Jordi Garolera

TL;DR: In this article, the authors argue that the meaning embedded in consumption symbols such as commercial brands can serve to represent and institutionalize the values and beliefs of a culture, and they conducted four studies to examine how symbolic and expressive attributes associated with commercial brands are structured and how this structure varies across three cultures.

TL;DR: It is argued that the meaning embedded in consumption symbols, such as commercial brands, can serve to represent and institutionalize the values and beliefs of a culture.

Abstract: This research argues that the meaning embedded in consumption symbols, such as commercial brands, can serve to represent and institutionalize the values and beliefs of a culture Relying on a combined emicetic approach, the authors conducted 4 studies to examine how symbolic and expressive attributes associated with commercial brands are structured and how this structure varies across 3 cultures Studies 1 and 2 revealed a set of "brand personality" dimensions common to both Japan and the United States (Sincerity, Excitement, Competence, and Sophistication) as well as culture-specific Japanese (Peacefulness) and American (Ruggedness) dimensions Studies 3 and 4, which extended this set of findings to Spain, yielded brand personality dimensions common to both Spain and the United States (Sincerity, Excitement, and Sophistication), plus nonshared Spanish (Passion) and American (Competence and Ruggedness) dimensions The meaning of these brand personality dimensions is discussed in the context of cross-cultural research on values and affect, globalization issues, and cultural frame shifting