The Impacts of Brand Personality on the Customer

This study examines the influence of brand personality on customer behavior and decision-making. It explores how brands can shape customer perceptions and preferences, and discusses strategies for leveraging brand personality to drive customer engagement and loyalty. The research focuses on the impact of brand personality in the context of the customer journey and provides insights for marketers and businesses.

THE QUESTIONS 1
THE IMPACTS OF BRAND PERSONALITY ON THE CUSTOMER
THE QUESTIONS
Code + Course Name
Professor’s Name
University Name
City, State
Date

THE QUESTIONS 2
The Questions
Introduction
Easter is one of the Christians’ oldest festive periods where Christians celebrate the
resurrection of Jesus Christ who according to the Holy Bible is believed to the son of God. Easter
is usually held between 21sth and 25th of the month of March and April respectively (in the
western church). This day is always on the first Sunday after the first full moon. During the
Easter period, the rate of purchases made by people globally has been found to increase by the
study that Ayeh, (2015, p.173). This is because, during this period, all Christians are in holiday
celebrating how their savior (Jesus Christ) conquered death and give them hope of living for
eternity Amin, et al. (2014, p.273). Because of this, Escalas & Bettman, (2015, p.378) believe
that many businesses both small and large corporations come up with strategies to increase their
sales during the Easter period. This was also supported by Dahlén, et al. (2005, p.1) in their
research by stating that the strategies created by these businesses are always focused on
attracting the Christians customers who are making a lot of purchases for celebration. Australia
as a country supports the diversity of religion with Christians making the largest percentage of
52.3% of the Australian population based on the study done by Akenji, (2014, p.43). This also
means that the largest percentage of consumers in Australia is basically made up of Christians,
and during a high purchase season for Christian like Easter, I find it justifiable for a prominent
grocery firm like Coles having nationwide Easter Sales in each of their stores. The reason why
people, for example, Christians increase their purchases during festive seasons like Easter has
been explained using Consumer behavior theories, and that is why I recommend that Coles goes
ahead with the implementation of their idea based on the following strategies;
Body
The first strategy is associating a purchase with a positive result that is specific whenever
a product is marketed. The theory of reasoned action created in the 1960s by Fishbein and Icek
Ajzen believes that all consumers take a particular action when they expect an equal result that is
always specific from it as summarized in the research conducted by Briñol, et al. (2015, p.85).
This theory positions consumers as actors who only act to satisfy their interest according to
Browne, (2o14, p.27). Based on this theory, Shin, et al. (2018, p.168) established that its right to
say that during the Easter period, every Christian expects a result which is to rise with their
savior (Jesus Christ) and conquer death. To satisfy this need of celebrating with the resurrection

THE QUESTIONS 3
of their savior, Christians do a lot of shopping to mark the celebrations according to Geels, et al,
(2015, p.1). Therefore, Cole as grocery store should implement their idea of nationwide Easter
sales but in so doing, they should ensure that their products during this Easter period go hand in
hand with the Easter celebrations. This is the only way that the business can meet the result of
Easter celebrations based on the Christian definition since all the clothes that most of the
customers will be buying from the grocery during this period are for celebrating Easter holiday
as a study conducted by Gram-Hanssen, (2014, p.91).
Another strategy that I recommend the organization to put in place while implementing
their idea is providing consumers with enough information about their products through
advertisements. According to the Engel, Kollet, Blackwell (EKB) model, there are five steps that
consumers use to make decisions to purchase products. The first and the most critical step of this
model stipulates that what consumers see on social media, newspapers, and televisions makes
them absorb most of the marketing materials directly as summarized in the research by Hsu, et
al. (2015, p.121). In addition, Halkier, (2016, p.24) in his research agreed with the findings of
this model by stating that Oyserman, (2009, p.250) found out that every consumer moves into
information processing immediately after collecting data about a particular product. In the
process of information processing, a consumer will compare his expectations, past experiences,
and input. It’s after this process that a consumer will then move to make a decision on whether to
make a purchase or not according to the research conducted by Heading, (2015, p.54). The
consumer will end up buying a particular product if the information he processed makes him
believe that the product will satisfy his needs, and if not, the consumer will not buy the product.
Therefore, as I recommend that Coles go ahead with the implementation of their project, I also
suggest that Coles focus on advertising the types of products they are offering their customers in
the Easter festive season in different platforms, for example, social media, television and even on
radio. By doing this, the company will help feed their customers across the country with the right
information about their products and in the process, many of the customers will absorb it and
make purchases with the company. In addition, most companies make products available on
discounts for their customers during festive seasons like Easter. Therefore, the company should
incorporate the discounts that their customers stand to get if they will shop with them during the
festive season in the advisements they make. This will help entice the customers to make
purchases with the company even more.

