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CHAPTER 2

LITERATURE REVIEW

The paper will present the review of earlier studies and literature related to the study. The aim of
this chapter is to deliver relevant literature through journals, papers, books, articles and
publications in order to understand the framework of “loud” or “discreet” branding, its
approaches, its impact, its concept and determinants and the ways in which branding methods
lead to an influence in consumers’ buying decisions.

2.1 Introduction

In the opening, we reasoned that a personality taxonomy should provide a efficient framework
for distinguishing, ordering, and naming types and characteristics of individuals. Preferably, that
taxonomy would be built around principles that are not only causal and dynamic but exist at
multiple levels of abstractionor hierarchy, and offer a standard nomenclature for working in the
field of personality.

2.2 Status

What is status?

Status as a noun is defined in “dictionary.com” as “the position of an individual in relation to
another or others, especially in regard to social or professional standing. An individual makes his
choices in life depending on this perceived status. His buying pattern and his branding choices
will reflect the same. If this status is inherited or acquired the choices will again vary
accordingly.

To capture the variable “status” I would use the Kuppuswamy Socioeconomic Status (SES) scale
for India. Although this scale will not capture a person who has inherited this status and that
stands to be the limitation of this scale. This scale forms one of the annexures.

2.3 Personality Traits

What is personality?

According to the famed psychologist Sigmund Freud human personality is complex. In other
words it is multidimensional. In Studies in Hysteria (1895) Freud proposed that physical
symptoms are often the surface manifestations of deeply repressed conflicts. These physical
symptoms are the various choices we make in life.

Sources