Journal ArticleDOI
Dimensions of Brand Personality
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TLDR
In this article, the authors developed a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness).Abstract:
Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the Big Five dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). To measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.read more
Citations
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Satisfaction with service recovery: Perceived justice and emotional responses
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Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You “Think Different”
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The Ownership Effect in Consumer Responses to Brand Line Stretches
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Journal ArticleDOI
Effects of brand personality on brand trust and brand affect
Yongjun Sung,Jooyoung Kim +1 more
TL;DR: The authors investigated the relationship between five brand personality dimensions and brand trust as well as brand affect and found that Sincerity and Ruggedness are more likely to influence the level of brand trust than brand affect, whereas the Excitement and Sophistication dimensions relate more to brand affect than to brand trust.
References
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Book
Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research
Martin Fishbein,Icek Ajzen +1 more
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Comparative fit indexes in structural models
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A Paradigm for Developing Better Measures of Marketing Constructs
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