Brand loyalty

Assignment5 – Brand Personality Instrument (Qualtrics)

Product anthromorphism is defined as “attributing human characteristics to something that is not human.” Marketers encourage this practice by using humanized spokes-characters’ personalities. Few examples of these “personalities” are included in the following table.

Spokes-Characters

Brand

Keebler Elf

Keebler Cookie

M&M’s People

M&M’s

Ronald

McDonald’s

Silly Rabbit

Trix

Mr. Peanut

Planters

Pillsbury Dough Boy

Pillsbury

Lucky Charms Leprechaun

Lucky Charms

Kool-Aid Man

Kool-Aid

Toucan Sam

Froot Loops

Aunt Jemima

Aunt Jemima

Elsie the Cow

Borden

Jolly Green Giant

Jolly Green Giant

Chihuahua

Taco Bell

Chester the Cheetah

Cheetos

Wendy

Wendy’s

The Cow

Chick-fil-a

Tony the Tiger

Frosted Flakes

Previous scholarly research has examined the likability and role of spokes-characters in advertising campaigns and brands (e.g., Callcott & Phillips, 1996; Garretson & Burton, 2005; Garretson & Niedrich, 2004). However, limited attention has been given to the relationship between humanized spokes-characters and key brand constructs (e.g. awareness, trust, loyalty).

Your problem is how to measure the impact of humanized spokes-characters on brand awareness, brand trust and brand loyalty. (See the scales below). You must assume your sample is composed of young consumers.

Develop a questionnaire to administer a survey using Qualtrics. (Do not collect data).

  • Include survey instructions.
  • Prepare at least five statements using a Likert scale items (using 5 point scale).
  • Prepare at least five semantic differential items.
  • Prepare at least two rank-order scales items.
  • Prepare at least two behavior intention scale items to measure the likelihood that consumers will act in the expected way.
  • Include relevant demographic questions at the end of the survey.

Format

  • Be precise, concise and to the point.
  • The anonymous link to your survey should be submitted via Blackboard-Assignments/Projects tab.

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