A new measure of brand personality

Geuens, Maggie; Weijters, Bert; Wulf, Kristof De

doi:10.1016/j.ijresmar.2008.12.002

Cited by 447 publications

(450 citation statements)

References 59 publications

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“…Because personality characteristics are bipolar (i.e., someone can be either very friendly, or not at all friendly), the antonym of each personality trait was also provided, making up a list of 88 items (Table 2). This is in line with Anouk, et al [11] and Geuens, et al [25], so that participants could check all that apply from the whole list, including opposite terms. …”

Section: Brand Personality Trait Selectionsupporting

confidence: 73%

Job-Sorting Assignment to Assess Cream Liqueur Brand Image

et al. 2017

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Abstract:Projective techniques rely on a stimulus to elicit from respondents projections of their beliefs onto other people or objects, thus reflecting their own perceptions, feelings and motivations. In this work, the job-sorting technique, in combination with Aaker's personality scale, was applied to the study of cream liqueur brand image in Uruguay and Costa Rica. Eight jobs with different levels of intellectual complexity, salary and physical demands were selected. In each of the two countries, three (two imported and one locally made) liqueurs were presented to 90 consumers with similar socio-demographic characteristics. Respondents were told to select the job, profession or occupation (JPO) that best fitted each brand. After JPO selection, respondents were asked to select from a list of 88 personality traits all the words that they considered applicable to each JPO selected. The JPOs associated with the different brands showed no similarity between Uruguayan and Costa Rican respondents, but the personality traits associated with the two imported brands were similar in both countries, supporting the use of JPOs as metaphors in the study of brand images. The brand image of locally made liqueurs was associated with traits that differed clearly from those of the imported brands. These results provide relevant information for the design of marketing strategies.

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Section: Brand Personality Trait Selectionsupporting

confidence: 73%

Job-Sorting Assignment to Assess Cream Liqueur Brand Image

et al. 2017

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“…26 The Jones scale, similar to the Aaker scale, is composed of fi ve major dimensions: ' Responsibility ' , ' Activity ' , ' Emotionality ' , ' Aggressiveness ' and ' Simplicity ' .…”

Section: Research Methodology Questionnairementioning

confidence: 99%

The relationship between brand personality and customer personality, gender and income: A case study of the cell phone market in Iran

Ekhlassi

Nezhad²,

Far³

et al. 2012

J Target Meas Anal Mark

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works as a Lecturer at the university of Tehran faculty of management, and faculty of entrepreneurship. He has been covering courses related to marketing, branding and marketing communication. Majid Hassani Nezhadis currently a PhD Candidate of Business Management in Allameh Tabatabai University. He has a Bachelor ' s degree in management and a Master ' s in marketing management from Shahid Beheshti University. His Master ' s thesis was a B2B perspective of relationship marketing in home appliances industry. His main research interests are B2B marketing and brands managing. Siamak Ashkan Farworks as Production Planner in South Well Drilling Engineering Co (SWDEC). He has a Bachelor ' s degree in industrial management from Guilan University and is currently studying in Executive Master Business of Administration (EMBA) in Isfahan University. Kamal Rahmanihas a Bacheor ' s degree in Electrical Engineering from Zanjan University and a Master ' s in MBA from the MehrAlborz University. His Master ' s thesis was a survey about consumer behavior and service branding in a private bank in Iran. His main research interest is consumer behavior and branding. He has been selected as Distinguished Researcher of his university in anniversary festival of 2011 -2012. Some of his articles about branding and related subjects are published or under review process in Iranian or international journals. He has also translated two marketing books to Persian. Relationship between brand personality, customer personality, gender and income

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“…Aggressiveness. The results indicated that aggressiveness was significantly associated with attitudes (c path β = -.41, p < .05) which is also unsurprising as banking and health services can be considered as conservative and therefore any display of aggression by the brand is likely to negatively impact attitudes (Guens et al, 2009 significant. There was a significant inverse association between aggressiveness and behavioural intentions (β = -.60, p = .002), which attenuated and was not significant in the presence of the BPA dimensions (β = -.22, p = .21).…”

Section: ])mentioning

confidence: 99%

Unlocking the potential of branding in social marketing services: utilising brand personality and brand personality appeal

Gordon

Zainuddin

Magee

2016

JSM

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Purpose -This paper aims to demonstrate the utility of branding theory for social marketing services. Specifically, this is to our knowledge the first to investigate brand personality (BP) and brand personality appeal (BPA) in a single study as predictors for consumer attitudes and intentions to engage with a service. Design/methodology/approach -The associations between BP and BPA and their subsequent associations with attitudes and intentions are tested in two service types, i.e. a commercial marketing service (banking) and a social marketing service (health screening). This involved a cross-sectional dual online survey administered to a sample of 395 women 50-69 years old in Queensland, Australia. This sampling criterion represented the primary target audience for the social marketing service, which was breastscreening and was maintained for the banking services sample. Multiple mediation analysis using a bootstrapping approach was conducted using Mplus 6.11. Findings -BP and BPA perform similarly across the two service types. BP and BPA are related and have direct and indirect associations with consumer attitudes and behavioural intentions towards both commercial and social marketing services. Specifically, the BP traits of responsibilit y and activity were found to have significant direct and indirect relationships with attitudes and behavioural intentions towards both commercial and social marketing services. The relationships for the emotionality and simplicity traits were non-significant. The results also suggest that the attractiveness, favourability and clarity BPA traits had the strongest associations with consumer responses. Originality/value -This study demonstrates the utility of using branding in social marketing services, which to date has been under-utilised. It also offers originality by combining BP and BPA in the same empirical inquiry, which to date has been examined separately. A new and alternative factor structure for BPA is provided, and future research is recommended to further examine BPA in this and other contexts.

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A new measure of brand personality

Cited by 447 publications

References 59 publications

Job-Sorting Assignment to Assess Cream Liqueur Brand Image

Job-Sorting Assignment to Assess Cream Liqueur Brand Image

The relationship between brand personality and customer personality, gender and income: A case study of the cell phone market in Iran

Unlocking the potential of branding in social marketing services: utilising brand personality and brand personality appeal

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