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
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Consumers and Their Brands: Developing Relationship Theory in Consumer Research
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References
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A general approach to representing multifaceted personality constructs: Application to state self‐esteem
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Heuristic processing can bias systematic processing : effects of source credibility, argument ambiguity, and task importance on attitude judgment
TL;DR: High- and low-task-importance Ss read a strong or weak unambiguous message or an ambiguous message that was attributed to a high- or low-credibility source, confirming that heuristic processing can bias systematic processing when evidence is ambiguous and implications for persuasion and other social judgment phenomena are discussed.
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The structure of interpersonal traits: Wiggins's circumplex and the five-factor model.
Robert R. McCrae,Paul T. Costa +1 more
TL;DR: Using a sample of 315 adult men and women, self- reports on Wiggins's revised Interpersonal Adjective Scales were jointly factored with self-reports, peer ratings, and spouse ratings on the NEO Personality Inventory to examine the relations between the two models.
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How Is a Possession “Me” or “Not Me”? Characterizing Types and an Antecedent of Material Possession Attachment
TL;DR: This paper explored different types of attachment and how these types portrayed various facets of a person's life story (i.e., identity) and showed how strong versus weak attachment, affiliation and/or autonomy seeking, and past, present, or future temporal orientation combine to form qualitatively distinct types of psychological significance.
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Mundane Consumption and the Self: A Social-Identity Perspective
TL;DR: In this article, the authors suggest that people use products to enact one of their social identities and that products relate only indirectly to the overall or global self, and that the frequency with which activities are performed depends on the salience of the identity they represent and that such salience, in turn, depends on several enabling factors.