Corporate Brand Personality Research Articles

Extended Signaling Theory and Role of Corporate Social Responsibility and Brand Personality

This research has offered an extended signaling theory model, which has extended the body of corporate social responsibility (CSR) knowledge in the existing literature. This research examines the association between CSR and brand experience, corporate reputation, brand personality, brand loyalty & consumer trust. The mall intercept control group was used to carry out this research. For the data analyses, we employed an SEM-based multivariate approach and assisted the formulated hypotheses from respondents of smartphone users. The study's outcomes show that brand personality, corporate reputation, and brand experience positively influence consumer trust. The outcomes further demonstrated that corporate social responsibility significantly and positively impacts personality, brand loyalty, and customer trust. This research also examined the mediating effect of brand personality between corporate reputation and brand loyalty and between corporate reputation and consumer trust. Moreover, the mediation of brand personality between CSR and brand loyalty and between CSR and consumer trust. The outcomes demonstrate that brand personality mediates brand loyalty and corporate reputation loyalty relationship, consumer trust, and corporate reputation relationship. However, brand personality does not mediate CSR and brand loyalty and CSR and consumer trust relationships. This research has important managerial and theoretical implications for industry practitioners and scholars.

Understanding Chinese Hospitality Industry Employee Satisfaction and Marketing Performance from a Confucian Perspective

ABSTRACT Our Confucian corporate brand personality construct is based on the idea of a “Junzi” (noble man) in the Chinese Confucian philosophy. Using hospitality service providers in Hong Kong as samples, we tested the relationships between Confucian corporate brand personality, employee satisfaction and market performance. Two models were tested. The multiplicative model for Confucian corporate brand personality is found to be better than the additive model in predicting marketing performance. This study also shows that there is a full mediation effect with employee satisfaction being the mediator of the relationship between Confucian corporate brand personality and marketing performance.

The Role of Corporate Image and Brand Personality in Global Consumer Choice: An Empirical Exploration

The Role of Corporate Image and Brand Personality in Global Consumer Choice: An Empirical Exploration

The effects of perceived corporate brand personality on individuals' exploration and exploitation orientations: the moderating role of self‐brand connection

Our knowledge is limited regarding the psychological antecedents of individuals' exploration and exploitation in general and regarding the identity‐related antecedents in particular. The corporate brand of the organisation we work for is an important element of our collective identity, and the way we perceive the corporate brand personality of our organisation affects how we define ourselves. In this paper, using data from 417 individuals working in sales‐related jobs and taking the behavioural strategy perspective, we examine the effects of perceived corporate brand personality on the individuals' identities and, therefore, strategic tendencies. More specifically, we find that the responsibility and activity dimensions of the corporate brand make the corresponding aspects of employees' identities more salient and affect their orientations towards exploration and exploitation. We also investigate the moderator role of the self‐brand connection. This paper has contributions and implications, especially for the literature on exploration–exploitation at the individual level.

Corporate Brand Personality and Personal Branding Procedures in Non - Profit Organization

Corporate Brand Personality and Personal Branding Procedures in Non - Profit Organization

Cross-cultural impact on financial companies’ online brand personality

Purpose The purpose of this paper is to investigate Chinese and American financial companies’ distinct brand personality indicators shown through culturally based linguistic features online. The potential correlation between culturally oriented brand personalities and companies’ financial performance is also examined. Design/methodology/approach This study employs computerized content analyses to examine the cross-cultural differences among 28 American and Chinese financial companies’ online communication based on Aaker’s brand personality framework. Findings The findings reveal that despite some similarities, there are significant differences between the frequencies and patterns of brand personality indicators on American and Chinese websites, which demonstrate the connection between the companies’ linguistic preferences with their different cultural backgrounds. It also proves that there could be significant relationship between financial companies’ corporate brand (CB) personality expressions and their financial performance, and US financial companies’ revenues are more closely correlated with brand personality dimensions than Chinese companies’. Practical implications The necessity for cross-cultural adaptation of CB personality is verified in this study. Chinese international companies may have a big room to improve their online corporate communication. Similarly, foreign companies who intend to enter into Chinese market may think about laying emphasis on their personality indicators of competence in their online corporate communication. Originality/value This research is among the first to utilize a corpus-based analytical tool to conduct content analyses of financial companies’ online brand personalities, in addition to empirically validate the correlations between companies’ brand personality indicators and financial performance. The study enriches the literature on online marketing communication, draws attention to the connection between cultural differences and linguistic preferences in CB personality construction and emphasizes the importance of making appropriate cross-cultural adaptation in online corporate communication.

THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY, BRAND PERSONALITY AND CORPORATE REPUTATION ON BRAND LOYALTY OF MODERN RETAILERS

This study aims to empirically examine the influence of corporate social responsibility (CSR) on brand loyalty with the brand personality and the corporate reputation as the mediators. This study used Partial Least Square (PLS) to analyze the data. The data was obtained from a survey by using the questionnaire with consumers of retail stores in Malang as its population. The samples were 150 visitors obtained by using non-probability sampling with purposive sampling technique. The findings of this study indicated that corporate social responsibility, either directly or indirectly, affected the brand loyalty through the mediation of the brand personality and corporate reputation. This study suggested the modern retailers pay more attention to the CSR program owned by their consumers. It highlighted the importance of improving the retailers’ corporate reputation and brand personality to be felt consumers to increase the retailers brand loyalty.

THE SUSTAINABLE BRAND EQUITY MODEL. A RETAIL STUDY MEASURING SUSTAINABLE BRAND EQUITY

THE SUSTAINABLE BRAND EQUITY MODEL. A RETAIL STUDY MEASURING SUSTAINABLE BRAND EQUITY

Branding Employee Behavior, Corporate Brand Personality, Strategic Leadership, and Cultural Organizational Values to Develop Brand Sustainable Value in the Indonesian Banking Industry

Branding Employee Behavior, Corporate Brand Personality, Strategic Leadership, and Cultural Organizational Values to Develop Brand Sustainable Value in the Indonesian Banking Industry

Corporate brand expressions in business-to-business companies' websites: Evidence from Brazil and India

In the business-to-business (B2B) domain, the corporate website is an effective platform for communicating the corporate brand (CB) features (e.g., personality, values). Despite the growing importance of websites as the primary means for corporate communication, research on the relevant dimensions for online corporate branding expression is sparse. This study examines the expressions of CBs on the websites of B2B companies in two emerging markets — Brazil and India. In addition, the study investigates whether the dimensions of CB have an effect on the company's financial performance. Findings highlight the following items for CB expressions in the website: CB values; CB personality; sustainability in the CB; CB heritage, and company demographics. There are similarities in the CB expressions in India and Brazil. In addition, the findings show that higher levels of strength in the expression of the CB in the website lead to higher levels of financial performance. Managerial recommendations and avenues for future research are presented.

The Effect of Incongruence Between CEO and Corporate Brand Personality on Financial Analysts’ Attitudes and Assessment of a Company’s Performance

This research assesses the role of two types of nonfinancial information in investor relations: The personality of the Chief Executive Officer (CEO) and the personality of the corporate brand. As both personalities determine the identity of a company and the relationship with its stakeholders, we investigate their relevance and the effect of incongruence between these two personalities on financial analysts. Eleven semistructured interviews were conducted to answer the theoretically derived research questions. Empirical findings show that both personalities are relevant to analysts and that perceived incongruence between these personalities can cause adverse effects. Company size, stage of company development and strength of the corporate brand emerge as influencing factors. The findings point to the importance of integrated communication concerning a company’s relevant personalities when relating to stakeholders.

Marketing function and form: How functionalist and experiential architectures affect corporate brand personality

How are the designs of corporate buildings used to create meaning and project a corporate image and personality? We distinguish functionalist architecture (“form follows function”), which focuses on the primary, utilitarian function of a building, from experiential architecture (“from function to form”), which uses the form of a building to communicate symbolically about the organization. A large-scale quantitative study including 150 buildings shows that four architectural design types (“solid,” “balanced,” “expressive,” and “disruptive” designs, emerging from a mix of functionalist and experiential architectures, lead to distinct corporate brand personalities (e.g., competence for functionalist architecture and excitement for experiential architecture). We validate these findings in a qualitative study and discuss how this research contributes toward the development of a consumer-oriented design theory.