THE QUESTIONS 4
However, as earlier stated, Australia supports a diversity of religion with some people supporting
Christianity others are non-Christians while others are passionate atheists. Therefore I expect the
purchases made by Christians, passionate atheist and non-Christians to be totally different. This
is so because Christians will be celebrating their festive season so they will make a lot of
purchases. Non-Christians and passionate atheist are against all the Christians believes and to
show loyalty to their religion, they will stay away from doing any shopping during this period of
Easter. Also, liquor-land should have the same Ester sells because one of the ways that
Christians celebrate their Easter festive season is by taking different forms of alcoholic drinks,
therefore, to ensure that their customers enjoy their season, Cole should consider having Easter
sales in Liquor-land too.
Conclusions
Easter is one of the Christians’ oldest festive period where Christians celebrate the
resurrection of Jesus Christ who according to the Holy Bible is believed to the son of God. This
day which comes on 21 March and 25 April is a holiday for all the Christians around the world.
During the Easter period, the rate of purchases made by people globally has been found to
increase because Christians make a lot of purchases to celebrate the resurrection of their king.
Because of this, many businesses both small and large corporations come up with strategies to
increase their sales during the Easter period. With the largest percentage of the population in
Australia made up of Christians, it also means that most of the consumers are Christians.
Therefore, Coles’ idea of having nationwide Easter sale in each of their stores is noble and
should be implemented. However, there are strategies based on the consumer theories that Cole
should adhere to when implementing the idea. For example, a strategy of associating a purchase
with a positive result that is specific whenever a product is marketed that is based on the theory
of reasoned action. Another strategy is providing consumers with enough information about their
products through advertisements Engel, Kollet, Blackwell (EKB) model.
Question two
Introduction
YouTube is a global video sharing company that is based in the US. Many companies
have benefited by advertising their products with YouTube because the ads are always made
available to every person accessing YouTube even without his consent Murphy, et al. (2016,

THE QUESTIONS 5
p.27). These allowed advertisements from these companies to not only reach every corner of the
world easily but also to be accepted by many people. In addition, the fact that the adverts shared
on YouTube in form of videos were always visual and preceded the videos of celebrities such as
musicians, comedians and athletes made them more popular according to the research by
Maison, et al. (2004, p.405). However, as of March 2017, YouTube received backlash from
some of its customers regarding the manner that advertisements that were being shared on it
were displayed. For example, some advertisements were running alongside extremist content
while the others were running alongside improper kid’s content. This prompted many companies
to pull their advertisements from YouTube as a sign of showing their displeasure on the way
their advertisements were being shared.
Body
One of the reasons why these companies pulled their advertisements from YouTube is the
tendency of the ads appearing alongside extremist content. There are actions and behaviors that
are generally acceptable in any society according to Kuijer, et al. (2015, p.219). These behaviors
need to be observed by everyone because they define ethics and morality in society according to
the study by Keller, (2014, p.35). Greenwald, et al. (1995, p.4) In their study agreed with the
findings of this research by stating that its ethical principles that are generally acceptable in the
society have created attitudes and behaviors that people now are afraid contradicting. For
example, the issue of racial discrimination is totally unacceptable across the world and any
person or company associating himself with racial discrimination is likely to receive backlash as
research conducted by Krishen, (2016, p.1073) established. When YouTube allowed extremist
content to appear alongside ads, many global companies which were advertising with it felt it has
gone against the principal of ethics and morals that are generally acceptable in the society and
the only way they could show their displeasure on the action by YouTube was to pull their
advertisements from it according to the research by Murphy, et al. (2016, p.27). For example,
Kendall Jenner who is a model based in American featured in a Pepsi advert that was running on
YouTube in May 2017. The advertisement video was designed at a time when there was a protest
between civil rights activist and the police, and in the video, Kendall is seen giving the police a
Pepsi can so as to resolve the tension between the two groups. According to the study conducted
by Mylan, (2015, p.13) the advert received a lot of criticism because many people considered an
advert as a devaluation of the police brutality against the blacks specifically and the issue is

