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Article
Publication date: 3 March 2016

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…

9855

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

Article
Publication date: 1 March 2000

Hye‐Shin Kim

Apparel brands are heavily reliant on emotional appeal and creation of imagery to achieve consumer recognition and interest. This study examines how US female consumers…

4673

Abstract

Apparel brands are heavily reliant on emotional appeal and creation of imagery to achieve consumer recognition and interest. This study examines how US female consumers compare and form impressions of competing national apparel brands. More specifically, this study examines consumer perceptions of five brand personality traits for various apparel brands and the relationship between brand personality and brand preference. Findings from this study show that although personality expectations for apparel brands differ, brands with favourable brand attitude have favourable competent ratings. Also, for brands with similar personality patterns, similarities could be found for such characteristics as product lines offered, brand image, retailing format, etc.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 4 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

Book part
Publication date: 20 January 2011

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

Keywords

Article
Publication date: 1 July 2022

Zulhamri Abdullah, Chinedu Eugenia Anumudu and Syed Hassan Raza

This study aims to examine the current state of mission and vision statements on the company websites of fast-growing Malaysian and Singaporean small- and medium-sized…

Abstract

Purpose

This study aims to examine the current state of mission and vision statements on the company websites of fast-growing Malaysian and Singaporean small- and medium-sized enterprises (SMEs) and analyze how these attributes are functionally used to build a distinct digital organizational identity.

Design/methodology/approach

The content analysis method was used to examine the similarities and differences among 170 Malaysian and Singaporean-selected SMEs based on Aaker’s five brand personality scales.

Findings

The findings demonstrated that there were explicit discrepancies between Malaysian and Singaporean SMEs in the applications of brand personality attributes. The findings also identified an increase in communicating mission and vision statements on the websites of both Malaysian and Singaporean SMEs. This emphasizes the need for Malaysian and Singaporean companies to intensify their efforts to develop a notable digital organizational identity.

Research limitations/implications

This study endeavors to provide novel insights into the digital communication practices of SMEs in building digital organization identity based on brand personality elements. Therefore, this study theoretically advances Aaker’s brand personality framework by incorporating digital organizational identity as a concept of Aaker’s brand personality from the SME perspective. This study contributes to the organizational identity literature by highlighting the need for these SMEs to integrate brand personality dimensions to compete with leading global companies.

Practical implications

The findings indicate that managers of SMEs can develop a unique digital organizational identity by communicating their vision and mission statements on their websites as a strategic asset for sustaining corporate reputation.

Originality/value

To date, little is known about the inevitable adaptation and application of communication that occurs when using digital means to develop a digital organizational identity. To the best of the authors’ knowledge, this is the first study to establish how Asian SMEs communicate their unique brand personality through websites to build their digital organizational identity.

Open Access
Article
Publication date: 10 August 2022

Ulf Aagerup, Svante Andersson and Gabriel Baffour Awuah

This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and via their interactions with customers.

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Abstract

Purpose

This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and via their interactions with customers.

Design/methodology/approach

A multiple case study, which spans 10 years, investigates via interviews, observations, workshops and document analysis how two fast-growing B2B companies selling industrial equipment to manufacturers build brand personality.

Findings

The studied companies concentrate on different brand personality dimensions depending on the activities in which they engage. By focusing on brand competence in the realm of the actual product and brand warmth in the realm of the augmented product, the companies manage to create a complete and consistent brand personality.

Research limitations/implications

The research approach provides in-depth knowledge on how the companies build brands for a specific type of B2B product. However, the article’s perspective is limited to that of management and therefore does not take customer reactions into account.

Practical implications

The study describes how firms can build strong B2B brands by emphasizing competence in product design and R&D and warmth in activities related to sales and customer service.

Originality/value

The study introduces a conceptually consistent view of brand personality in the form of warm and competent brands to the B2B marketing literature. It builds on and contributes to the emerging research on B2B brand personality. By relating the companies’ brand-building activities to the type of products they sell, this study illustrates how context affects B2B brand building, and by integrating brand personality theory with product levels and marketing philosophy, it extends previous theory on B2B branding.