Dimensions of Corporate Brand Personality: An Empirical Study on the Leading Bank Brands Operating in Gujarat State of India

Brand personality has been defined as the human characteristics or traits that can be attributed to a brand. Corporate brand personality is a form of brand personality specific to a corporate brand. Unlike a product brand personality that typically relates to consumers and user imagery for a specific product brand, a corporate brand personality can be definedin terms of the human characteristics or traits of the employees of the corporation as a whole. A corporate brand personality will reflect the values, words, and actions of all the employees of the corporation. In today's competitive markets a corporate must carefully manage its corporate brand personality. The current study aims to find the application of brand personality in retail banking environment. The findings about corporate brand personality of banks will help bank marketers to improve the projection of their brand personality among customers.

Estudio de la imagen de marca empleando la escala del carácter corporativo de Davies: un caso en la Argentina

Purpose: The main objective of this study is to achieve an empirical measurement of Yagmour’s brand image, an Argentine firm, using the Corporate Character Scale (or corporate personality scale) developed by Davies et al. (2004). Among respondents, it’s planned to identify consumer segments based on the Corporative Character Scale dimensions. Design/methodology/approach: Data were obtained from an on-line customer survey to 657 women who reside in the city of Buenos Aires and the suburbs (“Great Buenos Aires”). For the data analysis and personality scale redefinition, Structural Equation Modeling or SEM was used. By means of cluster and discriminant analysis the women surveyed (active customer of the brand) were segmented according to their personality perceptions of the brand. Findings: In order to achieve good measurement properties, only three of the seven proposed scale dimensions remained and these had to be refined so as to achieve reliability and convergent/discriminant validity. Among respondents, three female segments were clearly identified: the distant, the enthusiasts and the apathetic. Originality/value: While the study of corporate brand personality using factorial scales —such the ones developed by Aaker (1997) or Davies et al. (2004)— covered a wide range of products and services in different countries, the main value of the current investigation is to become a leading consumer research for the corporate brand personality field in Argentina.

Brand personality and customer trust in community pharmacies

PurposeThe community pharmacy industry is an increasingly competitive sector, where independent pharmacies must compete with national and multinational chains for market share. Each pharmacy seeks to differentiate and earn customer trust. The purpose of this paper is to seek to better understand the effectiveness of differentiating via developing a unique corporate brand personality in the pursuit of customer trust.Design/methodology/approachA survey was conducted in a small city in Western Canada. Patients who have recently filled a prescription were asked to assess their perceptions about the brand personality of the pharmacy they last visited, and evaluate how much they trust the pharmacy. Data were analyzed using SPSS and structural equation modeling (SEM).FindingsThe results indicated that significant brand personality differences exist among various types of pharmacies. Customers rated independent pharmacies slightly more trustworthy than multinational mass merchandise and national chain pharmacies. SEM analysis revealed that sincerity and competence have the most significant impact on building customer trust.Originality/valueThe findings suggest that independent pharmacies may be able to differentiate themselves by developing a brand personality that is competent and sincere, whereby they earn the trust from their customers. The authors' findings also suggest that a sophisticated appearance might be an expensive option that does not provide satisfactory return on the investment.

Business to business branding: external and internal satisfiers and the role of training quality

Purpose – The purpose of this paper is to consider whether the affective components of brand association influence the key stakeholders of business‐to‐business (B2B) brands. The aim is to demonstrate the importance of branding to organisations involved only in B2B markets by testing three hypotheses: that the customer's affective brand associations predict satisfaction with the company; that customer and employee affective brand associations correlate, and; that the better the training employees believe they receive, the stronger their affective brand associations and the higher their satisfaction with the organisation.Design/methodology/approach – The paper uses a survey of the customers (280) and employees (367) of two construction companies involved only in B2B markets using a multidimensional measure of corporate brand personality. Structural equation modelling and regression are used to test the hypotheses.Findings – Customer satisfaction is predicted by corporate brand personality. The customer view...

