Brand’s personality

versus Customer’s
personality
4/28/201
0
Acknowledgement
 Table of contents

Table of contents......................................................................3
Executive Summary....................................................................4
1 Chapter: Introduction.............................................................5
1.1 Overview...........................................................................5
1.2 Research Contribution......................................................8
1.3 Research Objectives........................................................9
1.4 Hypothesis........................................................................9
1.5 Structure of the Research..............................................10
2 Chapter: Literature Review..................................................11
2.1 Key Words: Human Personality, Brand Personality, Self
concept, Influences on Consumer Behaviour and personality
traits........................................................................................11
2.2 Meaning of Brand personality.........................................11
2.2.1 Brand Personality......................................................11
2.2.2 Significance of Brand Personality..............................12
2.2.3 Measurement of Brand Personality...........................13
2.3 Meaning of Human Personality......................................15
2.3.1 Human Personality....................................................15

2|Page
 2.3.2 Measurement of human personality..........................15
2.4 Human Personality versus brand personality.................18
2.5 Personality Trait theory...................................................19
2.6 Self concept....................................................................20
2.7 Self image and brand image..........................................20
2.8 Brand Identity and Brand Image.....................................22
2.9 Brand Image and Brand Personality..............................22
2.10 What influences consumer buying behaviour................23
2.10.1 Cultural Factor..........................................................24
2.10.2 Social Factors...........................................................25
2.10.3 Personal Factors......................................................26
2.10.4 Psychological Factors..............................................27
2.11 Brand Selection..............................................................29
3 Chapter: Research methodology.........................................30
3.1 Research Design............................................................30
3.1.1 Secondary data – Websites, Journals and books.....30
3.1.2 Primary data- Interviews, focus group discussions and
questionnaires.....................................................................30
3.2 Data collection tools.......................................................30
3.3 Sampling Design............................................................30
3.3.1 Sampling Unit-...........................................................30

3|Page
 3.3.2 Sample size-..............................................................30
3.3.3 Sampling Technique-.................................................30
3.3.4 Target Audience- Youngsters in NCR.......................30
3.4 Data Analysis Method.....................................................30
4 References..........................................................................31
References

Executive Summary

4|Page
1 Chapter: Introduction

1.1 Overview
The word "personality" originates from the Latin persona, which
means mask. In the theatre of the ancient Latin-speaking world,
the mask was not used to disguise the identity of a character,
but rather was accepted to represent the character.
Personality can be defined as a dynamic and organized set of
characteristics possessed by a person that uniquely influences
his or her cognitions, motivations, and behaviors in various
situations (Ryckman, 2004). It is the totality of qualities and
traits, as of character or behaviour, that are peculiar to a
specific person. People who always believe they can succeed
in a sports competition, for example, have the trait of ‘self-
confidence’. The human personality takes many forms and
actions. Anything from the way a person eats a meal, talks,
laughs, drives a car, or enters a classroom and takes a seat
affects this unique personality. The events taking place inside
the body particularly within the brain and nervous system which
produce behaviour is a mysterious course of action. (N.A.
2010).

5|Page
In consumer behaviour research, a lot of attention has been
given to construct brand personality. Brand personality refers to
the set of human characteristics associated with a brand.
Researchers have focused on how the personality of a brand
enables a consumer to express his or her own self or an ideal
self through the use of a brand (Malhotra, Belk 1988).

Brand differentiation is becoming the most important tactic to

fight completion in a marketplace where thousands of products
are launched every year. An important solution for the
establishing the distinctiveness of a brand is through brand
personality. Attaching personalities to brands contributes to a
differentiating brand identity, which can make brands more
desirable to the consumer. Brands tend to target customers
which have a similar personality as of their own. That is why
they have an image which is passed on to the customer who
purchases the brand.

Brand personality can be measured by Aaker’s five personality

dimensions. Aaker (1997) proposed a specific brand
personality framework, using five personality dimensions, just
like human personalities. A brand personality scale was
constructed, identifying 42 traits and 5 dimensions (excitement,
sincerity, competence, sophistication and ruggedness) across
which the personality of a brand can be measured.

