No full-text available
To read the full-text of this research,
you can request a copy directly from the author.
Dimensions of Brand Personality
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 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.
... However, it is primarily an entity that is simultaneously a person and a marketed brand offering, where both the person and the brand share the same nomenclature (Fournier and Eckhardt 2019). This differs from the brand personality theory (Aaker 1997), where the marketable brand and the individuals who represent or endorse it are distinct entities. Additionally, brand personality theory focuses on personality traits that can be directly attributed to the brand through individuals associated with it, such as employees, CEOs, or endorsers of its products, transferring their characteristics to the brand (McCracken 1989), or occurring indirectly through product attributes, category associations, name, symbol, logo, advertising style, price, or distribution channel (Batra, Lehmann, and Singh 1993). ...
... Additionally, brand personality theory focuses on personality traits that can be directly attributed to the brand through individuals associated with it, such as employees, CEOs, or endorsers of its products, transferring their characteristics to the brand (McCracken 1989), or occurring indirectly through product attributes, category associations, name, symbol, logo, advertising style, price, or distribution channel (Batra, Lehmann, and Singh 1993). Furthermore, brand personality theory is defined as the set of human characteristics associated with a brand (Aaker 1997). For example, when personified, the vodka brand Absolut tends to be described as a 25-year-old, modern, fashionable individual, while the Stoli brand might be described as an intellectual, conservative, older man. ...
... Thus, the brand personality theory (Aaker 1997) not only differs from the Big Five personality model (Briggs 1992) but also diverges from the theory of human brands (Thomson 2006), as previously discussed, particularly due to its two exclusive dimensions: "Sophistication" and "Ruggedness." These dimensions highlight a model aimed at exploring desires associated with sophisticated and luxury brands, grounded in aspirations such as affiliation with the upper class, glamor, and sensuality. ...
When Speed, Butler, and Collins introduced the theory of human brands into the field of political marketing, the topic garnered increasing interest from researchers. As a result of this growing academic attention, it became essential to update key concepts and clarify emerging terminologies in order to advance the conceptual and theoretical understanding of this evolving literature. To address this need, we conducted a systematic literature review (SLR) to identify the theories, research contexts, characteristics, and methodological approaches explored within the domain. Through this review, we modernized fundamental concepts such as authority, authenticity, humanization, and positioning. Furthermore, building on the theory of political brands and contributions related to human brands, we propose a basic definition of the human brand in politics. As the first SLR in this area, this paper serves as both a guide for marketing professionals developing human brands and a resource for researchers. It provides guidance on conducting an SLR and highlights future research directions, presenting a forward-looking agenda with 16 potential avenues for addressing existing gaps in the field.
... This model is widely used in research as a comprehensive reference for brands across industries and countries and has been chosen as the basis of this study. Aaker (1997) proposes using brand personality to create a stronger consumer and brand relationship. Consumers love humanised brands, which facilitates increasing their feelings towards the brand and creating a relationship with it. ...
... Consumers love humanised brands, which facilitates increasing their feelings towards the brand and creating a relationship with it. (Aaker, 1997) The BPM model (Aaker, 1997) outlines five core dimensions that capture the essence of a brand's character: ...
... Consumers love humanised brands, which facilitates increasing their feelings towards the brand and creating a relationship with it. (Aaker, 1997) The BPM model (Aaker, 1997) outlines five core dimensions that capture the essence of a brand's character: ...
... Jung (1980) further elaborates on the interplay between persona, shadow, and anima within the human psyche. Aaker (1997) defines brand personality as the set of human characteristics associated with a brand. Furthermore, Aaker (1997) explains that brand personality can be exemplified through the personification of inanimate objects intended for marketing. ...
... Aaker (1997) defines brand personality as the set of human characteristics associated with a brand. Furthermore, Aaker (1997) explains that brand personality can be exemplified through the personification of inanimate objects intended for marketing. Aaker (1997) builds upon the Big Five theory (Norman, 1963;Tupes & Christal, 1958) and its subsequent developments to establish five dimensions for measuring brand personality: (1) Sincerity, representing brands that are honest, genuine, and friendly; (2) Excitement, representing brands that are daring, energetic, and innovative; (3) Competence, representing brands that are reliable, intelligent, and successful; (4) Sophistication, representing brands that are elegant, glamorous, and prestigious; and (5) Ruggedness, representing brands that are tough, strong, and adventurous. ...
... Furthermore, Aaker (1997) explains that brand personality can be exemplified through the personification of inanimate objects intended for marketing. Aaker (1997) builds upon the Big Five theory (Norman, 1963;Tupes & Christal, 1958) and its subsequent developments to establish five dimensions for measuring brand personality: (1) Sincerity, representing brands that are honest, genuine, and friendly; (2) Excitement, representing brands that are daring, energetic, and innovative; (3) Competence, representing brands that are reliable, intelligent, and successful; (4) Sophistication, representing brands that are elegant, glamorous, and prestigious; and (5) Ruggedness, representing brands that are tough, strong, and adventurous. Kotler & Keller (2016) explain that in positioning strategy, brand personality can serve as a key option for establishing a strong brand identity. ...
The use of fictional characters in promotional campaigns has grown a lot in the last few years. Notable examples include Tomoro Coffee, UNIQLO, and Mobile Legends: Bang Bang, which have successfully incorporated characters from the anime series Jujutsu Kaisen into their marketing strategies. This trend aligns with Indonesia's substantial anime viewer base, which reached approximately 50 million in 2023 and continues to grow proportionally with population expansion. This study aims to explore the potential relationships between a fictional character, brand personality, and promotion via a systematic literature review using PRISMA 2020, analyzing 45 articles from major databases (Web of Science and Google Scholar), drawing on diverse website sources, especially case studies relevant to the Indonesian market. The results show that there are three key links between: (1) a fictional character and a brand's personality, empirical studies show fictional characters boost consumer engagement psychologically; (2) a brand's personality and a promotion, studies confirm human representatives shape marketing strategically; (3) a fictional character and a promotion, research affirms fictional characters' promotional impact. Utilizing a fictional character as a brand personality offers significant potential for product marketing in Indonesia, supported by the country's large anime fanbase. These findings should pave the way for more study into quantitative investigation into the identified relationships and creating the ideal fictional character to use as a brand personality in order to make advertising more effective in Indonesia. The practical implications of this study offer implementable knowledges for brands utilizing anime collaborations to enhance market penetration in Indonesia.
... The compilation from the previous Islamic brand personality is indicated in Table 1. As indicated, most of studies modified the construct of Islamic brand personality based on Aaker (1997). The next section explained the critical review on research gap of previous studies. ...
... This article identified strength of previous studies on halal or Islamic brand personality which are develops brand personality based on Sharia guideline, fulfils Muslim demands, and assist the company in providing halal products and services. (Aaker, 1997) ...
... al (2022) were using characteristic from the conventional brand theory to create the dimension of Islamic brand personality. Initially, the modification is based on conventional brand personality by Aaker (1997). ...
Brand personality is defined as the “set of human personality traits that are both applicable to and relevant for brands”. It is aimed at understanding the scientific contributions made by brand personality research and identifying its predominant traits as well as human characteristics. Islamic marketing scholars caught the attention by creating the characteristics of Islamic brand personality model which representing the Muslim consumers world widely in cosmetics, personal care, bakery, clothing Islamic and financial institutions. However, the proposition dimensions of Islamic brand personality seem to be familiar with conventional brand personality. Therefore, the objective of article is to explore by critically reviewed the previous model of brand personality and its dimensions. The present article employed qualitative study in form of library research. Finding indicated strength (i.e. Sharia indicator in Islamic brand personality, strengthening halal procedure in Islamic brand product, and assists the company in providing halal products and services. and weaknesses (i.e. (a) the dimensions of Islamic brand personality are based on conventional pivot, (b) immoral conduct on Islamic brand product, and (c) lack of awareness on the importance of halal brand in Malaysia) studies was reviewed. Present article proposed the component of Qawaid Fiqhiyah in explaining Islamic brand personality. This component able to assist firm to create personality of product in fulfilling demand of consumers align with Islamic conjunction.
... From a marketing perspective, PB draws on the principles of traditional brand management but applies them to individuals. This perspective emphasizes the importance of visibility, differentiation, and emotional connection with one's audience, much like product branding (Aaker, 1997). For instance, Aaker's (1991) work on brand equity, originally focused on products, can be adapted to individuals, where Personal Brand Equity (PBE) reflects the added value created through strategic personal marketing efforts. ...
... The measurement of Personal Brand Equity (PBE) remains a key challenge in PB research. While earlier models focused on corporate brand equity (Aaker, 1997;Keller, 1993), scholars have attempted to adapt these frameworks to individuals (Gorbatov et al., 2020;Zinko et al., 2007;Ozcan & Hair, 2023;Kakitek, 2018). Several academics have explored different facets of PB, but few have offered a comprehensive model for measuring its impact. ...
... Brand Appeal refers to how attractive or appealing an individual's brand is to their target audience, reflecting qualities such as trustworthiness, authenticity, and relevance (Khedher, 2014;Gorbatov et al., 2020). • Brand Differentiation highlights the extent to which an individual stands out from their competitors based on unique skills, experiences, or characteristics (Aaker, 1997). This is crucial in a crowded job market, where differentiation can significantly influence career success (Loureiro et al., 2017;Szántó, 2025). ...
Personal Branding (PB) has gained significant attention in recent years, especially in career advancement and business success. This study addresses the research gap in Personal Brand Equity (PBE) measurement by developing and validating a standardized framework. Using mixed-methods research combining interviews with 10 professionals and surveys of 396 individuals across diverse professional categories, the study identifies and validates three dimensions of PBE: Brand Appeal, Brand Differentiation, and Brand Recognition. Factor analysis revealed six critical attributes influencing PBE (visibility, credibility, differentiation, online presence, professional network, and reputation) and distinguished between external- and self-Personal Brand Equity components. Data were analyzed using exploratory and confirmatory factor analyses (EFA and CFA), with reliability assessed through Cronbach’s alpha (>0.7). Findings demonstrate significant correlations between high PBE scores and positive career outcomes including job satisfaction, salary progression, and advancement opportunities. The resulting Personal Brand Equity Scale (PBES) provides both a measurement tool for professionals seeking to enhance their personal brands and a validated framework for future academic research on personal branding effectiveness.
