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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Corporate identity, corporate branding and corporate reputations: Reconciliation and integration
Russell Abratt,Nicola Kleyn +1 more
TL;DR: In this article, the authors explore, define, reconcile and depict corporate identity (CI), corporate brand (CB) and corporate reputation (CR) in a framework that reflects the dimensions of these constructs, discriminates between them and represents their inter-relatedness.
Journal ArticleDOI
The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers
TL;DR: Wang et al. as mentioned in this paper explored the relationship of consumer personality trait, brand personality and brand loyalty, and showed that agreeableness and openness of personality traits have a positive influence on brand loyalty.
Journal ArticleDOI
The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects
Xuemei Bian,Luiz Moutinho +1 more
TL;DR: In this paper, the authors examined the impact of perceived brand image, direct and indirect effects (mediator and moderator effects) of product involvement and product knowledge on consumer purchase intention of counterfeits in the context of non-deceptive counterfeiting.
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How do brand communities generate brand relationships? Intermediate mechanisms
TL;DR: Wang et al. as mentioned in this paper investigated the intermediate mechanism that translates brand communities into brand relationships using a sample of online brand communities from China and found that consumer brand attachment plays a full mediating role between brand community commitment and brand commitment.
Journal ArticleDOI
Symbolism in California’s Early Market for Hybrid Electric Vehicles
TL;DR: This article explored the symbolic meanings being created, appropriated, and communicated by the owners of hybrid electric vehicles and explored how widely recognized social meanings (denotations) are connected to more personal meanings (connotations) and the effect that both types of meanings have on vehicle purchase and use.
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
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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
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