Smartphone Brand Personality as a Predictor of Brand Value among Undergraduates of Babcock University

Smartphone Brand Personality as a Predictor of Brand Value among Undergraduates of Babcock University

Margaret Solo-Anaeto

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Koladeajilore

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α Babcock University

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Abstract

This study investigated the value of brand personality among undergraduate users of smartphones. The descriptive survey method was adopted using structured questionnaire to collect data from 200 undergraduates of Babcock University, Nigeria. Aaker (1997) brand personality model was modified and used as basis to find out the brand personality ascribed to smartphone brands. Of the three most used smartphone brands among the undergraduates, Samsung is perceived to have an exciting, rugged and sophisticated brand personality, Apple have an exciting, competent and sophisticated personality while Blackberry a personality of ruggedness and competence. The principle of self-congruity theory was upheld as the undergraduates’ self-personality closely matched the brand-personality of their smartphones brands. A moderate level of brand community building was established among the undergraduates.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Margaret Solo-Anaeto. 2016. \u201cSmartphone Brand Personality as a Predictor of Brand Value among Undergraduates of Babcock University\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 16 (GJMBR Volume 16 Issue E1): .

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GJMBR Volume 16 Issue E1
Pg. 33- 43

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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Classification

GJMBR-E Classification: JEL Code: M39

Submission ReceivedDecember 6, 2015
Peer Review Double Blind
Handling Editor
Accepted January 2, 2016
Published January 15, 2016

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v1.2

Issue date

April 10, 2016

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Article Matrices

Total Score: 102

Country: Nigeria

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Koladeajilore, Margaret Solo-Anaeto (PhD/Dr. count: 0)

View Count (all-time): 122

Total Views (Real + Logic): 3840

Total Downloads (simulated): 1970

Publish Date: 2016 04, Sun

Monthly Totals (Real + Logic):

Month 1: 66 views
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Total Views: 3840

Total Downloads: 1970

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