Brand Personality Scale Research Articles

Small and Medium Enterprises’ Brand Personality and Customer Satisfaction: The Mediating Role of Product Quality

The purpose of this study was to examine the influence of Tsitsou’s brand personality scale on customer satisfaction and the mediating effect of product quality on the relationship between brand personality dimensions and customer satisfaction. Data were gathered from 240 customers of Small and Medium Enterprises (SMEs) products and services through the use of a cross-sectional survey. Data analyses were done by descriptive statistics and inferential statistics by the use of SPSS Version 23 and Smart PLS-3 which was used for structural equation modelling. The results of the study revealed that all the dimensions of Tsitsou’s brand personality model (competitiveness, prestige, morality, authenticity, and credibility) had significant positive relationships with customer satisfaction. Product quality indirectly mediated the relationships among competitiveness, prestige, morality, authenticity, credibility and customer satisfaction. The results have substantiated that Tsitsou’s brand personality scale can be applied to SMEs with particular reference to developing economies. Therefore, it can be recommended that business practitioners employ brand personality traits to market their products and services to boost customer satisfaction.

Brand Attachment: The Moderating Effect of High and Low Involvement Products

Brand attachment can be considered one of the predictors of consumer commitment to a brand. Based on this key concept, the type of products can condition the consumer's relationship with the brand. This study analyses the moderating effect that the brand’s involvement (high or low) has on the relationship between brand attachment and some of its antecedents (brand personality, perceived quality, brand awareness, and brand credibility) and effects (brand loyalty, purchase intention, and perceived risk). This causal research, with 1922 valid surveys (simple random sampling procedure), was carried out in three main cities of Ecuador (Quito, Guayaquil, and Cuenca): 1150 high-involvement and 722 low-involvement products. Hypotheses were tested using structural equation models, and multi-sample analysis. Results show that brand personality influences brand attachment and loyalty with a higher moderating effect on products with low involvement. Additionally, brand attachment influences brand loyalty with a higher moderating effect on highly involved products. As practical implications, we state that brand managers of high-involvement products must invest in digital tools that maximize the information available to the public to make decisions. Additionally, low-involvement product brand managers must invest in an identifiable image to make it easy for customers to find their brand. This research adds value because no research has been identified that addresses the study of attachment by comparing its operation in high and low-involvement contexts. It opens future research by introducing new variables in the brand personality scale in combination with that of attachment.

Assessing the predictive validity of brand-sustainability-self-congruence on consumer behavior and subjective well-being

PurposeThis research extends self-congruity theory and assesses the predictive validity of the triad personality congruence among brand, brand-related sustainability initiatives (BSI) and self-concept (BSSC: brand-sustainability-self-congruence) on consumers’ brand evaluation.Design/methodology/approachThree studies assessed BSSC using the brand personality scale (BPS) and the direct congruence measure (DCM). Through moderated mediation analyses, BSSC effects were examined on consumers’ behavioral intention, behavior and subjective well-being (SWB). The mediating role of brand trust and the moderating role of brand/BSI types and consumer characteristics were also assessed.FindingsBSSC increased consumers’ brand trust, behavioral intention, behavior and SWB. Data based on BPS revealed impactful attributes that increase/decrease BSSC levels across brand-BSI combinations and the moderating role of sustainability involvement and income to enhance BSSC effects. BSSC was particularly effective, according to DCM.Practical implicationsFor BSI planning, strategic consideration of BSSC based on both BPS and DCM is recommended. Thus, managers may predict the psychological impact of BSI and align its attributes to increase consumers’ brand evaluation.Originality/valueIn the sustainable marketing context, this research discusses BSSC – triad personality congruence – based on BPS and DCM and its predictive effects on consumers’ short-term brand evaluation, their actual behavior and SWB, a long-term life evaluation. The results imply a possible variation in consumers’ information processing according to the congruence measurement approach. Thus, it is relevant to the research on self-congruity, sustainability, marketing, consumer psychology/behavior and well-being.

