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Cole Decker Thesis Final Draft 4.10.16 (approved by KBH).pdf (315.57 KB)
ETD Abstract Container
Abstract Header
Brand personality, congruency, and net promoter score: A university case study
Author Info
Decker, Cole R
ORCID® Identifier
http://orcid.org/0000-0001-5835-6040
Permalink:
http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1460375965
Abstract Details
Year and Degree
2016, Bachelor of Business Administration (BBA), Ohio University, Business Administration.
Abstract
Using a university context, this research explores the relationship between student perceptions of university brand personality associations and brand personality congruence on student attitudes and behaviors. This research employs two studies to further develop an understanding of the effects of brand personality congruency on net promoter score and attitude towards the ad, as well as the influence of brand personality congruency and advertisement content on the relationship between attitude toward the ad and student promotion intentions. Data were collected from 327 undergraduate students using an online survey and 382 undergraduate students using an online, survey-based experimental design. The results of the online survey suggest select brand personality associations influence net promoter scores and that net promoter scores vary by students’ self-congruency and ideal-congruency. The results of the experiment suggest brand personality congruency is shown to play multiple roles in consumer perceptions of advertising. The research provides important managerial implications for university branding efforts.
Committee
Katherine Hartman, Ph.D. (Advisor)
Pages
59 p.
Subject Headings
Business Administration
;
Higher Education
;
Higher Education Administration
;
Marketing
Keywords
brand
;
brand personality
;
university branding
;
university marketing
;
marketing
;
NPS
;
net promoter score
;
personality congruency
;
congruency
;
attitude toward the ad
;
advertisement
;
content
;
pictures
;
case study
;
Aad
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Refworks
EndNote
RIS
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Citations
Decker, C. R. (2016).
Brand personality, congruency, and net promoter score: A university case study
[Undergraduate thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1460375965
APA Style (7th edition)
Decker, Cole.
Brand personality, congruency, and net promoter score: A university case study.
2016. Ohio University, Undergraduate thesis.
OhioLINK Electronic Theses and Dissertations Center
, http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1460375965.
MLA Style (8th edition)
Decker, Cole. "Brand personality, congruency, and net promoter score: A university case study." Undergraduate thesis, Ohio University, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1460375965
Chicago Manual of Style (17th edition)
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Document number:
ouhonors1460375965
Download Count:
2,132
Copyright Info
© 2016, all rights reserved.
This open access ETD is published by Ohio University Honors Tutorial College and OhioLINK.
Release 3.2.12