6|Page
On the other hand human personality can be measured by the
Big Five personality model. In human personality research a
famous way of measuring personality is using the ‘Five Factor
Structure’ or ‘Big Five’ factor structure (Goldberg 1990; McCrae
& Costa 1992), which reduces the amount of traits that can be
used to describe people’s personality to five dimensions. The
dimensions that emerged are called extraversion,
agreeableness, conscientiousness, openness to experience
(also called intellect) and neuroticism (also called emotional
stability).
According to Kotler, Keller, Koshy and Jha (2009), the factors
that influence the buying behaviour of customers are:
1. Cultural factors
2. Social factors and
3. Personal factors

This study will help marketers to know the reasons for the
purchase of a particular brand and will allow them to work on
those factors when creating a marketing strategy for their
brand.

7|Page
1.1 Research Contribution
Previous studies of personality in market research focused on
the different traits consumers possess, and how their
personality affects their purchase behaviour. The studies show
that it is logical to say that consumers prefer brands that are
similar to how they see themselves or how they would like to
see themselves. The possible effects of a congruent self-
concept and brand image have been studied in various ways.
In most of these studies, higher levels of congruity appear to
have a positive effect on brand attitude, product preference,
purchase intention, actual behaviour, product evaluation or
product attachment (Dolich 1969; Helgeson & Supphellen
2004; Mugge & Govers 2004; Kleine, Kleine & Allen 1995).

According to the research papers brand personality and

human personality are not similar (Sung and Tinkham, 2009).
Human personality and brand personality differ in the way that
human personality has actual components but brand
personality is totally dependent on the perception of customers.
It is not born with personality traits.

8|Page
There has been limited study measuring the customer’s
personality along with the brand personality and the congruity
between them. This current research examines the whether the
personality of brand matches with its customers personality and
if not what are the reasons for it. The focus on this study will
give reasons of customers purchasing a particular brand when
the personality of a customer is not congruent to the personality
of the brand he/ she purchases.

1.2 Research Objectives

a. To find whether the customer’s personality matches with
their brand personality.

b. To find the reasons for customers personality not matching

with the brand personality.

1.3 Hypothesis
H0: It will not be evident that customer’s personality does not
always have to match with the brand’s personality.

H1: It will be evident that customer’s personality does not

always have to match with the brand’s personality.

H0: The reasons for differences in brand personality and its

customer personality will not be evident through this paper.

9|Page
H2: The reasons for differences in brand personality and its
customer personality will be evident through this paper.

1.4 Structure of the Research

This research will consist of five main chapters that include
introduction, literature review, methodology, results and
conclusion.

Chapter 1: Introduction. Includes the overview of Personality

and brand personality and how can they both be measured. It
lists the factors influencing consumer behaviour, research
objectives, hypothesis and says about the research
contributions.
Chapter 2: Literature Review. Key words (Human
Personality, theories of personality, Brand Personality, Self
concept, personality trait theory and Influences on Consumer
Behaviour) have been explained in this chapter.

Chapter 3: Methodology. This section will explore the

methodology, which firstly will discuss the research method.
The next topic will consist of data collection, which is divided
into three topics: primary data and secondary data. Next, the
sampling topic will be discussed, and lastly, the questionnaire

10 | P a g e
design will be examined. Finally, a summary will conclude the
overall chapter.

Chapter 4: Results and Analysis. This part of the study will

explain the data that has been gained from the questionnaire
that has been distributed.

Chapter 5: Conclusion

2 Chapter: Literature Review

2.1 Key Words: Human Personality, theories of personality,

Brand Personality, Self concept, personality trait theory and
Influences on Consumer Behaviour.

2.2 Meaning of Human Personality

“The pattern of collective character, behavioural,

temperamental, emotional, and mental traits of a person”, (N.A)

2.2.1Human Personality

Personality is the sum total of ways in which an individual

reacts and interacts with others. According to Adams (1954,
cited in Schultz & Schultz, 1994) personality is “I”.