Measuring Brand Personality of Footwear Brands in Bangladesh: Application of Aaker’s Brand Personality Scale

As the brand personality serves as a fundamental framework for studies concerning brand equity, brand image, and brand extension, that’s why brand personality is the main focus of this study. The purpose of this study is to measure the users' perceptions of the brand personality (BP) of footwear brands (such as Bata, Apex and Lotto) and to identify the dimensions that exist in the footwear industry in Bangladesh. This study applies Aaker's brand personality scale (BPS) to footwear brands in order to test the extent to which it is applicable to the brands and to investigate the fundamental structure of the brand personality of footwear brands. The data was acquired through the use of a questionnaire survey. A quantitative strategy was utilized to collect the data. For the purpose of the study, a total of 430respondent’s data were collected from different cities of Dhaka, Rajshahi and Rangpur division. In order to investigate the fundamental structure of the BP of footwear brands, descriptive statistics and exploratory factor analysis (EFA) were carried out. Study finds all the five dimensions (sincerity, excitement, sophistication, competence and ruggedness) of brand personality was extracted though the factor analysis of which ruggedness and sophistication are relatively lower than the others dimension within the realm of footwear industry. It has been found a comprehensive brand personality of footwear products and brand with the impact of all dimension of BPS and model holds a bold factor loading for all items it has. The novelty of the study lies in variable settings and arrangement, study area and context. No other research has been carried out in the context of footwear industry neither in Bangladesh nor elsewhere. There is also no evidence of research has been examined the relationship of brand personality, brand preference and brand loyalty. This study will help the marketer and the marketing practitioner to understand the dimension of brand personality, the impact of each brand personality dimensions and to identify the weaker personality dimensions that need more attention.

The language of marketing hyperbole and consumer perception-The case of Glasgow.

The aim of the study was to explore the potential of a timed word association task to generate detailed insights into the perception of Glasgow city and its people which could inform destination and brand marketing. Destination marketers have a challenge to convey the tourist destination image to attract and satisfy the expectations of its visitors. Yet destination perceptions are often the result of multiple tourist visitor experiences at a location, neglecting the voice of the resident. The extent to which word associations varied by participants' relationship to Glasgow was identified in terms of Aaker's brand personality scale, an extension of personality research on brands and destinations. Surveying of 1,219 UK participants generated a total of 5,993 terms (city; 1,144 unique) and 5,034 terms (people; 944 unique). The value of capturing the perceptions of a destination by its residents is identified. The results showed that the city of Glasgow was often described as cold and busy, while the people were primarily described as friendly and funny. Evidence was found in support of dual-processing theory suggesting word associations based on lived experiences of a city may be generated later (in terms of the order in which the terms were generated) in a word association task, while common linguistic associations (e.g. synonyms, antonyms, hierarchies etc.) tend to be generated earlier in the task. As hypothesised, analyses revealed a significant relationship between several of the Aaker-dimensions of brand personality, and the consumers' relationship to Glasgow, extending marketing research with an empirical approach to identifying differences in the perceived personality of a destination. The study offers a practical, fast, and replicable method for destination marketers to study consumer perception at scale, which is currently not widely utilised in this field. In particular, the use of semantic distance and word embeddings provides a readily available approach to automatically categorise content derived from word associations studies, or indeed, any text-based content. In contrast, financial investment in non-validated branding and destination marketing campaigns appear to be increasingly problematic. Advances were made in testing an approach to interpreting word associations through the lens of linguistic and situated simulation (LASS) theory to provide deeper analysis to both categorise and interpret consumers' perception. Traditional approaches to tourism marketing and destination branding rarely provide such a level of analytical appraisal. The analysis presented in this paper challenges the orthodoxy and validity of investment in brand and destination marketing at a city level and the potential for word association tasks to be used as a valuable alternative method to create more effective destination marketing and branding.