Details

European Journal of Marketing, vol. 56 no. 13
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 24 August 2022

Kristina Marie Harrison, Boonghee Yoo, Shawn Thelen and John Ford

The purpose of this study is to determine the impact of voters’ personal and societal values on presidential candidate brand personality preference. In addition, the…

Abstract

Purpose

The purpose of this study is to determine the impact of voters’ personal and societal values on presidential candidate brand personality preference. In addition, the research examines which brand personalities are deemed most and least important. This research meets the growing demand to further understand how voters develop preferences for brandidates.

Design/methodology/approach

Voters ranked which presidential brand personalities they deemed most important in a candidate as well as which of the two major candidates they most associated with that trait. Data were collected weeks in advance of the 2020 presidential election from a national online panel representing a balanced mix of voters by party affiliation.

Findings

The results indicate that life satisfaction, political orientation and postmaterialism are significant and provide adequate explanatory power in understanding which brand personality traits are associated with a presidential candidate. Also, using an importance-performance matrix, the authors find which candidate is most identified with various brand personality traits and how important those traits are to voters.

Research limitations/implications

Using the importance-performance matrix for assessing brand/candidate personality preference by consumers/voters provides researchers with a multidimensional method for analyzing how various dimensions influence selection preference. The explanatory power of the independent variables, i.e. political orientation, comparative life satisfaction and societal values, is very low when regressed against personality attributes in general (not assigned to a candidate); however, they provide meaningful results when regressed against personality attributes when assigned to candidates. Understanding the importance of general brand personality attributes is not as important as understanding their importance when associated with a specific brand.

Practical implications

The importance-performance matrix for brand/candidate personality presented in this research clearly indicated and predicted voter preference for the 2020 Presidential election; thus, this tool can be effectively used by political marketers in future elections. Political orientation so strongly influences voter perception of specific candidate brand personality dimensions that they view their preferred candidate to be universally superior to other candidates. Political marketers can appeal to voters based on their political orientation to strengthen the relationship between candidates and voters.

Originality/value

This research investigates how personal and societal values impact voters’ preference for brand personality traits in a presidential candidate. Voter preference for presidential brand personality traits is assessed generically, i.e. not associated with a particular candidate, as well as when they are linked to a specific candidate, i.e. Biden and Trump.

Details

Journal of Product & Brand Management, vol. 32 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 12 July 2022

Ya-Hui Kuo, Pei-Chiang Wu and Sun Young Ahn

The purpose of this study was to develop a synthesized retail brand personality scale (RBPS) framework across retail formats. This research also addresses cultural…

Abstract

Purpose

The purpose of this study was to develop a synthesized retail brand personality scale (RBPS) framework across retail formats. This research also addresses cultural differences by applying an emic-etic approach to scale development with United States (US) and Taiwanese samples.

Design/methodology/approach

After two focus group interviews and a pretest were conducted in both Taiwan and the US, a main test was conducted on consumer samples in Taiwan (N = 412) and in the US (N = 411). Confirmatory factor analysis was used to develop a valid, reliable RBPS.

Findings

The results revealed that sincerity and sophistication are comparable dimensions to those in the brand personality scale (BPS), and unpleasantness, traditionalism, enthusiasm, antagonism and innovativeness were found to be unique dimensions for retail brands. The findings also indicated that sincerity, unpleasantness and traditionalism are common dimensions across cultures, whereas innovativeness, sophistication and antagonism are culture-specific dimensions in the US, whereas enthusiasm is a specific dimension in Taiwan.

Originality/value

To the best of authors’ knowledge, this study is the first to develop a synthesized scale of retail brand personality that compares the identified dimensions to Aaker's (1997) BPS and includes an emic-etic approach. This research contributes to the branding literature and international marketing field, and has implications for retail practitioners.

Details

Cross Cultural & Strategic Management, vol. 29 no. 4
Type: Research Article
ISSN: 2059-5794

Keywords

Article
Publication date: 24 February 2022

Hendy Mustiko Aji and Istyakara Muslichah

The purpose of this study is to examine the antecedents and consequences of halal brand personality in the hospital industry by comparing Muslim and non-Muslim Islamic…

Abstract

Purpose

The purpose of this study is to examine the antecedents and consequences of halal brand personality in the hospital industry by comparing Muslim and non-Muslim Islamic hospital visitors.

