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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Endorser age and stereotypes: Consequences on brand age
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The cross-cultural scale development process: The case of brand-evoked nostalgia in Belgium and the United States
TL;DR: In this article, the authors developed a rigorously tested, reliable and valid scale to measure the multi-dimensional nature of brand nostalgia across two countries -Belgium and the U.S. The scale's robustness is validated via tests of invariance, dimensionality, reliability, discriminant and nomological validity.
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Get the picture? Visual servicescapes and self-image congruity
Michael Breazeale,Nicole Ponder +1 more
TL;DR: This article explored the reasons that consumers form relationships with some retailers and found five categories of relationships that differ on perceived self-image congruity and involvement: perfect matches, mismatches, fair-weather friends, best friends, and acquaintances.
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Determinants of Revisit Intention to a Hot Springs Destination: Evidence from Taiwan
TL;DR: In this paper, a structural model for understanding the effects of destination personality, cuisine experience and psychological well-being on tourists' revisit intentions to a hot springs destination was developed, and the authors suggest that future efforts to understand the revisitation decision-making process should consider tourists' aspirations for the pursuit of health.
Journal ArticleDOI
Sport club brand personality scale (SCBPS): A new brand personality scale for sport clubs
TL;DR: In this paper, the authors developed and validated a new brand personality scale for professional sport clubs (Sport Club Brand Personality Scale, SCBPS), which contains only personality traits and applies a strict definition of brand personality.
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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