... The degree to which brands interact with contemporary culture is called brand currency and it grows when brands follow the expectations of their consumers and adapt to emerging trends (Aaker, 1996;Lee & Kim, 2020). Brand personification that assigns human characteristics builds consumer emotional bonds because it creates brand-to-human relationships that develop stronger relationships (Aaker, 1997;Azemi et al., 2020). This research develops a framework that links brand authenticity and currency and personification to customer experience and concludes brand perception (Mohammad et al., 2024;. ...
... Brand personification happens when customers grant human-like qualities to brands so they can interpret them as human entities. Personified brands establish emotional connections with consumers while they tell stories about themselves because these stories match how consumers see themselves (Aaker, 1997;Fournier, 1998). Customers experience better quality of interactions through personified brand interactions which create personal and emotional feelings in their interactions. ...
... In Brand Personality Theory (Aaker, 1997), the brands are treated as human beings having specific traits like sincerity, excitement, competence, etc. By personifying brands, consumers can forge bonds of emotion as they would of relationships between human being (Fournier, 1998). ...
A study is conducted which investigates the ways in which brand authenticity and currency collectively impact customer experience, as well as ultimately impacts brand perception; with trustworthiness and attractiveness as mediators. The objective of this research is to meet the need of a model which encompass the complexity of the brand experience in digitally evolving economies such as Pakistan. Previous research has mainly examined individual branding constructs separately, but not cooperatively, in the context of an experiential framework (Mohammad et al., 2024; Alshurideh et al., 2024). The existing branding and experiential theories are taken as a foundation and the subject of this study provides a full, empirically validated model of the symbolic and emotional character of the brand interaction. The research adopted a quantitative, cross sectional research design and analyzed it with PLS-SEM analysis. It collected the data of 350 consumers in Pakistan which are active on social media using structured questionnaires. It operationalized the constructs using scales derived from existing literature that had been previously validated. The structural model was tested with direct, mediating and moderating effects using Smart PLS, and internal consistency as measured by the assessment of the measurement model was confirmed with measurement model assessment. It was found that there is partial mediation of customer experience for the relationship between brand elements and brand perception, accounting for R² of 0.39, 0.49 and 0.20 of brand perception respectively. Brand perception had a strong impact, but when the appeal of the brand was removed, the impact was weak. The findings presented here are consistent with the earlier findings (Ponsignon & Holmqvist, 2023; Azemi et al., 2023) in terms of experience-centered and aesthetic branding being strategic. In terms of making a contribution to the literature, this research provides a localized and theory based digital branding framework. It also offers practical guidelines to the experience design and symbolic alignment to provide better customer brand relationship.
... Additionally, conceptual ambiguities persist, making establishing a standardized framework for assessing team personality challenging (1)(2)(3)(4)(5)(6). Similar to brand personality research in the broader field, there are two major approaches for conceptualizing and measuring team personality in sport (12)(13)(14). Studies following Aaker's (12) definition of brand personality conceptualize team personality as the set of human characteristics associated with a team (1)(2)(3)5). ...
... Similar to brand personality research in the broader field, there are two major approaches for conceptualizing and measuring team personality in sport (12)(13)(14). Studies following Aaker's (12) definition of brand personality conceptualize team personality as the set of human characteristics associated with a team (1)(2)(3)5). By encompassing both personality traits and non-personality attributes based on Aaker's definition, the scales following the conceptual foundation can provide a broader and more comprehensive view of how consumers perceive sport brands (5,12,15). ...
... Studies following Aaker's (12) definition of brand personality conceptualize team personality as the set of human characteristics associated with a team (1)(2)(3)5). By encompassing both personality traits and non-personality attributes based on Aaker's definition, the scales following the conceptual foundation can provide a broader and more comprehensive view of how consumers perceive sport brands (5,12,15). ...
Introduction
This study aims to revisit and enhance the foundational concept of perceived team personality by addressing critical conceptual and methodological challenges in previous brand personality studies. While prior studies have identified team personality dimensions and developed measurement scales, ongoing ambiguities in applying the general brand personality conceptualization to sport teams remain. In addition, the approach's limited generalizability, inadequate methods for selecting descriptors, and biases in team (brand) selection pose significant challenges to make a valid and reliable team personality scale in sports.
Methods
To overcome these limitations, this study employs a lexical approach from personality psychology, which posits that fundamental personality dimensions emerge naturally from the adjectives people use to describe themselves and others. By analyzing a set of 99 sport-specific personality descriptors based on the lexical approach, this study explores hierarchical solutions ranging from one to six factors to determine whether perceived team personality dimensions align with established human personality models, such as the Big Five and HEXACO frameworks.
Results
Findings reveal that the five- and six-factor models exhibit strong conceptual alignment with these established human personality structures, demonstrating the efficacy of the lexical approach in capturing sport team personality.
Discussion
This research strengthens the theoretical and methodological foundation for assessing team personality in sport by providing a solid framework that better aligns with consumer perceptions. These insights may contribute to a more precise and contextually relevant understanding of team personality, offering implications for sport brand management, consumer engagement strategies, and long-term team positioning.
... We suggest that such a framework can be based on consumer-brand relationship theory (Alvarez et al. 2023;Fournier 1998). Brand personality postulates the humanization of brands (Aaker 1997) and enables human-like relationships with a brand (Fournier 1998). Research has successfully employed consumer-brand relationship theory in brand personality studies (Ghorbani et al. 2022;Fournier 1998), but has overlooked its usefulness as an organizing framework. ...
... Journal discipline 1 = marketing journals 0 = other journals Expectation: + Argument: Brand personality was initially conceptualized within marketing (Aaker 1997) but has since been integrated into various fields like management, travel research, and sports, adding complexities that dilute the impact of brand personality antecedents. The formation of place brands, for instance, involves multifaceted entities (city/country) with diverse attributes and stakeholders (e.g., residents, governments, businesses). ...
... Third, this study only includes papers using Aaker. (1997) scale and/or dimensions. While widely recognized, Aaker's model may overlook country-specific dimensions (Aaker et al. 2001). We excluded 3.54% of papers using different frameworks and, due to limited data, could not analyze these dimensions. Future research should explore the generalizability of brand personality dimensions beyond Aake ...
Product differentiation is essential to attract consumers. Besides functional brand characteristics, symbolic traits like brand personality are a value‐adding differentiation tool for marketers. While extant research has examined the relationships between brand personality and its antecedents, an extended and contemporary review is lacking. Building on the seminal meta‐analysis by Eisend and Stokburger‐Sauer (2013a) and consumer‐brand relationship theory, this study employs meta‐analytical techniques to synthesize past findings on the antecedents of brand personality. A significant increase in relevant studies and the opportunity to test potential moderators demand an improved meta‐analysis. The updated meta‐analysis covers 95 papers spanning 28 years (1997–2024) and a total of 1441 effect sizes. The findings yield new empirical generalizations, comparisons across brand‐personality dimensions, and insights into changes over time. The results of a moderator analysis indicate that consumer personality is a stronger antecedent in collectivist (vs. individualistic) cultures and for high‐self‐signaling products (i.e., products that permit consumers to build and express their self‐image through brand choices). Branding effects are stronger for experience (vs. search) products and in collectivist (vs. individualistic) cultures. In addition, product design is a stronger antecedent for students and high‐self‐signaling products. The findings provide managers with insights for building brand personality and suggest important directions for further research.
... We have also extended this framework to capture control variables in the effectiveness of advertising by capturing the attitude to advertising, attitude to branding, product usage, and purchase intention of brands. Aaker (1997) developed the 'Brand Personality Scale' model based on the Big Five model of human personality. The scales were designed to act as a source for constructing definite personality profiles of brands. ...
... Substantial brand equity helps build a competitive edge, leading to better customer purchase intentions. Brand personality ensures consistent brand image formation over time and allows consumers to express their personalities (Aaker, 1997). Consumers use brand personality dimensions as determinants of value added to the brand (Biel, 1993;Keller, 1993). ...
... Their research shows that the image of a product or service can be measured independently. Aaker (1997) considered that brand personality represents the human characteristics associated with a brand. For example, Absolut Vodka was described as a cool, hip, contemporary 25-year-old man. ...
A study of the Pan-European countries reveals differences in consumer behavior due to cultural differences among nations. India is similar to pan-European countries with myriad cultures and sub-cultures co-existing. One would like to know whether cultural differences exist amongst various ethnic populations in India and whether that influences consumer behavior. In particular, the study will ascertain the differences between female consumers of India and those who buy cosmetics products for themselves. Further, it would infer whether brand personifications of different culturally diverse Indian consumers vary from one part of the country to the other. Lastly, it will explore how the culture and sub-cultures of India are rooted in Hinduism or other religious practices in the country. Do Hindus from different parts of the country have brand personifications similar to the ones portrayed in cosmetics advertising? For this purpose, Hofstede's six cultural dimensions, their relationship to brand personifications of Indian consumers, and their influence on consumers' purchase intentions will be studied. This will help formulate brand positioning strategies for cosmetic brands in India due to cultural differences, family life cycle stages, Religious beliefs, language differences, Individual differences, and Differences in food consumption habits. The scope of the study is to find out how the role of culture, brand personifications, brand usage, brand awareness, attitudes to advertising, and attitudes to branding, along with demographic variables, affect the purchase intentions of Indian female consumers for cosmetics. Operationalize Hofstede's six cultural dimensions and how they are related to brand personifications of Indian female consumers. Contrast differences in purchase intentions of female consumers in India based on the abovementioned characteristics and similar demographic variables
... The brand personality manipulation check was adapted from Luffarelli et al. (2019). Participants selected up to three adjectives from a list of 10 brand personality adjectives regarding their chosen brand (see Aaker, 1997). ...