Public sector corporate branding and customer orientation

The objectives of branding and marketing in the public sector can differ in nature from those in the private sector, to include an improved responsiveness to public needs, rather than an increase in customer numbers. In addition, the customer orientation (a disposition that will influence brand perception) of public services is often questioned. Drawing from prior work in the private sector on the relationships expected between employee and organization customer orientation (hereafter referred to as CO), corporate brand personality, and both employee and customer satisfaction, the authors propose a number of models. These models are tested using structural equation modeling on data from a study of the employees (n = 302) and customers (n = 200) of a public hospital. Corporate brand personality mediates the positive links between employee customer orientation (hereafter referred to as ECO) and satisfaction; ECO influences brand personality, which in turn influences satisfaction. However, while both the needs and enjoyment dimensions of ECO improve customer satisfaction, the former has an unexpected, negative effect on employees. Organization customer orientation (hereafter referred to as OCO) influences customer, but not employee, satisfaction. The paper discusses the implications for managing and researching corporate branding in the public sector.

Employer branding and its influence on managers

PurposeThe paper seeks to explore the role of the employer brand in influencing employees' perceived differentiation, affinity, satisfaction and loyalty – four outcomes chosen as relevant to the employer brand.Design/methodology/approachA multidimensional measure of corporate brand personality is used to measure employer brand associations in a survey of 854 commercial managers working in 17 organisations. Structural equation modelling is used to identify which dimensions influence the four outcomes. Models are built and tested using a calibration sample and tested on two validation samples, one equivalent to the calibration sample and another drawn from a single company.FindingsSatisfaction was predicted by agreeableness (supportive, trustworthy); affinity by a combination of agreeableness and (surprisingly) ruthlessness (aggressive, controlling); and perceived differentiation and loyalty by a combination of both enterprise (exciting, daring) and chic (stylish, prestigious). Competence (reliable, leading) was not retained in any model.Research limitations/implicationsFurther work is required to identify how appropriate improvements in employee associations can be managed.Practical implicationsThe findings emphasise the importance of an employer brand but the results also highlight the complexity in its management, as no one aspect has a dominant influence on outcomes relevant to the employer. At issue is which function within an organisation should be tasked with managing the employer brand.Originality/valueEmployer branding is relatively new as a topic but is attracting the attention of both marketing and HR academics and practitioners. Prior work is predominantly conceptual and this paper is novel in demonstrating empirically its role in promoting satisfaction, affinity, differentiation and loyalty.

The effects of corporate brand attributes on attitudinal and behavioural consumer loyalty

PurposeThe purpose of this research is to investigate the influence of the corporate brand on attitudinal and behavioural consumer loyalty. This paper empirically demonstrates a significant relationship between consumer‐perceived corporate brand and consumer attitudinal and behavioural loyalty.Design/methodology/approachThe research is based on a sample of 285 consumers of an automobile manufacturer in Australia. Cronbach alpha and Structural Equation Modelling were used to establish psychometric properties of the corporate brand constructs.FindingsThis paper establishes two groups of corporate brand attributes: corporate and marketing‐level. Corporate‐level dimensions include corporate activities, corporate associations, organizational values, and corporate personality. Marketing‐level dimensions comprise functional, emotional and symbolic brand benefits. The results reveal that corporate values, corporate brand personality and functional consumer benefits are the most critical and consistent predictors of both attitudinal and behavioural loyalty.Practical implicationsThrough the comprehensive measurement of the corporate brand impact on both attitudinal and behavioural loyalty, this paper offers insights for designing corporate branding strategies and generating consumer loyalty.Originality/valueThis paper provides empirical validation of the relationship between consumer corporate brand perceptions and consumer loyalty and demonstrates that the influence of each particular corporate brand attribute may be different.

The importance of corporate brand personality traits to a successful 21st century business

Brand personality has been defined as the human characteristics or traits that can be attributed to a brand. Corporate brand personality is a form of brand personality specific to a corporate brand. Unlike a product brand personality that typically relates to consumers and user imagery for a specific product brand, a corporate brand personality can be defined in terms of the human characteristics or traits of the employees of the corporation as a whole. A corporate brand personality will reflect the values, words, and actions of all employees of the corporation. A successful 21st century firm must carefully manage its corporate brand personality. The three core dimensions of corporate brand personality and two traits for each dimension that are crucial for marketplace success are outlined as Passionate and Compassionate (Heart), Creative and Disciplined (Mind) and Agile and Collaborative (Body). These traits have an interactive effect such that the effects of one trait can be enhanced by the existence of another.