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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eCCIq: The quality of electronic customer-to-customer interaction
Dominik Georgi,Moritz Mink +1 more
TL;DR: In this paper, the authors identify seven factors that constitute the domain of eCCIq: "Content", "Security", "Hedonic", "Quantity", "Atmosphere", "Convenience", and "Social".
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“Brands as Intentional Agents”: Questions and extensions
TL;DR: The notion that consumers' relationships with brands can be characterized in ways that resemble their relationships with people is gaining considerable ground in the areas of consumer behavior and branding as discussed by the authors, and the authors argue that the ability to translate research on human social interaction relationships with brand relationships provides useful insights into brand positioning and brand communications.
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The Role of Leadership Styles in Organizational Citizenship Behavior through the Mediation of Perceived organizational Support and Job satisfaction.
TL;DR: In this article, the mediating role of employees' job satisfaction and perceived organizational support in the relationship between transformational and transactional leadership styles and employees' organizational citizenship behavior was explored.
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Dispelling the collective myth of Chinese consumers: a new generation of brand‐conscious individualists
TL;DR: In this paper, the authors explore the process that underlies the aforementioned relationships with consumers' need for uniqueness and brand consciousness, and understand the joint impact of Chinese consumers' self-and gender consciousness on their ensuing brand perceptions.
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Does Internal Brand Management really drive Brand Commitment in Shared-Service Call Centers?
Christoph Burmann,Verena König +1 more
TL;DR: In this paper, the authors present a holistic model for the analysis of brand commitment in shared-service call centers as a central tool of internal brand management and show that the majority of brand levers create a brandoriented atmosphere through a more human and social brand-oriented communication by managers of a client's brand and the shared service call centers.
References
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Book
Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research
Martin Fishbein,Icek Ajzen +1 more
Journal ArticleDOI
Comparative fit indexes in structural models
TL;DR: A new coefficient is proposed to summarize the relative reduction in the noncentrality parameters of two nested models and two estimators of the coefficient yield new normed (CFI) and nonnormed (FI) fit indexes.
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Culture and the self: Implications for cognition, emotion, and motivation.
TL;DR: Theories of the self from both psychology and anthropology are integrated to define in detail the difference between a construal of self as independent and a construpal of the Self as interdependent as discussed by the authors, and these divergent construals should have specific consequences for cognition, emotion, and motivation.
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A Paradigm for Developing Better Measures of Marketing Constructs
TL;DR: A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers deal with marketing as discussed by the authors.
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Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.