... limit my ability to express my true self using the brand's products negatively affect how others view me negatively affect how I can express myself to others If [brand] targets [Group], the brand will no longer fit me as well as it did before.* Others would believe that I don't belong in [brand]'s target Reputational benefits Focusing on other groups in society increases [brand]'s reputation I like [brand]'s decision to appeal to [group] consumers I believe targeting [group] consumers is good for [brand]'s reputation I support [brand]'s approach to widening their appeal [brand] being more inclusive is a positive action Brand personality(Aaker, 1997;Luffarelli et al., 2019) Sincere down-to-earth, honest, sincere, cheerful, wholesome Excitement exciting, imaginative, daring, up-to-date, spirited 1 = not at all to 7 = a great extent Purchase intention (adapted fromWhite et al., 2012) You would be likely to purchase products from Accessories Loft 1 = not at all likely to 7 = very likely Given the opportunity, you would want to purchase prod- ...
Brands are under increasing pressure to champion customer diversity, equity, and inclusion, but do customers always appreciate such efforts? Drawing on identity literature, we investigate when customer diversity initiatives (CDIs) backfire and propose strategies to mitigate this. Our research reveals that CDIs targeting a dissociative group more permanently evokes higher levels of brand distancing behaviors among existing customers compared to temporary efforts. This effect is driven by identity signaling threat and perceived betrayal. Aligning the duration of CDI with customers’ relationship types can help mitigate these negative reactions for sincere brands. Moreover, a sub-brand or product customization strategy reduces customers’ identity signaling threat toward a dissociative CDI, whilst highlighting the brand’s pro-social goals partially mitigates threat perceptions for sincere brands. Our findings offer critical insights for managers on promoting diversity without alienating existing customers.
... Furthermore, brand autonomy can contribute to consumers' perception of brand coolness (Warren and Campbell 2014). Coolness is a trait of brand personality, which comprises of human characteristics customers associate with a brand (Aaker 1997). Coca-Cola and Absolute Vodka are examples of cool brands (Aaker 1997) and a part of brand image that reflects a subject and dynamic positive trait of a cultural object (Tran et al. 2024). ...
... Coolness is a trait of brand personality, which comprises of human characteristics customers associate with a brand (Aaker 1997). Coca-Cola and Absolute Vodka are examples of cool brands (Aaker 1997) and a part of brand image that reflects a subject and dynamic positive trait of a cultural object (Tran et al. 2024). Exploring the elements constituting brand coolness, Warren and Campbell (2014) posit that consumers will perceive a brand to be cool if it is appropriately autonomous. ...
Although value co-creation has increasingly been discussed as a competitive advantage in advertising and branding literature, little is known about the role of value co-creation in branded mobile apps. Based on service-dominant perspective of value co-creation for consumer engagement, this study considers branded mobile apps as a service system for value co-creation and proposes an analytical model of value co-creation to explain consumer behavior in branded mobile apps. Following the self-determination theory, we propose that brand personalization nurtures consumers’ intrinsic and extrinsic motivations to engage in value co-creation in branded mobile apps, which might lead to desired behavioral outcomes. Data from 265 branded mobile app users illustrate that branded mobile app personalization has a positive effect on app experience, perceived brand coolness, and value co-creation. In turn, value co-creation leads to higher continuance intention to use the app and intention to purchase the brand’s product offerings via apps. Theoretical and managerial implications are highlighted, and the paper ends with limitations and future research directions.
... Luxury brands require a careful mix of their historical principles and digital marketing partnerships to win customer faith according to modern research (Ali & Khan, 2023;Tam & Lung, 2024). Organizations need brand identity to create the right consumer understanding since people select luxury brands to show their personal identity and connect with powerful events (Aaker, 1997;Fournier, 1998). ...
... The distinct qualities of a brand motivate customers to defend against rivals but also make them feel stronger tied to the brand. Brand personality made up of human traits affects consumer relationships through the development of emotional connections between consumers and brands (Aaker 1997, Fournier 1998. Luxury fashion brands craft special personalities to draw customers who recognize themselves in their brand image according to Tam & Lung (2024) and Coelho et al. (2018). ...
The research examines how luxury fashion customers relate to their favorite brands and which other brands they dislike while studying effects from digital communities. Research has two parts. First it uses identity theory and the Consumer-Brand Identification model. Then it fills a research gap by studying how brand community participation and inter-consumer brand rivalries affect identity-based customer actions. This study explores why digital consumers now rely on brands to express their identity and separate themselves from others in luxury fashion markets. The study used PLS-SEM methods to analyze a set of numerical data. We gathered survey results using a planned online form from 200 people who regularly use digital platforms in luxury products. The study explored how different types of factors influenced each other in the research model. Unique branding features show a strong link to a strong brand association with customers (β = 0.73) while self-brand similarity and prestige failed to produce notable results. The degree to which people identify with a brand influences their oppositional loyalty (β = 0.32) and these relationships depend on both brand competition and user interaction. Through its new identity-performance model this study shows that digital luxury brands should focus on limiting access and displaying competitiveness to create loyalty with consumers. Research needs to investigate these patterns across different cultures as well as changing symbolic methods. Keywords- Consumer-Brand Identification, Oppositional Loyalty, Brand Uniqueness, Brand Rivalry, Luxury Fashion, Digital Branding, PLS-SEM
... . (Juntunen et al., 2011;Ming et al., 2011;Chen & Tseng, 2010;Sung et al., 2010;Govers, & Go, 2009;Dongyue & Ningjie, 2008;Aaker, 1997 ...
... The attachment theory advocates that the degree of emotional attachment that is linked to a brand, anticipates the nature of the individual's interaction with that brand (Bowlby & Ainsworth, 2013). Although this theory targets human relationships, earlier research has demonstrated that consumers can nurture a relationship with brands, just like they do with humans (Aaker, 1997). A customer's emotional connection to a focal brand can anticipate feelings of engagement and devotion towards a particular brand (Thomson et al., 2005). ...
... Pursuing the consistency between brand and self-image is an essential goal for consumers when buying a brand. Aaker has summarized the consistency between consumer and brand self-image into five dimensions, including emotional and spiritual factors [10] . In the brand pyramid model, Keller has pointed out that brand resonance is a common reaction involving brand owners, brand consumers, and brand users. ...
Pursuing spiritual satisfaction has become a consumption trend. However, research on the spiritual value that consumers obtain through brands is scant. This study investigates the brand relationship formed by consumers’ spiritual value through brands along three dimensions: spiritual belonging, brand spiritual identity, and extraordinary experience. The study finds that consumers experience “brand conversion” by acquiring spiritual value through the mediating role of brand beliefs. This is the first study to examine consumers’ acquisition of spiritual value through brands and the outcomes of the newly formed consumer-brand relationship, brand conversion. This study expands the research on the consumer-brand relationship by proposing a new theoretical approach and highlighting the role of the consumer-brand relationship in the acquisition of spiritual value.
... This shift towards sustainability- (Tversky & Kahneman, 1974). Emotional engagement is another essential component of digital influence, as brands that establish strong emotional connections with consumers cultivate long-term loyalty and advocacy (Aaker, 1997;Shinde, 2014). In sum, digital influence on consumer behavior is multifaceted, driven by social media interactions, targeted advertising, strategic promotions, and psychological triggers. ...
In the digital era, social media, digital advertising, and brand promotions play a crucial role in
shaping consumer behavior. Using a mixed-method approach, this study investigates the
impact of various digital marketing strategies on consumer engagement, purchasing
decisions, and brand perception. Descriptive analysis, correlation analysis, regression
modeling, behavioral analytics, and sentiment analysis were employed to evaluate marketing
effectiveness. Findings indicate that influencer marketing is the most influential factor,
significantly correlating with consumer engagement (r = 0.75), purchase intent (r = 0.78), and
brand perception (r = 0.81). Regression analysis highlights the positive impact of influencer
marketing (β = 0.53, p < 0.01), social media ads (β = 0.41, p < 0.05), and retargeting
campaigns (β = 0.38, p < 0.05) on purchasing behavior. Comparative analysis reveals that
influencer-driven marketing outperforms traditional advertising in building consumer trust (t
= 3.21, p < 0.01). One-way ANOVA (F = 4.98, p < 0.05) suggests that loyalty programs and
influencer campaigns enhance customer loyalty more effectively than discount-based
promotions. Segmentation analysis categorizes consumers into Brand Advocates (40%),
Price-Sensitive Shoppers (35%), and Passive Consumers (25%), demonstrating varied
engagement levels. Sentiment analysis shows 62% positive consumer sentiment, with 13%
negative sentiment indicating concerns over ad fatigue and authenticity. Based on these
findings, businesses should optimize influencer collaborations, personalize content with AIdriven insights, diversify marketing strategies, and enhance loyalty programs. Future research
should explore AI-driven automation and social commerce to refine digital engagement and
brand loyalty further.
Keywords: Digital marketing, influencer marketing, consumer behavior, brand perception,
sentiment analysis, AI-driven marketing
... The significance of logos as a crucial element of NGO branding is widely acknowledged, as they encapsulate an organization's values and mission, serving as a visual representation of its principles and goals (Keller, 2003). Logos can create instant recognition for NGOs, and trust is built over time; a consistent and well-designed logo contributes to establishing credibility (Aaker, 1997). ...
Brand design has become an essential tool for many Chinese educational NGOs to enhance their competitiveness and influence. However, the optimization of brand design to boost the influence of these NGOs has received little attention. This study utilizes four brand design concepts—cognitive design, emotional design, social design, and functional design—as influencing factors, with social group recognition and participation of Chinese educational NGOs serving as the criteria for measuring influence. Based on the KANO model, it identifies new driving mechanisms and constructs a theoretical model illustrating how brand design affects the social group recognition and participation of these NGOs. By assessing the impact of cognitive design, emotional design, social design, and functional design on the branding effect of Chinese NGOs, this study aims to establish new pathways for brand design within these organizations. The research is carried out through empirical studies using collected questionnaire data. It employs a survey method, initially distributing 84 questionnaires to a social organization in Henan, China, for preliminary research, followed by collecting random questionnaires from government agencies, NGOs, universities, and other participants, totaling 435 responses. According to the analysis results, emotional design has the strongest impact on social group recognition. When designing brands, Chinese NGOs should prioritize enhancing emotional design to achieve emotional resonance with the social group, which will help improve the NGOs’ social recognition and increase participation from the community. Cognitive design follows in importance, followed by social design. Functional design does not significantly impact the social recognition of NGOs in China, which aligns with the current social development situation in the country. In brand design, functionality is not heavily emphasized in China.