11 | P a g e
Adams suggested that we get a good idea of what personality
is by listening to what we say when we use "I". When one says
I, one is, infact, summing up everything about oneself - ones
likes and dislikes, fears and virtues, strengths and weaknesses.

The word I is what defines one as an individual, as a person

separate from all others.” (Schultz & Schultz, 1994).

2.2.2Measurement of human personality

The "Big Five" factors of personality are five broad domains or

dimensions of personality which are used to describe human
personality. The initial model was advanced by Ernest Tupes
and Raymond Cristal, based on work done at the U.S. Air
Force Personnel Laboratory in the late 1950s. In 1990 J.M.
Digman and Goldman extended his five factor model of
personality (Goldberg, 1993). These five dimensions have been
found to contain all known personality traits within them and to
represent the basic structure behind all personality traits.

The Big Five factors and their constituent traits can be

summarized as follows:

1. Openness - Openness is a general appreciation for art,

emotion, adventure, unusual ideas, imagination, curiosity,
and variety of experience (Goldberg, 1993). The trait
distinguishes imaginative people from down-to-earth,
12 | P a g e
 conventional people. People with low scores on openness
tend to have more conventional, traditional interests. They
prefer the plain, straightforward, and obvious over the
complex, ambiguous, and subtle.
2. Conscientiousness – It represents a tendency to show
self-discipline, act dutifully, and aim for achievement;
planned rather than spontaneous behaviour (Wikipedia,
2009).
3. Extraversion - Extroverts enjoy being with people, and
are often perceived as full of energy( Wikipedia, 2009).
They tend to be enthusiastic, action-oriented individuals
who are likely to say "Yes!" or "Let's go!" to opportunities
for excitement. In groups they like to talk, and draw
attention to themselves.
4. Agreeableness –Agreeable individual’s value getting
along with others (Graziano and Eisenberg, 1997).They
are generally considerate, friendly, generous, helpful, and
willing to compromise their interests with others.
Agreeable people also have an optimistic view of human
nature. They believe people are basically honest, decent,
and trustworthy (Graziano and Eisenberg, 1997).
5. Neuroticism - Neuroticism is the tendency to experience
negative emotions, such as anger, anxiety, or depression
(Matthews and Deary, 1998). It is sometimes called
emotional instability. Those who score high in neuroticism

13 | P a g e
 are emotionally reactive and vulnerable to stress. Their
negative emotional reactions tend to persist for unusually
long periods of time, which means they are often in a bad
mood (Matthews and Deary, 1998).

1.1 Meaning of Brand personality

Brand personality can be defined as "the set of human
characteristics associated with a brand" (Aaker 1997). Plummer
(1985), defines brand personality as being perceptions of
consumers about a brand.

1.1.1Brand Personality
Developing brand personality is an important factor for the
success of a brand as it helps to differentiate brands, develop
the emotional aspects of a brand and strengthen the personal
meaning of a brand to the consumer.

The traditional view is that personality traits become associated

with a brand through the people who represent it - such as the
user of a brand, the company's employees or CEO, and the
brand’s endorsers. This way to form brand personality is
described as the direct way, because the personality traits of

14 | P a g e
the people associated with the brand are transferred directly to
the brand.

According to Aaker (1997) they can be formed in different

ways. Perceptions of brand personality traits can be formed by
not only direct but also indirect contact that the consumer has
with the brand. This means that personality traits can be
associated with a brand through product-related attributes,
product category associations, brand name, symbol or logo,
advertising style, price, and distribution channel. Thus, there
are diverse sources of brand personality.
Brand personality has been applied by practitioners to build and
maintain brands (Plummer 1985) using brand personality
portfolios and has been investigated by academics (e.g.,
Gardner and Levy 1955). It can help to differentiate brands
(Crask and Laskey 1990; Doyle 1989; Meenaghan 1995), and
identify meanings to consumers (Belk 1988; Malhotra 1981;
Sirgy 1982). Brand personality is determined by factors, such
as attributes, benefits, price, and user imagery (Aaker and
Fournier 1995), that are unlike human personality.

