Journal ArticleDOI
Dimensions of Brand Personality
Reads0
Chats0
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
More filters
Journal ArticleDOI
The nature of trust in brands: a psychosocial model
TL;DR: In this paper, the authors explore empirically the lived experience of trust in consumer brands and develop a model focusing on functional and symbolic brands and find that consumers seek a safe purchase choice regarding functional brands through confidence and dependability, while in the case of symbolic brands consumers have to trust the brand in order to make a purchase choice.
Journal ArticleDOI
Children's relationships with brands: “True love” or “one‐night” stand?
TL;DR: This article examined relationships developed between children and brands in the family setting and found that children's stories about brands suggest that they develop relationships with a wide range of brands and these relationships are imbedded in the social environment where children live and grow.
Journal ArticleDOI
Smart City and Smart Tourism: A Case of Dubai
TL;DR: In this paper, a Smart Tourism Dynamic Responsive System (STDRS) framework is proposed to enhance users' involvement and their overall experience in smart tourism, while highlighting key resources and challenges.
Journal ArticleDOI
The effect of brand design on brand gender perceptions and brand preference
TL;DR: In this article, the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity was examined.
Journal ArticleDOI
A mixed method approach to understanding brand personality
Raj Arora,Charles R. Stoner +1 more
TL;DR: In this paper, the authors used a mixed method (qualitative and quantitative) approach to explore product personality, focusing on the personality dimensions of two retails stores (Target and Wal-Mart) and two athletic brands.
References
More filters
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.
Journal ArticleDOI
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.
Journal ArticleDOI
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.
Journal ArticleDOI
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.