THE QUESTIONS 6
especially given that just one Pepsi can from Jenner made the human rights activist forget their
push for a just and equal society as they accept to make things up with the police who were
brutalizing them. as a result public outcry on this advertisement, Pepsi was forced to remove the
all its future advertisements with YouTube because many of its customers especially the blacks
considered abandoning the company according to the research conducted by Schütte, (2016,
p.54).
Another reason why many companies pulled their content from YouTube was as the
result of improper kid’s content. YouTube is a global video sharing company based in the USA.
The content shared on YouTube can be accessed by everyone regardless of their age. Therefore,
it’s appropriate for every content shared on YouTube to be very decent, and in case it’s not, then
that content should have parental guidance so that underage will not view it according to the
research conducted by Sahakian, (2014, p.25). however, a study by Warde, (2014, p.303) showed
that the reason that companies like Adidas and HP pulled their advertisements from Youtube is
because of improper kid content that concerns that were raised.
From a point maximization point of view, pulling their advertisements from YouTube
was the right decision for these companies to take. According to the models of associative
networks, the key features of human memory are represented using long-known principles of
association such that when two things (A and B) are simultaneously thought together, there is a
high chance of them being linked together as summarized in the research by Zhang, (2016, p.95).
Based on this model, it's therefore right to say that there is a high possibility of the customers of
various companies that were advertising with YouTube considering those companies extremist
by a virtue of their adverts appearing alongside extremist content on YouTube. This was also
proved by a research conducted by (2014, p.303) which established that there is a relationship
between the image of the company and the number of sales that the company is making.
Companies with positive public image make a lot of sales than those companies with poor public
image. By associating themselves with extremist content on YouTube, these companies were
destroying their public image because their customers were viewing them as an extremist too
according to the research conducted by Murphy, et al. (2016, p.27). With this poor public image,
these companies would see a decrease in sales as many customers will have abandoned them and
this would have negatively affected their profits. Therefore, it was right for this companies to
make pull their advertisements to prove to their customers that they are not in support of the

THE QUESTIONS 7
extremist and improper kids content that YouTube was displaying because in so doing, they will
be able to retain their customers as well get more who are against the extremist content and this
will positively improve their profits.
Conclusion
YouTube is a global video sharing company that is based in the US. Many companies
have benefited by advertising their products with YouTube because the ads are always made
available to every person accessing YouTube even without his consent. With YouTube, these
companies’ advertisements could trend globally with ease. However, there were concerns raised
regarding the manner in which these advertisements were being structured as of March 2017.
This is so because of the advertisements were running alongside extremist content while the
others were running alongside improper kids content which temporarily means that the owner
companies of these advertisements were in support of the extremist content and the improper kid
content being displayed alongside their advertisements when in real sense they were not.
Because of these, there was public outcry since the advertisements were against the principle of
ethics that are generally acceptable in society. That is the reason for these companies to pull their
advertisements from YouTube.

THE QUESTIONS 8
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