Brand personality and human personality: Findings from ratings of familiar Croatian brands

Milas, Goran; Mlačić, Boris

doi:10.1016/j.jbusres.2006.06.011

Cited by 90 publications

(48 citation statements)

References 19 publications

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“…Surely this is not too surprising since most of them started from Aaker's broad brand personality definition. Caprara, Barbaranelli and Guido (2001), Bosnjak et al (2007), and Milas and Mlačić (2007) used only Big Five items, but only in the latter study did a resemblance to the Big Five dimensions emerge.…”

Section: Brand Personality Dimensionsmentioning

confidence: 83%

“…To this end, we adopted the strict definition of brand personality put forward by Azoulay and Kapferer (2003, pp. 151) and used in several recent papers (e.g., Bosnjak et al, 2007;Milas & Mlačić, 2007): 'brand personality is the set of human personality traits that are both applicable to and relevant for brands'. We expected to find a Big Five-like structure.…”

Section: Brand Personality Dimensionsmentioning

confidence: 99%

“…This shortcoming led several researchers to construct a country-specific brand personality scale. Bosnjak et al (2007) developed a German scale, Milas and Mlačić (2007) a Croatian one, and Smit, van den Berge, and Franzen (2002) a Dutch one.…”

mentioning

confidence: 99%

See 2 more Smart Citations

A new measure of brand personality

Geuens

Weijters

Wulf

2009

International Journal of Research in Marketing

451

411

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Section: Brand Personality Dimensionsmentioning

confidence: 83%

Section: Brand Personality Dimensionsmentioning

confidence: 99%

See 1 more Smart Citation

A new measure of brand personality

Geuens

Weijters

Wulf

2009

International Journal of Research in Marketing

451

411

View full text Add to dashboard Cite

“…Thereafter, recent studies uncovering brand personality have relied on this definition since it is more rigorous and can be used cross-culturally without confusion (e.g. Bosnjak et al, 2007;Geuens et al, 2009;Milas & Mlačić, 2007). Therefore, a new scale is needed based on a rigorous definition excluding all nonpersonality items.…”

Section: Measures Developmentmentioning

confidence: 99%

A brand preference and repurchase intention model: the role of consumer experience

Ebrahim

Ghoneim

Irani

et al. 2016

Journal of Marketing Management

183

181

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Consumer brand preference is an essential step towards understanding consumer choice behaviour, and has therefore always received great attention from marketers. However, the study of brand preference has been limited to traditional marketing focusing on functional attributes to maximise utility. But now the shift to experiential marketing broadens the role of the brand from a bundle of attributes to experiences. Technological advancements have helped to increase the similarities between brand attributes and product commoditisation. Consequently, consumers cannot shape their preferences among brands using rational attributes only. They seek out brands that create experiences; that intrigue them in a sensorial, emotional and creative way. This study seeks to develop a model that provides an understanding of how brand knowledge and brand experience determine brand preference and to investigate its impact on brand repurchase intention. Accordingly, exploratory focus group discussions are employed followed by a survey of mobile phone users in Egypt. The findings provide insights into the relative importance of consumer perceptions on different brand knowledge factors in shaping brand preferences. It also demonstrates the significance of consumers' experiential responses towards brands in developing their brand preferences that in turn influence brand repurchase intention. The model therefore offers managers a new perspective for building strong brands able to gain consumer preferences. ARTICLE HISTORY

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“…Bu çalışmalardan bazıları Aaker'ın marka kişiliği ölçeğinin ve beş faktörlü kişilik sınıflamasının boyutları ile paralellik gösterirken (örneğin, Caprara vd., 2001;Bosnjak vd., 2007;Milas ve Mlacic, 2007) Marka kişiliği ölçeğinin oluşturulması açısından farklı kültürlerde yapılan çalışmalar arasında, Türkiye'de yapılan uygulamaya örnek olarak Aksoy ve Özsomer (2007) tarafından yapılan çalışma gösterilebilir. Bu çalışmada, araştırmacılar kişilik özelliklerini belirlerken beş faktörlü kişilik sınıflaması temelinde Türkiye'de genel kişilik sıfatlarının belirlenmesi konusunda yapılan çalışmaları (Gülgöz, 2002;Somer, 1998;Goldberg ve Somer, 2000) esas almışlardır.…”

Section: Marka Kişiliğiunclassified

Bir marka kişiliği ölçeği değerlendirmesi

Dölarslan¹

2012

Ankara Üniversitesi SBF Dergisi

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Kişilik ile ilgili araştırmalarda, beş faktöre dayanan kişilik ölçeği (Big-Five) kapsamlı bir yapıda olması nedeniyle, bütünleyici ve ölçülebilir bir çerçeve olarak belirtilmektedir. Aaker (1997)'ın özgün çalışması, marka kişiliği yapısını beş faktöre dayanan kişilik ölçeğinde oluşturarak, marka kişiliği boyutlarını içtenlik, heyecan, yetkinlik, gelişmişlik ve sağlamlık olarak tanımlamaktadır. Ancak Aaker'ın marka kişiliği ölçeği, literatürde son dönemde birçok yönden eleştiri almaktadır. Bu bakımından, bu çalışmanın amacı Geuens vd. (2009) tarafından geliştirilen, Türkiye, ABD ve dokuz Avrupa ülkesinde güvenilirliği ve geçerliliği test edilen yeni bir marka kişiliği ölçeğini incelemek ve geçerliliğini test etmektir. Geuens vd. (2009)'nin marka kişiliği ölçeği Türkiye örnekleminde geçerli ve güvenilir sonuçlar göstermesine rağmen, bu ölçek sadece uluslararası bilinirlikte bir marka olması nedeniyle seçilen Coca-Cola kapsamında test edilmiştir. Bu nedenle bu çalışma, tüketicilere fonksiyonel, sembolik ve fonksiyonel-sembolik faydalar sunan üç marka üzerine odaklanmaktadır. Doğrulayıcı faktör analizi kullanılan bu çalışmanın sonucunda, belirlenen markalar kapsamında yapılan karşılaştırmada söz konusu ölçeğin güvenilir, geçerli ve uygulama açısından avantajlı olduğu belirlenmiştir.Anahtar Sözcükler: Kişilik, marka faydası, marka kişiliği, ölçek geçerliliği, ölçek güvenilirliği An Evaluation of a Brand Personality Scale AbstractIn personality research, due to its comprehensiveness, personality scale based on Five Factor (the Big-Five) is often conceived as an integrative and measurable framework. Aaker's (1997) seminal article identifies brand personality dimensions of Sincerity, Excitement, Competence, Sophistication and Ruggedness, as the brand personality structure is grounded on personality scale based on Five Factors. However, Aaker's brand personality scale has recently been criticized on several grounds in the literature. In this respect, the aim of this study is to examine and validate a new brand personality measure which is developed by Geuens et al. (2009) and showed reliability and cross-cultural validity in Turkey, the U.S. and, eight other European countries. In spite of brand personality scale of Geuens et al. (2009) showed reliability and validity in the sample of Turkey, this scale focused only on selected focal brand of Coca-Cola. Therefore this study focused on three brands included functional, symbolic and functional-symbolic utilities provide to consumers. In this study, confirmatory factor analysis was used and consequently, this scale proved to be reliable, valid and practical for within determined brand comparisons.

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Brand personality and human personality: Findings from ratings of familiar Croatian brands

Cited by 90 publications

References 19 publications

A new measure of brand personality

A new measure of brand personality

A brand preference and repurchase intention model: the role of consumer experience

Bir marka kişiliği ölçeği değerlendirmesi

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