Influencing brand personality with sonic logos: The role of musical timbre

This study examines the relationship between instrumental timbre and brand personality and its underlying mechanisms. Our findings demonstrate that the connotative meanings of instrumental timbre act as a cognitive mechanism behind the timbre-brand association based on gender stereotypes. Specifically, sogos created using feminine instruments that connote positive valence are matched with sincerity dimension. Similarly, sogos created using masculine instruments that connote potency are matched with ruggedness, and this relationship is mediated by the perception of low pitch. Further, creating sogos with instruments that match a brand’s personality evokes congruence of brand attributes, which in turn positively impacts brand attitude and purchase intention. These findings contribute to the literature on branding and sensory marketing by linking instrumental timbre with the well-known brand personality scale and the EPA (Evaluation, Potency, and Activity) framework. Insights learnt can help brands create sogos that are congruent with their brand’s personality.

박물관 브랜드 개성의 감성분석

This study aims to conceptualize the scale of brand personality for museums, and to understand the dimensions and attributes contributing to that scale. To achieve this, we reconstructed the brand personality scale proposed by Aaker(1997), incorporating the unique characteristics of museums through a critical review of previous research in this domain. Thereafter, we collected a total of 10,805 visitor reviews of the Beijing Palace Museum from an online platform (Dianping.com). The collected data were analyzed by considering sentiment analysis based on text mining techniques, enabling us to identify the dimensions and attributes of museum brand personality that elicit positive or negative reviews. The findings indicate that visitor reviews expressing favorable opinions regarding the museum's brand personality are closely associated with the dimensions of “Sophistication” and “Competence” exhibited by the cultural institution. Furthermore, negative opinions were found to be attributed to visitor fatigue from the vast exhibition space and the implemented epidemic prevention procedures within the institution. This study holds academic significance as it presents a measurement framework for exploring the brand personality of museums, serving as a foundation for understanding the visitor experience.

A Model for Brand Personality Word Embedding: Identifying UNESCO World Heritage Personality Categories

Despite having received considerable academic attention, existing brand personality (BP) scales are difficult to generalize and likely need further development. The aim of this study was to design a novel method for constructing context driven-BP categories through the use of a multi-disciplinary approach and advances in personality studies in psychology and natural language processing. Based on a textual analysis that relies on devising hypotheses of psycholexical representation and the distributed representation of words, the aforementioned method was employed to explore World Heritage Site (WHS) personalities using information from all 1,121 UNESCO World Heritage Sites (WHSs) and 9,920 user-generated reviews on TripAdvisor. The study identified a 192-item WHS personality dictionary organized into five clusters: Exceptionality; Attractiveness; Identification; Responsibility; and Prominence. These categories could be employed to measure other tourism attractions. The results show that UNESCO strongly associates WHSs with the attributes of Attractiveness and Identification.

Measurement and validity of Jennifer Aaker’s brand personality scale for Indian apparel brands

In modern business, the rivalry has shifted from price to non-price, necessitating the use of not just the market, but also marketing tactics. Consumers are frequently connected to a product or a brand that is associated with their own identity. Positive purchase intention may be established through successful Brand personality as customers develop associations in their mental maps by responding to a brand. This study attempts to investigate whether the brand personality dimensions proposed by Aaker (1997) may be applied to Indian apparel businesses targeted at Generation Y. The study’s findings support the commonly acknowledged dimensions of brand personality, which are vigorous, integrity, charismatic, uniqueness, and versatility. However, due to the postmodern lifestyle of Generation Y, ruggedness was not extracted. The study discovered a new personality dimension for apparel brands that are Unique and versatile and might be further explored in more detail in the future. We offer recommendations for apparel brand managers on different marketing mix activities they might use to communicate alternative brand personas to Generation Y.

