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
Brand Personality Factor Based Models: A Critical Review:
TL;DR: Brand personality has become an increasingly important concept within brand theory and factor based research is the method most widely used in the study of brand personality as discussed by the authors.There have been critiq...
Journal ArticleDOI
Brand anthropomorphism: Conceptualization, measurement, and impact on brand personality and loyalty
TL;DR: In this article, the authors conceptualized anthropomorphism as a property of branded products in regards to the extent to which these objects are perceived as if they were actual human beings.
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Broadening the Paradigm of Marketing as Exchange: A Public Policy and Marketing Perspective
Ronald Paul Hill,Kelly D. Martin +1 more
TL;DR: The authors argue that the academic discipline of marketing faces concerns of relevance, which scholars ignore at their peril, and that most theories and practices strip away people's heterogeneity in favor of simplistic ways of measuring success.
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Implications of Stealing Thunder for the Impact of Expressing Emotions in Organizational Crisis Communication
TL;DR: In this paper, the impact of emotional (sadness) versus rational message framing on perceptions of an organization in crisis is studied by means of a 2 (crisis timing strategy: ex-antecrisis timing scheme vs. ex-postcrisis strategy)×2 (message framing: rational vs. emotional) between-subjects factorial experimental design with 168 participants.
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Leveraging the human side of the brand using a sense of place: Case studies of craft breweries
Anne-Marie Hede,Torgeir Watne +1 more
TL;DR: In this paper, the authors explore how a sense of place, derived from myths, folklores, and heroes, enables marketers and consumers to co-create narratives that humanise brands.
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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Culture and the self: Implications for cognition, emotion, and motivation.
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A Paradigm for Developing Better Measures of Marketing Constructs
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