... This improves cognitive processing and conveys emotional and relational cues. Sincerity reflects honesty, trust, and genuine intent and is reinforced through visual and thematic harmony in advertisements [59,60]. Handwritten typefaces express effort, care, and authenticity through their irregular and human-like appearance [39,40]. ...
With growing awareness of health and sustainability benefits, organic food has surged in popularity, highlighting the critical need for effective communication strategies in product promotion. While extant research extensively examines the effects of textual content in organic food advertising, little attention has been paid to the persuasive power of typeface design on consumers’ responses. Grounded in cue utilization theory and message consistency framework, this study investigates how handwritten typefaces and narrative perspectives influence consumer responses in organic food advertising. Two experiments were conducted. Study 1 (N = 139) shows their positive effects on consumer attitudes and purchase intentions than machine-typed fonts; Study 2 (N = 206) extends these findings by revealing a significant interaction between typeface and narrative perspective, where first-person narratives amplify the positive effects of handwritten fonts. Moreover, a moderated mediation model shows that the influence of handwritten typefaces on consumer responses is sequentially mediated by perceived congruence and perceived sincerity, with the indirect effects being stronger for first-person narratives than third-person ones. The findings advance marketing theory by demonstrating how visual–semantic alignment enhances communication efficacy, especially in organic product contexts. Practically, this study proposes the strategic implementation of handwritten typography combined with the use of first-person narratives for organic food promotion. These insights hold significant implications for fostering organic consumption patterns, potentially driving environmentally conscious agriculture practices and supporting environmental sustainability efforts.
... According to Gardner and Levy (1955), "symbolism" is defined as a brand's image being shaped not only by the product's inherent attributes but also by various marketing components such as packaging, advertising, distribution channels, and pricing strategies. Aaker (1997) reinforces the concept of brand symbolism by associating it with brand personality traits, which attribute human-like characteristics to a brand. Furthermore, stereotypical users' personalities are often seen as symbolic representations of the brand itself (Kola� nska-Stronka and Krasa, 2024;Sirgy, 1982). ...
Purpose
This viewpoint paper aims to advance the discourse on self-congruity theory within senior tourism research by proposing future research agendas. It critically examines the application and evolution of self-congruity theory in the tourism domain, with a particular focus on theoretical, contextual and methodological perspectives.
Design/methodology/approach
This viewpoint paper critically reviews the theoretical, contextual and methodological advancements in self-congruity theory as applied to senior tourism. Drawing on existing literature and our own insights, this viewpoint is designed as a “call for future research” rather than an empirical investigation or theory confirmation. Academic peer-reviewed journal articles from tourism and related disciplines were reviewed to trace the progress of self-congruity theory in senior tourism research.
Findings
This viewpoint emphasises the significance of advancing self-congruity theory in senior tourism to develop a research agenda for future inquiry. The viewpoint article acknowledges the usefulness of self-congruity theory in aligning senior tourists’ self-concepts with destination attributes and in contextualising these self-concepts in relation to travel behaviour. Furthermore, this article advocates for methodological rigour by emphasising the applicability of approaches such as fuzzy-set qualitative comparative analysis (fsQCA), longitudinal studies and mixed-methods, which are well suited to understanding the unique interests and preferences of senior tourists.
Originality/value
This viewpoint paper offers valuable insights into the application of self-congruity theory in senior tourism by proposing theoretical, contextual and methodological avenues for future research. It provides a solid foundation for advancing academic inquiry into how self-congruity theory shapes senior tourists’ travel decisions and experiences.
... Previous research has emphasized the pivotal role of brand perception in shaping consumer purchasing decisions. Brand perception refers to how a brand is evaluated in comparison to similar products and can be understood from three perspectives: functional, symbolic, and experiential (28,29). Positive brand perception-characterized by trust, quality, and emotional connection-has been shown to enhance consumers' willingness to pay a premium and foster long-term brand loyalty (30,31). ...
Introduction
Smokers’ dependence on tobacco products stems not only from substance addiction but also from social influences. While prior research has explored the impact of smoking action cues, it has largely overlooked smoking social cues and their role in shaping brand perception and smokers’ willingness to pay (WTP), leaving a gap in understanding their interaction. This study addresses the gap by analyzing event-related potentials (ERPs) and behavioral decisions in response to smoking social and action cues.
Methods
Using a 2×2 design (social cues: present vs. absent; action cues: present vs. absent), we assessed brand perception, WTP, and N1 and P3 ERP amplitudes in 22 smokers (18 males, mean age 23.14 ± 1.60 years).
Results
Results showed that smoking social cues increased brand perception and WTP while reducing N1 amplitudes, indicating that the presence of smoking social cues interfere with the processing of smoking action stimuli.
Discussion
These findings highlights the importance of avoiding the simultaneous inclusion of social and action cues in anti-smoking advertisements, which also provide valuable insights for smoking cessation research.
... Related to the present study, there is also research showing that the sounds in a brand name can affect a brand's perceived personality (within a five factor model of brand personality; Aaker, 1997). For example, Klink and Athaide (2012) compared brand names containing front and back vowels. ...
... Theories such as social identity theory suggest that individuals often associate with groups that align with their self-concept. Pointing to the idea that political parties that effectively align their brand identity with voter identities are inclined to win their support (Aaker, 1997;Needham, 2006). Branding strategies, for example, that reach out to marginalised youth, using their own language and cultural icons and symbols, can enhance the party's appeal and voter identification (Susila et al., 2019). ...
This paper investigates the Labour Party’s branding strategies and their impact on voter behaviour during Nigeria’s 2023 presidential election. Emphasising candidate positioning, digital interaction, and grassroots mobilisation, it underscores the party's attraction to youthful urban dwellers through social media and reform-based messaging Adopting a qualitative case study approach, data were gathered through in-depth interviews with Labour Party officials, political analysts, and voters, together with focus group discussions and social media content. Thematic analysis showed that although digital branding invigorated urban voters, limited rural reach, driven by cultural affiliations and ethnicism, limited widespread electoral outcomes The findings underline the role of political branding in influencing voter behaviour in fledgling democracies. The study advocates for integrated approaches, incorporating digital and grassroots strategies. This paper enriches African political marketing literature, providing knowledge for parties working to improve voter participation.
... For instance, voice assistants provide personalized suggestions in different languages to bridge this gap, contributing to enhanced consumer happiness and loyalty (Ahmed et al., 2025); Zhang et al., 2023). Yes, earlier results by Parasuraman et al., (1988) and Aaker (1997) clearly indicate that the ideal combination of convenience and personalization is best for seed brand relationships. The following hypotheses provide support for this integrated perspective. ...
AI has evolved at a breakneck pace, enabling a paradigm shift in digital marketing, where customer engagement has taken a new turn, and brands are reaching out to consumers in ways never before possible sharing a unique experience. This personalized engagement boosts brand favorability and loyalty through AI marketing solutions, such as personalized suggestions, chatbot interactions, and predictive analytics. Drawing on empirical evidence, this study looks at the effects of AI-led marketing on brand experience, preference, and loyalty, thereby contributing to our understanding of consumer engagement with AI-led marketing. A quantitative research approach of the study was employed in the study using a closed-ended structured questionnaire administered to 210 respondents. Key study variables were summarized by descriptive statistics, and Pearson's correlation analysis was used to measure relationships among AI-driven marketing, brand experience, brand preference, and brand loyalty. The direct effects of AI-based marketing strategies were evaluated using multiple regression analysis, and mediation effects of brand experience were tested using Structural Equation Modeling (SEM). The study shows that the brand experience induced by AI-driven marketing can significantly positively affect brand preference and brand loyalty. Through the mediation analysis, brand experience is the defining factor that links AI-based marketing and brand preference and loyalty. The study emphasizes AI's role in building consumer engagement and long-term brand relationships. It also explains some of the focus areas to be explored by future research like longitudinal effects, cultural differences, and ethical concerns while integrating emerging technologies such as augmented and virtual reality.
... The City Persona exercise aimed to explore how young people personify Bras , ov, uncovering the identity traits they associate with the city. This approach is rooted in brand personality theory [39], which suggests that places, like brands, can be described using human-like traits. Understanding how respondents "humanize" Bras , ov provides insights into the emotional and symbolic meanings they attach to the city's cultural landscape. ...
This article explores the challenge of developing a sustainable cultural brand for cities that are primarily perceived as tourist destinations. While major urban hubs like Berlin (DE), Edinburgh (UK), and Lisbon (PT) have successfully transitioned from being known mainly for tourism to becoming recognized cultural destinations, the process behind this transformation remains underexplored, especially when it comes to mid-sized cities. How does a town move beyond its touristic image to build a lasting cultural identity? What strategies enable this shift, and what role do different stakeholders play? Focusing on the Romanian city of Brașov, a scenic destination in Transylvania mostly known for its natural environment and medieval architecture, the paper addresses this gap by investigating how a cultural brand can be developed through strategic marketing efforts. Using an integrated approach that combines two qualitative studies and one quantitative analysis, the research provides new insights into (i) cultural marketing strategies that can enhance Brașov’s city brand; (ii) stakeholder perspectives on developing Brașov’s cultural identity; and (iii) the role of Generation Z, whose influence on urban cultural branding has, so far, been minimally researched, in shaping the cultural future of cities, particularly Brașov. Some of the findings highlight key areas for developing Brașov’s cultural brand, including expanding nightlife activities, introducing more contemporary and year-round themed festivals, and tailoring promotional efforts to the short attention spans of the “TikTok generation”. Participants emphasized the need for a more diverse range of cultural events, including experimental and niche performances, alongside stronger educational initiatives to encourage long-term engagement by involving schools and universities. The results offer actionable insights for policymakers, urban planners, and cultural leaders seeking to develop a city brand centered around culture, focusing on long-term identity and community engagement rather than solely on tourism.
... Section three of the survey asked subjects to rate 15 personal trait adjectives assigned to the experimental realtor. On a 1-7 scale of "Not at all descriptive" to "Very descriptive" subjects rated adjectives drawn from: Aaker, 1997;Duman and Ozgen, 2018;Goldberg, 1990;1995;Mercurio and Aiken, 2022; All 15 traits were positively valenced attributes of effective salespeople. ...
