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

Margaret Solo-Anaeto; Koladeajilore

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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§ Babcock University, Ilisan-Remo, Ogun State, Nigeria

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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, Koladeajilore. 2016. "Smartphone Brand Personality as a Predictor of Brand Value among Undergraduates of Babcock University". 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

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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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

Version of record

v1.2

Issue date

April 10, 2016

Language

English

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Article Matrices

Total Score: 149

Country: Nigeria

Subject: Global Journal of Management and Business Research

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

View Count (all-time): 262

Total Views (Real + Logic): 1762

Total Downloads (simulated): 127

Publish Date: 2016 01, Fri

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Total Views: 1.8K

Total Downloads: 127

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