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Article

Saikat Banerjee

The relationship between brand personality and consumer personality has become a researched issue in recent years. It is viewed that marketers start the dialogue with…

Abstract

Purpose

The relationship between brand personality and consumer personality has become a researched issue in recent years. It is viewed that marketers start the dialogue with consumers through personality route by building brand personality in line with consumers’ own personality traits. Moreover, in the midst of stiff competition, role of corporate personality, as a component of corporate identity, has been considered instrumental behind the success of the organization. As a result, there might be a possibility that other than his/her own personality traits, a consumer’s brand preference may be influenced by both brand personality and corporate personality of the said brand marketer. So, the predictive roles of individual personality, brand personality and corporate personality on consumer brand preference formation need to be empirically investigated so that the same may be addressed strategically. However, as per knowledge of the researcher, no empirical study has been made to investigate the predictive role of consumer personality, brand personality and corporate personality on brand preference. In this back drop, to the best of our knowledge, this study is the first attempt to fill this research gap by investigating firstly, the direct effects of individual personality of consumer, brand personality and corporate personality on consumer brand preference and secondly the impact of interaction effects of those variables on brand preference in the context of the emerging economies.

Design/methodology/approach

This study includes Indian four-wheeler passenger car market as the focal point of the study. As the product category is predominantly linked with symbolic benefits to the consumers, this target segment may be motivated to express their personality through the brands they prefer. As a result it may be an appropriate sector to study the influence of individual, brand and corporate personality behind brand preference. In this study, we have used an anonymous self-administered structured questionnaire. Part A captured respondent’s brand preference. Part B used The Big Five Model personality scale. Part C used the ‘Brand Personality Scale’ proposed by Aaker (1997) as a measure of brand personality. Part D comprised ‘Corporate Personality Scale’ developed by Davies et al. (2001). Part E recorded demographic data, including age, income, educational qualification and occupation. For Part B, C and D, Respondents were asked to rate each of the dimensions, using a five-point Likert scale, ranging from 5=Most descriptive to 1=Least Descriptive. The validity of the theoretical model is tested through Confirmatory Factor Analysis (CFA). In the first stage, main effects of the proposed model are tested. In the next stage, we have tested interaction effects of constructs on band preference. To test the hypotheses multiple regression method has been used.

Findings

The result of main effects shows that individual and brand personality has significant impact on brand preference for the considered brand by the consumers. This implies that at the time of brand preference, consumers give due importance to individual personality and personality of the considered brand of SUV. A strong and clear brand personality indicates a favorable view about the brand. Further, the result shows at the time of buying decision, personalities of both product and corporate brand are influencing their preferences. Here, consumers might be making strong association between corporate and brand personalities. In addition, interaction effects among individual, brand and corporate personality are also significant. One may view from the result that consumers do not encourage compartmentalize thinking at the time of brand choice. In place of considering his/her own personality and brand and corporate personality as a standalone entity, they think in totality and interaction effects have significant influence on their brand preference.

Research limitations/implications

The paper has mentioned limitations: the restriction on selecting industry, company and brand, the restraint of sampling coverage and lack of generalization of the study findings. The implications should be interpreted with care. In this study we have not compared different brands from same industry or brands from different industries; there is a scope to do so. Moreover, this study considers results from one national context and, consequently, cross-national study may be conducted to extend the validity of the findings.

Practical implications

The findings from this study may enlighten brand marketers about the degree of influence of brand personality, corporate personality, and consumer personality on brand preference. This study advocates interaction effects of individual, brand and corporate on consumer brand preference. From this study perspective, we may say, brand personality and corporate personality provide significant opportunity for creation of uniqueness and have the potential to significantly influence brand preference.

Originality/value

This paper makes two contributions to the brand management literature. First, it provides new empirical evidence of the positive main effect of individual and brand personality on brand preference. Second, this paper first investigates interaction effects of individual personality, brand personality and corporate personality on brand preference. This is a very unique contribution of the paper. The results provide new insights for academic and practitioners into the relationship among individual personality, brand personality and corporate personality. This study is the first attempt to fill this research gap by investigating the impact of consumer personality, brand personality and corporate personality on brand preference.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 28 no. 2
Type: Research Article
ISSN: 1355-5855

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Article

Zulhamri Abdullah, Shahrina, Nordin and Yuhanis Abdul Aziz

The purpose of this paper is to examine the current state of mission and vision statements on corporate websites of Malaysian and Singaporean corporations based on Aaker's…

Abstract

Purpose

The purpose of this paper is to examine the current state of mission and vision statements on corporate websites of Malaysian and Singaporean corporations based on Aaker's brand personality dimensions and analyze how the dimensions are effectively used to develop a unique corporate identity.