WHAT IS BRAND PERSONALITY

15 | P a g e
Brand personality is a set of human characteristics associated
with a brand (Aaker, 1997).

1.1.2 Significance of Brand

Personality
Brand personality associations help marketers and advertisers
create more effective strategies that “present products in a
language that speaks directly to the mind of the consumer”
(Hendon & Williams,1998). For this reason, brand personality is
important from the perspective of the advertiser as well as that
of the consumer.
The personality of a brand is more real than other aspects of a
brand because of its relative importance to the consumer
(Upshaw, 1995). A distinguishing brand personality is an
essential ingredient for building a strong brand, because it
allows a consumer to identify with and connect to the product.

16 | P a g e
This creates an added product benefit that stands out from the
product’s tangible attributes. Thus, marketers perceive brand
personality as an added product benefit with significant
features, because (1) it helps differentiate a brand from the
competition, (2) it makes a brand unique and (3) it helps to
increase the brand’s asset value (Batra et al.1996).

1.1.3Measurement of Brand Personality

The Brand Personality dimensions of Jennifer Aaker are a
framework used to describe and measure the personality of a
brand in five core dimensions. These dimensions are
Excitement
Sincerity
Competence
Sophistication
Ruggedness
Each of these dimensions is further measured by a set of traits.
The traits are mentioned below:

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18 | P a g e
1.2 Human Personality versus brand personality
Brands, like people, have personality. Research on brand
personality shows that brand personality influence consumers’
self expressions, consumer behavior and brand loyalty. Govers
and Schoormans (2005) showed that consumers prefer
products with a personality that fit their own personality:
extrovert consumers prefer extrovert products. Research
furthermore has shown that people can recognize personality
traits in products and brands (Govers, Hekkert and
Schoormans, 2004). Brand personality and human personality
are not completely similar (Sung and Tinkham, 2009). For
example, human personality traits have perceived components
as well as actual components which are not dependent on
anyone’s perception. In contrast, brands do not have actual
personality traits independent of a consumer’s perception of
them. Instead, a brand’s personality is developed by the
consumer. This also gives rise to issues such as the matching
of consumer’s perceptions of a brands personality to the
personality that the marketer wanted to create. In addition,
19 | P a g e
brand personality traits differ from perceived human personality
traits in terms of how they are created (J.L. Aaker, 1997). A
human gets its personality traits from his behavior, physical
characteristics, attitudes and beliefs, and demographic
characteristics. In contrast, a brand’s personality can be
created and shaped by any direct and indirect brand contact
that the consumer experiences with the brand (Plummer, 1985;
Shank & Langmeyer, 1994) as mentioned above under the sub
heading, Brand Personality.

1.3 Personality Trait theory

Trait theory is an approach to the study of human personality.
Trait theorists are primarily interested in the measurement of
traits, which can be defined as habitual patterns of behavior,
thought, and emotion (Saul Kassin, 2003). According to this
perspective, traits are relatively stable over time, differ among
individuals (e.g. some people are outgoing whereas others are
shy), and influence behavior.

1.4 Self concept

Self concept has been defined as “the totality of the individual’s
thoughts and feelings having reference to himself as an object”
(Rosenberg 1979). According to Grubb & Grathwohl (1967),The
self concept is formed in an interaction process between an

20 | P a g e
individual and others, and the individual will strive for self-
enhancement in the interaction process. Individuals can have
multiple ‘situational’ selves (Aaker 1999; Markus & Kunda
1986; Schenk & Holman 1980). The most common selfs are
called the ‘actual self’, ‘ideal self’, ‘social self’ and ‘ideal social
self’. The actual self is how a person sees him- or herself. Ideal
self is defined as the image of oneself as someone would like
to be (Belch & Landon 1977; Dolich 1969). The social self is
defined as the image that one believes others hold of him or
her, while the ideal social self-concept denotes the image that
one would like others to hold (Sirgy 1982).

