Journal ArticleDOI
Extending human personality to brands: The stability factor
TLDR
In this article, the authors explored the brand personality concept and investigated whether the human personality approach could be applied to the brand construct Specifically, they investigated whether brand personality is stable over time and in association with other brands, even with the introduction of reference brands.Abstract:
This paper explores the brand personality concept and investigates whether the human personality approach could be applied to the brand construct Specifically it investigates whether brand personality is stable over time and in association with other brands, even with the introduction of reference brands The results showed that stability over time and in association with other brands appeared to be inherent in brands, which suggested that the brand personality functioned in much the same way as the human personality and, by extension, the personality of brands would be likely to function much like the personality of humans This has far-reaching managerial implications for the understanding of brands from the personality perspective These implications underline the importance of brand congruity so that it becomes a fundamental principle for brand management and strategyread more
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Self-congruity, brand attitude, and brand loyalty: a study on luxury brands
TL;DR: In this paper, the authors examined the effects of three self-congruity constructs: the brand's personality congruity (BPC), user imagery con-gruity, and brand's usage imagery conconsity, in consumers' attitude and brand loyalty toward two luxury fashion brands.
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Branding places: applying brand personality concept to cities
TL;DR: In this article, the authors focus on the brand personalities of places and examine the applicability of this concept for city brands by employing a factor analysis method based on data collected from 898 college students.
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The Big Five and brand personality: Investigating the impact of consumer personality on preferences towards particular brand personality
TL;DR: In this article, the authors explored the relationship between consumer personality and brand personality as measured by constructs reflecting The Big Five dimensions in the context of fashion products and found that consumers who exhibit a conscientious personality demonstrate preferences towards trusted brands while those who are extrovert in nature are motivated by socially-oriented brands.
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Brand personality of retailers – an analysis of its applicability and its effect on store loyalty
TL;DR: In this paper, the authors demonstrate that the scale is applicable for retail brands in Germany, that it serves well to clearly differentiate between retailers and that the dimensions of the brand personality directly influence the store loyalty of consumers.
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Consumers' perceptions of the dimensions of brand personality
TL;DR: In this paper, the authors investigate how consumers form their perceptions of the different dimensions of brand personality identified in Aaker's scale (sincerity, excitement, competence, sophistication, and ruggedness), and what product or brand characteristics influence these perceptions.
References
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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.
Posted Content
Consumers and Their Brands: Developing Relationship Theory in Consumer Research
TL;DR: The authors argue for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-Brand bonds.
Journal ArticleDOI
Consumers and their brands : developing relationship theory in consumer research
TL;DR: In this paper, the authors argue for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumerbrand bonds.
Journal ArticleDOI
Family Resemblances: Studies in the Internal Structure of Categories
Eleanor Rosch,Carolyn B. Mervis +1 more
TL;DR: In this paper, the authors explored the hypothesis that the members of categories which are considered most prototypical are those with most attributes in common with other members of the category and least attributes with other categories and found that family resemblance offers an alternative to criterial features in defining categories.
Journal ArticleDOI
Dimensions of Brand Personality
TL;DR: 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,... as mentioned in this paper