Design/methodology/approach

Content analysis is employed to examine similarities and differences for 300 Malaysian and 214 Singaporean consumer corporations based on Aaker's big five brand personality framework.

Findings

Generally most companies tend to publish and communicate their mission and vision statements visibly to general stakeholders. First, both Malaysian and Singaporean companies have weak brand personality dimensions which reflect the projection of corporate identity of companies. Second, there is a significant difference in the brand personality dimensions between Malaysian and Singaporean consumer corporations. Finally, evidence showed that most Malaysian and Singaporean companies rather failed to position themselves in the marketplace using brand personality dimensions in their vision and mission statements. This may affect their overall organizational direction in building a unique corporate identity and gaining competitive advantages within the context of a global business environment.

Practical implications

The study acknowledges the increase in communicating the mission and vision statements on the corporate websites of Malaysian and Singaporean corporations. However, there is a need for corporations in Malaysia and Singapore to orchestrate their core competence in order to develop a unique corporate identity in a global business environment.

Originality/value

The study contributes to the corporate identity literature in providing an insight into how corporations communicate the desired brand personality through their websites for the critical inquiry of the dominant coalition and main stakeholders.

Details

Marketing Intelligence & Planning, vol. 31 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

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Book part

Xuehua Wang and Zhilin Yang

This study aims to investigate the relationships among corporate-brand credibility, product-brand personality, and purchase intention, specifically in China's auto…

Abstract

This study aims to investigate the relationships among corporate-brand credibility, product-brand personality, and purchase intention, specifically in China's auto industry. A large-scale survey was conducted in four major Chinese Mainland cities: Beijing, Shanghai, Guangzhou, and Chengdu. A total of 800 questionnaires were distributed for the study. Ultimately, 477 usable cases were collected for a 60 percent response rate. Results reveal that corporate-brand credibility and product-brand personality have direct positive effects on purchase intention. Furthermore, corporate-brand credibility acts as a positive moderator in the relationship between product-brand personality and purchase intention. This chapter offers new theoretical insights into the influential factors affecting consumers' purchase intentions by testing the moderating effect of corporate-brand credibility in the relationship between product-brand personality and purchase intention. It further provides useful suggestions to companies on brand credibility and personality issues.

Details

International Marketing
Type: Book
ISBN: 978-0-85724-448-2

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Article

Ilkka Kauranen

The interrelationships between corporate personality traits and the success of firms was examined. Corporate personality traits contribute to the characteristic behaviour…

Abstract

The interrelationships between corporate personality traits and the success of firms was examined. Corporate personality traits contribute to the characteristic behaviour pattern of a firm.

Details

Journal of Small Business and Enterprise Development, vol. 4 no. 3
Type: Research Article
ISSN: 1462-6004

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Article

Xingsong Shi and Xiaohui Shan

The purpose of this paper is to investigate Chinese and American financial companies’ distinct brand personality indicators shown through culturally based linguistic…

Abstract

Purpose

The purpose of this paper is to investigate Chinese and American financial companies’ distinct brand personality indicators shown through culturally based linguistic features online. The potential correlation between culturally oriented brand personalities and companies’ financial performance is also examined.

Design/methodology/approach

This study employs computerized content analyses to examine the cross-cultural differences among 28 American and Chinese financial companies’ online communication based on Aaker’s brand personality framework.

Findings

The findings reveal that despite some similarities, there are significant differences between the frequencies and patterns of brand personality indicators on American and Chinese websites, which demonstrate the connection between the companies’ linguistic preferences with their different cultural backgrounds. It also proves that there could be significant relationship between financial companies’ corporate brand (CB) personality expressions and their financial performance, and US financial companies’ revenues are more closely correlated with brand personality dimensions than Chinese companies’.

Practical implications

The necessity for cross-cultural adaptation of CB personality is verified in this study. Chinese international companies may have a big room to improve their online corporate communication. Similarly, foreign companies who intend to enter into Chinese market may think about laying emphasis on their personality indicators of competence in their online corporate communication.

Originality/value

This research is among the first to utilize a corpus-based analytical tool to conduct content analyses of financial companies’ online brand personalities, in addition to empirically validate the correlations between companies’ brand personality indicators and financial performance. The study enriches the literature on online marketing communication, draws attention to the connection between cultural differences and linguistic preferences in CB personality construction and emphasizes the importance of making appropriate cross-cultural adaptation in online corporate communication.

