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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Journal ArticleDOI
Extending symbolic brands using their personality: examining antecedents and implications towards brand image fit and brand dilution
Kong Cheen Lau,Ian Phau +1 more
TL;DR: This article provided a framework to understand the implications of congruency of information, motivation, and perceived prestige orientation as antecedents to brand personality fit and examined the mediating role of brand image fit between brand personality fits and dilution of brand affect.
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Communicating brand personality: Are the websites doing the talking for the top South African Business Schools?
TL;DR: This paper investigated the websites of South African Business Schools in order to find out what brand personality each school features, and the results revealed a measure of business school brand personality that to some extent portrayed the dimensions Aaker postulated.
Journal ArticleDOI
Brand Strategy in Professional Sports: The Case of French Soccer Teams
TL;DR: In this paper, the authors examine the strategies and actions four French soccer teams have implemented in order to build and exploit their brand and underline that the development and implementation of a brand strategy should be profitable for most professional soccer teams.
Journal ArticleDOI
Measuring Soft-Sell Versus Hard-Sell Advertising Appeals
TL;DR: This paper developed and validated a method for measuring soft-sell and hard-sell appeals, using a review of prior literature, supplemented by content analysis, a free association task, expert judgment, and focus groups.
Journal ArticleDOI
Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions
Kurt Matzler,Kurt Matzler,Andreas Strobl,Nicola Stokburger-Sauer,Artur Bobovnicky,Florian Bauer +5 more
TL;DR: In this paper, the authors investigated the relationship among nation brand personality perceptions, consumer brand-self congruity, and the visit intention of a country as a tourism destination, based on representative samples of consumers from five countries (Italy, the UK, Czech Republic, Poland, and Russia) and using Slovakia as a sample tourism destination.
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.