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Brand personality, congruency, and net promoter score: A university case study

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2016, Bachelor of Business Administration (BBA), Ohio University, Business Administration.
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.
Katherine Hartman, Ph.D. (Advisor)
59 p.

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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)