Open AccessPosted Content
Consumption Symbols as Carriers of Culture
Reads0
Chats0
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 shiftingread more
Citations
More filters
Journal ArticleDOI
Destination Personality: An Application of Brand Personality to Tourism Destinations
Yuksel Ekinci,Sameer Hosany +1 more
TL;DR: In this paper, the authors adopt Aaker's brand personality scale to identify whether tourists ascribed personality traits to tourism destinations and found that perception of destination personality is 3-dimensional: sincerity, excitement, and conviviality.
Journal ArticleDOI
Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You “Think Different”
TL;DR: This article examined whether brand exposure elicits automatic behavioral effects as does exposure to social primes and found that exposure to goal-relevant brands (i.e., those that represent a positively valenced characteristic) elicits behavior that is goal directed in nature.
Journal ArticleDOI
The Structure of Survey-Based Brand Metrics
TL;DR: Ailawadi et al. as discussed by the authors identify some core dimensions of survey-based measures of brand performance, explore how they link to one another, and examine how they vary across both countries and categories.
Journal ArticleDOI
Brand personality of retailers – an analysis of its applicability and its effect on store loyalty
TL;DR: In this paper, the authors demonstrate that the scale is applicable for retail brands in Germany, that it serves well to clearly differentiate between retailers and that the dimensions of the brand personality directly influence the store loyalty of consumers.
Journal ArticleDOI
Brand management in higher education: The University Brand Personality Scale
TL;DR: This paper developed and validated a six-dimensional University Brand Personality Scale (UBPS), which comprises prestige, sincerity, appeal, lively, conscientiousness, and cosmopolitan dimensions and found that the scale strongly relates to brand love, positive word-of-mouth, and students' intention to support their university as alumni.