Purpose
The purpose of this paper is to explores the usage of Ella, a virtual influencer, as a dedicated ambassador for the brand Disney Japan. Identifying what storytelling strategies are being used by the hyper-human brand owned virtual brand ambassadors and how these build upon the endorsed brand’s existing personification.
Design/methodology/approach
An abductive thematic analysis was carried out on the images of 212 posts across the complete active period of Ella, a virtual brand ambassador for Disney Japan.
Findings
Brands that use hyper-human brand-dedicated virtual ambassadors can produce native social media content. This content situated in either the physical or virtual space take on different roles in the virtual brand ambassador’s connection with the audience. Storytelling of the everyday allows for relatability to be established, whereas storytelling using fantasy and surrealism allow for harnessing of imagination. They both allow for the easy integration of brand iconography.
Practical implications
Brands seeking to utilise social media content for storytelling can use brand-dedicated virtual ambassadors to both tell new stories as well as to act as a route to integrate existing brand stories, with the potential to elicit collective nostalgia. The use of these virtual entities also allows the creative flexibility of content encompassing both reality and virtuality.
Originality/value
The work contributes to the emerging literature on hyper-human virtual brand ambassadors providing a critical case study into the content repertoire available to the brands utilising them and crucially identifying key storytelling techniques used within their posts on Instagram.
This study aims to explore the influence of religiosity factors on Muslim clothing brand preferences. In the context of the growing Muslim fashion industry, a fundamental problem arises related to the importance of halal labels in consumer decision-making. Through the Theory of Planned Behavior (TPB) approach, this study shows that consumer attitudes towards Muslim clothing products, subjective norms in their environment, perception of behavior control, and the importance of halal labels play a key role in purchasing decisions. The study used a quantitative approach using a questionnaire to measure variables. The results showed that attitudes and subjective norms have a significant impact on consumers' preferences for Islamic clothing. To improve generalizability of the results, future research should consider a larger and more representative sample. Additionally, marketers should integrate religiosity and Muslim consumer preferences into their marketing strategies to better to the needs of Muslim consumers. Keywords: Theory of Planned Behavior; Perceived Behavioral Control; Halal Label; Brand Personality; Attitude; Subjective Norms; Perceived Importance; Purchase Intention
Resumen: Este artículo ofrece una guía práctica y motivacional para construir una marca personal exitosa en la era digital. Dirigido a emprendedores, profesionales jóvenes, estudiantes, amas de casa y jóvenes que desean emprender, combina pasos claros con ejemplos reales y herramientas accesibles. Desde definir tu identidad hasta medir tu impacto, aprenderás a destacar con autenticidad y conectar emocionalmente con tu audiencia. Palabras Claves: Marca personal, era digital, marketing digital, autenticidad, redes sociales, emprendimiento, desarrollo personal. Abstract: This article provides a comprehensive, motivational guide to building a successful personal brand in the digital era. Targeting entrepreneurs, young professionals, students, homemakers, and aspiring entrepreneurs, it offers practical steps, real-world examples, and accessible tools. From defining your identity to measuring impact, readers will learn to stand out authentically and connect emotionally with their audience. Introducción En la era digital, tu marca personal es tu carta de presentación al mundo. No importa si eres un emprendedor buscando clientes, un estudiante que quiere destacar en el mercado laboral, una ama de casa con un proyecto apasionante o un joven con grandes sueños: una marca personal sólida puede abrirte puertas inimaginables. Hoy, las redes sociales, los blogs y las plataformas digitales son el escenario donde se construyen reputaciones y se forjan oportunidades. Pero, ¿cómo destacar en un océano de voces? Imagina a María, una ama de casa que transformó su amor por la repostería en un negocio digital exitoso. Sin experiencia previa en marketing, María usó Instagram para compartir sus creaciones, conectó con su comunidad y hoy genera ingresos significativos. Su historia no es única, pero sí poderosa: demuestra que con autenticidad y estrategia, cualquiera puede brillar.
This research examines differences in consumer responses to large language model AI chatbots versus search engines when reviewing and evaluating product information in the information search stage of the purchase decision process. Building on the mere exposure effect, the consumer–brand relationships literature, and consumer decision-making research, this research investigates consumer search preferences and self-disclosure willingness along with a psychological mechanism. We conducted an experiment comparing two types of product search tools and tested a moderated mediation using Process Model 15. The findings suggest that consumers prefer search engines over AI chatbots and are more willing to self-disclose their personal information to search engines (vs. AI chatbots) due to perceived familiarity. However, we find that the quality of consumers’ relationship with the source of information moderates this effect. Further, we show that consumers evaluate AI chatbot-based results as less biased than traditional search engine results. Contrary to previous research that has mainly focused on AI chatbots’ functional aspects in consumer adoption, the current research emphasizes the psychological and relational aspects of product search perception and preference. In this way, we offer novel insights into a purchase decision-making process and consumer engagement as consumers adopt AI chatbot technology for product search.
Purpose
The research investigates the concept of sport brand gender personality and its effects on life satisfaction through the lens of self-congruence theory and the transformative sport research paradigm. Particularly, the research examines the impact of congruence between an individual’s perceived gender personality and the gender personality of athleisure brands on life satisfaction and whether brand loyalty mediates this relationship.
Design/methodology/approach
The research employs a case-based approach, focusing on athleisure brands to analyze how the alignment between an individual’s perceptions of gender personality and sport brand gender personality affects life satisfaction. The research leverages polynomial regression with response surface analysis and a mediated value congruence structural regression analysis to test the proposed relationships.
Findings
The findings indicate that gender personality congruence between athleisure sport brands and individuals enhances evaluations of life satisfaction. However, the strength of the congruence effects varied across the different gender personality values, and its impact on life satisfaction was contingent upon individuals’ salience to a particular value. Additionally, brand loyalty, including both attitudinal and purchase loyalty, mediates the relationship between gender personality congruence and life satisfaction.
Originality/value
The research contributes to the sport marketing literature by demonstrating how gender personality congruence influences consumer behavior by emphasizing the need for branding strategies that align with consumers’ self-concepts.
This study aims to analyze the development of brand knowledge through a bibliometric perspective using the Semantic Scholar tool, which integrates artificial intelligence (AI) technology to analyze academic articles and citation links. The results of the analysis found that articles about brands have grown continuously, especially since 2010, reflecting the importance of brands in the digital age where technology and online marketing play important roles. The most cited article is "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity" by Keller (1993), which has been cited 13,988 times. The results of the study also indicate that the business field has the most relevant articles (42. 52%) , and brand research emphasizes the connections between research networks and the role of related theoretical concepts. This study is important in helping researchers and brand practitioners understand knowledge structures, research trends, and opportunities for developing branding strategies in the future. The results of this bibliometric analysis also enhance the understanding of appropriate brand management methods in the rapidly changing digital age.
Extended Abstract Introduction One of the new topics in tourism researches is the personality of tourism destination, which faces many questions and ambiguities and has not yet been definitively answered. Destination personality refers to human traits of destination, but there are many differences between researchers in describing these traits. Urban branding is a factor that is closely related to the role of the city and is one of the important factors in defining the identity and personality of the city and creates a good mental image for the city. Many governments have invested heavily in improving the image of specific locations, thereby improving the state of their economies. Positive brand perceptions make customers choose a destination that has a more attractive brand, therefore, destinations must make significant efforts to create the right brand for the tourism destination. Destination personality is an important factor in creating a destination brand. Destination personality is derived from the concept of brand. This study seeks to identify the important effects of the image and personality of destination on the decision and selection of it by tourist in order to show the importance of these two in strengthening the relationship of tourist and destination, and also analyze the important role of the two components of image and attitude on the choice of destination and the preference of a destination over another destination by tourists. Identifying the effective factors on the relationship of tourist and destination and the results can help destination marketing managers to make the destination more distinct, guide the destination branding process in a direction that establishes a strong emotional and lasting relationship between destination and tourist. Methodology The present study is applied in terms of purpose and descriptive and survey research in view point of method. The approach of this research is quantitative. The strategy of the present study is survey and the main purpose of the research is to explain and predict which has been done in a single section. The method of data collection in this study is the use of a questionnaire. The scope of this research is from March 2017 to June 2016 and a questionnaire was distributed among those who have visited Tehran as a domestic tourist during this period and have chosen it as their tourism destination. Thematically, this study investigates the effect of destination image on destination personality (as well as the effect of destination character on destination image) and attitude towards the destination from the perspective of domestic tourists in Tehran and also the effect of these variables on tourist behavior. Because the population size of this study is * Corresponding Author
Today, the functional and symbolic aspects of consumption are skillfully used by brands. Consumption processes are organized on fantasies, feelings and pleasures rather than needs. Brands design the consumption phenomenon as a whole, including pre-purchase, purchase and post-purchase. Customers are orientated towards pleasurable, entertaining and meaningful experiences in which they are actively involved. With this approach, fashion brands place the items of "experience, entertainment, passion, show, emotional attachment" in their products for their customers. During the historical period when fashion met the marketing world and managed to play with the rules of this world, fashion brands have used a series of tried and accepted codes in the process of building, product development and survival in turbulent markets. Today, world-famous fashion brands achieve success by adapting these discovered and developed codes to their brand image and personality. In this study, branding codes are analyzed, and the road maps followed by fashion brands are examined. In the study, the basic concepts related to the brand are analyzed in today's fashion consumption phenomenon and explained with examples. In this context, the world-famous luxury fashion brand Burberry was analyzed and the strategies it applied while climbing the ladder of success were investigated. These strategies are presented from a holistic and broad perspective in the light of the stages of the brand in the historical process.