1.5 Self image and brand image

What consumers buy can be influenced by the image that
consumers have of themselves. Multiple researches have
shown that individuals express themselves by choosing brands
that are perceived to be similar to their own self-concept
(Aaker, 1999; Grubb 1965; Sirgy, 1982). This similarity is called
self-image/product image congruity, self-congruity or self-image
congruence. On the other hand brand image is how the brand
is perceived by the consumers. It is a unique set of
associations in the minds of customers concerning what a
brand stands for and the implied promises the brand makes
(Vineeth, 2009). It represents all internal & external

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characteristics. It's anything & everything that influences how
brand or a company is perceived by its target constituencies.

Source: Vineeth, 2009

Sendi
1.6 Brand Identity and Brand Image
Brand Identity is the unique set of brand associations that the
brand strategist aspires to create or maintain. These

Brand id
22 | P a g e
associations represent what the brand stands for and imply a
promise to customers for the organization members (n.a.).
Whereas brand image is a unique set of associations in the
minds of customers concerning what a brand stands for and the
implied promises the brand makes (Vineeth, 2009). Brand
image is how the brand is (now) perceived and brand identity is
how strategists (brand Managers) want the brand to be
perceived.

1.7 Brand Image and Brand Personality

Brand personality is the sum total of all the significant tangible
and intangible assets that a brand possesses (Narwal, 2009).
Brand Image is how the brand is perceived by the consumer. In
the words, brand personality is the cause while brand image is
the effect (Narwal, 2009)

Brand name Brand personality Brand image

Lifebuoy Quality Reliable

soap Leading manufac. Technology
Superior.
Little hearts Puffed biscuits Novelty

Distinct packing Attractive

Hear shaped biscuit romantic

Source: Pradeep Narwal, 2009.

23 | P a g e
1.8 What influences consumer buying behaviour

Consumer Behaviour is the study of how individuals, groups

and organisations select, buy, use and dispose of goods,
services, ideas, or experiences to satisfy their needs and wants
(Kotler, Keller, Koshy and Jha, 2009).

According to Kotler, Keller, Koshy and Jha, (2009), a

consumer’s buying behaviour is influenced by cultural, social
and personal factors. Cultural factors influence most deeply
and broadly.

Consumer purchases are influenced strongly by or there

are four factors.
01. Cultural Factor
02. Social Factor
03. Personal Factor
04. Psychological Factor.

1.8.1 Cultural Factor: The cultural factors are:

 Culture: It is a set of basic values perceptions, wants, and
behaviours learned by a member of society from family
and other important institutions. Culture is the most basic
24 | P a g e
 cause of a person’s wants and behaviour (Kotler, Keller,
Koshy and Jha, 2009). Every group or society has a
culture, and cultural influences on buying behaviour may
vary greatly from country to country (Kotler, Keller, Koshy
and Jha, 2009).
 Sub Culture: It consists of a group of people with shared
value systems based on common life experiences and
situations. Sub culture includes nationalities, religions,
racial group and geographic regions (Kotler, Keller, Koshy
and Jha, 2009).
 Social Class: Almost every society has some form of
social structure. Social classes are society’s relatively
permanent and ordered divisions whose members share
similar values, interests and behaviour (Kotler, Keller,
Koshy and Jha, 2009).

1.1.1 Social Factors: The social factors are

 Groups: Two or more people who interact to
accomplish individual or mutual goals. A person’s
behaviour is influenced by many small groups. Groups
that have a direct influence and to which a person
belongs are called membership groups (Kotler, Keller,
Koshy and Jha, 2009). Some are primary groups
includes family, friends, neighbours and co-workers
25 | P a g e
 (Kotler, Keller, Koshy and Jha, 2009). Some are
secondary groups, which are more formal and have
less regular interaction. These include organizations
like religious groups, professional association and trade
unions (Kotler, Keller, Koshy and Jha, 2009).
 Family: Family members can strongly influence buyer
behaviour (Kotler, Keller, Koshy and Jha, 2009). The
family is the most important consumer buying
organization society and it has been researched
extensively (Kotler, Keller, Koshy and Jha, 2009).
 Roles and Status: A person belongs to many groups,
family, clubs, and organizations (Kotler, Keller, Koshy
and Jha, 2009). The person’s position in each group
can be defined in terms of both role and status (Kotler,
Keller, Koshy and Jha, 2009).