Details

Marketing Intelligence & Planning, vol. 37 no. 5
Type: Research Article
ISSN: 0263-4503

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Article

Diana Ingenhoff and Tanja Fuhrer

The purpose of this paper is to examine the current state of mission and vision statements on corporate web sites and to analyze differentiation strategies through the use…

Abstract

Purpose

The purpose of this paper is to examine the current state of mission and vision statements on corporate web sites and to analyze differentiation strategies through the use of online brand personality attributes in order to find if and how the attributes are effectively used to build up a unique corporate identity.

Design/methodology/approach

Content analysis is used to investigate similarities and differences between sectors and industries in Switzerland, based on the brand personality scale of Aaker. Also, the paper focuses on the impact of the communication of brand personality elements, in terms of positioning and differentiation, using correspondence analysis.

Findings

The claim that companies do present brand personality by frequently communicating respective attributes through mission and vision statements published on their web site are supported. However, top management does not seem to be geared towards industry norms when phrasing the statements, as a considerable similarity in statement content is found across industries. The results show that companies position themselves using their competitors as a frame of reference.

Research limitations/implications

The results may lack generalizability to small and medium‐sized businesses and other industries.

Practical implications

As most companies in the study position themselves using the same attributes and specifically emphasize “competence,” the results include practical implications for the need to develop uniqueness and differentiation by other means.

Originality/value

This paper discovers a gap between the claim that organizations seek uniqueness in their personality attributes and the reality of their involvement in mutual coorientation when defining their identity, forcing them to adapt to each other.

Details

Corporate Communications: An International Journal, vol. 15 no. 1
Type: Research Article
ISSN: 1356-3289

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Article

J.R. Carby‐Hall

It will be recalled that the last monograph treated the significance of the collective agreement in society. If solely a function in society, (though having a legal…

Abstract

It will be recalled that the last monograph treated the significance of the collective agreement in society. If solely a function in society, (though having a legal basis), were to be attributed to the collective agreement, this would mean that no rights or obligations whatsoever would be created between the parties to it. This is not so in practice. It is of course a fact that no legally enforceable rights and obligations normally accrue, and as already indicated, those are moral ones and are only enforceable in honour, i.e. a gentleman's agreement. Nevertheless, this does not necessarily mean that the collective agreement has no juridical significance. Even agreements which are binding in honour only, as for example the kind of agreement found in Balfour v. Balfour, have a known juridical nature. Furthermore, though the collective agreement is only binding in honour, its incorporation into the individual contract of employment makes its terms legally enforceable even though recourse to the courts is seldom had. As a source of rights and obligations of considerable importance the collective agreement must therefore have some juridical significance and cannot remain entirely in the realms of society.

Details

Managerial Law, vol. 27 no. 4
Type: Research Article
ISSN: 0309-0558

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Article

John M.T. Balmer

– The role of Wally Olins (1930-2014) vis-à-vis corporate identity scholarship is appraised. The paper aims to discuss this issue.

Abstract

Purpose

The role of Wally Olins (1930-2014) vis-à-vis corporate identity scholarship is appraised. The paper aims to discuss this issue.

Design/methodology/approach

A review of Wally Olins published output on corporate identity. Specific focus is accorded to his two seminal publications (books): The Corporate Personality: An Inquiry into the Nature of Corporate Identity (1978) and Corporate Identity: Making Business Strategy Visible through Design (1989).

Findings

Olins’ contribution to corporate identity scholarship is fivefold, namely: inspired and greatly influenced the first generation of corporate communications and corporate marketing academics; provided binary definitions of corporate identity; noted the importance of the Corporate Personality vis-à-vis the corporate identity; introduced the heroic and technocratic identity notions; and identified three, core, corporate identity structures (monolithic identity, endorsed identity and branded identity). In terms of his entire opus three distinct eras can be discerned, namely: 1978-1979: the identity exposition era; 1985-1999: the identity reiteration era; and 2000-2014 brand adherent era.

Practical implications

Olins was also part of the English corporate marketing revolution where the importance of organisations (other than products and services) were recognised. His reflections and those of others inspired Balmer (1998) to formally introduced the corporate marketing perspective where the focus of marketing focuses on organisations, stakeholders, societal concerns and the temporal dimension.