A distinctive question about corporate sincerity arises in two kinds of contexts. In accommodation contexts, a corporate agent expresses the sort of reasonable, conscience-constituting normative commitments that generate a claim to be exempt from a general obligation that applies to it. For this claim to be justified, it must be sincere in expressing these commitments. In moral credit contexts, a corporate agent expressly acts in a morally right (or justified) manner, but there is reason to leave open the question of whether it deserves moral credit for this. Such a question is raised when, e.g., companies are accused of reputation washing. Deserving moral credit requires companies to have been sincere in their rightful expressive actions. I argue that there is a single substrate of corporate sincerity in both contexts: A corporate agent is sincere when (i) it says or does something that is meant to be understood as expressing certain valuing attitudes and (ii) its statement or action is guided by the practical functioning of those valuing attitudes. In addition to helping us evaluate corporate agents in accommodation or moral credit contexts, this account promises to shed light on the broader relational import of corporate sincerity appraisals.
Contemporary Business Practices and Sustainable Strategic Growth explores the dynamic relationship between technological advancements, economic development, and sustainability. Covering diverse industries, this volume highlights the role of innovation in shaping modern business practices, from AI-driven financial markets to augmented reality in e-commerce. It examines topics such as crowdfunding for socio-economic impact, workforce retention in IT, waste management, automation in the automobile sector, and the influence of AI on consumer behavior. The book also covers financial inclusion, stock market prediction, and challenges in India's banking sector, while addressing cultural preservation, labor training, and competition law.
Key Features:
- Interdisciplinary research on innovation, sustainability, and business strategy.
- Case studies on AI, digital economy, financial markets, and consumer behavior.
- Insights into workforce management, education, and industry-specific challenges.
- Practical models for sustainable business development.
The use of product and service brands by popular movie characters has long been a powerful marketing tool, boosting brand awareness and enhancing brand image. Product placement—the appearance of brands in films—not only increases visibility but also provides vital financial support for film production, particularly in big-budget blockbusters. However, an interesting question arises: to what extent do filmmakers and brands align brand values with the personalities of film characters? Is the goal solely to maximize exposure, or is there a conscious effort to create authentic pairings that resonate with audiences? This study examines the appearance of product and service brands in the Marvel Cinematic Universe, focusing specifically on two main characters: Iron Man (Tony Stark) and Captain America (Steve Rogers). We analyzed 11 Marvel Studios films released between 2008 and 2019, documenting brand appearances and evaluating their alignment with the characters’ personalities. By applying personality typology models (Aaker, Mark and Pearson, MBTI, NERIS Type Explorer), we developed detailed profiles of both the movie characters and the associated brands. The findings reveal that while brand placements are extensive, there is often a deliberate effort to pair them with characters in ways that reinforce authenticity and strengthen audience connections. This benefits filmmakers, audiences, and brands alike by enhancing credibility and fostering emotional engagement.
This research investigates the intersection of self-congruency theory and resident attitudes toward tourism in their community. Considerable research has applied self-congruity theory in tourism, and resident attitudes toward tourism have been a well-explored topic. But this research, which considers the congruity between how locals view themselves, how they perceive tourists in their community, and their attitudes toward their community's tourism, seems to be the first to relate these topics, providing results that suggest that seeing tourists as reasonably congruent with how one sees oneself results in a significantly more positive attitude toward tourism in their community. This finding has important implications for tourism management, suggesting that understanding the self-image of residents in one's community and focusing marketing upon guests who are similar to their residents can be a successful strategy. Diversity, equity and inclusion issues regarding such an approach are also considered.
Purpose
This study examines factors that influence female runners’ commitment to running event brands, given the persistent disparity in participation rates between men and women in running events. Despite the increasing participation of women in popular races, there remains a gap in understanding the factors that drive their loyalty to these events. This research seeks to address this gap by analyzing female participants through segmentation based on profile data and marketing insights, with the aim of developing specific strategies to improve their loyalty.
Design/methodology/approach
A quantitative, cross-sectional study was conducted using a validated questionnaire administered to 383 women from two major running events. Hierarchical cluster analysis and K-means clustering were applied to segment participants based on brand-related variables (congruence, commitment, and trust), identifying two distinct groups: “Attached” and “Unattached” female runners.
Findings
The study identified two distinct groups of female runners, “attached” and “unattached,” based on their brand perceptions in marathon events. Attached runners scored higher on brand variables like congruence, commitment, and trust, and on performance variables such as satisfaction and word-of-mouth (WoM). Unattached runners, while newer to the sport, also valued congruence but had lower overall engagement. The findings suggest the need for tailored marketing strategies to enhance loyalty among both groups, focusing on different aspects like club memberships for attached runners and community-building efforts for unattached runners.
Practical implications
For attached runners, event organizers should focus on loyalty programs, exclusive race experiences, and brand-driven community initiatives to reinforce engagement. Unattached runners require trust-building efforts, such as beginner-friendly programs, outreach initiatives, and customized entry-level engagement strategies, to encourage long-term participation. These insights are essential for sports marketers, race organizers, and policymakers seeking to enhance female inclusion and retention in endurance events.
Originality/value
This study is one of the first to apply brand perception segmentation to female runners, providing empirical evidence on the role of congruence, commitment, and trust in loyalty to sporting events. The findings contribute to the sport marketing literature by offering a data-driven approach to segmentation and event participation strategies, ensuring greater inclusion and long-term sustainability in running.
Perkembangan industri di bidang barang-barang rumah membuat perekonomian menjadi tumbuh dan berkembang. Namun dalam persaingan di dunia industri ini pentingnya suatu strategi yang matang agar tetap menjadikan tempat pembelian perkakas yang diminati. Penelitian ini bertujuan untuk mengetahui pengaruh positif dan signifikan kualitas pelayanan dan harga, terhadap loyalitas pelanggan. Metode penelitian ini menggunakan penelitian kuantitatif yang melibatkan 100 reponden, dan analisis data menggunakan Software Smart-PLS. Hasil penelitian menunjukkan bahwa pertama, kualitas pelayanan berpengaruh secara langsung terhadap loyalitas pelanggan. Kedua, harga berpengaruh secara langsung terhadap loyalitas pelanggan. Ketiga, kualitas pelayanan tidak mempunyai pengaruh secara langsung terhadap kepuasan konsumen. Keempat, harga tidak mempunyai pengaruh secara langsung terhadap kepuasan konsumen. Kelima, kepuasan konsumen mempunyai pengaruh secara langsung terhadap loyalitas pelanggan. Keenam, kualitas pelayanan mempunyai pengaruh terhadap loyalitas pelanggan melalui kepuasan konsumen sebagai variable mediasi. Ketujuh, harga tidak mempunyai pengaruh terhadap loyalitas pelanggan melalui kepuasan konsumen sebagai variabel mediasi.
Linguistic characteristics influence how consumers recognize and associate with brands. Although recent research shows the negative impact of misspellings in brand names on sincerity and brand attitudes, many brands successfully use this strategy to create unique brand identities. We argue that not all misspellings have the same negative impact and thus explore how consumers process brand names through both linguistic and conceptual fluency. In a series of six experiments, we present and examine a typology of misspellings and their differential impact on fluency and resulting consumer attitudes, inferences, and behavioral intentions. This typology of brand name misspellings provides a practical framework guiding brand naming strategy. We demonstrate that minor misspellings can be just as effective as correct spellings. More severe misspellings can also be effective if consumers perceive them as relevant. The findings reveal how managers can reap the benefits of misspelling, such as memorability, uniqueness, or trademark acquisition, and avoid the overall negative effects.
This research aims to investigate the impact of brand personality and brand psychological ownership on enhancing brands' social media engagement. An online survey was distributed to the entire research population via email through Bayburt University's Student Affairs. Furthermore, the survey link was shared in WhatsApp groups to increase participation. Data collected from 408 participants, including Bayburt University staff, current students, and alumni, between April and June 2023, were analyzed using SPSS 24.0. The findings indicate that the sincerity and competence dimensions of brand personality have a significant positive effect on the interest dimension of social media engagement. However, the excitement and ruggedness dimensions of brand personality do not have a significant effect on the interest dimension. Additionally, the excitement dimension of brand personality has a significant positive effect on the support dimension of social media engagement. In conclusion, brand psychological ownership has a significant positive effect on both the support and interest dimensions of brands' social media engagement.
La personnalité de destination est un concept central du branding touristique, permettant d’anthropomorphiser les destinations afin de créer des liens émotionnels avec les touristes, d’influencer leurs perceptions et de renforcer leur fidélité. Cette étude propose une analyse bibliométrique des recherches consacrées à ce concept, en explorant son évolution, ses thématiques clés et ses connexions interdisciplinaires. S’appuyant sur les publications indexées dans Scopus et Web of Science, elle identifie les travaux fondateurs, les axes dominants, les domaines émergents, ainsi que des niches spécifiques telles que le branding des villes. L’analyse met en lumière la centralité de notions telles que la congruence de soi, le branding des destinations et les intentions comportementales. Grâce à une cartographie thématique et à l’étude des mots-clés, elle retrace l’évolution de ce champ en lien avec les tendances du tourisme et du marketing. Les résultats révèlent une convergence croissante entre psychologie et marketing, illustrant l’adaptabilité de ce domaine à divers contextes. En retraçant ses trajectoires passées, présentes et futures, cette étude contribue à approfondir la compréhension de la personnalité de destination et de son rôle stratégique dans une industrie touristique en perpétuelle évolution.
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. Under low task importance, heuristic processing of the credibility cue was the sole determinant of Ss' attitudes, regardless of argument ambiguity or strength. When task importance was high and message content was unambiguous, systematic processing alone determined attitudes when this content contradicted the validity of the credibility heuristic; when message content did not contradict this heuristic, systematic and heuristic processing determined attitudes independently. Finally, when task importance was high and message content was ambiguous, heuristic and systematic processing again both influenced attitudes. Yet, source credibility affected persuasion partly through its impact on the valence of systematic processing, confirming that heuristic processing can bias systematic processing when evidence is ambiguous. Implications for persuasion and other social judgment phenomena are discussed.
Using about 600 college students and exploratory and confirmatory factor analysis, three models of personality structure were tested: the Big Five, as measured by the NEO Personality Inventory (P. T. Costa & R. R. McCrae, 1985), and A. Tellegen's (1985) three- and four-dimensional models, as measured by the Multidimensional Personality Questionnaire (A. Tellegen, 1982). Both factor methods indicated considerable support for, but also some divergences from, the models. We concluded that parsimonious personality models are unlikely to meet conventional goodness-of-fit criteria in confirmatory factor analysis, because of the limited simple structure of personality measures and the personality domain itself. Poor fits of a priori models highlighted not only the limited specificity of personality structure theory, but also the limitations of confirmatory factor analysis for testing personality structure models.
