On congruence between brand and human personalities

María, Natalia; Shneor, Rotem

doi:10.1108/10610421011018383

Cited by 70 publications

(55 citation statements)

References 29 publications

(66 reference statements)

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“…It is "the individual's knowledge in all forms as well as personality related capacities", (Bjurklo, Edvardsson and Gebauer, 2009). Three traits in competence are 1) reliable, 2) intelligent and 3) successful (Aaker, 1997) which are more on task-oriented, structured and logical (Maehle and Shneor, 2010). It can also be represented by two more attributes which are 1) secure and 2) confident (Aaker et al, 2001).…”

Section: Competencementioning

confidence: 99%

“…Sophistication is represented by upper-class, charming (Aaker, 1997;Aaker et al, 2001), glamorous, good looking (Aaker et al, 2001) and romantic which indicate the tendency of strong emotion and sensitivity of a person (Maehle and Shneor, 2010). Different consumer will respond differently towards a particular aspect.…”

Section: Sophisticationmentioning

confidence: 99%

“…Brand personality exists when the consumer captures the dimensions of brand as a person's personality (Batra, Lehmann and Singh, 1993). It is an association of functional (Maehle and Shneor, 2010;Okazaki, 2006), physical or attribute elements (Maehle and Shneor, 2010), expressive stimulation (Okazaki, 2006) and self-concept that represent brand image (Maehle and Shneor, 2010).…”

Section: Characteristics Of Brand Personalitymentioning

confidence: 99%

“…It represents down-to-earth, honest, wholesome, cheerful (Aaker, 1997), real and sincere (Aaker et al, 2001) that indicate strong social orientations, cooperative and harmony seeking person (Maehle and Shneor, 2010). The following propositions for sincerity of brand personality in hypermarket brand extensions were developed to assist in detailed investigation of the subject.…”

Section: Sinceritymentioning

confidence: 99%

“…It is represented by daring, spirited, imaginative, up to date (Aaker, 1997) as well as exciting and contemporary (Aaker et al, 2001) that represent the "tendency towards change, visionary orientations, strong intuition, creative imagination and inherent enthusiasm…", (Maehle and Shneor, 2010). The following propositions for excitement of brand personality in hypermarket brand extensions were developed to assist in detailed investigation of the subject.…”

Section: Excitementmentioning

confidence: 99%

See 4 more Smart Citations

The Impact of Hypermarket Corporate Brand Extensions on Brand Personality: A Conceptual Analysis of Malaysian Market

Hassan¹,

Rahman²

2012

IJBM

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In line with the strategy to enhance entrepreneurship opportunities, it is expected that there will be a growth in brand extensions development especially by hypermarkets. The industry is developing competitively and fiercely with strong as well as continuous support from consumers. This research paper is proposing a conceptual framework to investigate the relationship between hypermarket corporate brand extensions with dimension of brand personality within the Malaysian market. The extension from a hypermarket brand to product and service brand is known as a corporate brand extension. Both product and service are equally important in hypermarket retailing. Brand does have personality which is similar as human being. Dimensions of brand personality are adapted from a framework that was introduced by Aaker (1997). The framework consists of 1) sincerity, 2) excitement, 3) competence, 4) sophistication and 5) ruggedness.

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Section: Competencementioning

confidence: 99%

Section: Sophisticationmentioning

confidence: 99%

Section: Characteristics Of Brand Personalitymentioning

confidence: 99%

Section: Sinceritymentioning

confidence: 99%

Section: Excitementmentioning

confidence: 99%

See 3 more Smart Citations

The Impact of Hypermarket Corporate Brand Extensions on Brand Personality: A Conceptual Analysis of Malaysian Market

Hassan¹,

Rahman²

2012

IJBM

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Consumers' perceptions of the dimensions of brand personality

María

Otnes

Supphellen

2011

J of Consumer Behaviour

Self Cite

109

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Brand personality (human-like characteristics of a brand) has been a popular topic in the marketing literature for over 50 years. However, there is a lack of consumer-focused studies investigating what factors shape perceptions of brand personality. To address this gap, the purpose of the current study is to understand 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. Sixty-six interviews were conducted with graduate students, who were asked to discuss which brands reflected the specific dimensions of brand personality in Aaker's scale. As a result, we identify the kinds of brands consumers perceive as typical for each personality dimension, discover their common characteristics and explain the reasons why some brands are strongly associated with a particular dimension and some are not. Our findings indicate that specific brand personality dimensions are associated with particular product categories. However, brands mentioned as strong on respective personality dimensions share commonalities beyond just a product category. For instance, sincere brands share family-related associations and high morals, exciting brands offer consumers the opportunity to experience exciting feelings and are related to special 'exciting' occasions, competent brands are mostly associated with expertise and quality, sophisticated brands are usually of feminine nature, whereas rugged brands are of masculine nature. Moreover, we find that brands which consumers perceive as lacking on a particular personality dimension also share common attributes.

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The effect of place personality on resident welcoming tourist through positive and negative impacts of tourism

Unurlu

2020

Journal of Tourism Research

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The aim of this study is to identify residents' place personality attitudes regarding the place in which they live and to determine the effects of this attitude on attitudes to positive and negative impacts of tourism and residents' welcoming of tourists. Results of the analysis reveal that the sincerity and excitement dimensions of place personality affected residents welcoming tourists through attitudes to positive impacts of tourism; however, the sophistication dimension affected residents welcoming tourists through attitudes to negative impacts of tourism. Additionally, the influence of the sophistication dimension on attitudes to negative impacts of tourism is relatively higher.

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On congruence between brand and human personalities

Cited by 70 publications

References 29 publications

The Impact of Hypermarket Corporate Brand Extensions on Brand Personality: A Conceptual Analysis of Malaysian Market

The Impact of Hypermarket Corporate Brand Extensions on Brand Personality: A Conceptual Analysis of Malaysian Market

Consumers' perceptions of the dimensions of brand personality

The effect of place personality on resident welcoming tourist through positive and negative impacts of tourism

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