Developing a brand personality framework in the context of outdoor small-scale sport events

Outdoor small scale sport events like trail or local city running races are on a rise. Several event managers pivot their promotional strategies by developing unique brand personality characteristics to support their products from competition. This study aimed to develop a brand personality scale for outdoor small scale running events with the usage of mixed methods approach. First, 24 semi-structured interviews were conducted within event managers and trail runners to conceptualize the brand personality in small scale sport event settings. Then, an exploratory factor analysis was performed in 216 runners to identify the underlying construct. A third study with 396 respondents was carried out to validate the hypothesized scale. The results indicated a five factor model with seventeen characteristics: Safe, Local-oriented, Authentic, Competitive and Excited. This study has theoretical and practical significant contribution for both brand personality literature and sport event marketers as it strengths the promotional actions and provides a better event personality conceptualization for outdoor small scale events. Finally, several managerial implications are discussed in the later sections.

University brand personality: a student-focused anthropomorphic storytelling perspective

ABSTRACT Increasingly, studies address higher education institutions’ brand personalities, as universities communicate specific brand personality attributes in their marketing to build stronger, longer-lasting relationships. This study uses the six dimensions in the university brand personality scale (UBPS) of Rauschnabel, Krey, Babin, and Ivens (2016) to qualitatively explore 34 marketing students’ interpretations of a single university's brand personality, through brand storytelling toward co-creating brand value and differentiation. The transcribed narratives were analysed iteratively through deductively dominant content analysis in two stages. Findings from the anthropomorphic-based stories informed a matrix describing students’ subjective interpretations of their university's brand personality. The study's contribution is three-fold. Theoretically, it distinctively integrates signalling and social identification theory in a brand personality inquiry. Methodologically, this study's unit of analysis – students’ anthropomorphically grounded brand stories – is unique. Practically, it provides university marketers with student-enlivened university brand personality understandings to drive university brand relationships and differentiation.

Development and Validation of a Brand Personality Scale for Employers of Healthcare Staff

ABSTRACT This paper develops an instrument to measure the brand personality of employers in the healthcare sector. Focus group interviews, literature and internet searches were used to generate an initial item pool. Based on three online surveys among nursing staff, exploratory and confirmatory factor analyses and Rasch modeling were used for factor extraction, scale refinement, and scale evaluation. These analyses show that the employer brand personality can be operationalized as a higher-order construct with the dimensions of status, warmth, competence, and trustworthiness. In particular, these analyses confirm the reliability and validity of the delineated measurement instrument. Healthcare organizations from the public and nonprofit sector can thus use the measurement scale to assess their image as an employer as well as the effectiveness of their personnel marketing activities.

A synthesized retail brand personality framework: a cross-cultural study of Taiwan and the United States

PurposeThe purpose of this study was to develop a synthesized retail brand personality scale (RBPS) framework across retail formats. This research also addresses cultural differences by applying an emic-etic approach to scale development with United States (US) and Taiwanese samples.Design/methodology/approachAfter two focus group interviews and a pretest were conducted in both Taiwan and the US, a main test was conducted on consumer samples in Taiwan (N = 412) and in the US (N = 411). Confirmatory factor analysis was used to develop a valid, reliable RBPS.FindingsThe results revealed that sincerity and sophistication are comparable dimensions to those in the brand personality scale (BPS), and unpleasantness, traditionalism, enthusiasm, antagonism and innovativeness were found to be unique dimensions for retail brands. The findings also indicated that sincerity, unpleasantness and traditionalism are common dimensions across cultures, whereas innovativeness, sophistication and antagonism are culture-specific dimensions in the US, whereas enthusiasm is a specific dimension in Taiwan.Originality/valueTo the best of authors’ knowledge, this study is the first to develop a synthesized scale of retail brand personality that compares the identified dimensions to Aaker's (1997) BPS and includes an emic-etic approach. This research contributes to the branding literature and international marketing field, and has implications for retail practitioners.