Ss received consensus information that was either congruent or incongruent with the valence of persuasive message content. In Experiment 1 Ss believed that their processing task was either important or unimportant whereas in Experiment 2 all Ss believed that their task was unimportant. In accord with the heuristic–systematic model's sufficiency principle, high-task-importance Ss exhibited a great deal of systematic processing regardless of congruency, whereas low-importance Ss processed systematically only when they received incongruent messages; in the congruent conditions heuristic processing dominated. Attitude data generally reflected these processing differences and confirmed the additivity and attenuation assumptions of the model. The utility of the sufficiency principle for understanding motivation for elaborative processing and the relevance of the findings to understanding the processing and judgmental effects of expectancy disconfirmation are discussed.
Several methods, mostly based on a consideration of the eigenvalues, have been previously used to determine the number of factors to retain in a factor analysis. This paper shows how split-half factor comparabilities, based on factor scores, can provide a direct and unambiguous method of determining the number of reliable factors that should be retained, and of assessing the appropriate rotation that should be used. The method is particularly appropriate for taxonomic factor analysis, where the factor scores are to be used as summary or classificatory measures. It is shown that, for respondents from non-homogenous populations, split-halves based on the sub-populations should be considered, as well as random split-halves. The discussion is supported by a number of principal components analyses, using synthetic data sets of known factor structure and an actual semantic response data bank.
An adjective check list designed for survey use in the study of "product personality" is described. The list, containing 108 words, was given to 100 undergraduates, using a forced-choice presentation scheme, to identify stereotypes associated with the owners of well-known automobiles. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Attempts to organize, summarize, or explain one's own behavior in a particular domain result in the formation of cognitive structures about the self or self-schemata. Self-schemata are cognitive generalizations about the self, derived from past experience, that organize and guide the processing of the self-related information contained in an individual's social experience. The role of schemata in processing information about the self was examined in 2 experiments by linking self-schemata to a number of specific empirical referents. In Exp I, 48 female undergraduates either with schemata in a particular domain or without schemata were selected using the Adjective Check List, and their performance on a variety of cognitive tasks was compared. In Exp II, the selective influence of self-schemata on interpreting information about one's own behavior was investigated in 47 Ss. Results of both experiments indicate that self-schemata facilitate the processing of information about the self, contain easily retrievable behavioral evidence, provide a basis for the confident self-prediction of behavior on schema-related dimensions, and make individuals resistant to counterschematic information. The relationship of self-schemata to cross-situational consistency in behavior and the implications of self-schemata for attribution theory are discussed. (23 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
People in different cultures have strikingly different construals of the self, of others, and of the interdependence of the 2. These construals can influence, and in many cases determine, the very nature of individual experience, including cognition, emotion, and motivation. Many Asian cultures have distinct conceptions of individuality that insist on the fundamental relatedness of individuals to each other. The emphasis is on attending to others, fitting in, and harmonious interdependence with them. American culture neither assumes nor values such an overt connectedness among individuals. In contrast, individuals seek to maintain their independence from others by attending to the self and by discovering and expressing their unique inner attributes. As proposed herein, these construals are even more powerful than previously imagined. Theories of the self from both psychology and anthropology are integrated to define in detail the difference between a construal of the self as independent and a construal of the self as interdependent. Each of these divergent construals should have a set of specific consequences for cognition, emotion, and motivation; these consequences are proposed and relevant empirical literature is reviewed. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Investigated the development of impressions of real people in a class of 7 college students (aged 20–27 yrs) who wrote open-ended descriptions of one another each week for 2 wks and completed a series of reaction-time (RT) trait judgments. Data were analyzed with respect to 4 issues: (a) The content of the written protocols was dominated by trait attributes and behaviors. Over time, the use of trait information increased and behaviors decreased, suggesting that the impressions became more abstract with familiarity. (b) RT measures revealed faster responses to items previously used in the written protocols to describe a target and faster RTs with increasing frequency of use. (c) Data supported a passive primacy effect in which information that appeared in Ss' first descriptions was more likely to be repeated later. This was a function of the majority of unique attributes ever used to describe a target appearing in the initial description. (d) Analysis of overlap in the content of the descriptions as a function of the judge and target revealed that when only the dimension of overlap was considered (e.g., intelligence), overlap owing to the judge writing the description was greatest. When the valence on the dimension was considered (e.g., intelligent vs stupid), overlap attributable to the target being described was greatest. It is argued that the development of an impression is analogous to building a mental model of a target. This model guides judgments and attributions with regard to the target and enables predictions and expectations of future behavior. (32 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Correlations of Adjective Checklist (ACL) scales with measures of the 5-factor model of personality provide a basis for reinterpreting earlier studies and construing new ACL scales in terms of a common conceptual framework. In Study 1, 414 undergraduate students (264 women, 150 men) completed the ACL, and scales were factored together with O. P. John's (1990) ACL markers of the 5 factors. In Study 2, 445 (198 women, 247 men) adult volunteers from the Augmented Baltimore Longitudinal Study of Aging completed the ACL. Self-report, spouse, and peer ratings on the NEO Personality Inventory, which measures the 5 factors, were available for subsets of these Ss. When appropriate markers are used, the 5 factors can be recovered from the ACL, although most ACL scales are themselves multifactorial. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Personality structure was assessed in 4 countries (Canada, Finland, Poland, and Germany) using both an established verbal personality inventory and a new nonverbal personality questionnaire. A 5-factor structure was found to be highly robust in that it was replicated across the 4 cultures and across the 2 personality assessment methods. The data are discussed in terms of (1) the failure to support a semantic similarity interpretation of personality item responses, (2) the factorial validity of the new nonverbal personality questionnaire, and (3) the viability of the popular 5-factor model of personality. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
The self—a sense of who and what we are—is suggested as an organizing construct through which people's everyday activities can be understood. Life's mundane tasks and the consumer behaviors necessary to enact them are cast in a perspective of self little used by consumer psychologists—social—identity theory. Two structural modeling studies in support of the perspective are reported. The results of the first one imply that people use products to enact one of their social identities and that products relate only indirectly to the overall or global self. The second study indicates 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. Taken together, the studies provide theoretical support for the common-sense notion that we are attracted to products that are consistent with, and that enable the enactment of, the various social identities which make up our sense of self; the more important an identity to us, the more attractive its associated products.
Material possession attachment, a property of the relationship between a specific person and a specific object of possession, reflects the extent of “me-ness” associated with that possession. The two Q-methodological studies reported here investigated the nature of this me-ness (and “not me-ness”). Study 1 explores different types of attachment and how these types portray various facets of a person's life story (i.e., identity). It shows 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. Study 2 begins development of a nomological network encompassing attachment by showing how mode of gift receipt (self-gift vs. interpersonal gift), as an antecedent, influences attachment type. Study 2 also examines aspects of successful and unsuccessful gifts. Both studies demonstrate that unidimensional affect fails to adequately describe or explain attachment. Together, the two studies suggest a more parsimonious way to represent person-possession relationships than has been offered in previous studies. Moreover, the findings help delineate the boundaries of attachment (e.g., What does it mean to say a possession is “not me”?).
This article offers a new approach to celebrity endorsement. Previous explanations, especially the source credibility and source attractiveness models are criticized, and an alternative meaning transfer model is proposed. According to this model, celebrities' effectiveness as endorsers stems from the cultural meanings with which they are endowed. The model shows how meanings pass from celebrity to product and from product to consumer. The implications of this model for our understanding of the consumer society are considered. Research avenues suggested by the model are also discussed. Copyright 1989 by the University of Chicago.
Our possessions are a major contributor to and reflection of our identities. A variety of evidence is presented supporting this simple and compelling premise. Related streams of research are identified and drawn upon in developing this concept and implications are derived for consumer behavior. Because the construct of extended self involves consumer behavior rather than buyer behavior, it appears to be a much richer construct than previous formulations positing a relationship between self-concept and consumer brand choice.
Normed and nonnormed fit indexes are frequently used as adjuncts to chi-square statistics for evaluating the fit of a structural model. A drawback of existing indexes is that they estimate no known population parameters. A new coefficient is proposed to summarize the relative reduction in the noncentrality parameters of two nested models. Two estimators of the coefficient yield new normed (CFI) and nonnormed (FI) fit indexes. CFI avoids the underestimation of fit often noted in small samples for Bentler and Bonett's (1980) normed fit index (NFI). FI is a linear function of Bentler and Bonett's non-normed fit index (NNFI) that avoids the extreme underestimation and overestimation often found in NNFI. Asymptotically, CFI, FI, NFI, and a new index developed by Bollen are equivalent measures of comparative fit, whereas NNFI measures relative fit by comparing noncentrality per degree of freedom. All of the indexes are generalized to permit use of Wald and Lagrange multiplier statistics. An example illustrates the behavior of these indexes under conditions of correct specification and misspecification. The new fit indexes perform very well at all sample sizes.
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. Results suggest that the interpersonal circumplex is defined by the two dimensions of Extraversion and Agreeableness, and that the circular ordering of variables is not an artifact of response biases or cognitive schemata. Circumplex and dimensional models appear to complement each other in describing the structure of personality, and both may be useful to social psychologists in understanding interpersonal behavior.
A rationale and procedures for the development of a taxonomic basis for personality research and theory construction are outlined. Some prior research efforts in this area are briefly reviewed and evaluated. Results of a series of studies are presented which employed primarily groups of university male Ss who varied in length and intimacy of previous associations. Data were obtained using peer nomination rating methods. These analyses yielded clear and consistent evidence for the existence of 5 relatively orthogonal, easily interpreted personality factors. Behavioral correlates of selected patterns of scores on these factors are briefly discussed and suggestions are made concerning subsequent research efforts warranted by these findings.
Marketing researchers have repeatedly attempted to relate purchasing behavior, media choice, innovation, and other marketing phenomena to personality, with varying degrees of success. This article reviews this mass of literature and draws some conclusions on the present state of knowledge.