Originality/value

This is the first assessment of Olins’ influence on corporate identity scholarship. It critically appraises the nature of his contribution in his three writing periods vis-a-vis corporate identity scholarship and identifies five, significant, contributions he has made to the corporate identity canon.

Details

Corporate Communications: An International Journal, vol. 20 no. 1
Type: Research Article
ISSN: 1356-3289

Keywords

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Article

Dallas Hill and Hannah Scott

Many of the characteristics embodied by successful psychopaths, such as superficial charm, cool decisiveness and a grandiose self-worth, are often treated synonymously…

Abstract

Purpose

Many of the characteristics embodied by successful psychopaths, such as superficial charm, cool decisiveness and a grandiose self-worth, are often treated synonymously with corporate leadership qualities. Consequently, it is possible that successful psychopaths are actively being selected for corporate positions as they exemplify the perfect candidate. The purpose of the current study was to determine whether or not the recruitment for positions of higher social status are inadvertently seeking out individuals with psychopathic tendencies to run their companies using similar characteristics in their job advertisements.

Design/methodology/approach

The current study will provide a deeper understanding of successful psychopaths whilst exploring the role of the “Westernized” corporation in recruiting successful psychopaths into their businesses through character descriptions in 25 executive career advertisements using Wexler’s (2008) psychopathic Personality Dimensions And Positively Reinforced Corporate Labels.

Findings

The results demonstrated that corporations are seeking out characteristics that are synonymous to Factor 1 psychopathic personality traits, which could increase the propensity of successful psychopaths in the workplace.

Research limitations/implications

Although the sample was representative for the current study, the sample size is minimal. Further, most companies in the sample were taken from the public sector. Given the implicit sample bias, the results and conclusions must be interpreted with caution. Future research should expand the relationship between psychopathic personality traits and corporate labels in a broader context.

Practical implications

The results also allude to potential protective factors that could be put in place by corporations during their hiring process. These factors include measures for empathy and emotional IQ. Beyond the hiring process, it is suggested that incentive-based promotions should be lessened and replaced with incentives that promote care and respect for one another.

Social implications

Whilst the inability for the public to conceptualize white-collar crime as a true form of crime conducted by powerful individuals is apparent, it is suggested that change should begin with public awareness and academia. With additional research on psychopathy in the field of criminology and organizational psychology, public awareness can be amplified.

Originality/value

The current study allows for an interdisciplinary perspective towards the concept of successful psychopathy by highlighting the increased potential for corporate scams and white-collar criminality. Specifically, the current study introduces a psycho-social criminological perspective.

Details

Journal of Financial Crime, vol. 26 no. 3
Type: Research Article
ISSN: 1359-0790

Keywords

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Article

Liudmila Tarabashkina, Olga Tarabashkina, Pascale Quester and Geoffrey N. Soutar

While past studies have shown that corporate social responsibility (CSR) influences brand equity, loyalty and brand attitudes, research about CSR effects on the…

Abstract

Purpose

While past studies have shown that corporate social responsibility (CSR) influences brand equity, loyalty and brand attitudes, research about CSR effects on the responsible and active dimensions of brand personality remains limited. This study aims to address this gap and examine how brands with different personality strength benefit from CSR communication, providing novel insights about CSR’s branding payoffs to firms.

Design/methodology/approach

Three experiments were conducted. Study 1 tested if CSR communication influenced responsible and active brand personality dimensions compared to non-CSR communication. Study 2 examined how varying CSR spending allocations affect personality perceptions of weak and strong brands. Studies 1 and 2 measured responsible and active brand personalities before and after exposure to experimental manipulations, assessing immediate changes in brand personality. Study 3 replicated the results of Study 2 using fictitious brands whose initial brand personalities were manipulated as either weak or strong.

Findings

CSR communication has the potential to influence brands’ responsible and active personalities compared to non-CSR communication. However, changes in brand personalities were contingent on CSR manipulations (smaller vs larger CSR spending) and initial brand strength. Brands that lacked strongly responsible and strong active personalities experienced an improvement in these perceptions after exposure to any CSR spending message. However, brands with strong responsible or strong active personalities experienced brand erosion after exposure to smaller CSR spending message or no improvement when the CSR message was aligned with the responsible and active conduct (e.g. mentioned larger CSR spending).

Originality/value

This study is the first to examine how CSR affects brand personality. By combining signalling and attitude change/congruity principle theories, it provides novel theoretical contributions to explain when CSR can improve, erode or exert no effect on the responsible and active brand personalities, providing insights for effective brand management.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

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