Purpose – The present research aims to improve the measurement of consumer‐based brand equity Current measurement of consumer‐based brand equity suffers from limitations, including: a lack of distinction between the dimensions brand awareness and brand associations, the use of non‐discriminant indicators in the measurement scales and of student samplesDesign/methodology/approach – Based on the recommendations of extant research, the scale constructed to measure consumer‐based brand equity in this study included brand personality measures Brand associations were measured using a different set of items Unlike many of the previous studies that had used student samples, the present study used a sample of actual consumers from an Australian state capital city Confirmatory factor analysis employing structural equations modelling was used to measure consumer‐based brand equity in two product categories and across six brandsFindings – Results support the hypothesised four‐dimension model of consumer‐based b

Consumer‐based brand equity: improving the measurement – empirical evidence

As tourism destinations become more substitutable due to increasing competition in global tourism markets, destination personality is seen as a viable metaphor for building destination brands and crafting a unique identity for tourism places. At the conceptual level, although the importance of destination personality has been acknowledged, to the best of our knowledge, no empirical research has yet identified its dimensions. Adopting Aaker’s brand personality scale, this study aimed to identify whether tourists ascribed personality traits to tourism destinations. The findings of the study indicate that perception of destination personality is 3-dimensional: sincerity, excitement, and conviviality. The study also found that destination personality has positive impact on perceived destination image and intention to recommend. In particular, the conviviality dimension moderated the impact of cognitive image on tourists’ intention to recommend.

/pdf/destination-personality-an-application-of-brand-personality-20og1nil1o.pdf

Destination Personality: An Application of Brand Personality to Tourism Destinations

A model of customer-based brand equity and its application to multiple destinations

A new measure of brand personality

Brand personality of tourist destinations: An application of self-congruity theory

Considerable research into consumer behaviour has examined the self-expressive role of brands, but has found little support for the premise that brand personality has an influence on consumer attitudes. This paper thus proposes that consumers have a part to play in influencing how a brand personality is perceived. This is in contrast to other research and propositions, which suggest that brand personality is created by how marketers and advertisers intend to project it. The findings suggest that when a brand commands a high preference, the preferred personality of the consumers actually has an influence over its perceived brand personality — provided that the consumer has built a positive relationship with the brand and then reinforces his/her personality on to the brand. The research also illustrated that the individualist's ‘self’ has a stronger positive influence on the perceived personality of their preferred brand as compared to collectivists. The findings from this research shed light on the self-expressive use of brands, and the effects of the cultural orientation of consumers in influencing the relationship between their self and the perceived brand personality of their preferred brand. Marketers must strategically position their brands to provide a vehicle for consumers to experience emotional benefits, subsequently leading to stronger brand equity.

https://link.springer.com/content/pdf/10.1057%2Fpalgrave.bm.2540042.pdf

Brand personality and consumer self-expression: Single or dual carriageway?

This research provides a framework to achieve two objectives. First, it helps us to understand the implications of congruency of information, motivation, and perceived prestige orientation as antecedents to brand personality fit. Second, it examines the mediating role of brand image fit between brand personality fit and dilution of brand affect. The above is explained by using elaboration theory, conceptual coherence theory, and goal-derived categorization theory. The results of the implication of elaboration theory on brand personality fit were mixed. While congruency of personality dimensions between parent and extension brands has bearings towards brand personality fit, the motivation of processing information did not. In contrast to brand image fit, this study showed that the prestige orientation of a brand did not influence brand personality fit. The subsequent mediation analysis demonstrated that brand personality fit is positively related to brand image fit, but neither of these two variables has any influence on dilution of brand affect. © 2007 Wiley Periodicals, Inc.

