Dr. Irit Kaufman
Human brands'life cycle:The influence of 'Human brand' variables on life cycle position and brand value
In this study a 'human brand' is defined as a human figure that has traditional brand attributes as well as human attributes and is shaped and experienced throughout its life cycle.
The aims of this study are twofold: to formulate a theory of dynamic attribute dominance of a 'human brand' and to assess Internet 'human brand' equity.
The introduction presents the theoretical basis for the development of a theory of dynamic attribute dominance of a 'human brand'. Section 1 defines the topic and highlights the novelty of this study as compared to traditional brand definitions and definitions of specific human figures, as celebrities. Section 2 discusses the product life cycle model that forms the conceptual framework of the study. Section 3 develops a dominance measure of 'human brand' attributes on the basis of the literature. Section 3.1 reviews the research addressing the impact of life cycle stage on management and marketing responses. Section 3.2 explores changes in the perception of dominance and importance of marketing variables, as a function of various parameters such as product type, and Section 3.3 deals with the concept of relationship marketing. Section 3.4 examines the ways in which 'human brand ' attributes can combine traditional brand attributes and human attributes. Sections 4 and 5 present a summary of the literature review, draw conclusions and formulate hypotheses
Part II of the introduction begins with a review of the concept of traditional brand equity. Section 1 discusses the conceptual framework, a 'consumer-based brand equity', as defined as the specific impact of brand knowledge on brand responses. Then, in Section 2, 'human brand' equity is theoretically defined as 'human brand knowledge'. This definition draws on 'consumer-based human brand equity', and depicts the value that consumers associate with the brand as associated with the 'brand knowledge' dimension. This section describes the methodology for measuring 'human brand' knowledge in terms of information on the internet.