How the personality of a brand impacts the perception of different dimensions of quality

Abstract

This study investigates the impact of brand personality on the dimensions of perceived quality (Ease-of-Use, Versatility, Durability, Serviceability, Performance, Prestige) for durable consumer goods. Data were collected in an experimental setting (student respondents, n=224) with both a strong and a weak brand, as well as a high and a low quality product (cordless phones were used as test products). Products and brands were selected in a pre-study (n=34 respondents); in the main study, one phone was provided to each respondent, who were then asked to evaluate brand personality as well as perceived quality (along its specific dimensions). The results show that the individual traits of brand personality are directly related to consumers’ perception of quality dimensions; in this study, especially the personality traits Responsibility and Activity seemed to impact quality perceptions. Furthermore, the impact of brand personality on the dimensions of perceived quality was stronger, the more credence (versus search) properties a quality dimension had. These findings are relevant for academics and marketing practitioners, as they underline the importance of creating a strong brand personality to support the perceived quality of a product.