Discovering the relevance of the personality of the destination brand - a literature review

Brand personality is highly significant for creating brand loyalty to withstand pressure in the highly competitive environment. Due to the cosmopolitanism and affordable traveling, people have become jaded and hard to surprise, thus, cities’ authorities must create smart destination brand personalities to attract more visitors. The aim of this paper is to gather the most popular city branding tools, trends and similarities through bibliometric study and present a broad view of the researches that have been conducted regarding destination brand personality. As a methodology, it uses a qualitative analysis which was made by exploring a scientific database. A common ground for all previous research on the topic tends to be the 5 Aaker’s Brand Personality Scale dimensions (1997) or extended to the 6 dimensions scale used in the most recent studies. The limitations of the research can indicate that there are still gaps in the literature connected to this topic, and the paper includes suggestions to fill them in. Most of the studies had focused on tourists’ perspective, and do not take residents’ views into consideration. As main results, we found that, research shows that young residents should be more involved into the destination’s branding process. Also, social media platforms as a marketing tool for promoting cities and gathering feedback from locals and tourists are understudied.

How do public service users see public institutions? Development and validation of the public brand personality scale

Objetivo: Desenvolver a Escala de Personalidade de Marca Pública (EPMP), apresentando evidências de validade e confiabilidade de um instrumento científico de mensuração de personalidade de marca pública.Método: Realizou-se um estudo qualitativo com 142 usuários de serviços públicos da Capital do Brasil (Brasília-DF) para identificar os atributos vinculados às marcas públicas, gerando uma versão piloto da escala, que foi submetida à análise de juízes e de conteúdo, e um pré-teste. A versão final foi aplicada em uma survey com 548 usuários. Análise fatorial exploratória e a análise fatorial confirmatória foram utilizadas para a análise dos dados.Originalidade/Relevância: Apresentou-se um modelo de mensuração inédito para operacionalizar e avaliar a personalidade da marca no contexto do setor público, de forma a permitir que seja utilizada como ferramenta de diagnóstico para os gestores públicos construírem uma relação mais transparente e eficaz com os usuários dos serviços públicos.Resultados: A EPMP possui 15 traços de personalidade de marcas públicas agrupados em três dimensões - Eficiência, Relevância e Credibilidade. Todos os itens alcançaram excelentes índices psicométricos. A escala possui evidências de validade exploratória, confirmatória, interna, de construto (convergente, divergente e nomológica) e de conteúdo, e confiabilidade, gerando um instrumento científico confiável para mensurar a personalidade de uma marca pública.Contribuições teórico-metodológicas: Apresentou-se dimensões da personalidade de marca atribuídas às marcas de instituições públicas, contribuindo para a pesquisa em branding e marketing no setor público, abrindo oportunidades para estudos relacionais de marketing e organizações públicas. O uso de estatísticas robustas contribui para a credibilidade do uso da escala.

The Effectiveness of Brand Personality & Affective Commitment in Capturing Brand Loyalty: A Study of Retailers in UK

Marketing research theorists have concentrated their focus in studying the emblematic meaning consumers attach to certain brands. One such concept is brand personality. The brand personality scale proposed by Aaker is popular tool for the measurement of different product categories however, its application on retailers has been a rarity. Moreover, researchers have also called for adopting a multi-dimensional approach towards the study of brand loyalty which includes loyalty dimensions of both behavioral and attitudinal loyalty in conjunction with the brand personality concept. The specific objective of this study is to assess the effectiveness brand personality in capturing consumers’ loyalty towards a retailer. Stratified random sampling was applied for gathering the data from 120 consumers belonging to the three retailers in UK. The results showed a direct influence of brand personality on dimensions of loyalty. In addition, the three retailers were found to have different brand personality dimensions. The study suggests that managers should work towards building a retail brand personality to influence the loyalty of consumers. The scope of this study can be further widened by investigating ways of building a brand personality for retailers. The results of this study have contributed to the area of retail branding in a way that this research is performed in a different setting.