1.1.1 Personal Factors: The personal factors are:

 Age and Life cycle Stage: People change the goods
and services they buy over their lifetimes. Tastes in
food, clothes, furniture, and recreation are often age
related. Buying is also shaped by the stage of the family
life cycle (Kotler, Keller, Koshy and Jha, 2009).
 Occupation: A person’s occupation affects the goods
and services bought (Kotler, Keller, Koshy and Jha,
2009). Blue collar workers tend to buy more rugged
work clothes, whereas white-collar workers buy more
26 | P a g e
 business suits. A Co. can even specialize in making
products needed by a given occupational group. Thus,
computer software companies will design different
products for brand managers, accountants, engineers,
lawyers, and doctors.
 Economic situation: A person’s economic situation will
affect product choice (Kotler, Keller, Koshy and Jha,
2009).
 Life Style: Life Style is a person’s Pattern of living.
Understanding these forces involves measuring
consumer’s major AIO dimensions (Kotler, Keller,
Koshy and Jha, 2009) i.e. activities (Work, hobbies,
shopping, support etc) interest (Food, fashion, family
recreation) and opinions (about themselves, Business,
Products).
 Personality and Self concept: Each person’s distinct
personality influence his or her buying behaviour
(Kotler, Keller, Koshy and Jha, 2009). Personality refers
to the unique psychological characteristics that lead to
relatively consistent and lasting responses to one’s own
environment (Kotler, Keller, Koshy and Jha, 2009).

1.1.1 Psychological Factors: The psychological factors are:

 Motivation: Motive (drive) a need that is sufficiently
pressing to direct the person to seek satisfaction of the
need (Kotler, Keller, Koshy and Jha, 2009).
27 | P a g e
  Perception: The process by which people select,
Organize, and interpret information to form a meaningful
picture of the world (Kotler, Keller, Koshy and Jha, 2009).
 Learning: Changes in an individual’s behaviour arising
from experience (Kotler, Keller, Koshy and Jha, 2009).
 Beliefs and attitudes: Belief is a descriptive thought that
a person holds about something (Kotler, Keller, Koshy and
Jha, 2009).
 Attitude: it is a Person’s consistently favourable or
unfavourable evaluations, feelings, and tendencies
towards an object or an idea (Kotler, Keller, Koshy and
Jha, 2009).

1.1 Brand Selection

Justification of brand selection
India’s age structure is as follows:

Age structure (Indexmundi, 2009):

0-14 31.1% (male 190,075,426/female 172,799,553)

years: (2009 est.)

15-64 63.6% (male 381,446,079/female 359,802,209)

years: (2009 est.)

65-over: 5.3% (male 29,364,920/female 32,591,030)

(2009 est.)

28 | P a g e
 Through the above age structure it is evident that India’s
population comprises 63.6% youngsters between the age
group of 15-64.Moreover according to Shashi Tripathi (2009),
54 per cent of India's population is in the age group of 13 to 35
years -- 542 million people out of a 1.2 billion population.

So, the brands, United colours of Benetton, Levi Strauss, Puma

and Lee have been chosen for this study because they target
youngsters.

2 Chapter: Research methodology

2.1 Research Design

2.1.1Secondary data – Websites, Journals and books.

2.1.2Primary data- Interviews, focus group discussions

and questionnaires.