Extending symbolic brands using their personality: examining antecedents and implications towards brand image fit and brand dilution

Brands are perceived to possess a personality that consumers use as an avenue for self-expression or to experience the emotional benefits by which the brand differentiates itself from others. Despite developments made in this area, the focus has been solely on the role of brand attributes and their utilitarian functions in influencing consumer attitudes. Very little progress has been made to show how brands are used for self-expressive purposes. This review thus discusses how consumers have a part to play in influencing how brand personality is perceived. This is based on the fact that as consumers build trusting relationships with their preferred brand, they will reinforce positive attitudes towards the brand. To build the theoretical framework, issues pertaining to brand personality dimensions, such as self-concept, self-congruity between brands and their consumers and self-expression using brands, will be reviewed. Further, the paper examines the impact of cultural dimensions of individualism and collectivism on self-congruity. This provides a base for examining the fact that the cultural orientation of consumers may have an implication towards the proposed influence of the consumer's self on the personality of the brand. Finally, the review examines the effects of consumer demographic profiles on the consumer's self-congruity with brand personality. The review will generate and develop relevant research propositions. This will be justified by the conceptual and managerial implications that would radiate from the proposed study.

/pdf/conceptualising-brand-personality-a-review-and-research-5g9xasby30.pdf

Conceptualising brand personality: A review and research propositions

Purpose




Focusing on symbolic brands, this paper aims to re-test whether perceived â€∼fit’ between the personality of the parent brand, and the brand extension causes consumers to the feel increased affect towards the brand extension. The contention is that high brand personality fit causes consumers to like the brand extension more because, like the parent brand, consumers can use the brand extension to maintain and project a desirable self-identity. This relationship is obscured because consumers process brand personality fit as part of the overall brand image fit; therefore, the potential mediating role of brand image is tested. Consumers differ in their self-monitoring disposition as well, which may explain differences in response to perceived personality fit. Therefore, the potential moderating role of self-monitoring is tested.




Design/methodology/approach




Using an experimental design, respondents viewed an advertisement for a brand extension that showed either congruent, moderately incongruent or incongruent personality fit with the parent brand. This was completed for four symbolic brands: two watch brands and two motor vehicle brands.




Findings




The results indicate that brand personality fit between the brand extension and the parent brand is causally related to affect felt towards the brand extension, but that this relationship is fully mediated by image fit for the BMW brand and partially mediated for Volkswagen Beetle, Omega and Swatch. For BMW and Swatch, the relationship between the independent variable personality fit and the mediator variable image fit is positively moderated by the self-monitoring disposition of the consumer.




Research limitations/implications




The implication is that, while marketers can communicate a wide range of attributes when advertising brand extensions, marketers of symbolic brands should clearly demonstrate brand personality fit as an important component of brand image fit. This is even more important for consumers with a high self-monitoring disposition.




Originality/value




The study conclusively tests the importance of personality fit for symbolic brands, the mediating role of brand image and the interaction effect of self-monitoring on personality fit. These findings contribute to the research literature and help marketers to manage the level of personality fit that should be emphasized in their marketing communications.

Brand personality as a direct cause of brand extension success: does self-monitoring matter?

This article examines the impact of gender on perceptual fit evaluation of prestige brands. Using an experimental approach, this study demonstrates that elaboration effects derived from schema congruity and self-congruity have an impact on perceptual fit and are moderated by the consumer's gender. More specifically, women have the ability to establish stronger brand personality fit and brand image fit, which is reflective of their greater sensitivity in recognizing brand images and personality dimensions that match their self-concept. However, it is also shown that the nature of the task or effort for processing messages would have an impact on one's selection of strategy for processing information. Advertising professionals have to consider the gender of their target consumers when they design advertisements for their extension brands in the prestige brand category. Branding professionals should also consider the effect of schema congruity between advertisements of parent and extension brands on target consumers of both genders.

https://link.springer.com/content/pdf/10.1057%2Fbm.2009.30.pdf

Kong Cheen Lau

Papers

Brand personality and consumer self-expression: Single or dual carriageway?

Extending symbolic brands using their personality: examining antecedents and implications towards brand image fit and brand dilution

Conceptualising brand personality: A review and research propositions

Brand personality as a direct cause of brand extension success: does self-monitoring matter?

Impact of gender on perceptual fit evaluation for prestige brands