Design and validation of the Brand Personality Scale in Tourist Destinations

The new modality caused by COVID-19 has significantly affected tourism, from the decrease in demand and the deterioration of facilities due to lack of budget to the point of becoming unattractive. In response to this, the objective of this research work is to design and validate a scale to measure Brand Personality in Tourist Destinations (BPTD). The results were structured in three phases. In the first phase, an exhaustive search of the bibliography and first version of the instrument were generated. Moreover, a panel of 12 professionals between academics and managers was held, who evaluated the features and content validation by a panel of 7 experts. In the second phase, data collection was carried out with the participation of 998 tourists. In the third phase, exploratory and confirmatory factor analysis was carried out, obtaining a KMO of 0.979 and a p-value of 0.000. The total explained variance of the 21 items grouped in three dimensions represents 87.27%. In the confirmatory analysis, χ2 = 921.57, p = 0.000, RMR = 0.069, GFI = 0.917, AGFI = 0.829, CFI = 0.980, TLI = 0.976, NFI = 0.975, IFI = 0.980 and RMSA = 0.065, with an appropriate internal consistency (performance: α = 0.984; social innovation α = 0.982; honesty α = 0.964). Composite reliability was CR > 0.70 and convergent validity was AVE > 0.5. In conclusion, the values imply an acceptable adjustment, for which the model is adequate, and the scale is valid to be applied in tourism.

Physicians’ Brand Personality: Building Brand Personality Scale

ABSTRACT Both healthcare industry marketers and physicians have been paying more attention to the growth and potential competition in the healthcare market. This research developed a theoretical model for physician brand personality (PBP), which is intended to present applicable traits that professional physicians could consider for increasing their brand personality associations. This scale was developed through the use of some listing and item reduction techniques in combination with the explanatory and confirmatory factor analysis procedures. The findings extend previous research on human brand and brand personalities of physicians and suggest that patients view physician as a human brand with a unique brand personality.

Validating brand identification and personality scale within the South African retail-banking context

While marketing experts agree that brand personality is important for brand identification, there is no evidence of a validated brand-identification-and-personality scale in the context of retail banking in South Africa. To address this literature gap, this study’s purpose was to explain the process used to validate brand identification and personality within the retail-banking context of South Africa. A convenience sample of Generation Y banking consumers was selected, and a descriptive and single cross-sectional research design was followed. Self-administered questionnaires were used as a data collection tool and a sample size was chosen (N = 235). Data analysis entailed descriptive and confirmatory factor analysis. The confirmatory factor analysis results validated brand identification and brand personality in retail banking as a five-factor structure that includes bank identification and brand personality dimensions such as successfulness, sophistication, sincerity and ruggedness. Furthermore, the results of the study indicate the internal consistency and composite reliability of the measurement model, as well as construct, convergent, discriminant and nomological validity. In addition, the measurement model revealed no signs of multicollinearity between the factors, and the model fit index values of IFI, TLI, CFI, SRMR and RMSEA showed a good fitting model. This study concluded that this five-factor model is a reliable and valid instrument of brand identification and personality in retail banking and is the first validated brand-identification-and-personality scale within the retail-banking context of South Africa.

서울 컨벤션 개최지 브랜드 개성이 참가자의 태도와 행동에 미치는 영향

This study aims to measure the brand personality for convention destinations in Seoul and analyze the influence of the brand personality of the convention destination on participant attitude and post-behavior intention. This study used the Convention Brand Personality Scale(CBPS) for convention destinations to measure brand personality. This study also showed that among the five dimensions and 21 detailed factors of brand personalities, ‘attractive’ and ‘modern’ were highly rated in Seoul as a convention destination. The study also showed that the factors that affect one’s cognitive and emotional attitude might vary depending on the brand personality level of the venue. The study could be helpful to the field of strategic convention destination marketing by offering evidence of brand personalities for Seoul and an effective marketing tool to attract more participants in Seoul conventions.