2.2 Data collection tools

Table 1: factor structures in personality

Human personality dimensions Brand personality

29 | P a g e
 dimensions
Extraversion Correspond Excitement
Agreeableness Correspond  Sincerity
Conscientiousness Correspond  Competence
Openness (to Assumed to Sophistication
experience) / Intellect correspond
Neuroticism Dimensions less Ruggedness
(Emotional stability) suitable
for measuring
congruence

2.3 Sampling Design

2.3.1Sampling Unit-

2.3.2Sample size-

2.3.3Sampling Technique-

2.3.4 Target Audience- Youngsters in NCR.

2.4 Data Analysis Method

3 References

30 | P a g e
BrandPersonality
<http://faculty.bus.olemiss.edu/cnoble/650readings/Aaker
%20Brand%20personality.pdf> viewed on January 26, 2010.

Jennifer L Aaker (1997), “Dimensions of Brand Personality”,

Journal of Marketing Research. Jennifer L. Aaker
Journal of Marketing Research, Vol. 34, No. 3 (Aug., 1997), pp.
347-356
<http://www.jstor.org/stable/3151897> viewed on March 16,
2009
Tilde Heding, Charlotte F. Knudtzen, Mogens Bejrre (n.a),
“Managerial implications” Brand Management research, theory
and practice,

<http://books.google.co.in/books?
id=mu5KsLyPrDgC&pg=PT158&lpg=PT158&dq=Sources+of+b
rand+personality&source=bl&ots=05AhIyf9HK&sig=YMYTbghn
vYVrO_dfs-A0lTkdQ_U&hl=en&ei=d5JeS-
SGNNGHkAWCi6ySAg&sa=X&oi=book_result&ct=result&resn
um=4&ved=0CBMQ6AEwAw#v=onepage&q=Sources%20of
%20brand%20personality&f=false>, viewed on January 26,
2010.

<http://managementstudyguide.com/brand-personality.htm>
viewed on January 26, 2010.

<http://www.scribd.com/doc/19819040/Brand-Image-of-United-
Colors-of-UCB> viewed on January 26, 2010.
31 | P a g e
<http://en.wikipedia.org/wiki/Benetton_Group> viewed on
January 26, 2010.

<http://www.answers.com/topic/benetton-group-s-p-a-adr>
viewed on January 26, 2010.

<http://investors.benettongroup.com/phoenix.zhtml?
c=114079&p=irol-VCBrandsIdentity> viewed on January 26,
2010.

<http://www.levistrauss.com/Company/> viewed on January 26,

2010.

Benetton divided, September 30, 2002 issue,

<http://www.brandchannel.com/features_webwatch.asp?
ww_id=92 (position of Benetton)>

United Colors of Benetton

<http://www.exampleessays.com/viewpaper/31584.html>
viewed on January 26, 2010.
Dolich, I., (1969). Congruence relationships between self-
images and product brands, Journal of Marketing Research, 6,
Feb, 80-84

Values and Vision,

32 | P a g e
<http://www.levistrauss.com/Company/ValuesAndVision.aspx>
viewed on January 26, 2010.

Business, position of Benetton)

<http://investors.benettongroup.com/phoenix.zhtml?
c=114079&p=irol-business> Viewed on March 15, 2010.

Identity, <http://investors.benettongroup.com/phoenix.zhtml?
c=114079&p=irol-VCBrandsIdentity> viewed on March 16,
2010.

Brandcampaign,
<http://investors.benettongroup.com/phoenix.zhtml?
c=114079&p=irol-VCBrandsAdvertisingCampaigns> viewed on
March 16, 2010.

Age Structure

<http://www.indexmundi.com/india/demographics_profile.html>
viewed on March 15, 2010.

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Thomson/Wadsworth.(Wikipedia)

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Goldberg, Lewis R. (1990). An Alternative 'Description of

Personality: The Big-Five Factor Structure. Journal of

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Factors. Retrieved [today's date] from
http://www.uoregon.edu/~sanjay/bigfive.html. april 14
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http://en.wikipedia.org/wiki/Agreeableness#cite_note-0
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personality traits) april 14 (2010)

Brian Duignan
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customers (for factors influencing consumer behaviour) 30 nov 2007 viewed on
15 april 2010.

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