The author describes the construction of a scale to measure self-concepts, person concepts, and product concepts. Multivariate analysis and multidimensional scaling procedures are employed to develop a 15-item semantic differential scale. Measures of test-retest reliability are reported. Validity of the scale is assessed by the multitrait-multimethod matrix approach.
Similarities of brand images with self images were tested to determine differences between (a) most preferred and least preferred brands, (b) socially consumed and privately consumed products, and (c) real-self and ideal-self image relationships.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers work. In this article an approach is outlined by which this goal can be achieved and portions of the approach are illustrated in terms of a job satisfaction measure.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
The author describes the construction of a scale to measure self-concepts, person concepts, and product concepts. Multivariate analysis and multidimensional scaling procedures are employed to develop a 15-item semantic differential scale. Measures of test-retest reliability are reported. Validity of the scale is assessed by the multitrait-multimethod matrix approach.
Marketing researchers have repeatedly attempted to relate purchasing behavior, media choice, innovation, and other marketing phenomena to personality, with varying degrees of success. This article reviews this mass of literature and draws some conclusions on the present state of knowledge.
This article proposes a framework for representing personality constructs at four levels of abstraction. The total aggregation model is the composite formed by the sum of scores on all items in a scale. The partial aggregation model treats separate dimensions of a personality construct as indicators of a single latent variable, with each dimension being an aggregation of items. The partial disaggregation model represents each dimension as a separate latent variable, either freely correlated with the other dimensions or loading on one or more than one higher order factor; the measures of the dimensions are multiple indicators formed as aggregates of subsets of items. The total disaggregation model also represents each dimension as a separate latent variable but, unlike the partial disaggregation model, uses each item in the scale as an indicator of its respective factor. Illustrations of the models are provided on the State Self‐Esteem Scale—including tests of psychometric properties, invariance, and generalizability.
A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers work. In this article an approach is outlined by which this goal can be achieved and portions of the approach are illustrated in terms of a job satisfaction measure.
The majority of advertising agencies and brand managers of advertised brands believe their brands have human personalities. There are four areas where brand personality is important. You can ask whether or not people would like a brand for a friend, and what constitutes an attractive personality will differ between product fields. Understanding of a brand's personality will aid advertising professionals. Brand personality profile should help ailing brands if they are in need of personality modification.
Peer ratings by officer candidates on specific personality traits have been shown to be predictive of later officer performance. The present study investigated personality trait ratings to determine their factorial structure and the extent to which the factors remained constant in spite of differences in samples, raters, lengths of acquaintanceship, and rating situation. Six intercorrelation matrices were factored and the resulting factors rotated to orthogonal simple structure. Five clearly defined personality factors were found in each analysis which remained relatively invariant through all analyses. The factors were identified as Surgency, Agreeableness, Dependability, Emotional Stability, and Culture. It was concluded that the factor structure of personality trait ratings is sufficiently invariant that such trait ratings may be regarded as adequate criteria for the study of personality differences and for test development purposes.
L'auteur discute un modele a cinq facteurs de la personnalite qu'il confronte a d'autres systemes de la personnalite et dont les correlats des dimensions sont analyses ainsi que les problemes methodologiques
(Publisher-supplied data) The classic text is Psychometric Theory. Like the previous edition, this text is designed as a comprehensive text in measurement for researchers and for use in graduate courses in psychology, education and areas of business such as management and marketing. It is intended to consider the broad measurement problems that arise in these areas and is written for a reader who needs only a basic background in statistics to comprehend the material. It also combines classical procedures that explain variance with modern inferential procedures.
describes . . . a descriptive model, the "Big Five" dimensions of personality description, derived from analyses of the natural-language terms people use to describe themselves and others
describes the history of the lexical approach and the discovery of the five dimensions / presents more recent research replicating and extending this model, both in English and in several other languages
present a consensual definition of the five dimensions, which I [the author] then use . . . to discuss numerous other dimensions of personality, temperament, mood, and interpersonal behavior proposed by researchers outside the lexical tradition
address some criticisms of the Big Five structure, and discuss problems and issues that still await resolution (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Outlines how measures of the basic dimensions of the Foote, Cone, and Belding (FCB) grid were developed and the statistical reliability and validity of specific measures. The FCB is a planning model for advertising in which purchase decisions can be classified. High involvement/thinking, high involvement/feeling, low involvement/thinking, and low involvement/feeling are quadrants in the grid. The authors present data on 6 studies testing the FCB with major changes in the measures using different methods of data collection. It is suggested that comprehensive profiles of involvement, thinking, and the components of feeling for a number of purchase decisions are needed and there is a need to validate the grid against actual behavior. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Typescript. Thesis (Ph. D.)--University of Florida, 1994. Vita. Includes bibliographical references (leaves 359-385).
At the psychological level the reasons for holding or for changing attitudes are found in the functions they perform for the individual, specifically the functions of adjustment, ego defense, value expression, and knowledge. The conditions necessary to arouse or modify an attitude vary according to the motivational basis of the attitude. Ego-defensive attitudes, for example, can be aroused by threats, appeals to hatred and repressed impulses, and authoritarian suggestion, and can be changed by removal of threat, catharsis, and self-insight. Expressive attitudes are aroused by cues associated with the individual's values and by the need to reassert his self-image and can be changed by showing the appropriateness of the new or modified beliefs to the self-concept Brain washing is primarily directed at the value-expressive function and operates by controlling all environmental supports of old values. Changing attitudes may involve generalization of change to related areas of belief and feeling. Minimal generalization seems to be the rule among adults; for example, in politics voting for an opposition candidate does not have much effect upon party identification.
The self-concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. This paper critically reviews self-concept theory and research in consumer behavior and provides recommendations for future research.
The objective of this research is to assess the cross-cultural generalizability of persuasion effects predicted by dual process models. In two experiments, the impact of motivation, congruity of persuasive communication and the diagnosticity of heuristic cues on the processing strategies and product evaluations of members of a collectivist culture were compared with findings documented in past research in individualist cultures. This research supports the view that perceptual differences in cue diagnosticity account for systematic differences in persuasive effects across cultures. It is also suggested that existing theoretical frameworks, specifically the dual process models of persuasion, are robust across cultures and can help predict and explain cultural differences. Copyright 1997 by the University of Chicago.
Phase transitoire du cycle de vie, l’adolescence se caractérise par une période de construction de l’identité. En permettant aux individus de transmettre un message sur soi aux autres, la consommation symbolique participe à la construction identitaire des 12-18 ans. Afin d’optimiser les campagnes publicitaires à leur intention, il convient alors de déterminer les capacités respectives de la marque et du produit à véhiculer les signes que les adolescents souhaitent diffuser auprès des tiers. Ce papier apporte des éléments de réponse à cette problématique grâce à la présentation d’un cadre théorique et des résultats d’une étude qualitative et d’une étude quantitative menées respectivement auprès de 12 et de 208 adolescents.
Several approaches to assessing the dimensions of the five-factor model are reviewed and evaluated. The items in the assessment instrument may be adjectives or phrases, and the instrument itself may have been developed specifically to measure the five factors or may have been reinterpreted in terms of the five-factor model. Data are presented comparing an adjective-based measure of the model (Goldberg, 1990) with two phrase-based measures (Costa & McCrae, 1985; Hogan, 1986), and recommendations are made for the choice of an instrument in different research contexts. Allport's (1937) distinctions between the structure of the trait lexicon and the structure of personality in individuals are reiterated.
Ss received consensus information that was either congruent or incongruent with the valence of persuasive message content. In Experiment 1 Ss believed that their processing task was either important or unimportant whereas in Experiment 2 all Ss believed that their task was unimportant. In accord with the heuristic-systematic model's sufficiency principle, high-task-importance Ss exhibited a great deal of systematic processing regardless of congruency, whereas low-importance Ss processed systematically only when they received incongruent messages; in the congruent conditions heuristic processing dominated. Attitude data generally reflected these processing differences and confirmed the additivity and attenuation assumptions of the model. The utility of the sufficiency principle for understanding motivation for elaborative processing and the relevance of the findings to understanding the processing and judgmental effects of expectancy disconfirmation are discussed.
Using about 600 college students and exploratory and confirmatory factor analysis, three models of personality structure were tested: the Big Five, as measured by the NEO Personality Inventory (P.T. Costa & R. R. McCrae, 1985), and A. Tellegen's (1985) three- and four-dimensional models, as measured by the Multidimensional Personality Questionnaire (A. Tellegen, 1982). Both factor methods indicated considerable support for, but also some divergences from, the models. We concluded that parsimonious personality models are unlikely to meet conventional goodness-of-fit criteria in confirmatory factor analysis, because of the limited simple structure of personality measures and the personality domain itself. Poor fits of a priori models highlighted not only the limited specificity of personality structure theory, but also the limitations of confirmatory factor analysis for testing personality structure models.
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. Under low task importance, heuristic processing of the credibility cue was the sole determinant of Ss' attitudes, regardless of argument ambiguity or strength. When task importance was high and message content was unambiguous, systematic processing alone determined attitudes when this content contradicted the validity of the credibility heuristic; when message content did not contradict this heuristic, systematic and heuristic processing determined attitudes independently. Finally, when task importance was high and message content was ambiguous, heuristic and systematic processing again both influenced attitudes. Yet, source credibility affected persuasion partly through its impact on the valence of systematic processing, confirming that heuristic processing can bias systematic processing when evidence is ambiguous. Implications for persuasion and other social judgment phenomena are discussed.
Le Name Letter Effect (NLE) désigne la préférence d’un individu pour les lettres de son nom, notamment ses initiales. Il s’inscrit dans la théorie de l’égotisme implicite, selon laquelle les préférences pour des objets faisant référence à soi est susceptible d’influencer les attitudes et les choix. Cette recherche, de nature exploratoire, propose d’abord un état de l’art sur le NLE et ses conséquences sur les préférences pour des marques partageant des lettres avec le nom. Trois études permettent de 1) répliquer l’effet de préférence pour les lettres du nom, 2) montrer que la préférence pour les lettres du nom peut influencer la préférence pour une marque similaire au nom 3) montrer que cette préférence ne s’observe que lorsque la marque est fortement similaire au prénom et lorsque l’évaluation se fait de manière spontanée