Design/methodology/approach

Online questionnaires were distributed to 113 Muslim and 100 non-Muslim Islamic hospital visitors using a purposive proportional sampling technique. The structural equation modelling (SEM) method was used, which is appropriate for complex model testing. SEM was used for both the second-order model and multigroup analysis to compare Muslim and non-Muslim visitors.

Findings

Self-expressive value was significantly affected by halal brand personality. Self-expressive value was a direct antecedent of brand tribalism, which affects brand loyalty. Brand tribalism positively affected brand loyalty. No differences between Muslim and non-Muslim visitors were found, indicating that halal is a universal concept, particularly in the hospital brand personality context.

Practical implications

Islamic hospital marketing managers should empower visitors to build strong brand advocacy. These strategies may lead to new hospital visitors and can be achieved by creating user-generated content distributed via social media. User-generated content is a powerful form of brand advocacy, as non-customers do not view it as marketing.

Originality/value

This study provides insightful empirical contributions to brand literature by showing that halal is a universal and inclusive concept, relatively accepted by consumers regardless of their religious background. This study also offers managerial insights for hospital policymakers in developing strategic programs to strengthen Islamic hospitals' halal brand personalities.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 1 July 2021

Justin F. McManus, Sergio W. Carvalho and Valerie Trifts

This study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers.

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Abstract

Purpose

This study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers.

Design/methodology/approach

The authors used a quantitative approach consisting of within-subjects (Study 1) and between-subjects (Study 2) experimental designs. Mediation analyses were tested using OLS regression with the MEMORE and PROCESS macros.

Findings

Findings suggest increases in brand excitement and sincerity to be related to differences in positive affect evoked by favorable and unfavorable brands; decreases in brand sincerity to be related to differences in negative affect between favorable and unfavorable brands (Study 1); brand competence and excitement to be related to the relationship between brand favorability and self-brand connection; and brand competence and excitement to best distinguish favorable brands from unfavorable brands (Study 2).

Originality/value

These results support the importance of brand personality traits that are considered to be universally positive and provide managers with an initial roadmap for which brand personality traits should be prioritized when communicating with consumers.

Details

Journal of Product & Brand Management, vol. 31 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 9 August 2021

Seung-Eun Lee

This study aims to explore whether fabric contents, specifically cotton and polyester, possess particular personality dimensions, as posited by Aaker (1997). The author…

Abstract

Purpose

This study aims to explore whether fabric contents, specifically cotton and polyester, possess particular personality dimensions, as posited by Aaker (1997). The author examined both explicit (conscious, deliberate) and implicit (unconscious, automatic) perceptions of brand personality traits of cotton and polyester.

Design/methodology/approach

The convenience sample of this study included 51 students from different merchandising classes in a Midwestern university. Participants were first directed to the multidimensional implicit association test (md-IAT) and their implicit perceptions were measured for the content of the two fabrics (cotton and polyester) on five different personality attribute dimensions (sincerity, excitement, competence, sophistication and ruggedness). After the IAT, participants completed the post-IAT survey, including explicit measures of brand personality attributes of cotton and polyester.

Findings

The findings of this study show that fabric contents can be successfully described and differentiated by Aaker’s brand personality dimensions. Compared with polyester, the distinctive brand personality of cotton was the favorable association between cotton and sincerity. This association was significantly higher than all other personality dimensions in both consumers’ implicit and explicit perceptions. Neither cotton nor polyester was significantly associated with the exciting, competent and sophisticated personality dimensions.

Originality/value

A unique contribution of this study is that it examines implicit perceptions of the brand personality traits of cotton and polyester. The use of the md-IAT in this study allowed the assessment of consumers’ automatic associations with cotton and polyester of which they may not be aware.

Details

Research Journal of Textile and Apparel, vol. 26 no. 3
Type: Research Article
ISSN: 1560-6074

Keywords

1 – 10 of over 20000