to the values sought by consumer in each age group. While strong brand personality values formed part of consumers' self­ identity, they also demonstrate commitments to SSPs. Collectible behaviours were evident in this research and these behaviours formed strong brand loyalty. This emotional relationship ensured consumers' current and future positive SSPs purchasing intentions. The outcomes highlighted that brand personality values in SSPs are important and should be considered in differentiating marketing strategies. These strategies have the potential to influence consumers' decision-making, and therefore can assist marketers in responding to today's highly competitive stationery business within an advanced technological environment. 3 Declaration I certify that this thesis does not, to the best of my knowledge and belief: I. incorporate without acknowledgment any material previously submitted fora degree or diploma in any institution of higher education; II. contain any material previously published or written by another person except where due referenceis made in the text; or III. contain any defamatorymaterial I also grant permission forthe library of Edith Cowan University to make duplicate copies of my thesis if required. Signature: Chalinun Aurmanarom Date: July 2010 4 Acknowledgements I would like to thank a number of people who have assisted and supported me throughout this year - without them my Honours thesis would not have been completed. I wish to thank my supervisor, Dr. Maria Ryan for providing guidance and direction in the development of this thesis. With her support I have gained a greater understanding of the need forresearch processes. Special thanks to Dr. Helen Cripps for her supportive assistance in this study's process. Thank you to the Edith Cowan University staff who offered generous help and provided me with the facilities I needed. My appreciative thanks to Mrs. Diane Broderick who understood me and helped me believe in myself throughout my learning years in Australia. She is such a great mentor to me and without her kindly support and encouragement, I would not have come this far and I may not have had many differentopportunities. I also would like to acknowledge my special friends and colleagues for their willingness to participate in this study and for always being there for me when I needed help. Thank you forour respected friendship. Finally, I wish to thank my family for their love and support. With special thanks to my mother, Viyada, for always listening to my concerns and encouraging me to do my best. Without my family and friends love and belief in me I may not have made it through this challenging rewarding year. 5 Table of contents Use of thesis ..................................................................................................................... 2 Abstract .................................................. $ ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3 Declaration ....................................................................................................................... 4 Acknowledgements ......................................................................................................... 5 Chapter 1 Introduction ................................................................................................... 10 1.1 IndustryBackgrou nd ................................................................................................... 10 1.2 Research Problem ....................................................................................................... 11 1.3 Purpose of Study ......................................................................................................... 12 1.4 Significance of Study.................................................................................................. 12 Chapter 2 Lite1·ature Review ......................................................................................... 14 2. Introduction ................................................................................................................... 14 2.1 Significance of Brand Personality .............................................................................. 14 2.2 Consumer Values versus Buying Intention ................................................................. 16 2.2.1 Symbolic and Emotional Values ......................................................................... 17 2.2.2 Functional Product Values .................................................................................. 21 2.2.3 Consumer Buying Intention across Age Groups ................................................ 22 2.3 Consumer Loyalty Behaviours ................................................................................... 25 2.4 Brand Personality Measurement ................................................................................. 26 2.4.1 Brand Personality Scale ...................................................................................... 26 2.4.2 T�imitation of BPS ............................................................................................... 27 2.4.3 Interpersonal Circumplex Model ........................................................................ 29 2.4.4 Strengths and Weaknessesin Brand Personality Measurements ........................ 30 2.5 Stationery Market Trend ............................................................................................. 31 Current Specialist Stationery Factors ........................................................................... 32 2.6 Summary ..................................................................................................................... 33 Chapter 3 Research Focus .............................................................................................. 35 6 Chapter 4 Research Methodology ································:.······························�·················37 4. Introduction ..................................................................................................................